Purpose

The creation of partnerships among companies, governments and universities can improve innovation and the technological development of institutions. As innovation is a multidimensional concept, more nuanced research is needed to identify, which dimensions of innovation firms should focus on them. This paper aims to investigate the influence of attitude to knowledge sharing (KS) factors, learning organization and creativity on the innovation in marketing biotechnology firms. So, the purpose of this paper is to examine the influence of learning organization, attitude to KS, creativity, information technology (IT) acceptance, KS culture and trust on the innovation by presenting a new framework and a model.

Design/methodology/approach

The structural equation modeling technique is used to examine the reliability and validity of the measurement of the provided model. Data were collected by questionnaires. A case study was carried out in 100 marketing biotechnology firms in the Tehran of Iran. In this paper, smart partial least squares 2.0 was used to evaluate the measurement.

Findings

The result showed that all hypotheses of this research are proved. Also, the results have shown that the attitude to KS, learning organization and creativity affect the innovation in marketing biotechnology firms. As an overall result, the managers should create an enhanced knowledge bank to increase and encourage the KS among employees, thus creating and enhancing innovation in organizations. Also, the results have shown that marketing shortages were mostly connected to access to human resources with related management and marketing experiences and were mainly felt by firms introducing discontinuous novelties.

Research limitations/implications

The main limitation of this paper is that the sample was retrieved from 384 employees in 100 marketing biotechnology institutions. The larger number of samples can yield better results. Next, even though the respondents’ profiles indicated a high probability of them being cognizant of their organization’s efforts in inter-firm KS, learning, creativity and innovation with three or four respondent from each organization answering all questions for such complicated issues always poses the risk of measurement bias and inaccuracy. An ideal situation for future studies would be to pool and compare multiple respondents from the same organization to obtain a more comprehensive firm-level measurement. In addition, this study only surveyed and sampled biotech marketing companies in Iran. Therefore, the model should be examined using samples from other countries because the varieties of culture could have an impact on employee apprehensions. So, future researchers can test the measurement instrument in different countries and/or conduct large multi-national comparisons.

Practical implications

Successful marketing strategies depend very much on an organization’s ability to implement them. This paper provides an excellent study about the future of pharmaceutical KS and shows that innovation paths are linked with local and temporary occasions. Also, the results of this study provide valuable information in formulating marketing biotechnology programs. It is essential to study both economics and innovation for students and academics. The results also suggested that policies to increase economic research will also increase innovation. They could contain the consolidation of the legal framework and institutional resources for public organizations to protect intellectual properties. In general, for successful implementation of strategies an organization has to integrate KS, processes and IT.

Social implications

The paper identifies the most critical factors in the innovation process of enterprizes in marketing biotechnology institutions. The implications derived from this study can shed new light upon policy-making both at the level of governance and in the management practice in Iran’s marketing biotechnology industry. Also, the paper increases understanding of the innovation process in Iran marketing biotechnology companies. This study contributes to innovating management research by offering a set of legal and dependable operational measures. These measures can help academics in theory analysis.

Originality/value

This is the first attempt examining the role of the learning organization, creativity and attitude to KS as a key contingency factor in innovation in Iran marketing biotechnology firms, an issue whose understanding is still developing in the literature. The paper adds to the body of knowledge by allowing better understanding the attitude toward KS and the influence of KS, learning and creativity on innovation. Previous studies did not investigate the KS in marketing biotechnology firms deeply, but, the present paper permits a more complete view on this topic. The guidelines are provided for the top directors to promote KS and innovation according to the research results. From a managerial point of view some critical elements, which are important for the success of KS and application of these elements for progressing institutional guidelines to develop KS, are considered. Theoretical foundations can be extracted from this study, and these foundations can be implemented to investigate connection in KS elements such as feasibilities processes and institution initiative abilities. So, the results could be suitable to managers when arranging an organization and shaping its culture to improve knowledge management.

中文翻译：

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研究基于IT的创新在药物知识共享态度中的作用的新模型：对营销生物技术公司的研究

目的

在公司，政府和大学之间建立合作伙伴关系可以改善创新和机构的技术发展。由于创新是一个多维概念，因此需要更细致的研究来确定创新公司应将重点放在哪些方面。本文旨在研究态度对知识共享（KS）因素，学习组织和创造力对营销生物技术公司创新的影响。因此，本文的目的是通过提出一个新的框架和模型，研究学习组织，对KS的态度，创造力，信息技术（IT）接受度，KS文化和信任对创新的影响。

设计/方法/方法

结构方程建模技术用于检查所提供模型的测量结果的可靠性和有效性。通过问卷调查收集数据。在伊朗德黑兰的100家营销生物技术公司进行了案例研究。在本文中，智能偏最小二乘2.0用于评估测量。

发现

结果表明，本研究的所有假设都得到了证明。此外，结果还表明，对KS的态度，学习组织和创造力会影响营销生物技术公司的创新。总体而言，管理人员应建立一个增强的知识库，以在员工中增加和鼓励KS，从而创建和增强组织中的创新。此外，结果还表明，营销短缺主要与具有相关管理和营销经验的人力资源获取有关，并且主要由引入不连续新颖性的公司来感觉到。

研究局限/意义

本文的主要局限性是从100个营销生物技术机构的384名员工中检索了样本。大量样品可以产生更好的结果。其次，即使受访者的个人资料表明他们很可能意识到其组织在企业内部KS中所做的努力，但是每个组织有三到四个受访者回答此类复杂问题的所有问题的学习，创造力和创新始终会带来风险测量偏差和不准确性。未来研究的理想情况是汇总并比较来自同一组织的多个受访者，以获得更全面的公司级评估。此外，本研究仅对伊朗的生物技术营销公司进行了调查和抽样。因此，该模型应使用其他国家/地区的样本进行检查，因为文化的多样性可能会对员工的忧虑产生影响。因此，未来的研究人员可以在不同国家/地区测试测量仪器和/或进行大型跨国比较。

实际影响

成功的营销策略在很大程度上取决于组织实施策略的能力。本文对药物KS的未来进行了出色的研究，并表明创新路径与当地和临时场合相关。而且，这项研究的结果为制定市场营销生物技术计划提供了有价值的信息。对学生和学者来说，研究经济学和创新至关重要。结果还表明，增加经济研究的政策也将增加创新。它们可以包含为公共组织保护知识产权而建立的法律框架和机构资源的合并。通常，为了成功实施策略，组织必须集成KS，流程和IT。

社会影响

本文确定了营销生物技术机构企业创新过程中的最关键因素。这项研究得出的启示可以为伊朗的营销生物技术行业的治理水平和管理实践方面的决策提供新的思路。此外，本文还增加了对伊朗营销生物技术公司的创新过程的了解。这项研究通过提供一套法律和可靠的运营措施，有助于创新管理研究。这些措施可以帮助学者进行理论分析。

创意/价值

这是首次尝试，以学习型组织的作用，创造力和对KS的态度作为伊朗营销生物技术公司创新中的关键偶然因素，这一问题在文献中仍在发展。通过更好地理解对KS的态度以及KS，学习和创造力对创新的影响，本文增加了知识体系。先前的研究没有深入研究市场营销生物技术公司中的KS，但是，本文允许对此主题有更完整的了解。根据研究结果，为高管人员提供了指导方针，以促进KS和创新。从管理的角度来看，一些关键要素，考虑了对KS的成功至关重要的要素，并考虑了这些要素在逐步发展KS的机构指南中的应用。可以从这项研究中提取理论基础，并且可以利用这些基础来研究与KS要素（如可行性过程和机构主动性）相关的联系。因此，该结果可能适合管理者在组织组织和塑造其文化以改善知识管理时使用。