Investigating the role of lead users in market making of knowledge based companies’ new products (Nano-technologic products)

Since taking a product to the market in organizations can guarantee the success and the survival of the organization, technical knowledge commercialization has been proposed as a vital factor. In research-based organizations, research without commercialization and taking the product to the market is meaningless, because without achieving a product’s specific customers producing or examining an idea seems to be useless. In marketing and market studying literature, a great deal of studies about the way of products’ market making has been implemented. Comparing with other products, market making of new ideas, especially the ideas relevant to the modern technologies has been noticed less. In this study, the role of the lead users in market making of knowledge based companies’ novel products (Nano-technologic products) has been investigated. The statistical population of this research includes all lead users of Nano-technologic products of the first company of Nano-powder producing (Nano Nasb-e-Pars Company) in hygienic-cosmetology and the section of livestock and poultry of Iran. Regarding the few numbers of this sort of customer all of them selected as the sample of the study. The obtained results of this study revealed that in the hygienic-cosmetology group the innovation competence, the knowledge competence, cooperation competence, relation competence characteristics, and the lead users are effective on market making of knowledge based companies’ novel products. The knowledge, cooperation, and relation competences are of the lead users’ characteristics in hygienic-cosmetology group. In the livestock and poultry group the innovation, knowledge, cooperation, and relation competences of the lead users’ are effective on the market making of the knowledge based companies’ novel products. The cooperation competence is the only characteristic of the livestock and poultry group. The hygienic-cosmetology group knows the innovation and knowledge competence more effective on the market making than the group of livestock and poultry. Two characteristics of cooperation and relation competences in hygienic-cosmetology group are more than the livestock and poultry group.