Startups face many problems in commercializing their product due to inexperience in marketing, so to overcome the challenges of commercialization in developing countries such as Iran it is necessary to design a model.
The current research aims to provide a suitable model for commercialization of innovative ideas in technology-based startups in the country.At first , this research was conducted within the framework of a qualitative approach and using a Grounded theory research method. Data collection tools were semi-structured interviews. To collect information, Purposive sampling method was utilized, and 25 experts were interviewed, including university professors,those involved in the startup space , accelerators, successful startups, and failed startups. Data analysis was performed in three stages including open coding, axial coding and selective coding.
The present study shows the extraction of 927 interview codes, 76 basic concepts and 23 categories in the form of a paradigm model including founding team, human resources, psychological dimension, startup conditions, managers' competence, idea appraisal, initial market analysis, timing and sampling of using abroad scenarios as an examples (causal conditions), environmental conditions, cultural factors and ICT(context conditions) , high risk factors, education and university, financial and investment resources (intervening conditions), targeting, evaluation, improvement and growth, business model, startup ecosystem, advertising strategy, hard work and perseverance and initial product (strategies), value creation (consequences).
The relationships between the elements of the resulting theory were quantitatively tested. The results show the significance of measurement models and structural equations at the 99% confidence level