An Analytic Hierarchy Process Approach to Marketing Tools Selection for Science and Technology Parks

• Main Authors: Nguyen Hai Lam Long, Nguyen Phuong V., Bao Le Toan, Tien Tran Khoa
• Format: Article
• Language: English
• Published: EDP Sciences 2021-01-01
• Series: SHS Web of Conferences
• Subjects: science and technology parks; brand image; marketing tools; analytic hierarchy process; brand promotion
• Online Access: https://www.shs-conferences.org/articles/shsconf/pdf/2021/03/shsconf_glob20_02045.pdf

Research background: Several studies have highlighted the importance of the Science and Technology Parks (STPs) to economic development. The reputation and image of the STPs substantially contribute to the expansion of the parks, which in turn enhances the region’s innovation capacity and economic development. However, there are few, if any, studies conducted to clarify the applicable marketing techniques for the brand promotion of the STPs. Purpose of the article: This study aims to determine and select the most appropriate marketing tools to promote the brand image and the reputation of the STPs in Vietnam, especially in the case study of Quang Trung Software City. Methods: The qualitative and quantitative research methods are used to analyze data collected from 20 participants who are managers and experts working in several disciplines. Moreover, the analytic hierarchy process is implemented to find out the priority of six proposed marketing tools. Findings & Value added: The findings reveal that online and offline marketing channels should be combined to promote the brand image of the STPs effectively. This study pioneers in researching the selection of the techniques for the marketing strategies of the STPs in Vietnam; thus, it contributes to the theoretical implications and managerial practice.