Authors: Mehran Rezvani, Shahram Ghahremani & Ramin Haddadi

Abstract

New  products  based  on  modern  technologies (high-tech),  in  order  to  enter  the  market,  face  a  number  of challenges such as high investment required for research and development  of  these  products,  high  cost  of  labor  force,  high cost  of  products,  making  profit  at  advanced  stages,  low  life expectancy,  high  level  of  associated  risks  and  required innovation. In terms of  marketing these products, issues such as centralized  decision  making by the  manager or the  owner, dynamic  environment,  existence  of  larger  competitors  with higher resources and influence in the market, high expectation of customers and lack of resources are just some of the issues to mention.

In  this  study  the  effects  and  functionality  of  network marketing strategies such as reduction of costs, increase in the rate of sales, brand making, job creation, effective networking, high level of innovative potentials, and increase in liquidity as the result  of growth of sales;  which itself  is obtained  by viral marketing  and  its  expansion  to  a  social  networking  site  with exchanges of social capital has been investigated. The statistical population  are  a  number  of  small  scale  companies  providing microfiber  Nano  silver  cleaning  cloths  based  in  the  city  of Tehran.  The  research  method  which  has  been  used  in  this research is qualitative research method.

The  results  of  the  research  show  that  by  providing  a favorable reward plan in network marketing, microenterprises offering  high-tech  products  can  overcome  many  of  their problems and difficulties in presenting, selling and promoting their products in the market.

Keywords: Microenterprises,  network  marketing,  social network, social capital, viral marketing.