Proposing a model for commercial soft technology assessment in Urban Commercial Uses(Case Study: Small and Medium Enterprises of Bushehr City)

Being aware of the new technology conditions after executing and identifying the consequences of execution of these technologies have been always a basic and vital issue in technology management that can help gain competitive advantages in the commercial applications through making correct selections of the new technology according to the conditions of the in the urban business uses and the specifications of the agency while having an extensive effect on the regional sustainable development. Therefore, the purpose of this study is to develop a systematic model to assess commercial soft technology in small and medium enterprises (SMEs) operating in the urban commercial sector of Bushehr. For this purpose, the sequential mixed method in three stages (qualitative, Tool design, quantitative) is applied. At the first step (qualitative part), the themes were taken from in-depth interviews (up to theoretical saturation) with 25 experts, consisting of small and medium enterprises and municipal managers. The received data were coded and 157 key codes were identified in the form of 57 basic themes, 25 organizing themes, and 6 global themes. In the second step, the soft technology analysis mechanisms were adjusted using the "Technology Atlas" and "Daddario" models Implemented in one of the business units in the urban business use sector of Bushehr city. The results of this study show the main components for assessing commercial soft technology are technology acceptance level, technology impact level, technologist human, technology life cycle, degree of automation and technology transfer. The findings of this study indicate this model can analyze the features, characteristics, consequences, and outcomes of using commercial soft technologies in urban business use. Also, the results of executing the model showed that the soft management and marketing technologies with the assessing coefficients 0.62 and 0.6 are the most complex and extensive technologies among the soft commercial technologies in the urban business uses in Bushehr.