“Are you my friend?”: Negotiating friendship in conversations between network marketers and their prospects

In this paper, first, a conceptual framework has been developed and while truly recognizing different aspects of the technology transfer process, it is trying to introduce a decision-making methodology in the choice of projects. Then by choosing effective variables in technology transfer process, a Multiple Criteria Decision-Making (MCDM) model has been designed, so that the choice of appropriate technology transfer projects based on a clear criterion, would be possible. Also, in order to improve the efficiency of the designed MCDM model, possible distribution of some effective qualitative variables such as technology life cycle, technology level, the possibility of technology adoption, etc. have been observed. In this way, most of the ambiguities, which are the results of using qualitative variables in decision-making issues, in the area of technology management would become clear. In addition, the risk analysis (RA) as well as the decision-making process related to technology assessment (TA) would be possible. In this research, various examples of the previous experiences of the Iranian companies in the area of technology management have been dealt with, and by designing nearly a realistic model, the main reasons for the failure of some foreign investment projects in Iran from the point of view of technology management are discussed. At the end, while generally introducing the designed model, this research elaborates on some suggestions for the better performance of foreign investments in the area of advanced technologies in Iran.