Morvarid Derakhshan Andisheh Journal of Quality Engineering and Management 2322-1305 15 2 2025 08 23 Presenting a model for the co-creation of value in startups based on new technologies Presenting a model for the co-creation of value in startups based on new technologies 204 230 226515 10.48313/jqem.2025.521029.1519 FA Soheila Izadi Department of Management, Najafabad Brunch, Islamic Azad University, Najafabad, Iran. Naser Khani Department of Management, Najafabad Brunch, Islamic Azad University, Najafabad, Iran. 0000-0002-0027-7048 Bita Yazdani Department of Management, Najafabad Brunch, Islamic Azad University, Najafabad, Iran. Amirreza Naghsh Department of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran. Journal Article Purpose: This research aims to present a model for creating shared value in startups based on new technologies. Methodology: To achieve this goal, a mixed-methods approach was employed, consisting of two phases: qualitative and quantitative. In the first phase, a review of the theoretical and empirical foundations of the topic was conducted, and to enrich the results, insights from a selected group of experts were utilized. This group consisted of 9 experts specializing in new technologies and startups, selected through purposive sampling based on theoretical saturation. Findings: Based on the results, 17 main categories, 161 sub-components, and 1346 concepts were identified in this research. In the quantitative section, the model's dimensions and components were prioritized using pairwise comparison questionnaires and fuzzy hierarchical analysis. Originality/Value: According to the findings, customers and services are the central focus of activities, and startups, by deeply understanding customer needs and desires, provide products and services aligned with their values. Collaboration and networking with customers and business partners facilitate knowledge exchange and innovation, which is a fundamental element that enables startups to address customer problems using new technologies. Additionally, attention to product and service quality, attracting and retaining top talent, and securing financial resources are other important aspects of this model that lead to increased customer satisfaction and trust. Purpose: This research aims to present a model for creating shared value in startups based on new technologies. Methodology: To achieve this goal, a mixed-methods approach was employed, consisting of two phases: qualitative and quantitative. In the first phase, a review of the theoretical and empirical foundations of the topic was conducted, and to enrich the results, insights from a selected group of experts were utilized. This group consisted of 9 experts specializing in new technologies and startups, selected through purposive sampling based on theoretical saturation. Findings: Based on the results, 17 main categories, 161 sub-components, and 1346 concepts were identified in this research. In the quantitative section, the model's dimensions and components were prioritized using pairwise comparison questionnaires and fuzzy hierarchical analysis. Originality/Value: According to the findings, customers and services are the central focus of activities, and startups, by deeply understanding customer needs and desires, provide products and services aligned with their values. Collaboration and networking with customers and business partners facilitate knowledge exchange and innovation, which is a fundamental element that enables startups to address customer problems using new technologies. Additionally, attention to product and service quality, attracting and retaining top talent, and securing financial resources are other important aspects of this model that lead to increased customer satisfaction and trust.

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