Investigating a quantitative pattern of entrepreneurial marketing dimensions effect on organizational agility (Case study: Private educational centers)

Document Type : Research Paper

Authors

1 Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

2 MSc. in Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

3 MSc. in Public Management, Faculty of Humanities, University of Shahed, Tehran, Iran

Abstract

In the current era, there is a strong need for marketing thought to move toward new marketing perspective. Abundant evidence shows that marketing should be interdisciplinary and cross– functional, hence we have to focus more on human resources, agile and empowered structures, networks and strategic alliances. Research design is descriptive and it is applicable in terms of objective. The research population consists of all employees of private owned educational institutions located in Shiraz city. The reliability of data was determined to be more than 0.7 through questionnaires; a total of 207 were completed and usable questionnaires were collected. Generally, conceptual pattern of research has eight variables, and seven hypotheses. Results show that in spite of value creation, other dimensions have significant effect on organizational agility.

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References

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