Entrepreneurial Marketing, the Marketing Capabilities and Performance in Project-Based Businesses

Document Type : Research Paper

Authors

1 MSc. Student of IT Management, Campus of Farabi, University of Tehran, Qom, Iran

2 MSc. Student of Information Technology Management, Faculty of Management and Accounting, Campus of Farabi, University of Tehran, Qom, Iran.

3 PhD student of Industrial Management, Campus of Farabi, University of Tehran, Qom, Iran

4 Assistant Prof. of Economics, Islamic Azad University, Roudhen Branch, Tehran, Iran

Abstract

The purpose of this study is to investigate the impact of entrepreneurial marketing on marketing capabilities and market performance of business-driven businesses. The present study is a descriptive-correlational study in terms of head, functional and in terms of research design. The data gathering tool was a questionnaire. The statistical population of this study was marketing managers and marketing experts in a large software company with 128 people in the Tehran city, and the sample size was determined by simple random sampling method to ensure the return of the number of 100 respondents was completed. Finally, 98 questionnaires were collected and entered into the analysis stage. Data analysis was performed using structural equation modeling method using SmartPLS3 software to verifiable factor analysis and test the hypotheses and measure the relationships between variables. The results of this study showed that entrepreneurial marketing has a significant effect on marketing capabilities and market performance of project-based businesses. On the other hand, marketing capabilities also have a significant impact on the market performance of these project-based businesses.

Keywords

Main Subjects

References

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Journal of Business Management
Volume 10, Issue 1
2018
Pages 145-164

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