Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises
Nowadays, different businesses have to take various marketing strategies in order to get access to customers. Accordingly, evaluating the effectiveness of marketing activities has gained an utmost importance to ensure that the adapted measures are efficient. In this paper the effectiveness of market...
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| Format: | Article |
| Language: | fas |
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Yazd University
2020-08-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_1951_5d1ea2daceb79a74802d4b9112b450fc.pdf |
| _version_ | 1797814744684429312 |
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| author | Zahra Mohammadi Majid Esmaeilpour Fakhreieh Hamidianpure |
| author_facet | Zahra Mohammadi Majid Esmaeilpour Fakhreieh Hamidianpure |
| author_sort | Zahra Mohammadi |
| collection | DOAJ |
| description | Nowadays, different businesses have to take various marketing strategies in order to get access to customers. Accordingly, evaluating the effectiveness of marketing activities has gained an utmost importance to ensure that the adapted measures are efficient. In this paper the effectiveness of marketing activities is looked into. This includes investigating the impact of entrepreneurial orientation and market orientation on the effectiveness of marketing through the mediating role of marketing capabilities. In terms of purpose, this was an applied research, and in terms of collecting data, it is a descriptive- survey study and of the correlational type. The statistical population of this study included 157small and mediate-sized companies in the industrial town of Bushehr. Convenient sampling was used in this research to have access to the members of society. To this end, 110 companies were selected as the samples of the study. In order to collect data, a questionnaire has been used. After collecting the required data, they analyzed by using Structural Equation Model (SEM) through Smart PLS software. Finally, the analysis of data indicated that each of the entrepreneurial orientation, market orientation and marketing capabilities variables had directly and positively affected the marketing effectiveness. |
| first_indexed | 2024-03-13T08:12:12Z |
| format | Article |
| id | doaj.art-270070345a4d4502bcd2b95cbc3e198d |
| institution | Directory Open Access Journal |
| issn | 2645-386X 2645-3878 |
| language | fas |
| last_indexed | 2024-03-13T08:12:12Z |
| publishDate | 2020-08-01 |
| publisher | Yazd University |
| record_format | Article |
| series | کاوشهای مدیریت بازرگانی |
| spelling | doaj.art-270070345a4d4502bcd2b95cbc3e198d2023-05-31T20:15:13ZfasYazd Universityکاوشهای مدیریت بازرگانی2645-386X2645-38782020-08-01122333936410.22034/bar.2020.10241.26931951Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized EnterprisesZahra Mohammadi0Majid Esmaeilpour1Fakhreieh Hamidianpure2Graduate student in Business Management, Department of Business Management, Persian Gulf University, Bushehr, IranAssociate Professor in Marketing Management, Department of Business Management, Persian Gulf University, Bushehr, IranAssistant Professor, Department of Business Management, Persian Gulf University, Bushehr, IranNowadays, different businesses have to take various marketing strategies in order to get access to customers. Accordingly, evaluating the effectiveness of marketing activities has gained an utmost importance to ensure that the adapted measures are efficient. In this paper the effectiveness of marketing activities is looked into. This includes investigating the impact of entrepreneurial orientation and market orientation on the effectiveness of marketing through the mediating role of marketing capabilities. In terms of purpose, this was an applied research, and in terms of collecting data, it is a descriptive- survey study and of the correlational type. The statistical population of this study included 157small and mediate-sized companies in the industrial town of Bushehr. Convenient sampling was used in this research to have access to the members of society. To this end, 110 companies were selected as the samples of the study. In order to collect data, a questionnaire has been used. After collecting the required data, they analyzed by using Structural Equation Model (SEM) through Smart PLS software. Finally, the analysis of data indicated that each of the entrepreneurial orientation, market orientation and marketing capabilities variables had directly and positively affected the marketing effectiveness.http://bar.yazd.ac.ir/article_1951_5d1ea2daceb79a74802d4b9112b450fc.pdfentrepreneurshipmarket orientationmarketing capabilitiesmarketing effectiveness |
| spellingShingle | Zahra Mohammadi Majid Esmaeilpour Fakhreieh Hamidianpure Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises کاوشهای مدیریت بازرگانی entrepreneurship market orientation marketing capabilities marketing effectiveness |
| title | Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises |
| title_full | Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises |
| title_fullStr | Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises |
| title_full_unstemmed | Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises |
| title_short | Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises |
| title_sort | investigating the effect of entrepreneurial orientation and marketing orientation on the effectiveness of marketing through marketing capabilities in small and medium sized enterprises |
| topic | entrepreneurship market orientation marketing capabilities marketing effectiveness |
| url | http://bar.yazd.ac.ir/article_1951_5d1ea2daceb79a74802d4b9112b450fc.pdf |
| work_keys_str_mv | AT zahramohammadi investigatingtheeffectofentrepreneurialorientationandmarketingorientationontheeffectivenessofmarketingthroughmarketingcapabilitiesinsmallandmediumsizedenterprises AT majidesmaeilpour investigatingtheeffectofentrepreneurialorientationandmarketingorientationontheeffectivenessofmarketingthroughmarketingcapabilitiesinsmallandmediumsizedenterprises AT fakhreiehhamidianpure investigatingtheeffectofentrepreneurialorientationandmarketingorientationontheeffectivenessofmarketingthroughmarketingcapabilitiesinsmallandmediumsizedenterprises |