| Summary: | Today, organizations must recognize and exploit entrepreneurial opportunities arising from environmental changes, not just for survive but also to ensure its growth. Hence, they need to maintain survival of competitive advantages over their competitors. There are few studies on the subject of competitive advantages such as innovation and customer value, particularly on examining the relationship between entrepreneurship and customer value. Therefore, the purpose of this study is to investigate the potential effects of entrepreneurial and business oriented (learning orientation, market orientation and human resource practices) on innovation and customer value. The study population includes active companies in the food industry of the city of Mashhad based on Cochran's formula. As a sample, 83 senior managers of these companies have been selected randomly. The data has been collected using questionnaire and Structural Equation Modeling and partial least squares approaches have been utilized for data analysis using PLS software. Findings imply that entrepreneurship and human resource management are the most important drivers of innovation and customer value. Also, the findings suggest that market orientation can be integrated as a predictor of innovation and customer value. Therefore, successful implementation of these factors leads to promoting innovation and delivering superior value to customers.
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