作者
Esmaeil Mazroui Nasrabadi, Hamidreza Fatahi, Peyman Dolatshah
发表日期
2020/5/21
期刊
Journal of Entrepreneurship Development
卷号
13
期号
1
页码范围
141-160
出版商
Faculty of Entrepreneurship, University of Tehran
简介
Knowledge-Based Enterprises has a key role in developing a knowledge-based economy. The importance of maintaining these companies in competitive environments has made marketing as a vital component for them, and the success of a marketing system requires selecting the right combination of marketing mix variables, therefore this fact marks in the entrepreneurial marketing mix for knowledge-based companies. On the other hand, need for market advice and use for marketing decisions and activities, the concept of market orientation for these businesses is important. Therefore, the main objective of this research is to investigate the effect of the entrepreneurial marketing mix on the entrepreneurial success of knowledge-based firms in viewpoint of the moderating role of market orientation. This research is descriptive survey. The population of this research is Delphi method is knowledgeable experts, which 30 experts have been selected with using a judgment-snowball sampling method. To test the model, the sample population consisted of 180 knowledge-based businesses located in Isfahan Research Center, that selected by available sampling method. Questionnaire was used for data collection. Its validity was evaluated by experts and its reliability was confirmed by Cronbach's alpha and composite reliability. The results of data analysis with Smart Pls 2 indicate that the entrepreneurial marketing mix has a positive and significant effect on the entrepreneurial success of knowledge-based companies. In addition, the results showed that market orientation has a moderating role between the two variables of entrepreneurial marketing mix …
引用总数
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