Analyzing the Effectiveness of the Marketing Strategies, Market Orientation, and Entrepreneurship on Company Performance through the Mediating Role of Entrepreneurial Marketing

Abstract

Based on the entrepreneurial marketing model, this study examines the effects of marketing strategies, market orientation, and entrepreneurship on function companies in Jay Industrial Town, Isfahan. Seven hypotheses were developed for this purpose. In order to collect the necessary information for testing the hypothesis, a researcher-made questionnaire containing 34 questions in 6 dimensions was used and distributed among 110 company managers working at Jay Industrial Town in Isfahan as a statistical sample of the research. For data analysis and hypothesis testing, structural equation modeling by partial least squares method using Smart PLS software was used. The results of the research hypothesis testing show that there is a positive and significant effect between all the variables in the case of entrepreneurial marketing, except for the entrepreneurship orientation or tendency. Also, there is a positive and significant effect between all the variables in relation to the company’s performance.