The role of entrepreneurial marketing in creating the competitiveness of pharmaceutical companies
Subject Areas : Financial Economicsمرجان دامن کشیده 1 , mojgan Daankesheideh 2
1 - استادیار اقتصاد،واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
2 - Azad University
Keywords: Entrepreneurial Marketing, Opportunity, Innovation, Risk Taking, Competitiveness,
Abstract :
The purpose of this research is to investigate the role of entrepreneurial marketing in creating competitiveness of companies. The current research method is based on the purpose, applied and based on the nature of the data, descriptive survey. The statistical population of the research included 110 managers of pharmaceutical companies based in Tehran, who were selected and examined using a simple random sampling method. Standard questionnaires have formed the data collection tool in this research. The software used to analyze the research data was structural equation modeling using the PLS approach. The obtained results indicate the positive and important role of entrepreneurial marketing on creating the competitiveness of pharmaceutical companies. The results showed that the variables of opportunism, innovation, risk-taking and value creation can play a positive and effective role in improving the competitiveness of pharmaceutical companies. Therefore companies managers for successful should pay more attention to the mentioned variables.
