Designing Internal Marketing Model with Entrepreneurial Approach in Start - up Businesses using Grounded Theory
Subject Areas : business management
Alireza
Tayebi
1
(Department of Business Management, Central Tehran Branch , Islamic Azad University ,Tehran, Iran.)
Mehdi
Karimi Zand
2
(Department of Business Management, Central Tehran Branch , Islamic Azad University ,Tehran, Iran.)
sayyedabbas
heidari
3
(Department of Business Management, Central Tehran Branch , Islamic Azad University ,Tehran, Iran.)
Keywords: Entrepreneurial Orientation, Value Creation, internal marketing, Development of Entrepreneurial Activities, Start-ups,
Abstract :
Purpose–The main purpose of this study is to present an internal marketing model with an entrepreneurial approach in start- up businesses,which emphasis on human resources and employees as internal customers is one of the key business factors with of the organization and acts as a Comprehensive management process.methodology-the present research is in terms of purpose applied and research-survey in terms of nature.Data collection is qualitative-foundation data(systematic).Data were obtained through semi-structured interviews with eighteen experts and managers with a background in business,based on purposeful sampling method and to the extent of saturation of required information and theoretical adequacy.Findings-After performing three stages of coding the causes and backgrounds Research,the underlying factors of employee citizenship behavior,internal communication and technical evaluation,technology intervention factors,global markets and the structure of work strategies Strategic creation,strategic resource evaluation and value creation and finally the consequences of competitive advantage,promotion of innovation and development of entrepreneurial activities of this phenomenon were identified in the form of a paradigm model of data foundation theorizing.Research limitations/ implications -this study helps knowledge by examining the relationship between, internal marketing and entrepreneurial orientation in start-ups and plays an important role in starting start-ups and their sustainability.
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