Conceptualization and Explanation of a Sustainable Entrepreneurial Marketing Model in Food Industry: Futuristic Research Approach
Subject Areas : Futurology
NAEEMEH MOHEBI
1
(
PhD student in business management )marketing(,Department of management, college of human science,Saveh Branch,Islamic Azad University,Saveh,Iran
)
Karim Hamdi
2
(
Associate Professor, Department of Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
)
Zeynolabedin Amini Sabegh
3
(
Assistant Professor of Department of management, college of human science,Saveh Branch,Islamic Azad University,Saveh,Iran
)
ehsan sadeh
4
(
Assistant Professor of Department of management, college of human science,Saveh Branch,Islamic Azad University,Saveh,Iran
)
Keywords: Entrepreneurial Marketing, Mixed Method, Future Studies, Sustainability,
Abstract :
Abstract Background: The global market system is steadily moving in the future, and Iran is lagging behind in its development. Objective: To conceptualize and define a framework for evaluating sustainable entrepreneurial marketing. Method: This is a cross-sectional survey. The statistical population consists of Iran's food industry companies. Sample size is in the qualitative section of 20 experts. Delphi method is used to conceptualize the sustainable entrepreneurship marketing assessment model: with future studies approach. . Then, in a quantitative section, 226 selected food companies of Iran were selected through a targeted sampling to test the model. Structural equation modeling and Amos software were used to examine the relationships between the elements of the model. Findings: Includes 11 dimensions with activity titles, opportunism, customer engagement, innovation, risk management, resource leverage, investment, vulnerability, information and product quality, local economy, and environmental integrity. Of these dimensions, the investment with a coefficient of 889/0, with 88.9%, is most important in predicting and explaining sustainable future entrepreneurship and the environmental performance is in the second place. The lowest percentages are among the dimensions of risk management. Conclusion: In order to realize this concept, investments should be made in order to meet the future needs of the society and to monitor the socio-economic and environmental performance with the goal of creating and strengthening the conditions for maintaining production and increasing profits in the future of food industry companies.
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