The relationship between market orientation and performance with the mediating role of entrepreneurial marketing in small and medium-sized enterprises

Subject Areas : مدیریت

Hosein Norouzi ¹ ( Assistant Professor, Department of Management and Accounting, Kharazmi University, Iran )
Esmail Esmail Shabani Nejad ² ( M.A., Department of Business Management, University of Tehran, Tehran, Iran )
Rzvan Velayati Shokohi ³ ( Ph.D., Department of Management, Tarbiat Modarres University, Tehran, Iran )

Received: 2020-02-02 Accepted : 2020-02-02 Published : 2018-02-20

Keywords: performance, small and medium enterprises, Market Orientation, Entrepreneurial marketing,

Abstract :

The relationship between market orientation and performance with the mediating role of entrepreneurial marketing in small and medium-sized enterprises in Mazandaran Province iran.The main objective of this study was to investigate the relationship between market orientation and organizational performance with the mediating role of entrepreneurial marketing.The population consisted of small and medium-sized businesses in Mazandaran province. Based on the limited population formula, at the confidence level of 95%, 160 managers were chosen as the sample.To collect data, standardized questionnaires were used .In order to assess the validity and reliability of the questionnaires, Cronbach's alpha and composite reliability were calculated. Data analysis using SPSS version 19 and LISREL version 8.5 with structural equation modeling showed marketing orientation has a significant positive effect on performance, through which 68 percent of the variance is explained .Also, the mediating effect of entrepreneurial marketing in the relationship between market orientation and performance was confirmed.