Designing Model Internal Marketing with Entrepreneurial Orientation Approach to the Development of Start-up Business Economics(Mixed paradigm)

Subject Areas : Marketing

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)
Sayyed Abbas  Heidari ³ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2022-05-23 Accepted : 2022-08-09 Published : 2023-06-22

Keywords: organizational development, Entrepreneurial Orientation, Value Creation, internal marketing, Start-ups,

Abstract :

The present study sought to identify elements and to present a model Internal Marketing with Entrepreneurial Orientation approach to the development of Start-up business economics of Iran’s by using the mixed research method.The research population in the qualitative section was experts and the population in the quantitative section was managers,experts,and knowledgeable people in the field of Internal Marketing and Start-up businesses.The Grounded Theory was used for qualitative data analysis and descriptive statistics,confirmatory statistical analysis, and structural equations were used for the quantitative analysis.In the qualitative section,the data from the in-depth semi-structured interview and the Grounded Theory and were coded in the three stages of open, axial and selective coding,the paradigmatic model Internal Marketing with Entrepreneurial Orientation approach to the development of Start-up business economics was presented,The findings of the qualitative part indicated that Development of entrepreneurial activities,Competitive Advantage and Promote innovation as executive consequences of internal marketing of Start-up business economics Iran’s was raised.Finally,in the quantitative section,the results of the coefficient model of the effect of the change factors on the outcomes showed the confirmation of the relationships.The results of the goodness of fit index showed a value of 0.665 indicating a strong fit and utility of the model