Analysis the Factors Affecting the Performance of Manufacturing Companies in Industrial City of Gorgan from the Perspective of Marketing Management and Entrepreneurship

Subject Areas : Jounal of Marketing Management

Faezeh  Fendereski ¹ (Master of Marketing Management, Young and Elite Researchers Club, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran)
Mehdi  Zanganeh ² (Master of Marketing Management, Young and Elite Researchers Club, Aliabad Katol Branch, Islamic Azad University, Aliabad Katoul, Iran)
Hosain  Dideh Khani ³ (Assistant Professor, Department of Industrial Engineering, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran)
Hormoz  Mehrani ⁴ (Assistant Professor, Department of Business Management, Ghazali Institute of Higher Education, Qazvin, Iran)

Received: 2019-07-16 Accepted : 2020-02-26 Published : 2019-09-23

Keywords: Entrepreneurial Orientation, Marketing capabilities, Market orientation, Entrepreneurial Marketing, Imitation, Technical Capabilities, Entrepreneurial Market Orientation, Performance, innovation,

Abstract :

In today's fast changing competitive environment, companies need to be highly consistent, so offering the best performance in marketing has become the most important concern of the managers of manufacturing companies. Therefore, in this study, we analyze the factors affecting the performance of manufacturing companies from the perspective of marketing management and entrepreneurship, and to achieve this goal, we examine 15 hypotheses about the impact of entrepreneurial and market orientation on corporate performance through entrepreneurial market orientation and entrepreneurial marketing in the manufacturing companies of the industrial city of Gorgan during the second 6 months of 1397. The present research is a applied research in terms of purpose, and in terms of data collection method, it is descriptive-survey and it is also included in the field of causal research. In order to calculate the sample size, Krejcy and Morgan tables were used and 180 people were selected by simple random sampling as a sample and a questionnaire was distributed among them that 152 available questionnaires were collected. Data collected from questionnaires were analyzed using Smart PLS and SPSS software. In the end, the research results showed that hypotheses such as the effect of entrepreneurial market orientation on performance, the impact of market orientation on entrepreneurial market orientation, or the effect of innovation on performance are rejected, and also technical capabilities cannot modulate the effect of entrepreneurial orientation on performance. But other research hypotheses were confirmed.

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