Identifying and validating contextual and intervening factors effective on predictive factors of entrepreneurial marketing opportunities in international companies

Subject Areas :

Younos Vakil Alroaia ^{1 *} , علی فراهانی ² , Farideh Haghshenas Kashani ³ , علی فائض ⁴

1 -
2 - PhD Student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran
3 - Assistant Professor, Entrepreneurship Group, Department of Management, Central Tehran Branch, Islamic Azad University, Tehran , Iran
4 - Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran

Received: 2024-10-31 Accepted : 2025-05-10 Published : 2025-05-05

Keywords: Predictors, ٍEntrepreneurial marketing opportunities, Hybrids, International companies,

Abstract :

The aim of the study is to identify the background and intervention factors that are effective on predictors of entrepreneurial marketing opportunities in international companies. The method of this study is mixed, data collection was done in the qualitative and quantitative section. In the qualitative part, data was collected through the study of documentary sources and semi-structured interviews with 17 managers as well as experts active in the field of entrepreneurship, through targeted sampling and snowball using MAXQDA18 software and analyzed with the foundation data method. In the quantitative part, using a researcher-made questionnaire, the data of 148 managers of domestic international companies in Tehran were collected by convenience sampling and tested by structural equation modeling. The face and content validity of the questionnaire was verified by experts, and the reliability of the instrument was confirmed by Cronbach's alpha coefficient. Based on the findings of the qualitative section, after performing three stages of open coding, central coding and selective coding, a total of 129 concepts of 22 categories and 8 main categories were obtained, which showed that the background factors were in the form of six categories, including capital, corporate factors, and learning. Social, collecting and studying information, individual characteristics and social factors and intervening factors in the form of two categories including strengthening and weakening factors have the role of effective factors. Finally, the model of the identified factors was designed and tested in the quantitative section. The collected data were measured by the confirmatory factor analysis test using the partial least squares  method, and the construct validity was also confirmed. According to the values ​​of significant coefficients (t) obtained with a confidence of 95 from the structural model, all factors had a significant and positive effect on the predictive factors of entrepreneurial marketing opportunities.

 

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