Developing an Entrepreneurial Marketing Model in the Service and Processing Industries

International Journal of Agricultural Management and Development

مقاله 6، دوره 12، شماره 1، خرداد 2022، صفحه 79-90   

نوع مقاله: Research Article

نویسندگان

Masoud Taghizadeh¹؛ Narges Delafrooz^{* 2}؛ Ali Gholipoor Soleimani²؛ Vahid Haghighat Doosty Sayyar³

¹PhD Candidate, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

²Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

³Assistant Professor, Department of Educational Science, Savadkooh Branch, Islamic Azad University, Savadkooh, Iran

چکیده

This research aims to explain how the concept of entrepreneurial marketing emerges through innovative research and effective convergence between marketing and entrepreneurship and to design an entrepreneurial marketing model in the service and conversion industries by proposing a logical and process-oriented framework. Service and conversion industries, which attract many resources to customers through the provision of services and optimization, can be an effective factor in the economic growth of the country. Given the importance of industries and increasing competitiveness among them, entrepreneurial marketing plays a very important role in achieving organizational goals and making the most profit in the industry. The present research is qualitative in terms of research method in which the meta-combined method has been used to analyze the research literature. Then, using the two-stage Delphi method, the opinions of industry experts and entrepreneurs are classified based on categories and concepts. The statistical correlation between the variables was measured by the Kendall coefficient and the agreement percentage index was used for the reliability of the measurements. The results show that the entrepreneurial marketing model in these industries consists of three categories of factors (contextual, causal, and environmental factors) and dimensions (customer-centric views, creativity, risk-taking, innovation, market-oriented, and opportunity-building). All factors with a high agreement percentage were effective in entrepreneurial marketing in the service and conversion industries.

کلیدواژه‌ها

Delphi method؛ entrepreneurial marketing؛ meta-synthesis؛ service and processing industries؛ Kendall coefficient

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