Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises

Abstract

Nowadays, different businesses have to take various marketing strategies in order to get access to customers. Accordingly, evaluating the effectiveness of marketing activities has gained an utmost importance to ensure that the adapted measures are efficient. In this paper the effectiveness of marketing activities is looked into. This includes investigating the impact of entrepreneurial orientation and market orientation on the effectiveness of marketing through the mediating role of marketing capabilities. In terms of purpose, this was an applied research, and in terms of collecting data, it is a descriptive- survey study and of the correlational type. The statistical population of this study included 157small and mediate-sized companies in the industrial town of Bushehr. Convenient sampling was used in this research to have access to the members of society. To this end, 110 companies were selected as the samples of the study. In order to collect data, a questionnaire has been used. After collecting the required data, they analyzed by using Structural Equation Model (SEM) through Smart PLS software. Finally, the analysis of data indicated that each of the entrepreneurial orientation, market orientation and marketing capabilities variables had directly and positively affected the marketing effectiveness.

Keywords

• entrepreneurship
• market orientation
• marketing capabilities
• marketing effectiveness