Providing a Model of the Enterprise Market Capabilities with an Emphasis on Organizational Entrepreneurship

Document Type : Research Paper

Authors

1 Department of Management, Ali Abad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran

2 Department of Management, Ali Abad Katoul Branch, Islamic Azad University, Ali Abad Katoul, Iran

Abstract

The aim of this study was to provide a model of the enterprise market capabilities with an emphasis on organizational innovation and entrepreneurship. This is a mixed (combining qualitative-quantitative) research in terms of methodology. As well as, because this study intends to design the model, it is an exploratory research. An In-depth interview (12 experts) in the qualitative section and a questionnaire in the qualitative section were used. To analyze the data, SPSS and Smart PLS software were employed. The designed model revealed that the indices of the model of enterprise market capabilities with an organizational entrepreneurship approach can be classified into four categories of factors related to services & products, factors related to customers, as well as factors related to sales and factors related to marketing. The rating findings of the factors showed that sales and marketing are at the highest levels, and products & services and customers are in the next priorities, respectively.

Keywords


Volume 5, Issue 4
October 2019
Pages 103-112
  • Receive Date: 15 July 2019
  • Revise Date: 09 October 2019
  • Accept Date: 29 December 2019
  • First Publish Date: 29 December 2019