Volume 29, Issue 1 (3-2022)
RJMS 2022, 29(1): 166-174 |
Back to browse issues page
Research code: 0
Ethics code: 0
Clinical trials code: 0
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Khademi A, Mollahossieni A. Investigating the Effect of Entrepreneurial Orientation on Marketing Strategies and Their Success in Small and Medium-Sized Medical and Therapeutic Equipment Companies. RJMS 2022; 29 (1) :166-174
URL: http://rjms.iums.ac.ir/article-1-8624-en.html
URL: http://rjms.iums.ac.ir/article-1-8624-en.html
Master Degree, Department of Management, Faculty of Management and Economic, University of Shahid Bahonar, Kerman, Iran (Corresponding author) , arashkhademi705@gmail.com
Abstract: (145 Views)
Background & Aims: At the beginning of the work, the main discussion of the topic is discussed entrepreneurship has become very popular these days and this trend also brings many changes with it, so today's business environments are often defined with features such as complexity and uncertainty. Is. that these changes have been placed as a process in the companies that deal with green entrepreneurship. These changes mean that they have become part of the life of companies, or in other words, these changes are the prerequisites of companies for their survival. it counts. A large amount of research, such as the studies, has investigated the concept of entrepreneurial orientation. In short, entrepreneurial orientation refers to the entrepreneurial nature of all companies. This term may be misleading, as it sounds exciting, complicated, or even reckless. All companies have an entrepreneurial orientation. Even previous sources have shown that companies with higher entrepreneurial orientation are more successful in domestic and foreign markets. As they showed, different dimensions of entrepreneurial orientation (such as proactive and aggressive competition) show different paths for entrepreneurial success. An in-depth study of this link between entrepreneurial orientation and success can be seen in the article by Rauch et al. (2009). Therefore, awareness of this criterion is very important when entering a new market and more specifically when the company intends to enter a newly freed market for global competition after a period of isolation. Since these environments have known and unknown challenges, every profitable opportunity should be used by companies in the hope of expanding their activities in these countries. , proactive, and risk-taking. Because of the growing consensus on this construct, it reflects these three components. With this in mind, the purpose of this paper is to examine the relationship between entrepreneurial orientation, a company's behaviors, and company success. In particular, the entrepreneurial tendency is measured and calculated for the companies inside Iran that have been doing international business recently and express the desire to enter the regional markets. Then, the sample of small and medium-sized companies located in the industrial towns of Kerman was divided into two groups (high or low) according to the level of their entrepreneurial orientation, following previous sources. Then, both groups were compared in terms of the dimensions that form the hypotheses of our study: 1. Marketing strategies and 2. Marketing success. Iranian companies were chosen for this research due to their understanding of the importance of green entrepreneurship trends over several decades. In addition, proximity to countries in the region such as Iraq, Syria, Afghanistan, etc. led to past trade interactions between the countries, and an opportunity for more Iranian business operations in the countries of the region will be provided shortly. Today, the complex and rapid developments of the last few decades have caused developed and developing countries to consider small and medium businesses as areas for achieving development goals, including economic development. The business of any organization/company is one of the most important economic parts of that organization, which is strongly influenced by rapid changes in the external environment, especially demographic, economic, and technological developments. These prominent changes are effective in the marketing of organizations to meet the demands and expectations of customers to maintain a competitive position in the market. Organizations are dependent on skilled, talented, and knowledgeable human resources on their way to success and survival, so the competition to attract and retain them has become one of the most important issues of human resource management. Today, with the rapid increase in global changes and developments, managers have to pay attention to entrepreneurial orientation and the use of marketing strategies to be more successful in their companies, hence the purpose of this research is to investigate the effect of entrepreneurial orientation. It has been done on the marketing strategy and their success in small and medium-sized medical and therapeutic equipment companies.
Methods: This research is a descriptive survey (standard questionnaire) in terms of research method and practical in terms of purpose. The statistical community of this research is made up of all the managing directors and other managers of small and medium-sized medical and therapeutic equipment companies (including financial, marketing, production, and research and development managers) and the sampling was done in a simple random manner. The reliability of the mentioned questionnaire was estimated at 0.932 and its validity has been proven by experts and professors.
Results: A total of 393 responses were collected through an online survey and then analyzed using confirmatory factor analysis and structural equation modeling. 24 SPSS and 3 PLS software were used to analyze the data. Our results showed that entrepreneurial orientation affects marketing strategies (demand strategy, brand strategy, and production and sales strategy). Also, marketing strategies (demand strategy, brand strategy, and production and sales strategy) have a positive effect on the success of the company.
Conclusion: Entrepreneurial orientation affects the marketing strategies of small and medium companies. As it was said, in this research three dimensions of risk taking, innovation and pioneering have been considered for entrepreneurial orientation. By focusing on each of these elements, managers can enable their companies to experience entrepreneurial tendencies. Entrepreneurial orientation affects the success of small and medium enterprises. Based on the results of the research, it can be said that if the managers of small and medium companies implement the following things with the help of entrepreneurial orientation, they can achieve more success in their specialized field. Another result obtained from this study is that marketing strategy affects the success of small and medium-sized companies.Using the results of the research, it is possible to understand the importance of the impact of entrepreneurial orientation in the marketing strategies and success of small and medium-sized companies and to optimize its use.
Methods: This research is a descriptive survey (standard questionnaire) in terms of research method and practical in terms of purpose. The statistical community of this research is made up of all the managing directors and other managers of small and medium-sized medical and therapeutic equipment companies (including financial, marketing, production, and research and development managers) and the sampling was done in a simple random manner. The reliability of the mentioned questionnaire was estimated at 0.932 and its validity has been proven by experts and professors.
Results: A total of 393 responses were collected through an online survey and then analyzed using confirmatory factor analysis and structural equation modeling. 24 SPSS and 3 PLS software were used to analyze the data. Our results showed that entrepreneurial orientation affects marketing strategies (demand strategy, brand strategy, and production and sales strategy). Also, marketing strategies (demand strategy, brand strategy, and production and sales strategy) have a positive effect on the success of the company.
Conclusion: Entrepreneurial orientation affects the marketing strategies of small and medium companies. As it was said, in this research three dimensions of risk taking, innovation and pioneering have been considered for entrepreneurial orientation. By focusing on each of these elements, managers can enable their companies to experience entrepreneurial tendencies. Entrepreneurial orientation affects the success of small and medium enterprises. Based on the results of the research, it can be said that if the managers of small and medium companies implement the following things with the help of entrepreneurial orientation, they can achieve more success in their specialized field. Another result obtained from this study is that marketing strategy affects the success of small and medium-sized companies.Using the results of the research, it is possible to understand the importance of the impact of entrepreneurial orientation in the marketing strategies and success of small and medium-sized companies and to optimize its use.
Keywords: Tendency to Entrepreneurship, Marketing Strategy, Company Success, Small and Medium Companies
Type of Study: Research |
Subject:
Clinical Psychiatry
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
