This article examines the relationship between company orientation(entrepreneurial orientation and market orientation), internal control systems and new product development. Different researches results provide valuable insights on the role of the company orientation
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This article examines the relationship between company orientation(entrepreneurial orientation and market orientation), internal control systems and new product development. Different researches results provide valuable insights on the role of the company orientation
in New Product development. Entrepreneurial orientation helps the companies to have personal control in order to have great improvement in new product development activities .on the other hand market orientation emphasis more in output control than personal control in new product development.
Manages in firms that emphasize output controls are evaluated and rewarded on the basis of objective financial criteria. Personal control on the other hand, focuses on long-term performance rather than short term financial targets. Generally personal control requires more time and has a higher coordination cost than output control.
In recent decades, companies consider new product as a source of competitive advantage and means of anticipating the competitors. Some marketing research have found the relationship between market orientation and new product development.
The goal of market orientation is to satisfy current market needs, rather than to develop new products targeted at emerging new needs. Some researchers criticize market orientation ,They suggest that entrepreneurship orientation must replace with market orientation. Some researches focus on one of the orientation , on the other hand they ignore the role of internal control systems as a mediating variable . Therefore we survey this subject completely. This study in terms of methodology is descriptive correlation.
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Despite entrepreneurial marketing being cited as one of the most important requirements for success of SMEs and startups, literature reveals few academic studies dealing with antecedents of entrepreneurial marketing. To contribute to the research gap, the purpose of thi More
Despite entrepreneurial marketing being cited as one of the most important requirements for success of SMEs and startups, literature reveals few academic studies dealing with antecedents of entrepreneurial marketing. To contribute to the research gap, the purpose of this paper is to investigate the effect of entrepreneur’s characteristic on entrepreneurial marketing with considering the mediator role of network structure and communication. The study is descriptive-correlation and in terms of purpose is an applied research. The statistical population of this study is companies in Fars Science and Technology Park. Data are collected from 110 companies and are analyzed by using structural equation model (SEM). The results show that entrepreneur characteristics not positively direct influence entrepreneurial marketing. However, findings support the indirect effect of entrepreneur characteristics through mediating path of network structure and communication. In other words, if entrepreneur characteristics facilitate networks and communication, they will improve entrepreneurial marketing. SMEs and knowledge based companies that interested in improving entrepreneurial marketing practices should enhance individual characteristics that can be help developing network structure and communication. The study contributes to the existing research about the role the entrepreneur can have in the firm’s ability to develop entrepreneurial marketing activities. Also, these results could be used for understanding entrepreneurial marketing dynamics and structure based on the interactive relations between antecedents to improve entrepreneurial marketing. From a practical viewpoint, the study has found that entrepreneurial marketing is based on networking and communicating.
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