چکیده:
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.
خلاصه ماشینی:
com Parviz Saeidi Department of Management, Ali Abad Katoul Branch, Islamic Azad University, Ali Abad Katoul, Iran Mahmood Reza Mostaghimi Department of Management, Ali Abad Katoul Branch, Islamic Azad University, Ali Abad Katoul, Iran {مراجعه شود به فایل جدول الحاقی} The aim of this study was to provide a model of the enterprise market capabilities with an emphasis on organizational innovation and entrepreneurship.
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.
Priority of ranking {مراجعه شود به فایل جدول الحاقی} The results represent that sales and marketing are at the highest levels, and then products & services, and customers are, respectively, in the next priorities.
Priority of ranking the factors related to buyers {مراجعه شود به فایل جدول الحاقی} The results indicate that advertising capabilities, customer relationship management capabilities and networking capabilities have the same priorities.
Conclusions The findings demonstrated that the indicators of the enterprise market capabilities model with an organizational entrepreneurship approach in the municipalities of Golestan Province can be classified into four categories, including products & services, customers, sales, and marketing.
(2007), A heterogeneous resource based view for exploring relationships between firm performance and capabilities, Journal of Modeling in Management, 2(2), 103–13 Fazli, S.