The Effects of Internal Marketing Mix on Entrepreneurial Orientation in Cultural-Sports Clubs: The Mediating Role of Innovation Culture and Knowledge Management Capacities

Document Type : Research Paper


1 Assistant Professor of Entrepreneurship, Shahid Beheshti University

2 Assistant Professor of Industrial Engineering and Operation Management, Shahid Beheshti University

3 .Sc. in Entrepreneurship, Shahid Beheshti University


This paper aims to analyze the effect of internal marketing mix on entrepreneurial orientation through innovation culture and knowledge management capabilities in cultural-sports clubs. This research is applied in terms of the goal, and descriptive-correlational in terms of the data gathering method. The research population includes the cultural-sports clubs in Tehran and Isfahan provinces, which were selected by simple random sampling techniques. The research sample includes 87 87 cultural-sports clubs inTehran and Isfahan Provinces. In order to gather the data, 174 questionnaires is distributed and gathered from the managers and employees of those clubs. The main research tool is a standard questionnaire which it's reliability and validity is assessed and approved. Structural equation modelling through Partial Least Squares (PLS) is used to examine the relationships between variables. The findings indicate that entrepreneurial orientation is affected by dimensions of internal marketing including strategic reward, training and development, internal communications and senior leadership. Moroever, the findings support the mediating role of innovation culture and knowledge management capacities on the relationship between internal marketing mix and entrepreneurial orientation.


Main Subjects

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