The Impact of Entrepreneurial Marketing on the Sustainability of Knowledge-Based Companies with an Emphasis on Strategic Renewal

Document Type : Research Paper

Authors

1 MSc. Student, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran

2 Assistant Professor, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran

3 Professor, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran

Abstract

Under the environmental uncertainty and ambiguity and the dangers of environmental changes, stability and sustainability of knowledge-based companies are considered essential issues. Identifying the factors which create long term value and sustainability for these corporates can ensure corporates stability and sustainability. So far, the current study pursues two purposes: first, evaluating the role of entrepreneurial marketing, creating shared value and the Style of entrepreneurial leadership in knowledge-based corporates sustainability, and second, studying the role of the moderating effect of strategic renewal in creating shared value and corporates sustainability. In terms of the purpose the study is a developmental-applied research and is correlation-descriptive in nature. The statistical population is composed of knowledge-based corporates type II introduced by science and technology vice-presidency and have been operating at least for three years. The sample is composed of 223 corporates which are selected by available sampling method. The data collected using researcher-made questionnaire and its reliability is confirms by Cronbach's alpha (0.91). The data analysis was done applying structural equation modeling by Smart-PLS 2.0. The results show that the entrepreneurial marketing and creating shared value have positive and significant influence on the knowledge-based corporates sustainability (the confidence level is 95%). Entrepreneurial marketing, method of leadership and strategic renewal also with the confidence level equal to 95%, affect creating shared value. The variable strategic renewal positively moderates the relationship between creating shared value and corporates sustainability.

Keywords

References

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Journal of Entrepreneurship Development
Volume 13, Issue 3 - Serial Number 49
December 2020
Pages 421-440

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