نوع مقاله : مقالات پژوهشی آمیخته
نویسندگان
1 استادیار دانشکده حکمرانی دانشگاه تهران، تهران، ایران
2 گروه کسب و کار و بازاریابی، دانشکده مدیریت، دانشگاه امام صادق (ع)، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: This study explores the critical role of enhancing the quantity and quality of knowledge-based products in knowledge-based market formation within Iran, with a particular focus on the medicinal and aromatic plants (MAPs) industry. The main objective is to analyze the current state of entrepreneurial marketing in knowledge-based small and medium-sized enterprises (SMEs) operating in MAP sector in Iran and further investigate how transformation in company marketing strategies, alongside the strengthening of innovation and entrepreneurship, leads to the formation of a macro-market for an ecosystem and an entire industry. These findings are essential for increasing the competitiveness of firms in a rapidly evolving technological innovation system. Furthermore, this study investigates the alignment of entrepreneurial marketing strategies with the unique needs and constraints of small and medium-sized enterprises operating in this sector.
Method: The research methodology is empirical and applied, employing a robust mixed methods approach through a sequential explanatory design using , including both qualitative and quantitative methods. Data collection was conducted through surveys and questionnaires distributed to SMEs engaged in the medicinal and aromatic plants industry across Iran. The collected data were analyzed using Importance-Performance Analysis (IPA) and structural equation modeling (SEM). These analytical methods were chosen to uncover both direct and indirect relationships between various dimensions of entrepreneurial marketing and firm performance. Additionally, experts' opinions were utilized for further analysis of the findings.
Findings: The findings of this study reveal significant variability in the responses to different dimensions of entrepreneurial marketing, with average scores ranging between 3/67 and 4/26. The strongest correlation was observed between the dimensions of innovativeness and opportunity focus, with a correlation coefficient of 0/677. These two dimensions were identified as particularly critical in driving firm performance within the industry. The correlation coefficient of other dimensions is also higher than average. Moreover, the results from the SEM analysis emphasized that dimensions such as innovativeness, opportunity focus, and customer intensity exert the most substantial impact on overall firm performance. The study suggests that SMEs which prioritize these key dimensions are better positioned to gain a competitive advantage and achieve long-term success in both domestic and international markets. On the other hand, firms assign relatively low importance to the risk-taking dimension, which could negatively impact the market formation.
Conclusion: The study concludes that knowledge-based SMEs in Iran’s medicinal and aromatic plants sector are increasingly keen on adopting and implementing entrepreneurial marketing strategies, especially those that emphasize marketing-related dimensions. However, for the successful formation and sustained growth of a knowledge-based market in this industry, a concentrated focus on enhancing innovativeness, risk-taking, opportunity focus, and customer intensity is crucial. These dimensions are essential for fostering a competitive and sustainable market environment that will empower these SMEs to thrive and achieve long-term success. Additionally, the study suggests that supportive policies and infrastructure are necessary to facilitate the broader adoption of these entrepreneurial marketing practices across the industry, ensuring that the sector can fully leverage its potential in the global marketplace.
کلیدواژهها [English]