Investigating the effect of new marketing capabilities on organizational entrepreneurship (the case study of Iran's information and information technology startups)

Saghi Shivyari, Zahra; Assadi, Abbas

doi:10.22034/lrsi.2023.401909.1141

Investigating the effect of new marketing capabilities on organizational entrepreneurship (the case study of Iran's information and information technology startups)

Document Type : Original Article

Authors

Zahra Saghi Shivyari ¹

Abbas Assadi ²

¹ Master of Communication Sciences, Islamic Azad University, Science and Research Unit

² Associate Professor of Journalism Department of Allameh Tabatabai University

10.22034/lrsi.2023.401909.1141

Abstract

abstract

The upcoming research has been carried out in order to investigate the effect of new marketing capabilities on the level of organizational entrepreneurship of information and communication technology start-up companies. The statistical population of the current research consisted of managers and experts working in selected companies active in this field, and based on statistics, the number of these people was 257. Among these, 101 people were selected as members of the statistical sample using Charles Cochran's formula and simple random sampling method. The data collection tool in this research was a questionnaire consisting of 50 questions that used standard questionnaires for each variable and the answers were based on a 5-point Likert scale. In the end, the results of the research showed that the new marketing capabilities in the mentioned companies have a positive and significant effect on the level of organizational entrepreneurship. It should be mentioned that this research is in terms of the purpose of using the type of applied research and in terms of collecting descriptive-survey information and of the type of documentary and field studies.

Keywords

: marketing

entrepreneurship

organizational entrepreneur

startup

information and communication technology companies