Designing model Internal Marketing with Entrepreneurial Orientation approach to the development of start-up businesses (Mixed paradigm)

Document Type : Original Article

Authors

1 Department of Business Management, Faculty of Management, Business Management, Islamic Azad University, Central Tehran Branch

2 Department of Business Management, Tehran Center branch, Islamic azad university, Tehran, Iran

10.30510/psi.2022.343906.3500

Abstract

The purpose of this study is to explain the paradigm model and then the model of internal marketing structural equations with an entrepreneurial approach to the development of start-up businesses in Iran. The approach of this research has been based on data foundation theory (Strauss and Corbin systematic approach) and structural equations with emphasis on human resources and employees as internal customers in start- ups . Data collection method, in-depth and open interviews with 16 experts were aware of the subject and tools of the standard questionnaire. The results indicate the need to develop internal marketing in the context of developing entrepreneurial activities and organizational transformation with the chapters of causal factors including promoting customer-oriented culture, RD processes and understanding and internalizing the vision, intervening conditions including employee citizenship behavior, internal communication and evaluation Technical and contextual include employee citizenship behavior, internal communications, and technical evaluation. The consequences of competitive advantage, promotion of innovation and development of entrepreneurial activities can also be projected for it. The test showed that this factor as one of the sub-categories of contextual conditions has a significant effect on model strategies and includes the concepts of strategic entrepreneurship, strategic evaluation of resources and value creation. Finally, in the quantitative part of the model results, the coefficient of influence of change factors on the outcomes showed the confirmation of relationships and the value of the fit index was 0.665, which indicates the strong fit and content of the model

Keywords

Political Sociology of Iran
Volume 5, Issue 12
February 2023
Pages 1061-1081

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