Effect of Entrepreneurial Orientation and Marketing Capabilities on Greenhouse Businesses Performance in Jiroft County, Iran

The aim of this survey was to investigate the effect of entrepreneurial orientation and marketing capabilities on greenhouses businesses performance. The statistical population of the study consisted of all the greenhouse owners in Jiroft County (N= 1022). A sample size of 246 was selected using a stratified random sampling method (n= 246). Data was collected through a questionnaire. Content validity of the questionnaire was confirmed by a panel of experts. Construct validity and composite reliability of the research instrument were tested by estimating the measurement model and they were satisfactory after making the necessary corrections. The data were analyzed using Structural Equation Modeling technique. Results indicated that the total mean of the greenhouse businesses performance was at a level of lower than average and the customer performance had the highest average among the three dimensions of performance. Also, results showed that the two variables of entrepreneurial orientation (ρ-value= 0.001, β= 0.354) and marketing capabilities (ρ-value= 0.001, β= 0.501) had significant and positive effects on greenhouse businesses performance; accordingly, research hypotheses were supported. Based on the results of the study, planning and effort to improve and strengthen entrepreneurial orientation and marketing capabilities in greenhouses can considerably increase performance and sustain their activity in the competitive environment.