An Investigation of the Interrelationships of Effective Factors on Entrepreneurial Marketing in Agricultural Cooperatives by Using Fuzzy DEMATEL

In this research, we identified and evaluated the relationships between the variables affecting entrepreneurial marketing in the Agricultural Cooperativesof Mazandaran province and also, the Fuzzy DEMATEL Technique was used to analyze these relationships, as well as that the degree of influence and impact of these factors were determined. This study consisted of four main components of a competitive intelligence index, external factors index, competitive advantage Index, internal factors Index, a checklist of 15 factors related to entrepreneurial marketing, which were compatiblewith Iran's reporting environment, was prepared. Accordingly, 15 experts were selected from the statistical population including the managers of agricultural cooperatives in Mazandaran province. A pairwise comparison questionnaire was designed to seek out expert's opinions. The effect of the factors was measured by a fuzzy five-level scale. Also, the validity of the questionnaire was confirmed by experts and university professors. The results showed that among the main criteria, competitive intelligence has the most impact on other factors of system, and external factors, internal factors and competitive advantage were in the next. In addition, among the sub-criteria, R&D investment, market investment and government policy, product differentiation and product quality had the most impact on other factors of system.