design strategic entrepreneural marketing model in building industry with exploratory Mixed approach

The purpose of this study wad to design strategic entrepreneural marketing model in building industry with exploratory hybrid approach in construction companies in the north of Iran (Golestan, Mazandaran, Guilan provinces). The present research is applied-developmental in terms of the purpose, and is explanatory regarding nature. In terms of collecting data, it is a descriptive-survey with exploratory blended approach in which the qualitative approach is base on theory of data base. In the qualitative part of the research, the participant team included academic experts and executives of construction companies in a non selective (targeted) way and a snowball method of 30 people. The statistical population in the quantitative part of the research included construction companies in the north of the country with grade 4 and 5. In the qualitative section, the collected data was analyzed using the Nvivo software and formulated in the form of conceptual data base model. In the model test, the research hypotheses were formulated and confirmed by factor analysis and path analysis methods using SPSS and PLS software. The results of the quantitative phase indicated that the causal conditions affecting strategic entrepreneurial marketing include communication capabilities, organizational capability, organizational strategy, management support and organization and organizational systems. Interventive conditions include interrelationship, environmental capability, corporate governance, and ground conditions include system thinking, using technology and organizational culture.