The Role of social entrepreneurial orientation on the development of market orientation and value co-creation

The purpose of this study is to study the effect of social entrepreneurial orientation on the development of market orientation and value co-creation. The present study is a descriptive and correlational research based on the purpose of an applied research and also on how to obtain the required data. In this research, library and field methods have been used to collect information. Confirmatory factor analysis, structural equation model and Smart PLS software were used to analyze the questionnaire data. The statistical population of this research is the managers and marketing experts of the top exporting companies in the food industry and the available sampling method and Cochran's formula have been used to obtain the sample size. The results of the study show that innovation and Effectual orientation play a mediating role in influencing the Social mission orientation on the Sustainability orientation; Sustainability orientation mediates the impact of innovation Effectual orientation on preventive action; Preventive action mediates in influencing the tendency to sustainability on market orientation and value creation, and market orientation also mediates in influencing preventive action on value co-creation; Risk management also plays a role in influencing the Sustainability orientation on preventive action.