The impact of entrepreneurial orientation on firm performance through marketing capability with moderation role of marketing resources

Taking into account modulatory effects and intermediary effects together, this study provides a more comprehensive understanding of the relationship between entrepreneurial orientation and performance, which highlights the mediating role of marketing capability and the moderating role of marketing resources. For this purpose, data were collected from 71 companies located in the science and technology park of East Azarbaijan province through a questionnaire. The results of statistical data and structural equation modeling using SPSS and SmartPLS software showed that entrepreneurial orientation both directly and indirectly and through marketing ability affects company performance. Also, the results showed that the variable of marketing resources in the indirect relationship of entrepreneurial orientation and firm performance through marketing capability has a moderating role in the way that the indirect impact of entrepreneurial orientation through marketing capability on the company's performance in high amounts of moderation (marketing resources) Is stronger than its indirect effect in low amounts of moderation (marketing resources). Based on the results of this research, companies can achieve superior performance by targeting entrepreneurial activities by choosing the right strategy and adopting some of their resources to marketing resources