Investigating the Role of Entrepreneurial Marketing on Innovative Performance: The Effect of Human Capital Mediation (Case Study: Small and Medium-sized Knowledge-Based Companies, Tehran University Science and Technology Park)

The present study aimed to investigate entrepreneurial marketing on innovative performance with the mediating role of human capital. In terms of practical purpose, the research is descriptive-survey in terms of data collection method and quantitative data in terms of data collection approach. The statistical population of the study includes managers of small and medium-sized knowledge-based companies in the Science and Technology Park of Tehran University, numbering 180 people. Data analysis was performed using structural equation modeling (SEM) and Smart PLS software. The results obtained from path coefficients and significant coefficients showed that entrepreneurial marketing and human capital have a significant and positive effect on innovative performance. It was also concluded that entrepreneurial marketing has a positive and significant effect on the human capital of companies. Another result of the study showed that human capital can play a mediating role between the relationship between entrepreneurial marketing and innovative performance. The findings of this study indicate that paying attention to entrepreneurial marketing equips small and medium companies with capabilities that can have many results and consequences for companies such as company growth, profitability, increasing market share and increasing innovative performance.