Developing an entrepreneurial marketing model in the service and processing industries

Changes in competition and environmental uncertainty in recent decades, has led to large and small organizations distancing themselves from traditional marketing practices and turning to entrepreneurial marketing. With its great importance in the industry, marketing and entrepreneurial marketing, inspires the entrepreneur to highlight the importance of entrepreneurial process in creating markets; in this way, entrepreneur identifies, explores, and exploits opportunities and finds markets, and implements subsequent operational strategies as well as strategic decisions (about the methods for serving customer) for market dynamics. On the other hand, as an effective factor in the economic growth of the country, the service and processing industries attract many resources through the provision of services and its optimization to customers. Given the importance of the industry and increasing competitiveness, entrepreneurial marketing plays a very important role in achieving organizational goals and making the most profit in the industry. Entrepreneurial marketing leads to creativity and innovation in the service and processing industries. The present study seeks to develop a comprehensive model of entrepreneurial marketing in service and processing industry and in line with this goal, the meta-synthesis method has been used to analyze the research literature. Then, the experts’ and entrepreneurs’ opinions in the studied industry were classified according to categories and concepts using the Delphi method in two stages. According to the obtained results, the entrepreneurial marketing model consists of three categories of factors (contextual, causal and environmental factors), dimensions (customer-centric perspectives, creativity, risk-taking, innovation, market-oriented and creating opportunities) and consequences.