The Effect of Entrepreneurial Marketing on Greenhouse Performance in Mazandaran Province

The main purpose of this research was to investigate the relationship between entrepreneurial marketing dimensions and firm performance in greenhouse units in Mazandaran province. It is an applied study in goal with a descriptive-correlational nature that was conducted by the survey methodology. The required data were gathered using the quantitative research approach. In this research, the effect of variables such as proactiveness, focus on opportunities, risk-taking, innovation, customer orientation, resource leveraging, and value creation in greenhouse firms were investigated on some aspects of the performance as dependent variable. The statistical population was all managers of these firms out of whome 255 manager were selected as the sample randomly based on the Cochran's formula. Data were collected with a questionnaire whose validity was confirmed by a panel of entrepreneurial and agricultural economy experts. The reliability of the questionnaire was estimated at 0.70-0.95 for different section using Cronbach’s alpha. The data were analyzed through SPSS and partial least square (PLS-SEM) approach. Based on the findings, the performance of the greenhouse firms had a significant relationship with proactiveness, focus on opportunities, risk-taking, innovation, resource leveraging, and value creation, but there was no significant relationship between customer orientation and firm performance. In a general conclusion, it can be concluded that applying entrepreneurial marketing in greenhouse firms can improve their performance.