Analyzing the Effect of Business Environment Improving on the Rural Entrepreneurship with the Mediating Role of Marketing Capability (Case Study: Rural Cooperative Companies of Ardabil Province)

Analysis of the Effect of Improving the Business Environment on Agricultural Entrepreneurship with the Mediating Role of Marketing CapabilityAbstractAny policy in the context of improving the business space, especially at the start-up stage, can play an important role in rural entrepreneurship. The purpose of this study was to investigate the effect of improving the business space on rural entrepreneurship with the mediating role of marketing capability. The type of research was applied in terms of purpose and descriptive-correlation in terms of the nature of the working method. The statistical population of the research included 89208 members in 81 rural cooperative companies of Ardabil province. The sample size was determined using the Krejci-Morgan table to the number of 384 people and the samples were selected by random sampling. Validity was checked and confirmed using confirmatory factor analysis and reliability by Cronbach's alpha. Structural equation modeling method was used to analyze the hypotheses. Data were analyzed using SPSS and SmartPLS software. Based on the findings of the research, improving the business space has a positive and significant effect on rural entrepreneurship. Marketing capability also plays a mediating role between improving the business space and rural entrepreneurship. Based on the results of this research, entrepreneurs should pay special attention to the importance of marketing capabilities and the demands and suggestions of customers in the success of their business. Also, to start their own business, they should consider the conditions of the business space from different dimensions.