International Business Management

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Innovative Marketing and Competitive Advantage of Small and Medium-Sized Businesses According to the Entrepreneurial Orientation and Company Features

Javad Mehrabi and Bahram Sattari
Page: 4185-4192 | Received 21 Sep 2022, Published online: 21 Sep 2022

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Abstract

Todays, small and medium-sized firms are considered as the main contributor ofindustrial structuregrowth of many countries and such industries are very important for many developing countries that seek to revive their economic structure. Today, with the growth and advancement of technology, the effect of modern technologies such as information technology on the business environment can not be neglected. Using innovative marketing helps to create value. The aim of this study is to evaluate innovative marketing and competitive advantage of small and medium-sized businesses, according to the entrepreneurial orientation and company’s features. The population of the research is the active companies in the production of crockery of Tehran province. The number of samples of this study is 300 subjects and by using PLS Software the research hypotheses were tested. The study results showed that innovative marketing affects the company’s competitive advantage. Special features of company do not affect the company’s competitive advantage but influence the innovative marketing.

How to cite this article:

Javad Mehrabi and Bahram Sattari. Innovative Marketing and Competitive Advantage of Small and Medium-Sized Businesses According to the Entrepreneurial Orientation and Company Features.
DOI: https://doi.org/10.36478/ibm.2016.4185.4192
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.4185.4192