| Authors | Meisam Modarresi-Alireza Abbasi Gorji-Mohsen Shafiei Nikabadi-Bahareh Khani Beyk |
|---|---|
| Journal | Innovation Management and Operational Strategies |
| Dor Code | https://doi.org/10.22105/imos.2026.570484.1582 |
| Paper Type | Original Research |
| Published At | ۲۰۲۶ |
| Journal Grade | Scientific - research |
| Journal Type | Electronic |
| Journal Country | Iran, Islamic Republic Of |
| Keywords | Modern Marketing Capabilities; Organizational Entrepreneurship; Performance Innovation; Information and Communication Technology |
Abstract
Objective: In the context of increasing digital competition and the acceleration of technological developments, startup companies active in the field of information and communication technology are forced to redefine their marketing capabilities and organizational entrepreneurship mechanisms. Despite the growth of research literature, the interaction of new marketing capabilities with organizational entrepreneurship and the mediating role of performance innovation in this regard, especially in the context of technology-based startups in Iran, has not yet been fully explained. Therefore, the aim of the present study is to examine the impact of new marketing capabilities on organizational entrepreneurship with an emphasis on the mediating role of performance innovation.
Methodology: The present study is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of this study includes working experts (managers and CEOs) of selected startup companies in the field of new information and communication technologies in Tehran, which includes 257 managers or CEOs of eligible departments. To determine the sample members, a stratified method was used, with proportional distribution, and a sample size of 100 people was selected based on the sample adequacy method in PLS and by simple random method. Then, they were analyzed through confirmatory factor analysis and structural equations using SPSS and Smart-PLS software.
Findings: The results showed that new marketing capabilities have a positive and significant effect on organizational entrepreneurship, and performance innovation, as a mediating variable, significantly strengthens this relationship. Also, equipping organizations with digital tools and strengthening marketing capabilities pave the way for increased agility and entrepreneurial behaviors.
Originality/Value: The research innovation lies in providing an integrated and localized model that simultaneously explains the interaction between marketing capabilities, performance innovation, and organizational entrepreneurship in Iranian startups and covers the gap in the research literature of developing countries.