mohsen esmaeili; Mohammad Hassan Ferdowsi
Abstract
Deploying information technology in marketing with the entrepreneurial mentality of managers will create a sustainable entrepreneurial infrastructure. This study aimed to study the effect of entrepreneurial marketing on the financial performance of sports product manufacturers with the mediating role ...
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Deploying information technology in marketing with the entrepreneurial mentality of managers will create a sustainable entrepreneurial infrastructure. This study aimed to study the effect of entrepreneurial marketing on the financial performance of sports product manufacturers with the mediating role of information technology. The present study is correlational research. The statistical population was the producers of sports products that 320 producers from the whole country (Iran) were considered through available sampling. Finally, 292 questionnaires were received physically and electronically. To collect data were used standard questionnaires of entrepreneurial marketing Morris (2002), information technology Noo (1990), and financial performance Azizi (2011). Twelve professors of sports management confirmed content validity. The reliability of the questionnaire was confirmed by calculating Cronbach's alpha coefficient (exceed 0.7). To evaluate the effects between variables used the structural equation method and analyze the data was used the AMOS software. The results showed that entrepreneurial marketing had a direct and significant effect on financial performance. Also, entrepreneurial marketing mediated by information technology had an indirect and significant effect on financial performance. Finally, the model had a good fit. In general, manufacturers who adopted a combination of entrepreneurial marketing strategy and information technology had a better and more rational financial performance by taking advantage of attractive entrepreneurial opportunities. According to the results, it is suggested that manufacturers pay attention to the hidden factors in information technology to upgrade and update sports products to improve their financial performance.
