Investigating the Relationship between Corporate Entrepreneurship and Marketing Mix Components in the Food Industry of Gilan Province

Abstract

This research investigates the relationship between corporate entrepreneurship and marketing mix components within the food industry of Gilan Province, utilizing a quantitative approach to explore how entrepreneurial practices influence marketing effectiveness. Employing a descriptive-survey methodology, data were collected from a sample of 384 respondents using a structured 5-point Likert scale questionnaire designed to assess various aspects of corporate entrepreneurship and marketing strategies. The findings revealed significant positive correlations between corporate entrepreneurship and the marketing mix components, indicating that organizations with robust entrepreneurial practices tend to implement more effective marketing strategies. Additionally, the results from Friedman's analysis of variance test demonstrated noteworthy differences in the effectiveness of marketing mix elements, suggesting that variations in corporate entrepreneurship impact marketing performance significantly. The reliability and validity of the research instruments were confirmed through expert reviews and high Cronbach's alpha coefficients, affirming the quality of the data collected. This study contributes to the understanding of how corporate entrepreneurship can enhance marketing strategies in the food sector, offering practical recommendations for organizations to foster an entrepreneurial culture that improves overall marketing effectiveness. The insights gained from this research emphasize the importance of integrating entrepreneurial practices into marketing strategies to achieve sustained competitive advantage and growth in the food industry.