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Designing an Entrepreneurial Marketing Model with the Approach of Developing the Country's Rural Products Market Share


Publication Date:

Authors : ;

Page : 31-461

Keywords : Entrepreneurial Marketing; Market Share Development; Rural Businesses;

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The sale of products is known as one of the concerns of producers and suppliers of rural products. Considering the share of products produced in rural businesses in the market and the concerns of selling these products, it should be stated that these businesses need innovative and entrepreneurial methods for marketing their products. According to some experts, marketing is one of the necessities of the rural production system, whose importance is very evident in the process of rural production, and marketing is a very important category in the success of these businesses. The aim of the current research is to design an entrepreneurial model of marketing with the approach of developing the market share of the country's rural products. This is an applied research in terms of purpose and exploratory in terms of data collection method. The semi-structured interview, focus group and grouping of experts were used in the qualitative part, and structural equations and SmartPLS software were used in the quantitative part. Therefore, the components of rural businesses were first identified and proposed as a model and tested in a quantitative stage. The research results show that the proposed model has 5 dimensions such as entrepreneurship, internal drivers, external marketing drivers, market environmental conditions and contextual development. In order to present the entrepreneurial model of marketing with the approach of market share development, it is necessary for every business to carry out updated and optimal strategic planning at all levels, after knowing its current situation, based on the dimensions, components and indicators of the current model; it could be helpful to strengthen optimum communication with stakeholders, especially the industry, considering the role of rural settlements by developing a support structure

Last modified: 2023-02-02 17:12:04