the effect of entrepreneurial marketing on marketing performance through innovation (case study: companies active in industrial automation, communications, computer and digital equipment)

the current paper aims to investigate the effect of entrepreneurial marketing on innovation considering the moderating effect of two-factor learning orientation and organizational structure. then, the relationship between innovation and the marketing performance was assessed. in this research, sales and marketing managers of 42 sample companies were selected from three industries including: industrial automation, telecommunications and communications, computer and digital equipment. for collecting data, questionnaire was used with acceptable reliability and validity. 250 questionnaires were distributed among the 42 companies in three industries. 195 questionnaires were returned and analyzed. to test the hypotheses, spss19 software was used. the research results revealed that entrepreneurial marketing is positively related with innovation in the three industries, and innovation is related with marketing performance in the three industries. also the results of this study revealed that learning orientation and organizational structure have moderating effect on the relationship between entrepreneurial marketing and innovation in the three industries.