Designing a marketing model based on entrepreneurship attributes

Maryam Omidi Najafabadi

International Journal of Management and Enterprise Development, 2020, vol. 19, issue 1, 58-73

Abstract: This study compared the entrepreneurial attributes of organic and non-organic booth managers working in a Fruit, Vegetables and Agricultural Products Organization (FVAO). It investigates whether brokers are driven to apply alternative marketing approaches by social entrepreneurship or business entrepreneurship attributes. The results indicate the following: 1) the booth managers can be categorised as either commercial or social entrepreneurs; 2) commercial entrepreneurs (those selling non-organic products) are oriented toward conventional marketing and are less concerned about consumers and community health and more concerned with profit maximisation and rapid growth; 3) social entrepreneurs (those selling organic products) are oriented toward alternative marketing approaches and are less concerned about profits and more concerned about consumer relationships and long-term survival. Finally, several suggestions are made based on these results.

Keywords: MIMIC comparative method; management; development; Ajzen's model; commercial entrepreneurship; alternative agricultural marketing; social entrepreneurship. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijmede:v:19:y:2020:i:1:p:58-73

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