EXPLORING THE IMPACT OF ENTREPRENEURIAL MARKETING ON SHARED VALUE CREATION: THE MEDIATING ROLE OF ORGANIZATIONAL AMBIDEXTERITY

Ehsan Shareef Salih () and Haseba Salem Hamad ()
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Ehsan Shareef Salih: Department of Business Management, Faculty of Law, Political Science and Management, Soran University-Erbil, Kurdistan Region, Iraq
Haseba Salem Hamad: Department of Business Administration, College of Administration and Economics, Sahalahaddin University-Erbil, Kurdistan Region, Iraq

Journal of Developmental Entrepreneurship (JDE), 2024, vol. 29, issue 04, 1-32

Abstract: In the Kurdistan Region of Iraq, the food and beverage manufacturing industry faces significant challenges in creating shared value, exacerbated by government policies, financial constraints and outdated practices. Entrepreneurial marketing offers a potential solution, but research on its effect in this context is limited, especially concerning its relationship with organizational ambidexterity and shared value creation. This study aims to investigate the effect of entrepreneurial marketing on shared value creation, with organizational ambidexterity acting as a mediating factor. Data was collected from 201 food and beverage factories in the region, representing 61 percent of selected factories and analyzed using IBM SPSS Amos 24. The results demonstrate a strong positive influence of entrepreneurial marketing on shared value creation and highlight the partial mediating role of organizational ambidexterity in balancing exploration and exploitation. These findings underscore the importance of organizational ambidexterity in shaping shared value in the Kurdistan Region’s food and beverage sector.

Keywords: Creating shared value; entrepreneurial marketing; organizational ambidexterity; food and beverage; Kurdistan Region of Iraq (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1142/S1084946724500249

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