Abstract
PurposeThis study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.Design/methodology/approachThe research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software.FindingsThe findings indicate a positive relationship between internal marketing and employees' entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation.Originality/valueThe results suggest a higher level of market orientation in the organization can increase teamwork and, consequently, entrepreneurship development among employees. This is important in sports clubs as employees have a significant role in the success of the sports club. Club employees' satisfaction, generated through internal marketing, provides is a prerequisite for customer satisfaction. This therefore creates an environment supportive of entrepreneurial orientation in the club.
Highlights
Having an entrepreneurial orientation in the field of sports is very important because there are many opportunities for economic value creation and the opportunity to increase economic performance, especially in Iran where two-thirds of the population are young adults (18–35 [1]), with many not actively participating in sport (Mohamadkazemi et al, 2014)
The purpose of this study is to identify whether market orientation has a mediating role in the relationship between internal marketing and entrepreneurial orientation within Iranian sports clubs
Discussions In this study, we examined the role of internal marketing in market orientation and entrepreneurship development in sports clubs in Sanandaj, Iran
Summary
Having an entrepreneurial orientation in the field of sports is very important because there are many opportunities for economic value creation and the opportunity to increase economic performance, especially in Iran where two-thirds of the population are young adults (18–35 [1]), with many not actively participating in sport (Mohamadkazemi et al, 2014). © Hossein Mansouri, Saeed Sadeghi Boroujerdi, Michael Polonsky, Maizaitulaidawati Md Husin and Mehdi Seydi. Published in New England Journal of Entrepreneurship. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
