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1 – 1 of 1Hossein Mansouri, Saeed Sadeghi Boroujerdi, Michael Polonsky, Maizaitulaidawati Md Husin and Mehdi Seydi
This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.
Abstract
Purpose
This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.
Design/methodology/approach
The 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.
Findings
The 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/value
The 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.
Details