Girişimcilik etkisi organizasyon oryantasyonu pazarlama yoluyla performans meditasyonu stratejiler Irak örneği

This work aims to analyze the link among the firm's marketing strategies, entrepreneurial orientation, and performance. Moreover, the study also analyzes the mediating effect of marketing strategies between the variables. The data was collected from 312 participants utilizing a questionnaire. The responses were analyzed by using the software, namely AMOS and SPSS. The study's outcome shows that entrepreneurial orientation and one of the dimensions of marketing strategies, i.e., product, positively and significantly influences the firm's performance. In contrast, the other three dimensions of marketing strategies have an insignificant but positive affect on the firm's performance. The mediation analysis shows that the marketing strategies mediate the association between the variables. The study makes valuable recommendations that can help firms increase their performance.