Abstract:
The aim of this survey was to investigate the effect of entrepreneuria
l orientation and
marketing capabilities on greenhouses businesses performance. The statistical population
of the study consisted of all the greenhouse owners in Jiroft County (N= 1022). A sample
size of 246 was selected using a stratified random sampling
method (n= 246). Data was
collected through a questionnaire. Content validity of the questionnaire was confirmed by
a panel of experts. Construct validity and composite reliability of the research instrument
were tested by estimating the measurement model
and they were satisfactory after
making the necessary corrections. The data were analyzed using Structural Equation
Modeling technique. Results indicated that the total mean of the greenhouse businesses
performance was at a level of lower than average and
the customer performance had the
highest average among the three dimensions of performance. Also, results showed that the
two variables of entrepreneurial orientation (ρ
-
value= 0.001, β= 0.354) and marketing
capabilities (ρ
-
value= 0.001, β= 0.501) had sign
ificant and positive effects on greenhouse
businesses performance; accordingly, research hypotheses were supported. Based on the
results of the study, planning and effort to improve and strengthen entrepreneurial
orientation and marketing capabilities in g
reenhouses can considerably increase
performance and sustain their activity in the competitive environment.
Keywords
: Agribusiness, Customer performance, Financial performance, Structural
Equation
m
odeling technique.
