Investigating the mediating role of market orientation between internal marketing and the development of entrepreneurial orientation within private sports clubs

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.