The Impact of Entrepreneurial Marketing on the Performance of Small and Medium-Sized Technology-Based Companies with Emphasize on Moderating Role of environmental factors

Entrepreneurial marketing has emerged as a new approach in the marketing of small and medium enterprises that in value creation and delivery, strengthens the main marketing processes through entrepreneurial, innovative and opportunity-oriented methods. The purpose of this study is to investigate the effect of entrepreneurial marketing on the performance of small and medium technology-based companies with emphasis on the moderating role of environmental factors. The statistical population was senior managers and experts of small and medium technology-based companies in Tehran. Using simple random sampling method, 200 managers and experts active in these companies selected as a statistical sample. The research is an applied research in terms of purpose and a quantitative research in terms of variables. A questionnaire used to collect data. Data analyzed using Amos software. Structural validity used to evaluate the validity of the research questionnaire and Cronbach's alpha coefficient used to analyze its reliability. The analysis of the findings showed that there is a significant relationship between entrepreneurial marketing and business performance and the internal investment environment of companies moderates this relationship. Finally, the study of the effects of research structures showed that entrepreneurial marketing directly affects business performance by 0.276. marketing by 0.288, and indirectly by 0.0795 on business performance.