Marketing and specially, market orientation known as a main agent of business performance. As the lack of market orientation and skills in small businesses often results in lower performance and higher risks of failure. Considering the importance of small businesses in the economy, considerable studies have been conducted about marketing in small firms during the last twenty years. This led to the development of a body of knowledge about small business and planned activities and their marketing strategies. Strong social capital plays a vital role in quick access and convenient scheduling to a variety of information. Secure Communication prepares access to numerous resources, and promotes information receiving and improves people’s comprehension about their knowledge in a certain range. Social capital facilitates give rise to access to information, (information received from reliable people, who generally are accurate, relevant and reliable) that is one of key components of entrepreneurial opportunities. So far, it hasn't been done any research on social capital and entrepreneurial marketing. Research Innovation is conjoined study of entrepreneurial marketing and social capital using concept mapping method. Conceptual mapping tools are used to organize and present the knowledge. The results illustrate the critical position of social capital and Dimensions in entrepreneurial marketing activities. The results showed that social capital plays a big role in the seven elements of entrepreneurial marketing (innovation, informal, opportunity-oriented, experience, customization, flexibility and networking); this role is more evident in the innovation and non-formal elements.
کلید واژگان :capital, entrepreneurial marketing, small firms, concept mapping
ارزش ریالی : 300000 ریال
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