Prioritization of entrepreneurial marketing dimensions : A case of in higher education institutions by using entropy

One of the major benefits associated with entrepreneurial marketing concept is its ability to respond to the ever changing environment. Lack of attention to this concept can be a challenge for businesses. So present study aimed to prioritize aspects of entrepreneurial marketing in higher education institutions in Tehran.49 institutions were selected using random sampling and questionnaires were distributed among active managers of these institutions. The data were collected using questionnaires and using the Shannon entropy weighting and ranking of priorities was discussed. The results showed that the dimensions of entrepreneurial marketing in the statistical community have different priorities. So, to managers, the calculated risk taking dimension had the highest weight and priority and dimensions of value creation and customer intensity with little difference had the lowest weight and priority.

ENTREPRENEURIAL MARKETING, PROACTIVENESS, OPPORTUNITY FOCUS, VALUE CREATION, ENTROPY, HIGHER EDUCATION