Effect of entrepreneurial orientation on performance of insurance companies, with emphasis on the role of mediator marketing trends (Case Study: Tehran s public and private insurance companies)

nayereh vahabpour¹ hossein safarzadeh²

1) PhD student Khwarizmi
2) Central Tehran University professor of management

IOI Code : XYGH-BDFKE
Publication : International Conference on Management, Innovation and Entrepreneurship(ieconf.ir)
Abstract :
    Entrepreneurship as a new phenomenon in the economy in a more interactive way of marketing broad and decisive role in improving the performance of organizations plays. The aim of this study was to evaluate the effect of entrepreneurial orientation on performance of insurance companies with respect to marketing as a mediator in the relationship between these two variables. For this purpose, three hypotheses were developed. To gather the necessary data to test the hypotheses, a questionnaire containing 37 questions in 11 standard dimensions, and between 234 executives of public and private insurance companies in Tehran province, as the study population was distributed. For data analysis and hypothesis testing, factor analysis, path analysis were used. Finally, according to the research findings, recommendations for the development of entrepreneurial attitudes in insurance companies were presented.

Keywords : entrepreneurship market orientation performance innovation