Title: Designing a marketing model based on entrepreneurship attributes

Authors: Maryam Omidi Najafabadi

Addresses: Department of Agricultural Extension and Education, Islamic Azad University, Science and Research Branch, Tehran, Iran

Abstract: This study compared the entrepreneurial attributes of organic and non-organic booth managers working in a Fruit, Vegetables and Agricultural Products Organization (FVAO). It investigates whether brokers are driven to apply alternative marketing approaches by social entrepreneurship or business entrepreneurship attributes. The results indicate the following: 1) the booth managers can be categorised as either commercial or social entrepreneurs; 2) commercial entrepreneurs (those selling non-organic products) are oriented toward conventional marketing and are less concerned about consumers and community health and more concerned with profit maximisation and rapid growth; 3) social entrepreneurs (those selling organic products) are oriented toward alternative marketing approaches and are less concerned about profits and more concerned about consumer relationships and long-term survival. Finally, several suggestions are made based on these results.

Keywords: MIMIC comparative method; management; development; Ajzen's model; commercial entrepreneurship; alternative agricultural marketing; social entrepreneurship.

DOI: 10.1504/IJMED.2020.104184

International Journal of Management and Enterprise Development, 2020 Vol.19 No.1, pp.58 - 73

Received: 25 May 2018
Accepted: 26 Jun 2019

Published online: 17 Dec 2019 *

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