Evaluation of Key Factors in Entrepreneurial Marketing Based on Teamwork (Case Study: Marketing and Sales Industry)

Abstract

This study aims to evaluate the key factors of entrepreneurial marketing based on teamwork (case study: the marketing and sales industry). The research is applied in nature and, based on its methodology, is descriptive-interpretive, utilizing a mixed-methods approach. The qualitative sample included university professors specializing in marketing management and managers in the marketing and sales industry, selected through purposive and chain sampling techniques. Interviews were conducted with 15 individuals from this group. The quantitative sample consisted of managers, experts, and employees in the marketing and sales industry, selected using Cochran's formula for an infinite population, which resulted in a sample of 384 individuals chosen through non-probability, convenience sampling. Data collection was done using semi-structured interviews and a researcher-designed questionnaire. To ensure the validity of the research, the qualitative section relied on homogeneity matching, while the quantitative section utilized both apparent validity and content validity (Lawshe's coefficient). For reliability, the qualitative section employed test-retest reliability, while the quantitative section used McDonald's Omega coefficient. The qualitative data were analyzed using thematic analysis with the MAXQDA software. In the quantitative section, structural equation modeling (SEM) with PLS version 4 was applied to validate the identified factors. The findings revealed five main themes: marketing strategy, marketing performance evaluation, marketing content and tools, team development, networking, and marketing public relations. Thirteen sub-themes were also identified, and a significant relationship between entrepreneurial marketing based on teamwork and the factors was observed. The developed model showed an acceptable fit. The results suggest that entrepreneurial marketing based on teamwork can help entrepreneurs succeed in today's competitive market.