القدرة على استشعار الفرص كمتغير متداخل بين التوجه الريادي والأداء التسويقي

Abstract

Markets at the present time are characterized by a high degree of change and a multiplicity of environmental variables and the ability of companies to achieve better marketing performance depends on many factors, including the pioneering orientation of the company, which is something that has not been covered much in research in the Arab environment in general and the Yemeni in particular. Therefore, the study aimed to test the effect of the entrepreneurial trend on marketing performance in light of the ability to sense opportunities as an interconnected variable. The study model was formed based on resource theory and from which the study hypotheses were developed. This study was designed as an explanatory study, where the questionnaire was used to collect data from a non-probability sample distributed to (252) companies by a questionnaire for each company with a response rate of (78.6%). The study found a positive relationship for the entrepreneurial orientation on the marketing performance. The ability to sense partially mediates the relationship between the entrepreneurial orientation and the marketing performance, and the study had a set of theoretical and practical implications that decision-makers can take to improve the quality of their decisions to improve their marketing performance, and to achieve the competitive advantage of the organization.