The Impact of Entrepreneurial Orientation on Marketing Capabilities: exploratory research in some Iraqi travel and tourism companies

Abstract

The aim of this paper is to determine the impact of the entrepreneurial orientation through five dimensions: innovativeness, proactiveness, risk-taking, competitive aggressiveness, and autonomy - on the marketing capabilities that include: pricing, product development, channel management, marketing communication, selling, market information management, marketing planning, and marketing implementation. The research was conducted in (23) Iraqi travel and tourism companies. Analytical descriptive research method. The questionnaire is the tool used to collect research data. Statistical programs (SPSS V.23 and AMOS V.23) were used to analyze the data. The study sample was randomly selected and consisted of (78) individuals from these companies. The research found a strong positive effect of the entrepreneurial orientation on the marketing capabilities, and that the greatest effect of the entrepreneurial orientation was on the pricing ability, and the least effect of the entrepreneurial orientation was on the ability of marketing communication. The research highlights on the level of variables and the nature of the relationships between them in the tourism sector in the Iraq.