摘要：In this paper, an exploration investigation is presented to determine entrepreneurial marketing factors influencing on small and medium enterprises (SMEs), which are active in Iranian food industry. The study designs a questionnaire consists of 27 questions in Likert scale and distributes it among 249 experts who were involved in in food industry. KMO Bartlett test Sphericity and Cronbach alpha are 0.811 and 0.892, respectively. Using structural equation modeling, the study has determined five factors including innovative approach, flexible marketing, customer, product strategy and resources, which are influencing the most on entrepreneurial marketing factors.
关键词：Entrepreneurial marketing factors;Factor analysis;Food industry
