نوع مقاله : مقاله مستخرج از رساله دکتری
1 استادیار، گروه مدیریت، دانشگاه پیام نور، ص..پ. 4697-19395 ، تهران، ایران.
2 دانشجوی دکتری، گروه مدیریت، دانشگاه پیام نور، ص..پ. 4697-19395 ، تهران، ایران.
عنوان مقاله [English]
The remains of chemical compounds have adverse environmental consequences such as water and soil pollution, as well as problems with the health of human and other living things. Entrepreneurial marketing can launch and lead new businesses on the production and sale of organic products by integrating various sources such as capital, management, specialized knowledge and land. The purpose of the present study is to provide an entrepreneurial marketing model of Iranian organic farming. The present study is fundamentally exploratory, in terms of the exploratory nature, in terms of qualitative information and the foundation's data technique. The summarized model shows that community health, entrepreneurial social responsibility, entrepreneurial marketing management, public awareness and legal requirements are among the beneficial conditions affecting entrepreneurial marketing; The geographical diversity of the country is part of the underlying conditions; Corona, the economic failure of the community and the cost of the organic products among the interventionist factors; Paying attention to customer demands, green packaging, design and production of green products, creating competitive advantage, branding, government policy and modern marketing are among the entrepreneurial marketing strategies; And profitability, customer satisfaction, promoting local farmers' livelihoods, enhancing cultural identity, enhancing entrepreneurship capacity and increasing employee motivation are among the consequences of entrepreneurial marketing.