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The relationship between strategic planning with entrepreneurial marketing in the Saderat Bank of North Tehran
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Abstract: (2297 Views) |
Background and purpose: The present study was conducted to investigate "Strategic planning relationship with entrepreneurial marketing in Saderat Bank OF North Tehran (SBNT). and is objective in terms of purpose.
Materials and methods: The present study is based on the nature of the method of collecting descriptive information of correlation type. The statistical population consisted of all personnel employed in (SBNT). with 1200 people in five domains and six major branches, with 350 women and 850 men. To determine the sample size of employees, the Krejcy and Morgan tables were used. Sample size was determined by 291 people. The data gathering tool was two strategic planning questionnaires based on the Barson model (1999), Fior et al. (2013) entrepreneurship marketing inventory. Both questionnaires are standard and have adequate content validity. Reliability was obtained by using Cronbach's alpha for strategic planning questionnaire (0.72) and entrepreneurial marketing questionnaire (0.87).
Results: Data analysis using SPSS software showed that there was a significant correlation between strategic planning with four components of consciousness (0.69), consumer-oriented innovation (0.82), value creation (0.51), risk management (0.90).
Conclusion: "Risk Management" and "Opportunity of Consciousness" of the entrepreneurial marketing components in the (SBNT) with (t =4.0105 & Sig. = 0.012; t = 2.023 &Sig=0.037). Accepts the impact of strategic planning and the least effect on the component of "value creation" with (t =1.545 & Sig.=0.280). |
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| Keywords: strategic planning, entrepreneurial marketing, saderat bank, north Tehran |
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Full-Text [PDF 324 kb]
(1110 Downloads)
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Type of Study: Applicable |
Subject:
مدیریت دولتی
Received: 2017/08/8 | Accepted: 2017/08/19 | Published: 2018/07/7
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