SURVEYING THE IMPACT OF ENTREPRENEURIAL ORIENTATION AND MARKETING INFORMATION ON THE PERFORMANCE OF SMALL AND MEDIUM-SIZED ENTERPRISES OF MARKAZI PROVINCE

Purpose: In the competitive environment today responding the customers changing needs and having appropriate performance among competitors of the group depends on having correct information and paying attention to entrepreneur in the companies. The purpose of the present research is to investigate Title:The effective factors on companies’ performances with regard to entrepreneurial and marketing information factors in small and medium companies. Methodology: The present research is caustic research in terms of method and nature; and in terms of performance it is surveying and in terms of aims it is applicable and uses structural equation modeling and LISREL software for investigating the relationships between the parts of model. Population in this research consists of the managers and sale experts of the small and medium companies of Markazi Province in the year 1390. To reach the purposes of the research 270 questionnaires were distributed among managers and sale experts of small and medium companies of Markazi Province, and among these 229 questionnaires were analyzed. Findings: The results of data analysis showed that entrepreneurial orientation have meaningful impact on attaining marketing information, utilization of market information and company’s performance. Also the hypothesis of the impact of attaining marketing information on the company’ performance was proved but the hypothesis of the impact of utilizing market information on the company’s performance was not supported. Research Limitations: Among the limitations of this research distribution of respondents in the surveying companies can be mentioned that slowed down the process of distributing and collecting the questionnaires. Managerial Implications: At the end managers are suggested to utilize the market information and provide the required backgrounds in attaining marketing information, which provide the necessary grounds in the way of progress and increase performances of the companies.