الدور المعدل للثقافة التنظيمية في العلاقة بين التسويق الريادي و الميزة التنافسية للشركات الصناعية السودانية

Abstract EN

This study aimed to test the impact of Entrepreneurial Marketing on the competitive advantage for industrial companies in the Sudan, as well as study the impact of organizational culture as a moderator on the relationship between the Entrepreneurial Marketing and competitive advantage.

Using resources theory (RBV) that has been through which many of the hypotheses developed.

The study used the descriptive analytical method for testing non-probability sample, It directed senior management and directors of the central departments and sent the questionnaire to the principals top and middle departments in industrial companies in Sudan and were distributed (240) questionnaire and was recovered (171) and total percentage (68%) and to test hypotheses of the study by Smart PLS، and the results showed that there is a positive relationship between the Entrepreneurial Marketing and competitive advantage of industrial companies in Sudan varying degrees, as the study proved that organization culture weaken the relationship.

The study found a number of theoretical and applied to other decision-makers in industrial companies in Sudan's effects, and made several recommendations, the companies that seek to achieve competitive advantage by adopting pioneering marketing operations.

In addition, to conduct large-scale studies, containing different dimensions to the variables of the study