Abstract:

With the developing and changing market conditions and the increasing intense market and technology turbulence environment, companies must effectively use their various capabilities in order to continue their existence. In a high-intensity turbulence market environment, companies have difficulty tracking the customer’s needs and cannot develop appropriate strategies against the customer’s demands because they don’t get quick information from the market. Innovation farming, i.e. exploitant and explorer innovation capabilities, provides a significant benefit in the discovery of the needs of customers in the market. Entrepreneurial marketing, which is a strategic direction for companies, provides the infrastructure that is both theoretically and strategically suitable for companies to use their innovative farming capabilities in a balanced way. In the light of all this information, this study has studied the impact of entrepreneurial marketing on the innovative farming capabilities in the high-intensity market turbulence and technology turbulence conditions that enterprises occur. The research was carried out on 87 companies in Turkey. The research finds that entrepreneurial marketing has a meaningful impact on innovation farm in an intense market turbulence environment and has a meaningless impact on explosive innovation in an intense technology turbulence environment. It is also stated that the direct impact of entrepreneurial marketing on the two dimensions of innovation farming is also significant.

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