Context and Purpose

International entrepreneurial marketing has increasingly been recognized as an innovative business strategy at both global and national levels. In today’s competitive environment, the proactive identification and exploitation of opportunities to attract and retain profitable customers through innovative international approaches have become critically important. While entrepreneurs worldwide seek effective pathways to introduce their products into international markets, the international marketing environment inherently presents numerous opportunities alongside significant threats. Considering the global challenges associated with conventional agricultural production systems, the future of agriculture lies in the expansion of greenhouse cultivation and the international marketing of agricultural products through an entrepreneurial lens. The development of greenhouse cultivation and the international marketing of products with an entrepreneurial perspective is a future necessity in the agriculture sector, particularly in greenhouse products. Accordingly, the primary objective of this study is to identify and explain the key components of international entrepreneurial marketing and their effect on the inclination toward it among greenhouse producers in Tehran Province."

Research Methodology

This study is applied in nature and adopts a quantitative survey research design. The statistical population comprised operators of vegetable and cucurbit greenhouses in Tehran Province. Using stratified random sampling with proportional allocation, four counties: Pakdasht, Pishva, Varamin, and Shahr-e Rey were selected, encompassing a total of 1934 greenhouse units. Based on Morgan’s sample size table, 322 greenhouse was conducted using a stratified simple random method. The face and content validity of the questionnaire were confirmed by subject-matter experts, while discriminant validity was established using the Average Variance Extracted (AVE) criterion. Reliability was verified through Cronbach’s alpha and composite reliability indices. To assess the internal reliability of the research instrument, Cronbach’s alpha coefficient was used, which ranged from 0.7 to 0.9. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3 software.

Findings

The results indicate that the surveyed greenhouse operators exhibit a moderate to high inclination toward modern and electronic marketing (approximately 45%), product export activities (approximately 47%), and product branding and standardization (approximately 45%). Overall, the tendency of greenhouse operators toward international entrepreneurial marketing was estimated at approximately 49%, reflecting a moderate to high level. The findings further reveal that greenhouse operators’ inclination toward international entrepreneurial marketing is significantly influenced by entrepreneurial capability, market-oriented capability, and international skill capability. These effects were confirmed at the 99% confidence level. Among these factors, entrepreneurial capability exerted the strongest influence (path coefficient = 0.364; t-value = 8.065). Collectively, the direct effects of entrepreneurial capability, market-oriented capability, and international skill capability accounted for approximately 44% of the variance in the latent construct of international entrepreneurial marketing orientation. This underscores the foundational importance of these capabilities from a forward-looking perspective in advancing greenhouse product exports in Tehran Province.

Conclusion

Based on the findings, it is recommended that entrepreneurial capability be strengthened by fostering a culture of innovation, creativity, risk-taking, and accountability. Such efforts can facilitate the empowerment of farmers through the introduction of novel market-oriented initiatives, including electronic business (e-business) models and the commercialization of green and organic greenhouse products. In addition, the development of export cooperatives for greenhouse products, along with the provision of supportive facilities for the production of healthy products backed by government policies, such as guaranteed purchasing of certified green and healthy brands, can enhance market-oriented behavior. Furthermore, training in international business skills and benchmarking against successful international entrepreneurs can effectively enhance international skill capability. Overall, the findings highlight the necessity of a paradigm shift from a “production-oriented” approach to an “international marketing-oriented” mindset in greenhouse production. To effectively address environmental challenges, merely possessing the three core capabilities is insufficient; rather, these capabilities must be integrated within a higher-order meta-capability of strategic adaptability in international marketing, enabling producers to swiftly sense market dynamics and align with the socio-cultural demands of global markets. Substantial government intervention is required in export financing, administrative facilitation, and the development of smart infrastructures and cold chain systems. In this regard, designing a mechanism for targeted export investment facilities with low interest rates-aimed at standardizing and mechanizing cold storage and packaging equipment in greenhouse units-is recommended. As long as credit stability, investment facilities, and relief from sanctions are not provided to support production standardization, risk-taking and innovation in the export pathway will remain constrained.