1- PayamePayame Noor University
2- Payame Noor University
2- Payame Noor University
Abstract: (60 Views)
Extended Abstract
Introduction and Objectives: Structural transformations in agricultural markets, intensified competition, and changing consumption patterns have increased the need to reconsider traditional approaches to the management of horticultural product markets. The fruit and vegetable market, as a core component of the agricultural supply chain, plays a critical role in value creation, balancing supply and demand, reducing post-harvest losses, and enhancing consumer welfare. Within this framework, the fruit wholesale market (Meydan-e Bar) of Sari County holds considerable economic and social importance due to its central role in the production and distribution of horticultural products in Mazandaran Province. Nevertheless, this market faces persistent challenges, including price volatility, high perishability of products, the large number of intermediaries, inefficient information flows, and the absence of modern competitive mechanisms, all of which weaken market efficiency and competitiveness.
In response to such challenges, the entrepreneurial capabilities approach has been introduced as a relevant analytical framework that emphasizes the behavioral, managerial, and relational competencies of market actors. Despite its theoretical relevance, empirical evidence on how entrepreneurial capabilities contribute to the competitiveness of local fruit markets—particularly in traditional and regional contexts—remains limited. Accordingly, the main objective of this study is to examine the extent to which entrepreneurial capabilities influence the competitiveness of the fruit wholesale market of Sari County.
Materials and Methods: This research is applied in purpose and descriptive–analytical in methodology and was conducted using a survey approach. The statistical population consisted of all customers of the fruit wholesale market in Sari County. Due to the unlimited population size, the sample size was determined as 390 respondents using Cochran’s formula. Data were collected through random convenience sampling at different time intervals.
The primary data collection tool was a researcher-developed questionnaire. Face and content validity were confirmed by experts, and reliability was assessed using Cronbach’s alpha coefficient. The independent variable, entrepreneurial capabilities, comprised six dimensions: innovation, calculated risk-taking, proactiveness, competitive aggressiveness, autonomy, and networking, each measured by four items. The dependent variable, fruit market competitiveness, was measured using four indicators—product diversity, quality stability, transaction speed, and customer return rate—represented by twelve items. Data analysis was conducted using SPSS software. Pearson correlation analysis was employed to examine relationships among variables, stepwise multiple regression analysis was used to identify key predictors of competitiveness, and path analysis was applied to assess direct and indirect effects among entrepreneurial capability dimensions.
Results: The reliability analysis showed a Cronbach’s alpha coefficient of 0.89 for the overall questionnaire and 0.91 for the competitiveness variable, indicating satisfactory internal consistency. Pearson correlation results revealed positive and statistically significant relationships between all dimensions of entrepreneurial capabilities and fruit market competitiveness. Among these dimensions, networking and innovation demonstrated the strongest correlations with competitiveness. The results of stepwise multiple regression analysis indicated that four dimensions-networking, innovation, calculated risk-taking, and proactiveness-entered the final model and jointly explained approximately 57 percent of the variance in fruit market competitiveness. Analysis of standardized coefficients showed that networking exerted the strongest direct effect on competitiveness. Path analysis results further demonstrated that networking played a dual role by exerting both strong direct effects and substantial indirect effects through strengthening innovation and proactiveness. Innovation also acted as an important mediating variable by enhancing market flexibility through improvements in product supply, packaging, pricing strategies, and customer relations. In contrast, competitive aggressiveness and autonomy did not show significant direct effects on competitiveness but contributed indirectly through their interactions with other entrepreneurial capability dimensions.
Conclusion: The findings indicate that fruit market competitiveness is a multidimensional phenomenon that emerges from the synergistic interaction of entrepreneurial capabilities rather than from individual competition alone. Although all dimensions of entrepreneurial capabilities are positively associated with competitiveness, their effects differ in magnitude and mechanism. Among these capabilities, networking plays the most decisive role by exerting the strongest direct and total effects on market competitiveness. By reducing transaction costs, facilitating information exchange, and reinforcing other entrepreneurial capabilities, networking enhances overall market performance. This suggests that competitive advantage in fruit markets is primarily driven by network-based interaction and collective synergy. In addition, innovation strengthens market adaptability, while proactiveness and calculated risk-taking facilitate opportunity recognition and effective responses to market changes. Therefore, policies aimed at improving agricultural market performance should emphasize the development of collaborative networks, entrepreneurial skill enhancement, and institutional support for innovation to ensure the sustainability of fruit markets.
Introduction and Objectives: Structural transformations in agricultural markets, intensified competition, and changing consumption patterns have increased the need to reconsider traditional approaches to the management of horticultural product markets. The fruit and vegetable market, as a core component of the agricultural supply chain, plays a critical role in value creation, balancing supply and demand, reducing post-harvest losses, and enhancing consumer welfare. Within this framework, the fruit wholesale market (Meydan-e Bar) of Sari County holds considerable economic and social importance due to its central role in the production and distribution of horticultural products in Mazandaran Province. Nevertheless, this market faces persistent challenges, including price volatility, high perishability of products, the large number of intermediaries, inefficient information flows, and the absence of modern competitive mechanisms, all of which weaken market efficiency and competitiveness.
In response to such challenges, the entrepreneurial capabilities approach has been introduced as a relevant analytical framework that emphasizes the behavioral, managerial, and relational competencies of market actors. Despite its theoretical relevance, empirical evidence on how entrepreneurial capabilities contribute to the competitiveness of local fruit markets—particularly in traditional and regional contexts—remains limited. Accordingly, the main objective of this study is to examine the extent to which entrepreneurial capabilities influence the competitiveness of the fruit wholesale market of Sari County.
Materials and Methods: This research is applied in purpose and descriptive–analytical in methodology and was conducted using a survey approach. The statistical population consisted of all customers of the fruit wholesale market in Sari County. Due to the unlimited population size, the sample size was determined as 390 respondents using Cochran’s formula. Data were collected through random convenience sampling at different time intervals.
The primary data collection tool was a researcher-developed questionnaire. Face and content validity were confirmed by experts, and reliability was assessed using Cronbach’s alpha coefficient. The independent variable, entrepreneurial capabilities, comprised six dimensions: innovation, calculated risk-taking, proactiveness, competitive aggressiveness, autonomy, and networking, each measured by four items. The dependent variable, fruit market competitiveness, was measured using four indicators—product diversity, quality stability, transaction speed, and customer return rate—represented by twelve items. Data analysis was conducted using SPSS software. Pearson correlation analysis was employed to examine relationships among variables, stepwise multiple regression analysis was used to identify key predictors of competitiveness, and path analysis was applied to assess direct and indirect effects among entrepreneurial capability dimensions.
Results: The reliability analysis showed a Cronbach’s alpha coefficient of 0.89 for the overall questionnaire and 0.91 for the competitiveness variable, indicating satisfactory internal consistency. Pearson correlation results revealed positive and statistically significant relationships between all dimensions of entrepreneurial capabilities and fruit market competitiveness. Among these dimensions, networking and innovation demonstrated the strongest correlations with competitiveness. The results of stepwise multiple regression analysis indicated that four dimensions-networking, innovation, calculated risk-taking, and proactiveness-entered the final model and jointly explained approximately 57 percent of the variance in fruit market competitiveness. Analysis of standardized coefficients showed that networking exerted the strongest direct effect on competitiveness. Path analysis results further demonstrated that networking played a dual role by exerting both strong direct effects and substantial indirect effects through strengthening innovation and proactiveness. Innovation also acted as an important mediating variable by enhancing market flexibility through improvements in product supply, packaging, pricing strategies, and customer relations. In contrast, competitive aggressiveness and autonomy did not show significant direct effects on competitiveness but contributed indirectly through their interactions with other entrepreneurial capability dimensions.
Conclusion: The findings indicate that fruit market competitiveness is a multidimensional phenomenon that emerges from the synergistic interaction of entrepreneurial capabilities rather than from individual competition alone. Although all dimensions of entrepreneurial capabilities are positively associated with competitiveness, their effects differ in magnitude and mechanism. Among these capabilities, networking plays the most decisive role by exerting the strongest direct and total effects on market competitiveness. By reducing transaction costs, facilitating information exchange, and reinforcing other entrepreneurial capabilities, networking enhances overall market performance. This suggests that competitive advantage in fruit markets is primarily driven by network-based interaction and collective synergy. In addition, innovation strengthens market adaptability, while proactiveness and calculated risk-taking facilitate opportunity recognition and effective responses to market changes. Therefore, policies aimed at improving agricultural market performance should emphasize the development of collaborative networks, entrepreneurial skill enhancement, and institutional support for innovation to ensure the sustainability of fruit markets.
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