Exploring effect of entrepreneurship and business orientations on innovation and customer value (Case Study: food industry of Mashhad city)

Today, organizations must recognize and exploit entrepreneurial opportunities arising from environmental changes, not just survive But also to ensure its growth. Hence, the need have to maintain the survival of competitive advantages over its competitors. These competitive advantages as innovation and customer value is that given that few studies have examined the relationship between entrepreneurship and customer value Therefore, in this study adopted a survey research strategy to investigate the potential effects of entrepreneurial and business oriented (learning orientation, market orientation and human resource practices) has been on innovation and customer value. The study population consisted of active companies in the food industry of Mashhad city were based on Cochran's formula, for example, randomized study of 83 patients have been involved in research. The data obtained through questionnaires distributed and the structural equations and partial least squares method to help software PLS were analyzed. The results of data processing showed that entrepreneurship and human resource management are the most important drivers of innovation and customer value. Also the findings suggest that market orientation can be integrated as a predictor of innovation and customer value to be considered. Therefore, the rights to success implementing these factors promote innovation and deliver superior value to customers.