Explaining the local pattern of entrepreneurial marketing for medicinal and aromatic plants in Ilam, Kermanshah and Kurdistan provinces

In recent decades, marketing science and entrepreneurship have been recognized as two essential factors in economic development and improvement of people's living conditions worldwide. Marketing, as a key strategic process in any industry and with any product, enables market development and sales growth. Therefore, in this research, we explained the local model of entrepreneurial marketing for medicinal and aromatic plants. In this research, we used a quantitative method to fit the model. The statistical population includes all employees and owners of businesses related to medicinal and aromatic plants, including medicinal plant sales centers, medicinal plant distribution centers, apothecaries, medicinal plant businesses, pharmacies, and traditional spirit sales centers. 405 people were selected as samples by simple random method. Examining the hypotheses showed that the effect of opportunity recognition on organizations' support is not significant, and opportunity recognition, innovation and risk-taking are significant on customer orientation, and innovation and risk-taking are significant on organizations' support. The support of organizations and customer orientation is meaningful on resource management, and the support of organizations and customer orientation is meaningful on the cooperation of companies, and the management of resources and cooperation of companies is meaningful on entrepreneurship of medicinal plants.