تأثیر قابلیت نوآوری و قابلیت یادگیری بازار بر کارآفرینی پایدار: شواهدی از شرکت‌های صنعتی

This study investigates the impact of innovation capability and market learning capability on sustainable entrepreneurship in industrial firms located in an industrial estate. The research adopts an applied, descriptive-survey design and employs a mixed-methods (qualitative and quantitative) approach. The statistical population consisted of 180 CEOs of firms situated in the industrial estate, from which a sample of 118 individuals was selected using simple random sampling based on the Krejcie and Morgan table. Data were collected using standardized questionnaires for innovation capability, market learning capability, and a researcher-developed questionnaire for sustainable entrepreneurship. Data analysis was conducted using regression and structural equation modeling in SPSS 23 and SmartPLS4 software. The results indicate that innovation capability (encompassing innovation culture, knowledge utilization, leadership, individual innovation capability, and innovative structures) and market learning capability (including market understanding, competitor orientation, and customer orientation) have a positive and significant impact on sustainable entrepreneurship. The structural model, with a good fit, explained 61.3% of the variance in sustainable entrepreneurship. This study suggests that enhancing innovation and market learning capabilities can improve sustainable entrepreneurship outcomes, and industrial managers should focus on innovative processes, modern leadership, and market-oriented strategies.