Authors: Mehran Rezvani, Meisam Shirkhodaie, Morteza Khazaei

Abstract

This paper investigates the effect of nature of institute on entrepreneurial marketing in higher education institutions. Nature of institute characteristics such as, age, and size are studied to find whether they affect entrepreneurial marketing or not. Organizational structure is a moderating variable in this study. This investigation has been conducted in Tehran-Iran, between higher education institutions. Data were collected with questionnaire instruments. Model was developed and tested with structural equation model using data collected from the 103 active managers of these institutions. The results show that age of institute has a positive effect on organizational structure. And organizational structure has a positive effect on entrepreneurial marketing while age of institute doesn't have any effect on entrepreneurial marketing and organizational structure.

Keywords: Entrepreneurial marketing, Nature of Institute, Organizational Structure, Higher Education Institutions Contaminated.