The Effect of Proactive Marketing Behavior on Strategic Entrepreneurship Sustainability

Abstract

This study will focus on the effects of proactive marketing behavior (PMB) in ensuring the sustainability of strategic entrepreneurship (SE) in the Iraqi Directorate of Civil Status, Passports, and Residence. The researchers used 220 government workers and discovered that there is a strong positive relationship between PMB and SE. The crucial aspects of PMB, including Market Sensing and Customer Anticipation, were determined as the driving forces in this process of SE, especially regarding the Opportunity Recognition and Value Creation domains. Structural equation modeling showed that PMB has a positive impact on SE with a standard weight of 0.569 and this indicates the importance of proactive marketing behavior as an essential element that promotes the entrepreneurial capabilities of the public sector organizations. The findings suggest that PMB enables the creation of an environment that allows identifying business opportunities, being strategic, and promoting the diffusion of innovations. These factors are essential in making a strategic entrepreneurship sustainable in the long term, and most so in government organizations. The paper also highlights that an organization is highly dependent on proactive marketing strategies like customer anticipation and future market orientation, which are critical to ensure that the organization is competitive and flexible. Through the proactive approach to marketing, the organization of the work of the state structures at the highest possible level will allow the organization to increase the quality of services and meet the constantly changing needs of the citizens. The study is relevant to the existing literature on strategic entrepreneurship and sustainability because it provides empirical evidence on the impact of PMB on enhancing SE in the public sector institutions and promoting their development in a dynamic and competitive environment.