Today, entrepreneurship especially start-ups, is considered an important and vital issue for many countries, but the environmental conditions and business rules for companies have become so complex, dynamic and uncertain that they sometimes face obstacles and challenges that Threatens their survival as it has been proven that most start-ups fail in a short time. Because creating a start-up requires high risk, energy and time, and on the other hand, there is a possibility of very low returns in the early years, some start-up’s entrepreneurs leave their business and do not show the necessary persistence because they do not receive as much as reward for their efforts. Thus, the issue of entrepreneurial persistence and the factors that can motivate it become important. This study states that entrepreneurial al‎e‎rtness is as an important mechanism in explaining entrepreneurial persistence activities due to achieving opportunities, improving performance and increasing self-efficacy. Therefore, this thesis has been done by integrating the fields of marketing and entrepreneurship and with the aim of investigating the impact of entrepreneurial al‎e‎rtness of start-up managers and owners on their entrepreneurial persistence by considering the moderating role of start-up marketing capabilities. Research innovation is in the proposed model and relationships and its spatial domain. The statistical population of this study consists of managers of start-up companies located in Isfahan Science and Technology Town. Due to the inactivity of some of these companies during the Corona pandemic, available sampling method was used to collect data. A Standardized questionnaire consisting of 38 items was used to test the hypotheses. The research data were analyzed in two parts: Descriptive statistics (mean, standard deviation, tables and graphs) and Inferential statistics (structural equation modeling). The results showed that entrepreneurial al‎e‎rtness and its dimensions have a positive and significant effect on the persistence of start-ups’ entrepreneurs and also the marketing capabilities of start-ups and its all four components including market orientation, innovation, brand management and customer relationship management moderate the relationship between entrepreneurial al‎e‎rtness and entrepreneurial persistence, among which, innovation and customer relationship management were more important than others. The results of this study can help start-ups’ entrepreneurs and other activists in the field of entrepreneurial ecosystem to maintain persistence and survival of business by proposing actions at the individual and organizational levels.

محسن شهرياري

علي زينل همداني، محمد رئيسي نافچي