IMPACT OF ENTREPRENEURIAL ORIENTATION AND MARKETING ORIENTATION ON INTERNET OF THINGS (IOT) AND INNOVATION.
This study investigates the impact of entrepreneurial orientation and marketing orientation on IOT (Internet of Things) and innovation. This study is considered practical in terms of purpose and the method of collecting data was a survey. The statistical population consists of 350 managers and experts of intelligent transportation system companies. To obtain the data, 181 questionnaires were distributed among the company’s managers and experts selected randomly from the statistical population. For data analysis, the Structural Equation Modeling method with help of LISREL software was used. The results indicated that entrepreneurial and marketing orientation have a positive effect on process innovation and product innovation, the capacity and correlation of IOT have a positive impact on the process and product innovation.