Impact of Advertising and Research & Development on Company Entrepreneurial Orientation

Abstract

The main objective of this study is to investigate the impact of advertising costs and research & development expenses on the entrepreneurial orientation of companies. This research is a descriptive correlational study of an applied nature. The statistical population consists of companies listed on the stock exchange, with a sample of 143 companies over a 7-year period from 1395 to 1401 being examined. Research hypotheses were analyzed using panel data regression and composite regression methods in EViews software. The analysis of hypotheses using the EGLS estimation method at a 95% confidence level in this study showed that advertising costs have a significant positive impact on entrepreneurial orientation (risk-taking). Research and development expenses also have a significant positive impact on entrepreneurial orientation (risk-taking). Advertising costs have a significant positive impact on entrepreneurial orientation (continuance). Research and development expenses also have a significant positive impact on entrepreneurial orientation (continuance).