Research Article

The Effect of Spiritual Marketing and Entrepreneurial Orientation on Determining Sustainable Competitive Advantage: A Case Study of Soliko Kale Company


  • Khosrow Hajizadeh Master's student in Business Administration, Shiraz Azad University, Iran
  • Amir Kazemi Assistant Professor, Department of Economics and Management, Faculty of Economics and Management, Islamic Azad University, Shiraz branch, Iran


In today's world, local, national and global competition forces companies to perform correct and competitive business methods. These methods are related to spiritual marketing and entrepreneurship. These two factors will enable the spiritual marketing of the company to address the needs, desires, and expectations of people based on ethical principles, and the entrepreneurial orientation of entrepreneurship will also create something new and different from the competitors as a result of these two methods, which will lead to the company's activity to increase. Finally, with the above explanations, the purpose of this research is to examine the effect of spiritual marketing and entrepreneurial orientation on determining sustainable competitive advantage (case study: Soliko Kale Company. The research method of this article is applied in terms of purpose, a descriptive survey in nature, and cross-sectional in terms of time. The statistical population of this research is the employees of Soliko Kale company. The number of personnel of this company is 125 people. The sample size was determined based on Cochran's formula of 94 people. The sampling method was chosen as simple random. The data collection tool, according to the standard questionnaire of Bambang et al. (2021), included 20 questions, the validity of the questionnaire by the supervisor and experts, management experts, and their reliability by calculating Cronbach's alpha coefficient for all conditions were confirmed to be greater than 0.7. In this research, 7 hypotheses were examined based on the conceptual model. Two types of descriptive statistics (using SPSS software) and inferential statistics (using PLS software) were used for data analysis. A structural equation test was used to check the model. The results of all hypotheses confirm the research model, and the results show that to create a sustainable competitive advantage in general marketing, it is necessary to implement spiritual marketing and promote entrepreneurial orientation. The innovation of this research study record is about the role and position of spiritual marketing in relation to marketing capabilities and sustainable competitive advantage along with entrepreneurial orientation variables.

Article information


Journal of Business and Management Studies

Volume (Issue)

4 (4)





How to Cite

Hajizadeh, K., & Kazemi, A. (2022). The Effect of Spiritual Marketing and Entrepreneurial Orientation on Determining Sustainable Competitive Advantage: A Case Study of Soliko Kale Company. Journal of Business and Management Studies, 4(4), 212–223.



Spiritual marketing, entrepreneurial orientation, marketing capability and sustainable competitive advantage