Integration of entrepreneurship and marketing research in modern business

Modern business involves running operations in line with contemporary changes and adapting accordingly. This study emphasised the importance of customer perspectives and needs, focusing on growth and sustainability amid competition. This article examined the role and impact of two key factors in business modernisation: entrepreneurship and market research. The research aimed to enhance understanding of modern business, the factors contributing to its evolution, and the significance of management and market research in benefiting companies. The application and importance of these two concepts in business promotion were explored. A survey was conducted both online and manually through Google Forms, employing a quantitative methodology. Data were collected from various demographic groups within the Kurdistan Region, covering different administrative positions and age groups ranging from under 25 to over 45. A total of 155 valid responses were obtained through simple random sampling. The data were analysed using the Statistical Package for the Social Sciences and examined through correlation and regression models. The findings indicated that both entrepreneurship and market research to be positively impact business. This suggested that Kurdish people recognise these two concepts as essential to business success. The research contributed novel insights in terms of topic focus and concept organisation, distinguishing it from previous studies and incorporating up-to-date information. Comparative analysis based on regional or economic indicators can provide a deeper understanding of how cultural and economic factors influence regional development and economic conditions