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Abstract


THE EFFECT OF MARKET ORIENTATION AND ORGANIZATIONAL STRATEGY ON BUSINESS PERFORMANCE: A RESEARCH - With the Perspective of Resource-Based View -

The key questions in the strategic management and strategic marketing literature are how businesses have achieved and sustained sustainable competitive advantage. In order to find answers to these questions, an empirical study has been conducted on business performance, organizational strategies and market orientation. Market orientation and organizational strategy selection emerge for businesses with the practices of creating competitive advantage, new goods and/or services, and new market areas and opportunities. The purposes of this empirical study are to determine the possible effects of market orientation and the organizational strategies on the business performance in the manufacturing enterprises operating in the Antalya Provincial Industrial Zone and to specify the effect of the market orientation on the organizational strategy.

The study was carried out in 280 manufacturing enterprises. In the study, the model test was performed by using the partial least squares method. According to the results of the 3 research hypotheses of the study, it was found that market orientation, organizational strategy and business performance had a direct and positive impact on business performance and that organizational strategy had a direct and positive relationship with the business performance; and thus, the research model was validated.



Keywords
Marketing Orientation, Organizational Strategies, Business Perrformance



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