PAZAR YÖNLÜLÜK VE ÖRGÜT STRATEJİSİNİN İŞLETME PERFORMANSI ÜZERİNDEKİ ETKİSİ: BİR ARAŞTIRMA -Kaynak Tabanlı Görüş Perspektifinde-
Author :
Abstract
Stratejik yönetim ve stratejik pazarlama yazınında temel soru işletmelerin sürdürülebilir rekabet avantajını nasıl elde ettikleri ve bunu nasıl sürdürdürdükleridir. Bu soruya cevap bulabilmek için işletme performansı ile örgüt stratejileri ve pazar yönlülük üzerine ampirik çalışma gerçekleştirilmiştir. Pazar yönlülük ve örgüt strateji seçimi işletmelerin rekabet avantajı yaratmada, yeni mal ve\veya hizmetler, yeni pazar alanları ve fırsatları yaratma uygulamaları ile ortaya çıkmaktadır. Bu çalışmanın amacı Antalya ili organize sanayi bölgesinde faaliyet gösteren imalat işletmelerin de pazar yönlülük ve örgütsel stratejilerin işletme performansı üzerindeki olası etkilerini ve pazar yönlülüğün örgüt stratejisi üzerindeki etkisini belirlemeye yönelik ampirik bir çalışmadır.
Çalışma 280 imalat işletmesinde gerçekleştirilmiştir. Araştırmada kısmi en küçük kareler yöntemi ile model testi gerçekleştirilmiştir. Elde edilen bulgulara göre; araştırmada oluşturulan 3 araştırma hipotezi, pazar yönlülüğün, örgüt stratejisi ve işletme performansı üzerinde doğrudan ve pozitif bir etkisinin olduğu ve örgüt stratejisinin de işletme performansı üzerinde doğrudan ve pozitif bir ilişkisinin olduğu görülmüş ve oluşturulan araştırma modeli doğrulanmıştır
Keywords
Abstract
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
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