Çevik pazarlamanın firma performansına etkisi, yenilikçilik yeteneği ve pazarlama karması adaptasyonunun aracılık rolleri üzerine bir araştırma
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İşletmelerin karşılaşmış olduğu çeşitli çevresel faktörlerin sürekli ve hızlı değişimi karşısında; proaktif hareket edebilmeleri, sürdürülebilirliklerini güçlendirmeleri ve mevcut yeteneklerini geliştirirken yeni yetenekler kazanabilmeleri her geçen gün daha fazla önem arz etmektedir. İşletmelerin rekabette diğer firmalardan üstün yeteneklere sahip olmaları için müşterilerden gelen talepler doğrultusunda ya da teknolojik gelişmeler karşısında kendilerini sürekli geliştirmeleri ve bu durumlara çevik bir şekilde yanıt vermeleri gerekmektedir. Bu proaktif davranış ve hareket tarzı, son yıllarda işletme literatüründe sıkça karşılaşılan çevik örgüt olmayı ifade ederken, pazarlama alanında da çevik pazarlamayı ifade etmektedir. Kavramın taşıdığı önemden hareketle çalışmada çevik pazarlama ve firma performans ilişkileri ve bu ilişkide pazarlama karması adaptasyonu ile yenilikçilik yeteneğinin rolleri incelenmiştir. Bu ilişkilerde farklılığın olabileceği düşünülerek son birkaç yılda değişimin çok hızlı yaşandığı İSO'ya kayıtlı İlaç ve Kimya Sanayii işletmeleri ile hizmet sektöründen İTO üyesi Bilişim Sektörü işletmeleri araştırma alanı olarak belirlenmiştir. Ayrıca pazar türbülansının da düzenleyici değişken olarak araştırmanın konu değişkenleri ilişkilerinde bir farklılık yaratma potansiyeli çalışma kapsamında araştırılmıştır. Araştırma bulgularında, çevik pazarlamanın firma finansal ve pazarlama performansını olumlu yönde etkilediği, bu etkide yenilikçilik yeteneğinin ve pazarlama karması adaptasyonunun aracılık rolü olduğu; fakat pazar türbülansının düzenleyici etkisi olmadığı sonucuna ulaşılmıştır.
In the face of the constant and rapid change of various environmental factors that businesses face, it becomes more and more important that they can act proactively, strengthen their sustainability, and gain new talents while improving their existing ones. For businesses to gain superior capabilities than other competing companies, they must constantly improve themselves in line with the demands of customers or in the face of technological developments and respond to these situations in an agile manner. This proactive behavior and course of action is described as being an agile organization, which is frequently encountered in the business literature in recent years, while it also expresses agile marketing in the field of marketing. Based on the importance of the concept, this study examined agile marketing and company performance relationships and the roles of marketing mix adaptation and innovativeness in this relationship. Considering that there may be differences in these relations, pharmaceutical and chemical industry enterprises registered with ISO, where change has been experienced very rapidly in the last few years and IT sector enterprises from the service sector that are members of ITO were identified as research areas. In addition, the potential of market turbulence as a regulatory variable to make a difference in the relationship between the subject variables of the research was investigated within the scope of the study. In line with the research findings it was found that, the agile marketing has a positive effect on company financial and marketing performance and that, innovativeness and marketing mix adaptation have a mediating role in this effect. However, it was determined that market turbulence did not have a regulatory effect.
In the face of the constant and rapid change of various environmental factors that businesses face, it becomes more and more important that they can act proactively, strengthen their sustainability, and gain new talents while improving their existing ones. For businesses to gain superior capabilities than other competing companies, they must constantly improve themselves in line with the demands of customers or in the face of technological developments and respond to these situations in an agile manner. This proactive behavior and course of action is described as being an agile organization, which is frequently encountered in the business literature in recent years, while it also expresses agile marketing in the field of marketing. Based on the importance of the concept, this study examined agile marketing and company performance relationships and the roles of marketing mix adaptation and innovativeness in this relationship. Considering that there may be differences in these relations, pharmaceutical and chemical industry enterprises registered with ISO, where change has been experienced very rapidly in the last few years and IT sector enterprises from the service sector that are members of ITO were identified as research areas. In addition, the potential of market turbulence as a regulatory variable to make a difference in the relationship between the subject variables of the research was investigated within the scope of the study. In line with the research findings it was found that, the agile marketing has a positive effect on company financial and marketing performance and that, innovativeness and marketing mix adaptation have a mediating role in this effect. However, it was determined that market turbulence did not have a regulatory effect.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
