Pazar yönlülük ve bunun işletme performansına etkisi
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Date
2019
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İstanbul Beykent Üniversitesi
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info:eu-repo/semantics/openAccess
Abstract
Günümüzde rekabetin yeniden tanımlanması ve içeriğinin değişmesi işletmeleri oldukça zorlamakta ve geçici başarılara değil kalıcı üstünlüklere odaklanmaları gerçeğini ortaya çıkarmaktadır. Özellikle de pazarlama konusunda bir şeyin nasıl üretileceğinde yaşanan değişimler ve dönüşümler işletmelere birbirinden farklı yol izlemelerini sağlamıştır. Bunların başında ise, pazar yönlü olma ve pazarlama yeteneklerine odaklanarak rekabet avantajı sağlamak gerekmektedir. İşletmeler, sahip oldukları pazar yönlülük ve pazarlama yetenekleri sayesinde rekabetçi üstünlükte daha fazla değer üreterek uzun dönemde performanslarını da artırırlar. Özellikle; küreselleşen dünya ve her geçen gün gelişmekte olan teknoloji ile birlikte işletmeler, rakiplerinin gerisinde kalmamak için içinde bulunduğu pazarı iyi tanımalıdır. Bu nedenle işletmelerde pazar yönlülüğe önem verilmeli ve işletme performansı arttırılarak pazardaki yeri sağlama alınmalıdır. Bu çalışma, işletmeler arasında oluşan rekabet avantajını elde etmede pazar yönlülük, pazarlama yeteneklerinin işletmeler üzerindeki olası performans etkilerini belirlemeye yönelik yaşantılar ve denemeler yoluyla elde edilen bilgilerin değerlendirilmesini kapsamaktadır. Bu doğrultuda toplam 285 işletmeciden toplanan 285 anketle çalışma gerçekleştirilmiş olup sonuçlar değerlendirilmiştir. Elde edilen bulgulara göre, pazar yönlülük ile pazarlama yetenekleri arasında, pazarlama yetenekleri ve işletme performansı arasında ve pazar yönlülük ile işletme performansı arasında istatistiki açıdan anlamlı ve pozitif bir ilişki olduğu görülmüştür.
The redefinition of competition and its differentiation content constraint businesses as well as compel them to focus on permanent advantages. Especially, the changes experienced in the marketing paradigm present unprecedented paths. Yet, one of the primary paths is to be market oriented and securing competitive advantage by means of resting on marketing capacities. Thanks to market orientation and advanced marketing capacities of businesses, competitive advantage enhance long term performance by way of contributing more value. With the globalizing world and ever-developing technology, businesses have to define the market they are in to stay behind their competitors. In order to get to know the market better, one must consider market orientation, which is one of the important dimensions of modern marketing understanding. This study covers the assessment of market orientation in obtaining competitive advantage among enterprises and the evaluation of the information obtained through trials and experiences aimed at determining the potential performance effects of marketing capabilities on enterprises. In this respect, 285 questionnaires were collected from 285 operators and the results were evaluated. According to the findings, it was observed that there was a statistically significant and positive relationship between market versatility and marketing capabilities between marketing capabilities and business performance and between market orientation and business performance.
The redefinition of competition and its differentiation content constraint businesses as well as compel them to focus on permanent advantages. Especially, the changes experienced in the marketing paradigm present unprecedented paths. Yet, one of the primary paths is to be market oriented and securing competitive advantage by means of resting on marketing capacities. Thanks to market orientation and advanced marketing capacities of businesses, competitive advantage enhance long term performance by way of contributing more value. With the globalizing world and ever-developing technology, businesses have to define the market they are in to stay behind their competitors. In order to get to know the market better, one must consider market orientation, which is one of the important dimensions of modern marketing understanding. This study covers the assessment of market orientation in obtaining competitive advantage among enterprises and the evaluation of the information obtained through trials and experiences aimed at determining the potential performance effects of marketing capabilities on enterprises. In this respect, 285 questionnaires were collected from 285 operators and the results were evaluated. According to the findings, it was observed that there was a statistically significant and positive relationship between market versatility and marketing capabilities between marketing capabilities and business performance and between market orientation and business performance.
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Keywords
İşletme, Business Administration
