Rekabet gücünün belirleyicileri olarak firma yetenekleri farklılaştırma stratejileri ve firma performansı ilişkisi
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde artan rekabet karşısında firmalar rakipler karşısında iç ve dış çevrelerini analiz ederek yeteneklerine uygun stratejiler belirlediklerinde rekabet gücü elde etmektedirler. Araştırmamızda firma yeteneklerinin, farklılaştırma stratejilerinin aracı etkisi ile firma performansına sağladığı katkının ortaya çıkarılması amaçlanmıştır. Marmara Bölgesinde, İSO birinci 500 ve İSO ikinci 500 de bulunan firmalardan anketler toplanmış, araştırma modeli ve hipotezler oluşturulmuştur. Değişkenlerin ilişkilerini ölçmek için istatistik paket programları kullanılarak bağımlı ve bağımsız değişkenler ayrı ayrı faktör analizine tabi tutulmuştur. Faktörlere ait Cronbach Alpha değerlerinin 0,7'nin üzerinde olması sonucunda ölçeklerin güvenilir olduğu doğrulanmıştır. Korelasyon ve regresyon analizleri ile firma yetenekleri ve firma performansı arasında anlamlı ve olumlu ilişki olduğu tespit edilmiştir. Regresyon analizinde farklılaştırma stratejileri analize dahil edildiğinde firma yetenekleri ve firma performansı arasında farklılaştırma stratejilerinin etkisinin ortadan kalkmadığı ancak Beta değerlerine bakarak etkisinin azaldığı ve kısmi aracılık etkisi olduğu sonucuna varılmıştır. Firmalar yeteneklerini kullandıklarında, ürün ve hizmetlerde yaptıkları yeniliklerle, farklılaştırma stratejilerinin aracılık etkisi ile mali büyüme performansını arttırdıkları sonucuna ulaşılmıştır.
Nowadays, in the face of increasing competition, firms gain competitiveness when they analyze their internal and external environment against competitors and determine appropriate strategies for their abilities. In this research, it is aimed to reveal the contribution of firm talents to company performance through the mediating effect of differentiation strategies. In the Marmara Region, questionnaires were collected from firms with first ISO 500 and second ISO 500 and research model and hypotheses were formed. In order to measure the relationships of the variables, dependent and independent variables were subjected to factor analysis separately using statistical package programs. As the Cronbach Alpha values of the factors were above 0.7, it was confirmed that the scales were reliable. Correlation and regression analysis revealed a significant and positive relationship between firm capabilities and firm performance. In the regression analysis, when the differentiation strategies were included in the analysis, it was concluded that the effect of the differentiation strategies did not disappear between firm capabilities and firm performance, but the effect of the differentiation strategies decreased and partial mediation effect was observed. It is concluded that the innovations made by the companies using their talents increase their financial growth performance through differentiation strategies.
Nowadays, in the face of increasing competition, firms gain competitiveness when they analyze their internal and external environment against competitors and determine appropriate strategies for their abilities. In this research, it is aimed to reveal the contribution of firm talents to company performance through the mediating effect of differentiation strategies. In the Marmara Region, questionnaires were collected from firms with first ISO 500 and second ISO 500 and research model and hypotheses were formed. In order to measure the relationships of the variables, dependent and independent variables were subjected to factor analysis separately using statistical package programs. As the Cronbach Alpha values of the factors were above 0.7, it was confirmed that the scales were reliable. Correlation and regression analysis revealed a significant and positive relationship between firm capabilities and firm performance. In the regression analysis, when the differentiation strategies were included in the analysis, it was concluded that the effect of the differentiation strategies did not disappear between firm capabilities and firm performance, but the effect of the differentiation strategies decreased and partial mediation effect was observed. It is concluded that the innovations made by the companies using their talents increase their financial growth performance through differentiation strategies.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
