Customer Orientation, Innovation and the Mediating Role of Crowdsourcing in Organizational Performance

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dc.contributor.authorKelleci A.
dc.contributor.authorTaşkin E.
dc.date.accessioned2024-03-13T10:01:14Z
dc.date.available2024-03-13T10:01:14Z
dc.date.issued2020
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractThis study aims to explore the relationship between customer orientation, innovative and organizational performance as well as to ascertain crowdsourcing's mediating role in augmenting innovative performance in the Turkish Defense and Aerospace Industry. A survey was distributed to 54 C-level executives who are members of Turkish Defense and Aerospace Manufacturers Association (SaSAD). First, a regression analysis was used to predict the impact of customer orientation on innovative and organizational performance. Then, a hierarchical regression analysis was performed to assess if crowdsourcing has a positive impact on enhancing innovative performance. While customer orientation has a somewhat moderate impact on organizational performance, it enhances organizations' innovative performance to a great extent. Furthermore, while innovative performance does not have an immediate positive impact on organizational performance in the short-term, crowdsourcing significantly helps organizations to augment their innovative performance. Whereas extant studies of strategic orientation have focused mainly on the orientation-performance relationship, very few studies provided quantitative evidence regarding the exclusive impact of customer orientation on performance. More importantly, this study aims to explore the mediating role of crowdsourcing between customer orientation and innovative performance in the Turkish defence and aerospace industry, which has a completely peculiar structure. © 2020 TRANSNATIONAL MARKETING JOURNAL. All Rights Reserved.en_US
dc.identifier.doi10.33182/tmj.v8i1.988
dc.identifier.endpage26en_US
dc.identifier.issn2041-4684
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85109922738en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.startpage7en_US
dc.identifier.urihttps://doi.org/10.33182/tmj.v8i1.988
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3065
dc.identifier.volume8en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherTransnational Press London Ltden_US
dc.relation.ispartofTransnational Marketing Journalen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectcrowdsourcingen_US
dc.subjectCustomer orientationen_US
dc.subjectdomain-specific industriesen_US
dc.subjectinnovative performanceen_US
dc.subjectorganizational performanceen_US
dc.titleCustomer Orientation, Innovation and the Mediating Role of Crowdsourcing in Organizational Performanceen_US
dc.typeArticleen_US

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