ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA

Doğu Kayışkan; Engin Özgül

ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA

Öz

Bu araştırma, küçük ve orta ölçekli işletmelerin (KOBİ) performansını, girişim odaklılık ve pazar odaklılık değişkenlerinin, çevresel belirsizlik koşullarında girişimsel pazarlama aracılığıyla etkileyip etkilemediğini incelemek amacıyla gerçekleştirilmiştir. Çalışmanın temel hedefi, çevresel belirsizliklerin yoğun olarak hissedildiği günümüz şartlarında KOBİ’lerin performansını artırmaya yönelik bir model geliştirmektir. Araştırma, İzmir ilinde faaliyet gösteren ve en az 10 çalışanı olan işletmeleri kapsamaktadır. Veriler, yüz yüze anket yöntemiyle toplanmıştır. Araştırmada ele alınan temel değişkenler; girişim odaklılık, pazar odaklılık, girişimsel pazarlama, işletme performansı ve çevresel belirsizlik olmuştur. Bu değişkenler doğrultusunda oluşturulan modelin analizinde yapısal eşitlik modellemesi (YEM) kullanılmış ve teorik çerçeve deneysel olarak doğrulanmıştır. Veri analizi sonucunda önemli bulgular elde edilmiş ve raporlanmıştır. Girişimsel pazarlamanın tam aracılık etkisine sahip olduğu ve oluşturulan yapısal modelin çevresel belirsizlik ortamında da etkili olduğu, ayrıca iyi uyum değerleri sağladığı tespit edilmiştir. Bunun yanı sıra, girişimsel pazarlamanın farklı boyutlarının, işletme ve yöneticilerin profillerine göre değişen seviyelerde algılandığı ve uygulandığı belirlenmiştir.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Doğu Kayışkan ^*
0000-0003-2831-5824
Türkiye

Engin Özgül
0000-0002-1106-1744
Türkiye

Yayımlanma Tarihi

31 Aralık 2024

Gönderilme Tarihi

5 Aralık 2024

Kabul Tarihi

20 Aralık 2024

Yayımlandığı Sayı

Yıl 2024 Cilt: 7 Sayı: 13

IZ

https://izlik.org/JA73PW64SM

Kaynak Göster

RIS / Bibtex

APA

Kayışkan, D., & Özgül, E. (2024). ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA. International Journal of Arts and Social Studies, 7(13), 203-231. https://izlik.org/JA73PW64SM

AMA

1.Kayışkan D, Özgül E. ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA. ASSTUDIES. 2024;7(13):203-231. https://izlik.org/JA73PW64SM

Chicago

Kayışkan, Doğu, ve Engin Özgül. 2024. “ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA”. International Journal of Arts and Social Studies 7 (13): 203-31. https://izlik.org/JA73PW64SM.

EndNote

Kayışkan D, Özgül E (01 Aralık 2024) ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA. International Journal of Arts and Social Studies 7 13 203–231.

IEEE

[1]D. Kayışkan ve E. Özgül, “ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA”, ASSTUDIES, c. 7, sy 13, ss. 203–231, Ara. 2024, [çevrimiçi]. Erişim adresi: https://izlik.org/JA73PW64SM

ISNAD

Kayışkan, Doğu - Özgül, Engin. “ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA”. International Journal of Arts and Social Studies 7/13 (01 Aralık 2024): 203-231. https://izlik.org/JA73PW64SM.

JAMA

1.Kayışkan D, Özgül E. ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA. ASSTUDIES. 2024;7:203–231.

MLA

Kayışkan, Doğu, ve Engin Özgül. “ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA”. International Journal of Arts and Social Studies, c. 7, sy 13, Aralık 2024, ss. 203-31, https://izlik.org/JA73PW64SM.

Vancouver

1.Doğu Kayışkan, Engin Özgül. ÇEVRESEL BELİRSİZLİK ORTAMINDA KOBİ’LERİN GİRİŞİMSEL PAZARLAMA FAALİYETLERİNİN İŞLETME PERFORMANSINA ETKİLERİ: İZMİR İLİNDE BİR ARAŞTIRMA. ASSTUDIES [Internet]. 01 Aralık 2024;7(13):203-31. Erişim adresi: https://izlik.org/JA73PW64SM