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

Yıl 2024, Cilt: 7 Sayı: 13, 203 - 231, 31.12.2024

Doğu Kayışkan , Engin Özgül

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.

Anahtar Kelimeler

GİRİŞİMSEL PAZARLAMA, GİRİŞİMCİLİK, ÇEVRESEL BELİRSİZLİK, GİRİŞİM ODAKLILIK, PAZAR ODAKLILIK

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