Sürdürülebilir rekabet avantajı kazanılmasında inovasyon, pazarlama stratejileri ve dijitalleşme arasındaki ilişkinin incelenmesi

In this study it is aimed to reveal how the process of bringing sustainability to this competitive advantage will be affected if a combination of innovation, marketing and digitalization activities is adopted. Data analysis was carried out on a sample of 253 people obtained by snowball sampling method. An online questionnaire was used as a data collection tool. SPSS 22.0 and LISREL 8.7 statistical package programs were used for statistical analysis of the research. After the validity and reliability of the scales were ensured, the hypotheses of the structural equation model and the research model were tested. In this study it is aimed to reveal how the process of bringing sustainability to this competitive advantage will be affected if a combination of innovation, marketing and digitalization activities is adopted. Data analysis was carried out on a sample of 253 people obtained by snowball sampling method. An online questionnaire was used as a data collection tool. SPSS 22.0 and LISREL 8.7 statistical package programs were used for statistical analysis of the research. After the validity and reliability of the scales were ensured, the hypotheses of the structural equation model and the research model were tested. As a result of the research; It was concluded that only the product design strategy among the marketing strategies and all of the innovation strategy sub-dimensions have an impact on sustainable competitive strategies. It was found that digital business strategy had not have an effect on sustainable competition. From the sub-dimensions of marketing strategies, only target market selection strategy was found to be effective on incremental innovation, while target market selection and customer relations strategy were effective on exploratory innovation. It has been determined that digital business strategy has an effect on exploratory innovation and on all sub-dimensions of marketing strategies. Data analysis was carried out on a sample of 253 people obtained by snowball sampling method. An online questionnaire was used as a data collection tool. SPSS 22.0 and LISREL 8.7 statistical package programs were used for statistical analysis of the research. After the validity and reliability of the scales were ensured, the hypotheses of the structural equation model and the research model were tested. As a result of the research; It was concluded that only the product design strategy among the marketing strategies and all of the innovation strategy sub-dimensions have an impact on sustainable competitive strategies. It was found that digital business strategy had not have an effect on sustainable competition. From the sub-dimensions of marketing strategies, only target market selection strategy was found to be effective on incremental innovation, while target market selection and customer relations strategy were effective on exploratory innovation. It has been determined that digital business strategy has an effect on exploratory innovation and on all sub-dimensions of marketing strategies.

Bu çalışmada işletmenin; inovasyon, pazarlama ve dijitalleşme faaliyetlerinin bir kombinasyonunun benimsenmesi halinde bu rekabet avantajına sürdürülebilirlik kazandırması sürecinin nasıl etkileneceğinin ortaya çıkarılması amaçlanmıştır. Veri analizi, kartopu örnekleme yöntemi ile elde edilen 253 kişilik bir örneklem üzerinden gerçekleştirilmiştir. Veri toplama aracı olarak online anket formu kullanılmıştır. Araştırmanın istatistiksel analizleri için SPSS 22.0 ve LISREL 8.7 istatistik paket programları kullanılmıştır. Ölçeklerin geçerliliği ve güvenirliği sağlandıktan sonra yapısal eşitlik modeli ile araştırma modelinin hipotezleri test edilmiştir. Araştırmanın sonucunda; pazarlama stratejilerinden sadece ürün tasarımı stratejisinin, inovasyon strateji alt boyutlarının ise tamamının sürdürülebilir rekabet stratejileri üzerinde etkisi olduğu sonucuna ulaşılmıştır. Dijital işletme stratejisinin sürdürülebilir rekabet üzerinde etkisine rastlanmamıştır. Pazarlama stratejileri alt boyutlarından sadece hedef pazar seçimi stratejisinin artırımsal inovasyon üzerinde, hedef pazar seçimi ve müşteri ilişkileri stratejisinin ise keşifsel inovasyon üzerinde etkili olduğu görülmüştür. Dijital işletme stratejisinin keşifsel inovasyon üzerinde ve pazarlama stratejileri alt boyutlarının tümü üzerinde etkisi olduğu tespit edilmiştir.