OTEL İŞLETMELERİNDE DİNAMİK YETENEKLER İLE HİZMET YENİLİKÇİLİĞİ İLİŞKİSİNDE PAZARLAMA İNOVASYONUNUN ROLÜNÜN YAPISAL EŞİTLİK MODELİ İLE BELİRLENMESİ

Year 2021, , 1753 - 1772, 01.10.2021

Mehmet Düzgün , İbrahim Yıldırım

https://doi.org/10.17755/esosder.900753

Abstract

Müşteri ihtiyaçlarındaki değişimler, mevcut ürün veya hizmetleri tehdit edebilir veya yenileri için birtakım fırsatlar oluşturabilir. Bu bağlamda işletmelerin başarılı olabilmeleri kaynak ve yeteneklerini geliştirmeleri ile birlikte müşterilerin istek ve ihtiyaçları doğrultusunda piyasaya yenilikler getirme yeteneğine bağlıdır. Bu araştırma otel işletmelerinde dinamik yeteneklerin hizmet yenilikçiliği üzerindeki etkisinde pazarlama inovasyonun düzenleyici etkisinin belirlenmesi amacıyla yapılmıştır. Nedensel tarama modeline göre tasarlanan bu araştırma zincir otel işletmelerinde görev yapan 396 otel yöneticisi üzerinde gerçekleştirilmiştir. Bu kapsamda elde edilen bulgulara göre otel işletmelerinde dinamik yeteneklerin hizmet yenilikçiliği üzerinde pozitif yönlü anlamlı etkilere sahip olduğu tespit edilmiştir. Ayrıca pazarlama inovasyonu söz konusu etkide düzenleyici rol üstlenmektedir.

Keywords

Turizm, İşletme, Dinamik Yetenekler, İnovasyon

DETERMINATION OF THE ROLE OF MARKETING INNOVATION IN THE RELATIONSHIP BETWEEN DYNAMIC CAPABILITIES AND SERVICE INNOVATION IN HOTEL ENTERPRISES WITH A MODEL OF STRUCTURAL EQUALITY

Abstract

References

• Aksoy, H., (2017). How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)? Technology in Society, 51, 133-141.
• Ambrosini, V. and Bowman, C. (2009). What are dynamic capabilities and are they a useful construct in strategic management. International Journal of Management Reviews, 11(1), 29- 49.
• Armstrong, G. and Kotler, P. (2007). Marketing an introduction (8 th. Ed), New Jersey: Prentice Hall
• Arslan, M. (2001). Yönetim ve Organizasyon Temel Kavramlar. S. Güney (Ed.) Yönetim ve Organizasyon (ss 25-44). Ankara: Nobel Dağıtım.
• Aspelund, A., Berg-Utby, T., Skjevdal, R., (2005). Initial resources’ influence on new venture survival: a longitudinal study of new technology-based firms. Technovation 25 (11), 1337–1347.
• Bamford, C. E., Dean, T.J., McDougall, P.P., (2000.) An examination of the impact of initial founding conditions and decisions upon the performance of new bank startups. Journal. Business. Venture 15(3), 253–277.
• Barreto, I. (2010). Dynamic capabilities: a review of past research and an agenda for the future. Journal of Management, 36(1), 256-280.
• Barney, J. (1991). Firm resources and sustained competitive advantages. Journal. Management. 17 (1), 99–120.
• Basım, H. N., Korkmazyürek, H. ve Tokat A. O. (2008). Çalışanlarin öz yeterlik algılamasının yenilikçilik ve risk alma üzerine etkisi: kamu sektöründe bir araştirma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 121-130.
• Breznik, L., Robert, D.H., (2014). Dynamic capabilities vs. innovation capability: are they related? Journal. Small Business Entrepreneur Development, 21 (3), 368–384.
• Chen, C. L. and Jaw, Y. L., (2009). Building global dynamic capabilities through innovation: a case study of Taiwan’s cultural organizations. Journal of Engineering and Technology Management, 26 (4), 247-263.
• Cooper, A. C., Gimeno Gascon, F. J. and Woo, C.Y., (1994). Initial human and financial capital as predictors of new venture performance. Journal Business Venture, 9 (5), 371–395.
• Damanpour, F. (1991). Organizational innovation: a meta-analysis of effects of determinants and moderators. Academy of Management Journal, 34(3), 555-590.
• Davras, G. M. ve Çetintürk, İ. (2016). Konaklama işletmelerinin temel yeteneklerinin ahp temelli topsis yöntemi ile analizi. Akdeniz İktisadi İdari Bilimler Fakültesi Dergisi, 33, 79-98.
• De Jong P. J. and Vermeulen P .A. M. (2003). Organizing successful new service development. Management Decision, 41(9), 844-858.
• Ecevit Satı Z. (2013). İnovasyonu Yönetmede Kesitler. (1. Baskı). Ankara: Nobel Akademik Yayıncılık.
• Edgett S., (1994). The Traits of Successful New Service Development. Journal of Services Marketing, 8(3), 40-49.
• Eisenhardt K. M. and Brown, S. L. (1999). Patching: restitching business portfolios in dynamic markets. Harvard Business Review 77(3): 72–82.
• Eisenhardt, K. ve Martin, J. (2000). Dynamic Capabilities: What are They?", Strategic Management Journal, 21, 1105-1121.
• Eren, H. ve Kılıç, A. (2013). Örgütlerde yenilikçilik ortamı: özellikli bir sektör olarak savunma sanayiinde durum. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(3), 221-244.
• Falasca, M,, Zhang, J., Conchar, M., and Li, L. (2017). The impact of customer knowledge and marketing dynamic capability on innovation performance: an empirical analysis. Journal of Business and Industrial Marketing, 32(7), 901-912.
• Fagerberg, J. (2013). Innovation–A New Guide. Tık Workıng Papers On Innovation Studies. Universty Of Oslo, Norway (12/04/2020). http://www.sv.uio.no/tik/InnoWP/tik_working_paper_20131119.pdf
• Ferreira, J., Coelho, A., and Moutinho, L. (2018). Dynamic capabilities, creativity and innovation capability and their impact on competitive advantage and firm performance: The moderating role of entrepreneurial orientation. Technovation, 92-93, 1-18.
• Garcia, R. and Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: a literature review. Journal of Product Innovation Management, 19, 110-132.
• Garnsey, E. and Leong, Y. Y.,(2008). Combining resource‐based and evolutionary theory to explain the genesis of bio-networks. Industry and. Innovation, 15(6), 669–686.
• Grawe S. J., Chen, H. and Daugherty, P. J. (2009). The relationship between strategic orientation, service innovation, and performance. International Journal of Physical Distribution and Logistics Management, 39(4), 282-300.
• Grissemann, U., Pikkemaat B. and Weger C. (2013). Antecedents of innovation activities in tourism: An empirical investigation of the Alpine hospitality industry. Tourism:An International Interdisciplinary Journal, 61(1), 7-27.
• Gunday, G., Ulusoy, G., Kilic, K., and Alpkan, L. (2011). Effects of innovation types on the firm performance. Journal of Production Economics, 133(2), 662–676.
• Gürbüz, S. ve Şahin F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
• Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Yayıncılık.
• Helfat, C. E., ve Peteraf, M. A. (2003). The dynamic resource-based view: Capability lifecycles. Strategic Management Journal, 24(10), 997-1010.
• Helfat, C. E, Finkelstein, S., Mitchell, W., Peteraf, M. A., Singh, H., Teece, D. J., and Winter S. G. (2007). Dynamic Capabilities: understanding strategic change in organizations. United Kingdom: Blackwell Publishing.
• Hjalager, A. M. (2002). Repairing innovation defectiveness in tourism. Tourism Management 23(5), 465–474.
• Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism Management, 31(1), 1-12.
• Huang, H., Lai, M., Lo, K., (2012). Do founders’ own resources matter? The influence of business networks on start-up innovation and performance. Technovation, 32(5), 316–327.
• Hult, G. T. M., Hurley, R. F. and Knight, G. A. (2004). Innovativeness: its antecedents and impact on business performance. Industrial Marketing Management, 33, 429-438.
• Hurley, R. F., and Hult, G. T. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(3), 42–54.
• Gümüşoğlu, L. (2012). Dinamik Yeteneklerin Yeni Ürün Geliştirme Performansı Üzerine Etkileri: Farklı İş Stratejileri için Sonuçlar. İktisat, İşletme ve Finans, 27(320), 61-90.
• Johne, A. and Davies, R. (2000). Innovation in medium-sized insurance companies: how marketing adds value. International Journal of Bank Marketing 18(1), 6-14.
• Kaliappen, N. and Hilman, H. (2017). Competitive strategies, market orientation types and innovation strategies: finding the strategic fit. World Journal of Entrepreneurship, Management and Sustainable Development, 13(3), 257-261.
• Kotler, P. (1991). Principles of Marketing. New Jersey: Prentice Hall.
• Lawson, B., Samson, D., (2001). Developing innovation capability in organizations: a dynamic capabilities approach. International. Journal Innovvation Management, 5(3), 377–400.
• Lopez-Fernandez, M. C., Serrano-Bedia, A. M., and Gomez-Lopez, R. (2011). Factors encouraging innovation in Spanish hospitality firms. Cornell Hospitality Quarterly, 52, 144 - 152.
• Mothe, C., and Nguyen-Thi, T. U. (2010). The link between non-technological innovations and technological innovation. European Journal of Innovation Management, 13(3), 313–332.
• Nasution, H. N. and Mavondo, F. T. (2008). Organisational Ca¬pabilities: Antecedents And Implications For Customer Value. European Journal of Marketing, 42 (3/4), 477-501.
• Nagy, A. (2014). The orientation towards innovation of spa hotel management: The case of Romanian spa industry. Procedia-Social and Behavioral Sciences, 124, 425–431
• Newbert, S. L., Kirchhoff, B. A., Walsh, S. T. (2007). Defining the relationship among founding resources, strategies, and performance in technology-intensive new ventures: evidence from the semiconductor silicon industry. Journal Small Business Management, 45(4), 438–466.
• Nieves, J. and Haller, S. (2014). Building dynamic capabilities through knowledge resources. Tourism Management, 40, 224–232.
• Nieves, J., Quintana, A., Osorio, J., (2015). Organizational knowledge, dynamic capabilities and innovation in the hotel industry. Tourism and Hospitality Research, 16(2), 158-171.
• O'Brien K. (2020). Innovation types and the search for new ideas at the fuzzy front end: Where to look and how often? Journal of Business Research, 107, 13–24.
• Orfila-Sintes, F., Crespi-Cladera, R., and Martinez-Ros, E. (2005). Innovation activity in the hotel industry: Evidence from Balearic Islands. Tourism Management, 26, 851-865.
• Orfila-Sintes F and Mattsson J. (2009). Innovation behavior in the hotel industry. Omega 37(2), 380–394.
• Ottenbacher, M. C. (2007). Innovation management in the hospitality industry: Different strategies for achieving success. Journal of Hospitality and Tourism Research, 31(4), 431-54.
• Pavlou, P., El-Sawy, O. E. (2011). Understanding the exlusive black box of dynamic capabilities. Decision. Science Journal, 42 (1), 239–273.
• Randhawa, P., Kim, M., Voorhees, C. M., Cichy, R. F., Koenigsfeld, J. P. and Perdue, J. (2015). Hospitality service innovations in private clubs. Cornell Hospitality Quarterly, 57(1), 93–110.
• Rust, R. T., Ambler T., Carpenter G. S. , Kumar, V. and. Srivastava, R. K. (2004). Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, 68(4), 76-89.
• Salunke, S., Weerawardena, J. and McColl-Kennedy, J. R., (2011). Towards a model of dynamic capabilities in innovation-based competitive strategy: insights from projectoriented service firms. Industrial Marketing Management, 40(8), 1251–1263.
• Schilke, O., Hu, S. ve Helfat C. E. (2018). Quo vadıs, dynamıc capabılıtıes? a content-analytıc revıewof the current state of knowledge and recommendatıons for future research. Academy of Management Annals, 12(1), 390–439.
• Schindehutte, M., Morris, M. H., ve Kocak, A., (2008). Understanding Market-Driving Behavior: The Role of Entrepreneurship. Journal of Small Business Management, 46(1), 4-26.
• Smıth, M. A., Fıschbacher, M. and Wilson A. M. (2007). New Service Development: From Panoramas to Precision. European Management Journal, 25(5), 370–383.
• Stevens, E. and Dimitriadis, S. (2004). New service development through the lens of organisational learning: Evidence from longitudinal case studies. Journal of Business Research 57(10), 1074–1084.
• Sundbo, J., Orfi la-Sintes, F. and Sorensen, F. (2007). The innovative behavior of tourism firms Comparative studies of Denmark and Spain. Research Policy, 36(1), 88-106
• Süslüoğlu, M. (2012). İşletmelerde Çekirdek Teknolojilerle Dinamik Yeteneklerin Arasındaki İşbirliğininDeğerlendirilmesi. http://mehmetsusluoglu.blogspot.com.tr/search/label/dinamik%20yetenek.
• Şahin, K. ve Kaplan, T. (2017). Kaynak tabanlı görüşten dinamik yeteneklere tarihsel bir inceleme. Uluslararası Ekonomi ve Yenilik Dergisi, 3 (2), 105-131.
• World Tourism Organization (2019). İnternational Tourism Highlights 2019 Edition. Madrid, Spain:UNWTO
• Oflazoğlu, S., ve Koçak, A. (2012). Stratejik yönlülüklerin yenilik ve performans üzerindeki etkisi. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2(1), 119-140.
• Tajeddini, K., Altinay, L. and Ratten, V. (2017). Service innovativeness and the structuring of organizations: the moderating roles of learning orientation and inter-functional coordination. International Journal of Hospitality Management, 65, 100–114.
• Tekin, Y. ve Durna, U. (2012). Otel İşletmelerinde Yenilik Yönetimi Uygulamaları Alanya’da Beş ve Dört Yıldızlı Otel İşletmelerinde Bir Araştırma Uluslararası Alanya İşletme Fakültesi,4(3), 93-110.
• OECD (2005). Oslo Manual: Proposed Guidelines for Collecting and Interpreting Technological Innovation Data. Paris: OECD. Teece D. J, ve Pisano, G. (1994). The dynamic capabilities of enterprises: an introduction. Industrial and Corporate Change 3(3), 537–556.
• Teece, D. J., Pisano, G., Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal. 18(7), 509-533.
• Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic. Management. Journal 28(13), 1319–1350.
• Tidd, J., Bessant, J. R., and Pavitt, K. (2005). Managing innovation: Integrating technological, market and organizational change. Chichester: John Wiley and Sons Inc.
• Tung, J. (2012). A study of product innovation on firm performance. The International Journal of Organizational Innovation, 4(3),84-97.
• Verona, G., and Ravasi, D. (2003). Unbundling dynamic capabilities: An exploratory study of continuous product innovation. Industrial and Corporate change, 12(3): 577-607.
• Vila N. and Kuster I. (2007). The importance of innovation in international textile firms. European Journal of Marketing, 41(1/2), 17-36.
• Yavuz, Ç. (2010). İşletmelerde inovasyon-performans ilişkisinin incelenmesine dönük bir çalışma. Girişimcilik ve Kalkınma Dergisi, 5(2), 143-173.
• Wang, C. L. and Ahmed, P. K. (2007). Dynamic capabilities: A review and research agenda. International Journal of Management Reviews, 9(1), 31-51.
• Wang M. and Li R. (2013).The study on the dimensions of dynamic capability of enterprises. International Conference on Advanced Information and Communication Technology for Education, Tianjin, 267-271.
• Winter S. G. (2003). Understanding dynamic capabilities. Strategic Management Journal, October Special Issue, 24, 991–995.
• Zahra, S., Sapienza, H. and Davidsson, P. (2006). Entrepreneurship and dynamic capabilities: a review, model and research agenda. Journal of Management Studies, 43(4), 917-955.
• Zorlu, Ö., Baytok, A. ve Avan, A. (2016). Bilgi yönetimi süreçlerinin gerçekleştirilmesinde dönüştürücü liderlik davranışlarının etkisi: Zincir otel işletmelerinde bir araştırma. Akademik Sosyal Araştırmalar Dergisi, 4(35), 209-236.