STRATEJİK ORYANTASYONLAR ve FİRMA PERFORMANSI İLİŞKİSİ: LİTERATÜR GELİŞİMİ ÜZERİNE KAVRAMSAL BİR ÇALIŞMA

Abstract

Bu çalışma stratejik yönetim alanındaki strateji-kültür-performans ilişkilerini inceleyen saha çalışmalarının bütünleşmeye başladığı bir yeni çalışma alanı olan stratejik oryantasyonlar literatürünün gelişimini, firma performansına etkilerini ve gelecek yönelimini bir bütün halinde sunmaktadır. Yazarlar birden fazla stratejik oryantasyonun en az bir performans kriteri üzerine etkilerinin araştırıldığı saha çalışmalarını analiz ederek, literatürde adı geçen tüm stratejik oryantasyonları bir bütün oryantasyonların yenilik türlerine etkileri bakımından bir tipoloji ileri sürerek hem araştırmacılar hem de uygulamacılar için önemli önerilerde bulunmuşlardır. halde sentezleyerek sunmuşlardır. Ayrıca yazarlar, stratejik oryantasyonların yenilik türlerine etkileri bakımından bir tipoloji ileri sürerek hem araştırmacılar hem de uygulamacılar için önemli önerilerde bulunmuşlardır.

Keywords

• Girişimcilik Oryantasyonu, Pazar Oryantasyonu, Öğrenme Oryantasyonu, Teknoloji Oryantasyonu, Firma Performansı, Yenilik Stratejileri

STRATEGIC ORIENTATIONS AND FIRM PERFORMANCE RELATIONSHIP: LITERATURE REVIEW AND SYNTHESIS

Abstract

Recent empirical studies on the organizational norms and policies pertaining to strategy-culture-performance relationships have begun to be integrated under the framework of a novel concept, namely, strategic orientations. This literature review study explores the development, types, performance impacts and future directions of strategic orientations from a holistic perspective, and synthesizes those empirical studies that deal with two or more types of strategic orientations together. Moreover, the authors put forward a new typology on strategic orientations and innovation types. Implications for further studies and suggestions for practitioners are also provided

Keywords

• Entrepreneurial Orientation, Market Orientation, Learning Orientation, Technology Orientation, Firm Performance, Innovation Strategies

References

1. Appiah-Adu, K. (1997). Marketing in Emerging Countries: Evidence from a Liberalized Economy. Marketing Intelligence and Planning, 15, 291-298.
2. Atuahene-Gima, K. & Ko, A. (2001). An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation. Organization Science, 12(1), 54- 73.
3. Baker, W.E. & Sinkula, J.M. (1999). The Synergistic Effect of Market Orientation Performance. Journal of the Academy of Marketing Science, 27(4), 411-427. Orientation on Organizational
4. Barney, J.B. (1986). Organizational Culture: Can It Be a Source of Sustained Competitive Advantage. Academy of Management Review, 11(3), 656-665.
5. Barney, J.B. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120.
6. Bass, B. (1985). Leadership and Performance beyond Expectations. New York: The Free Press.
7. Bulut, Ç. (2007). Stratejik Oryantasyonlar ve Firma Performansı. Gebze Yüksek Teknoloji Enstitüsü, Sosyal Bilimler Enstitüsü, Doktora Tezi, Gebze.
8. Bulut, Ç. & Alpkan, L. (2006). Behavioral Consequences of an Entrepreneurial Climate within Large Organizations: An Integrative Proposed Model. The South East European Journal of Economics and Business, 1(2), 64-70.

9. Burns, T. & Stalker, G.M. (1961). The Management of Innovation. (3. Baskı-1994). Oxford: Oxford University Press.
10. Conger, J.A. & Kanungo, R.N. (1987). Toward a Behavioral Theory of Charismatic Leadership in Organizational Settings. Academy of Management Review, 12, 637-647.
11. Cooper, A., Ramachandran, M. & Schoorman, D. (1997). Time Allocation Patterns of Craftsmen and Administrative Entrepreneurs: Implications for Financial Performance. Entrepreneurship Theory and Practice, 22(2), 123-135.
12. Covin, J.G. & Slevin, D.P. (1989). Strategic Management of Small Firms in Hostile and Benign Environments. Strategic Management Journal, 10(1), 75-87.
13. Day, G.S. & Wensley, R. (1983). Marketing Theory with Strategic Orientation. Journal of Marketing, 47(4), 79-89.
14. Denison, D.R. (2000). Organizational Culture: Can It Be a Key Lever for Driving Organizational Change: The Handbook of Organizational Culture. London: Wiley.
15. Deshpande, R. & Farley, U. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market Focused Management, 2, 213-232.
16. Deshpande, R., Farley, J.U. & Webster, F.E. (1993). Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57(January), 23-27.
17. Forza, C. & Filippini, R. (1998). TQM Impact on Quality Conformance and Customer Satisfaction: A Causal Model. International Journal of Production Economics, 55, 1-20.
18. Fry, A.S. (1987). The Post it Note: An Intrapreneurial Success. SAM Advanced Management Journal, Summer, 4-9.
19. Gatignon, H. & Xuereb, J.M. (1997). Strategic Orientation of the Firm New Product Performance. Journal of Marketing Research, 34(1), 77-90.
20. Hamel, G. & Prahalad, C.K. (1994). Competing for the Future. Harvard Business Review, July-August, 122-128.
21. Han, J.K., Kim, N. & Srivastava, R.K. (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link?. Journal of Marketing, 62(October), 30-45.
22. Hofstede, G. (1991). Cultures and Organizations: Software of the Mind. London: McGraw-Hill.
23. Hornsby, J.S., Kuratko, D.F. & Zahra, S.A. (2002). Middle Managers’ Perception Entrepreneurship: Assessing a Measurement Scale. Journal of Business Venturing, 17, 253-273. Environment for Corporate
24. Hult, G.T.M. (1998). Managing the International Strategic Sourcing Function as a Market-Driven Organizational Learning System. Decision Sciences, 29(1), 193-216.
25. Hult, G.T.M., Hurley, R.F. & Knight, G.A. (2004). Innovativeness: Its Antecedents and Impact on Business Performance. Industrial Marketing Management, 33, 429-438.
26. Hult, G.T.M., Snow, C.C. & Kandemir, D. (2003). The Role of Entrepreneurship in Building Cultural Competitiveness in Different Organizational Types. Journal of Management, 29(3), 401-426.
27. Hunt, S.D. & Morgan, R.M. (1996). The Resource-Advantage of Competition: Dynamics, Path Dependencies, and Evolutionary Dimensions. Journal of Marketing, 60(October), 107-114.
28. Hurley, R. & Hult, G.T.M. (1998). Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination. Journal of Marketing, 62, 42-54.
29. Jaworski, B.J. & Kohli, A.K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57, 53-70.
30. Jeong, I., Pae, J.H. & Zhou, D. (2006). Antecedents and Consequences of the Strategic Orientations in New Product Development: The case of Chinese Manufacturers. Industrial Marketing Management, 35, 348-358.
31. Joshi, M.P., Kathuria, R. & Porth, S.J. (2003). Alignment of Strategic Priorities and Performance: An Integration of Operations and Strategic Management Perspectives. Journal of Operations Management, 21, 353-369.
32. Kohli, A.K. & Jaworski, B.J. (1990). Market Orientation: The Construct, Research Propositions and Managerial Implications. Journal of Marketing, 54(2), 1-18.
33. Kohli, A.K., Jaworski, B.J. & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4), 467- 477.
34. Lawrence, P.R. & Lorsch, J.W. (1967). Differentiation and Integration in Complex Organizations. Administrative Science Quarterly, 12(1), 1- 47.
35. Lee, T.S. & Tsai, H.J. (2005). The Effects of Business Operation Mode on Market Orientation, Learning Orientation and Innovativeness. Industrial Management & Data Systems, 105(3), 325-348.
36. Li, J.J. (2005). The Formation of Managerial Networks of Foreign Firms in China: The Effects of Strategic Orientations. Asia Pacific Journal of Management, 22, 423-443.
37. Li, Y., Liu, Y. & Zhao, Y. (2006). The Role of Market and Entrepreneurship Orientation and Internal Control in the New Product Development Activities of Chinese Firms. Industrial Marketing Management, 35, 336-347.
38. Liu, S.S., Luo, X. & Shi, Y. (2002). Integrating Customer Orientation, Corporate Entrepreneurship, Organizations-in-Transition: An Empirical Study. International Journal of Research in Marketing, 19, 367-382. Orientation in
39. Lumpkin, G.T. & Dess, G.G. (1996). Clarifying the Entrepreneurial Orientation Construct and Linking it to Performance. Academy of Management Review, 21(1), 135-172.
40. Lumpkin, G.T. & Dess, G.G. (2001). Linking Two Dimensions of Entrepreneurial Orientation to Firm Performance: the Moderating Role of Environment and Industry Life Cycle. Journal of Business Venturing, 16, 429-451.
41. Matsuno, K., Mentzer, J.T. & Özsomer, A. (2002). The Effects of Entrepreneurial Proclivity and Market Orientation on Business Performance. Journal of Marketing, 66(3), 18-32.
42. Miles, R.E. & Snow, C.C. (1978). Organizational Strategy, Structure and Process. New York: McGraw-Hill.
43. Miller, D. & Friesen, P.H. (1978). Archetypes of Strategy Formulation. Management Science, 24(9), 921-933.
44. Miller, D. & Friesen, P.H. (1983). Strategy-Making and Environment: The Third Link. Strategic Management Journal, 4, 221-235.
45. Miller, D. (1983). The Correlates of Entrepreneurship in Three Types of Firms. Management Science, 29(7), 770-791.
46. Mintzberg, H. (1973). Strategy-Making in Three Modes. California Management Review, 16(2), 44-53.
47. Morgan, R.E. & Strong, C.A. (2003). Business Performance and Dimensions of Strategic Orientation. Journal of Business Research, 56, 63-176.
48. Naman, J.L. & Slevin, D.P. (1993). Entrepreneurship and the Concept of Fit: A Model and Empirical Tests. Strategic Management Journal, 14, 137-154.
49. Narver, J.C. & Slater S.F. (1990). The Effect of Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
50. Narver, J.C., Slater, S.F. & MacLachlan, D.L. (2004). Responsive and Proactive Market Orientation and New-Product Success. Journal of Product Innovation Management, 21, 334-347.
51. Pinchot III, G. (1985). Intrapreneuring: Why You Don't Have to Leave the Corporation to Become an Entrepreneur. New York: Harper and Row Publishers.
52. Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
53. Porter, M.E. (1991). Towards a Dynamic Theory of Strategy. Strategic Management Journal, 12(Winter), 95-117.
54. Robinson, K.C. (1998). An Examination of the Influence of Industry Structure on Eight Alternative Measures of New Venture Performance for High Potential Independent New Ventures. Journal of Business Venturing, 14, 165-187.
55. Sadler, P. (2003). Strategic Management. 2nd Edition. London: Kogan Page.
56. Schein, E.H. (1992). Organizational Culture and Leadership. 2nd Edition. San Francisco: Josey-Bass.
57. Sharma, P. & Chrisman, J.J. (1999). Toward a Reconciliation of the Definitional Issues in the Field of Corporate Entrepreneurship. Entrepreneurship Theory and Practice, 23(3), 11-27.
58. Sinkula, J.M. (1994). Market Information Processing and Organizational Learning. Journal of Marketing, 58(January), 35-45.
59. Sinkula, J.M., Baker, W.E. & Noordewier, T. (1997). A Framework for Market-Based Organizational Learning: Linking Values, Knowledge and Behavior. Journal of the Academy of Marketing Science, 25(4), 305-318.
60. Slater, S.F. & Narver, J.C. (1993). Product-Market Strategy and Performance: An Analysis of the Miles and Snow Strategy Types. European Journal of Marketing, 27(10), 33-51.
61. Smart, D.T. & Conant, J.S. (1994). Entrepreneurial Orientation, Distinctive Performance. Journal of Applied Business Research, 10(3), 28-38. Competencies and Organizational
62. Tushman, M.L. & O’Reilly, C.A. (1996). Ambidextrous Organizations: Managing Evolutionary and Revolutionary Change. California Management Review, 38(4), 8-30.
63. Venkatraman, N. (1989). Strategic Orientation of Business Enterprises: The Construct, Dimensionality, and Measurement. Management Science, 35(8), 942-962.
64. Venkatraman, N. & Ramanujam, V. (1986). Measurement of Business Performance in Strategy Research: A comparison of Approaches. The Academy of Management Review, 11(4), 801-814.
65. Wang, E.T.G. & Wei, H.L. (2005). The Importance of Market Orientation, Learning Orientation, and Quality Orientation Capabilities in TQM: An Example from Taiwanese Software Industry. Total Quality Management, 16(10), 1161-1177.
66. Yılmaz, C., Alpkan, L. & Ergun, E. (2005). Cultural Determinants of Customer- and Learning-Oriented Value Systems and Their Joint Effects on Firm Performance. Journal of Business Research, 58, 1340-1352.
67. Zahra, S.A., Sapienza, H.J. & Davidsson, P. (2006). Entrepreneurship and Dynamic Capabilities: A Review, Model and Research Agenda. Journal of Management Studies, 43(4), 917-955.
68. Zhou K.Z., Yim, C.K.B. & Tse, D.K. (2005). The Effects of Strategic Orientations on Technology- and Market-Based Breakthrough Innovations. Journal of Marketing, 69(April), 42-60.
69. Zhou, K.Z., Gao, G.Y., Yang, Z. & Zhou, N. (2005). Developing Strategic Orientation in China: Antecedents and Consequences of Market and Innovation Orientations. Journal of Business Research, 58, 1049-1058.