STRATEGIC AND MARKET ORIENTED BEHAVIOURS IN TURKISH PLASTICS INDUSTRY

Abstract

In the management, strategy and marketing literature related with Resource Based Theory, strategic orientation and market orientation are being considered as business orientations. As an essential business orientation, strategic orientation is shown firm’s behaviors in a competitive environment. As a culture or behavior, market orientation exists to create more customer value. Both orientations are important to get upper firm performance. In this research using Triangulation Method Turkish Plastics Industry is examined as being strategic and market oriented. The sample universe is composed of firms being in Turkish Plastics Industry. In this context, Association of Aegean Plastics Producers (EgePlasDer) is used. Qualitative and quantitative techniques are used to understand deeply how firms act strategically and be more market oriented to be more competitive.

Keywords

• Strategic orientation, Market orientation, Plastics Industry, Turkey

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