STRATEGIC AND MARKET ORIENTED BEHAVIOURS IN TURKISH PLASTICS INDUSTRY

Year 2012, Volume: 4 Issue: 1, 87 - 99, 01.06.2012

Engin Deniz Eris Pinar Sural Ozer Omur Neczan Timurcanday Ozmen

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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• www.egeplasder.org.tr
• www.plasticseurope.org www.pagev.org.tr