Abstract

İnovasyon, sosyal bilimlerde en önemli çalışma alanlarından biridir. İşletmeler, uygun yeni ürün veya hizmetlerini geliştirdikleri sürece, inovasyon işletmelere katkı sağlar. Buna rağmen pazar için yeni ürün geliştirme mantığıyla ilişkili olarak inovasyonu anlamada pazarlama ve inovasyon arasındaki ilişkiyi kurmak gereklidir. Bu anlamda çalışmada yeni ürün inovasyonu kavramı incelenmektedir. Bu çalışmanın amacı, işletmelerin pazar yönelimlilik, yenilikçilik ve ürün inovasyon yapabilirliklerinin yeni ürün ve işletme performansı üzerindeki etkilerini belirlemektir. Çalışmada İstanbul Sanayi Odası tarafından her yıl açıklanan ve üretimden net satışlarına göre (TL) ürün inovasyonu da gerçekleştiren Türkiye’nin ilk 1000 büyük işletmesi ile araştırma yapılmıştır. 154 katılımcıyla gerçekleştirilen analiz, tepkisel ve proaktif pazar yönelimliliğin radikal ve artımsal ürün inovasyon yapabilirlikleri ile yenilikçilik aracı değişkenleriyle yeni ürün performansını ve yeni ürün performansı aracılığıyla da işletme performansını etkilediğini göstermektedir. Bu doğrultuda pazarlama yöneticileri, bu etkileri dikkate alarak pazar yönelimlilik boyutlarının ürün inovasyon yapabilirlikleri ve yenilikçilik aracılığıyla performanslarını artırmalarını sağlayacak stratejileri uygulamalıdırlar

Keywords

• Pazar Yönelimlilik, Ürün İnovasyonu, Yapabilirlikler, Yenilikçilik, Yeni Ürün Performansı

The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance

Abstract

Innovation is one of the most important fields of study in the social sciences. Innovation contributes to businesses if they make new products or services available. However, to understand innovation according to the logic of developing new products for the market, it is essential to establish a relationship between innovation and marketing. Thus, the new-product innovation concept is examined in the study. The purpose of this study is to determine the effects of businesses' market orientation, innovativeness and product innovation capabilities on new-product and business performance. In the study, research was conducted among the 1000 largest businesses identified by the Istanbul Chamber of Industry each year based on net sales of products (Turkish Liras) and carrying out product innovations in Turkey. Analysis of the 154 participants demonstrated that responsive and proactive market orientations affect new-product performance with the mediators of radical and incremental product innovation capabilities and innovativeness and affect business performance with the mediator of new-product performance. In this context and taking into account these effects, marketing managers implement strategies that will improve their performance on the dimensions of market orientation and with the mediators of product innovation capabilities and innovativeness.

Keywords

• Market Orientation, Product Innovation, Capabilities, Innovativeness, New Product Performance

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