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Year 2015, Volume: 17 Issue: 2, 130 - 155, 01.06.2015

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

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

Year 2015, Volume: 17 Issue: 2, 130 - 155, 01.06.2015

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.

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  • Eris, E.D., Neczan, O. and Ozmen, T., 2012. The effect of market orientation, learning orientation and innovativeness on firm performance: a research from Turkish logistics sector. International Journal of Economic Sciences and Applied Research, 5(1), pp. 77-108.
  • Garcia, R. and Calantone, R., 2002. A critical look at technological innovation typology and innovativeness terminology: a literature review. The Journal of Product Innovation Management, iss. 19, pp. 110-132.
  • Gebhardt, G.F., Carpenter, G.S. and Sherry, J.F., 2006. Creating a market orientation: a longitudinal multifirm, grounded analysis of cultural transformation. Journal of Marketing, 70(4), pp. 37-55.
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  • Grinstein, A., 2008. The relationships between market orientation and alternative strategic orientations: a meta-analysis. European Journal of Marketing, 42(1/2), pp. 115-134.
  • Gronroos, C., 2004. The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2), pp. 99-113.
  • Han, J.K., Kim, N. and Srivatava, R.K., 1998. Market orientation and organizational performance: is innovation a missing link?. Journal of Marketing, 62(4), pp. 30-45.
  • Heunks, F.J., 1998. Innovation, creativity and success. Small Business Economics, 10(3), pp. 263-272.
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  • Hult, G.T.M., Hurley, R.F. and Knight, G.A., 2004. Innovativeness: its antecedents and impact on business performance. Industrial Marketing Management, 33(5), pp. 429-438.
  • Hurley, F.F., Hult, G.T.M., 1998. Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, 62(July), pp. 42-54.
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  • Jain, S.C., 1993. Marketing Planning and Strategy, Fourth edition, Cincinnati: South-Western Publishing Co.
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Serkan Kılıç This is me

Publication Date June 1, 2015
Published in Issue Year 2015 Volume: 17 Issue: 2

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APA Kılıç, S. (2015). The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance. ISGUC The Journal of Industrial Relations and Human Resources, 17(2), 130-155.
AMA Kılıç S. The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance. isguc. June 2015;17(2):130-155.
Chicago Kılıç, Serkan. “The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance”. ISGUC The Journal of Industrial Relations and Human Resources 17, no. 2 (June 2015): 130-55.
EndNote Kılıç S (June 1, 2015) The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance. ISGUC The Journal of Industrial Relations and Human Resources 17 2 130–155.
IEEE S. Kılıç, “The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance”, isguc, vol. 17, no. 2, pp. 130–155, 2015.
ISNAD Kılıç, Serkan. “The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance”. ISGUC The Journal of Industrial Relations and Human Resources 17/2 (June 2015), 130-155.
JAMA Kılıç S. The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance. isguc. 2015;17:130–155.
MLA Kılıç, Serkan. “The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance”. ISGUC The Journal of Industrial Relations and Human Resources, vol. 17, no. 2, 2015, pp. 130-55.
Vancouver Kılıç S. The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance. isguc. 2015;17(2):130-55.