PORTER'S GENERIC COMPETITIVE STRATEGIES AND RELATION WITH THE PERFORMANCE: A SAMPLE OF AKSARAY ORGANIZED INDUSTRIAL ZONE

Abstract

In this study, it is aimed to measure the impact of generic strategies, proposed Porter (1980) and generally accepted in the literature, to the businesses performance. Porter stated that the businesses need to apply the generic strategies successfully in order to provide sustainable competitive advantage against their competitors. Generic strategies are discussed in three parts as cost leadership, differentiation, and concentration. Porter argued that businesses cannot reach their goals in case they applied simultaneously three strategies and so they need specialization by taking one in the foreground among three strategies according to the sector’s current state. In this context, the aim of the study is to evaluate cost leadership strategy in terms of strategic management accounting. Quantitative research methods are used during the implementation phase. The study is applied to businesses operating in Aksaray Organized Industrial Zone, and the data are collected by surveys and “Generic Strategies Scale" developed by Yamin, Gunasekaran and Mavondo is used in the study. In this study, business performances are discussed subjectively because of unwillingness of business about sharing their financial information. Therefore, the "Business Performance" scale that its validity and reliability proven by Eroglu (2003) is used to measure of business performance. Business performance is discussed in four dimensions which are about product, customers, employee, sales and profitability

Keywords

• Generic Strategies, Cost Leadership, Business Performance

Porter’in Jenerik Rekabet Stratejileri ve Performans İlişkisi; Aksaray İli Organize Sanayi Bölgesi Örneği

Abstract

Bu çalışmada, Porter (1980) tarafından geliştirilen ve literatürde genel kabul gören Jenerik stratejilerin işletme performansına etkisinin ölçülmesi amaçlanmıştır. Porter; işletmelerin rakiplerine karşı sürdürülebilir rekabet avantajı sağlayabilmeleri için tanıtım stratejileri başarı ile uygulamaları gerektiğini belirtmiştir. Jenerik stratejileri kendi içerisinde maliyet liderliği, farklılaşma ve odaklanma olarak üç bölümde ele almıştır. Porter üç stratejinin eş zamanlı olarak uygulanması durumunda işletmelerin arzu ettikleri hedeflere ulaşamayacaklarını ve üç farklı strateji arasından, bulunulan sektörün durumuna göre bir tanesinin ön plana çıkartılıp o noktada uzmanlaşmaları gerektiğini savunmuştur. Performans ise bir işin yerine getirilme düzeyi olarak tanımlanmaktadır. İşletmelerin performansları değerlendirilirken verimlilik, etkinlik, üretkenlik ve karlılık gibi nesnel ölçütlerle birlikte kullanılmasının yanı sıra işletmelerin finansal bilgilerini paylaşmak istememeleri nedeniyle öznel olarak da değerlendirilebilmektedir. Araştırmada uygulama aşamasında nicel araştırma yöntemlerinden yararlanılmıştır. Araştırma Aksaray ilinde OSB’de faaliyet gösteren işletmelere uygulanmış ve veri toplama aracı olarak anket tekniği, ölçek olarak ise Yamin, Gunasekaran ve Mavondo (1999) tarafından geliştirilen “Jenerik Strateji Ölçeği” kullanılmıştır. İşletmelerin finansal bilgilerini paylaşmak istememeleri nedeniyle işletmelerin performansları sübjektif olarak ele alınmış ve bu doğrultuda da Eroğlu (2003) tarafından geçerliliği güvenilirliği kanıtlanmış “İşletme Performansı” ölçeği kullanılmıştır. İşletme performansı ürüne, müşteriye, çalışanlara, satış ve karlılığa yönelik olarak dört boyutta ele alınmıştır

Keywords

• Jenerik Stratejiler, Maliyet Liderliği, İşletme Performansı

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