The Effect of Manufacturing and Marketing Capabilities on Business Performance: A Research on Konya Footwear Cluster

Year 2019, Supplement 1, 1033 - 1054, 22.02.2019

Emel Gelmez , Vural Çağlıyan

https://doi.org/10.33206/mjss.459914

Cited By: 2

Abstract

Businesses go through structural transformations in business strategies in a global competitive environment based on technology and innovation. In this transformation, manufacturing and marketing capabilities are becoming more important and they play a vital role in business strategies. In this process, it is important to increase the marketing performances as well as the  manufacturing performances for the businesses, the main target of which is to increase the business performances by providing customer satisfaction. In this study, the effect of manufacturing and marketing capabilities, which have an important role in enhancing business performance, has been tested through manufacturing and marketing performance. In this context, the main target of this study is to determine the effect of manufacturing and marketing performances on business performance. The practice was conducted on the businesses operating in Konya Aykent Footwear Industry Zone. As a result of the analyses, it was determined that both manufacturing performance and marketing performance had a positive effect of general business performance. 

Keywords

Manufacturing Capability, Marketing Capability, Manufacturing Performance, Marketing Performance, Business Performance

Üretim ve Pazarlama Yeteneklerinin İşletme Performansına Etkisi: Konya Ayakkabı Kümesi Üzerine Bir Araştırma

Abstract

İşletmeler teknoloji ve yenilik temelli
küresel rekabet ortamında, işletme stratejilerinde yapısal dönüşümlere
gitmektedirler. Bu dönüşüm içerisinde üretim ve pazarlama yeteneklerinin önemi
daha da artmakta ve işletme stratejilerinde hayati bir rol almaktadır. Bu
süreçte temel amacı, müşteri memnuniyeti sağlayarak işletme performanslarını
artırmak olan işletmelerin üretim performansları ile birlikte pazarlama
performanslarının da artırılması önem kazanmaktadır. Bu çalışmada işletme
performansının artırılmasında önemli bir rolü olan üretim ve pazarlama
yeteneklerinin işletme performansı üzerindeki etkisi, üretim ve pazarlama
performansı aracılığı ile test edilmiştir.

Bu bağlamda bu çalışmanın temel amacı
üretim ve pazarlama performansının işletme performansı üzerindeki etkisini
tespit etmektir. Uygulama Konya Aykent Ayakkabı Sanayi Bölgesi’nde faaliyet
gösteren işletmeler üzerinde gerçekleştirilmiştir. Yapılan analizler sonucunda hem üretim performansının
hem de pazarlama performansının genel işletme performansı üzerinde pozitif
etkisi olduğu tespit edilmiştir.

Keywords

Üretim Yeteneği, Pazarlama Yeteneği, Üretim Performansı, Pazarlama Performansı

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