The Effect of Strategic Orientations and Innovation on Business Performance and A Research

Year 2021, Volume: 4 Issue: 1, 28 - 45, 30.06.2021

Güngör Karaca , Akın Marşap

Abstract

Strategic orientation and innovation strategies are the basic approaches to achieve sustainable competitive advantage and superior performance. Research in the field of strategic management has explored individual strategic orientations (marketing orientation, entrepreneurial orientation, etc.) and their relationship to innovation and business performance. For this reason, multiple strategic orientations are included in the research within the framework of the resource-based view (RBV). In this context, the relationship between strategic orientations and innovativeness and financial performance was examined empirically in this study. The data were collected from the managers of the enterprise from 197 who are located in the Province of Istanbul and are members of the Istanbul Chamber of Industry (ICI), producing medicines, medical devices and equipment. The distribution of the obtained data was checked with normality test with the help of SPSS 22.0, exploratory factor analysis was applied for construct validity, and regression analysis was performed with Pearson correlation analysis to test the hypotheses. The findings demonstrate that strategic orientations as a whole (together with their subdivision) have a significant and positive impact on innovativeness. However, strategic orientations had a negative effect on financial performance. On the other hand, while innovativeness has a positive effect on financial performance, product and marketing innovativeness, one of its sub-dimensions, has a positive effect, while process and organizational innovativeness has a negative effect.

Keywords

Strategic orientations, intelectual capital, innovativeness, resource-based view.

Stratejik Yönelimler ve Yenilikçiliğin İşletme Performansına Etkisi ve Bir Araştırma

Abstract

Stratejik yönlülük ve yenilikçilik stratejileri sürdürülebilir rekabet avantajı ve üstün performansın elde edilmesinde temel yaklaşımlardır. Stratejik yönetim alanındaki araştırmalar, bireysel stratejik yönelimleri (pazarlama yönelimi, girişimsel yönelim vb.) ve bunların yenilikçilik ve işletme performansı ile ilişkilerini araştırmıştır. Bununla birlikte, çok az çalışmada farklı stratejik yönelimlerin ve yenilikçiliğin işlete performansı üzerinde olan etkileri incelenmiştir. Bu nedenle stratejik yönelimler bütüncül olarak kaynak temelli görüş (KTG) çerçevesinde araştırmaya dâhil edilmiştir. Bu bağlamda çalışmada, stratejik yönelimler ve yenilikçilik ile finansal performans arasındaki ilişkiler ampirik olarak incelenmiştir. Veriler, İstanbul İli’nde yerleşik ve İstanbul Sanayi Odası’na (İSO) üye olan ilaç, tıbbi cihaz ve araç-gereç üreten 197’den işletmenin yöneticilerinden toplanmıştır. Elde edilen veriler SPSS 22.0 yardımıyla normallik testi ile dağılımı kontrol edilmiş, yapı geçerliliği için açımlayıcı faktör analizi uygulanmış ve hipotezleri test etme amacıyla korelasyon ve regresyon analizleri gerçekleştirilmiştir. Bulgular, stratejik yönelimlerin bütün olarak (alt boyutları ile beraber) yenilikçilik üzerinde anlamlı ve pozitif etki ettiğini göstermektedir. Bununla birlikte stratejik yönelimlerin finansal performans üzerinde negatif bir etki ettiği bulunmuştur. Yenilikçilik ise finansal performans üzerinde pozitif bir etkiye sahipken alt boyutlarından ürün ve pazarlama yenilikçiliği pozitif; süreç ve organizasyonel yenilikçilik ise negatif yönlü bir etki etmektedir.

Keywords

Stratejik yönelimler, entelektüel sermaye, yenilikçilik, kaynak temelli görüş

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