PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA

Year 2021, Volume: 11 Issue: 4, 2063 - 2079, 31.12.2021

Saniye Yıldırım Özmutlu

https://doi.org/10.30783/nevsosbilen.871004

Abstract

Bu çalışma, Türk lojistik sektöründe uluslararası faaliyet gösteren firmaların, pazar yöneliminin ve stratejik seçimlerinin ihracat performansına olan etkisini incelemeyi amaçlamaktadır. Çalışmada, özellikle günümüz uluslararası firmaları için en gerekli olan pazar yönelimin, ihracat performansı üzerindeki etkisi özelinde stratejik seçimin aracılık (mediator) rolünün varlığı ile değişkenler arası etkileşimin nasıl olduğu araştırılmıştır. Araştırmanın evreni, Türk lojistik sektöründe faaliyet gösteren Yabancı ve Türk menşeli Uluslararası Lojistik ve Hizmet Üretenler Derneği’ne kayıtlı 460 firma olarak belirlenmiştir. Araştırmanı örneklemi, tesadüf örnekleme yöntemi uygulanarak araştırmaya katılmayı kabul eden 256 firma ve her bir firmadan bir yönetici seçilerek belirlenmiştir. Amaçlanan çalışma için bir araştırma modeli oluşturularak, bu modele bağlı hipotezler geliştirilmiştir. Yöneticilerle yüz yüze görüşülerek araştırma için oluşturulan anket uygulanmıştır. Elde edilen veriler üzerinde Yapısal Eşitlik Modellemesi yöntemi kullanılarak analizler yapılmıştır. Pazar yönelimi - ihracat performansı arasındaki ilişkilerin analizinde, stratejik seçimin dolaylı etkide bulunarak tam aracılık ilişkisi gösterdiği belirlenmiştir. Sonuçta, Türk lojistik sektöründeki uluslararası firmaların stratejik seçimlerinin ne kadar önemli olduğu ve ihracat performansının artırılmasında çok önemli bir tamamlayıcı olduğu belirlenmiştir.

Keywords

Pazar Yönelimi, Uluslararası Lojistik Firmaları, İhracat Performansı, Stratejik Seçim

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