Development and Verification of Marketing Capabilities Scale for B2B Firms

Year 2021, Volume: 16 Issue: 2, 489 - 511, 01.08.2021

Neslişah Özdemir , Bahtışen Kavak

https://doi.org/10.17153/oguiibf.908930

Abstract

This study aims to develop and confirm a scale of marketing capabilities for B2B firms. For this purpose, the existing scales for market sensing, new product development and strategic partnering capability were reorganized, and verified into a united scale. The existing scales are those used by Mu (2015), Morgan, Vorhies and Mason (2009), Theoharakis, Sajtos and Hooley (2009) for market sensing, new product development, and strategic partnering capability, respectively. As a result of the analysis, conducted with 358 medium and large-sized B2B firm managers, the validity and reliability of the scale was revealed and a three-dimensional construct was supported.

Keywords

Market Sensing, New Product Development, Strategic Partnering, Marketing Capabilities Scale, B2B

B2B Firmalar için Pazarlama Kabiliyetleri Ölçeği Geliştirilmesi ve Doğrulanması

Abstract

Bu araştırmanın amacı, B2B firmaların pazarlama kabiliyetlerine yönelik bir ölçek geliştirilip doğrulanmasıdır. Bu doğrultuda, pazarı algılama kabiliyeti, yeni ürün geliştirme kabiliyeti ve stratejik işbirliği kabiliyetine yönelik mevcut ölçekler yeniden düzenlenmiş ve birleşik bir ölçekte doğrulanmıştır. Mevcut ölçekler, pazarı algılama kabiliyeti, yeni ürün geliştirme kabiliyeti ve stratejik iş birliği kabiliyeti için sırasıyla Mu (2015), Morgan, Vorhies ve Mason (2009), Theoharakis, Sajtos ve Hooley (2009) tarafından kullanılan ölçeklerdir. 358 orta ve büyük ölçekli B2B firmanın yöneticisinden elde edilen veriler kullanılarak yapılan analizler sonucunda ölçeğin geçerliliği, güvenirliği ortaya konmuştur ve üç boyutlu yapı desteklenmiştir.

Keywords

Pazarı Algılama, Yeni Ürün Geliştirme, Stratejik İşbirliği, Pazarlama Kabiliyetleri Ölçeği, B2B

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