İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR

Mehmet Etlioğlu; Hafize Ayan

doi:10.33723/rs.1843816

TR EN

İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR

Abstract

Bu çalışma, yoğun ve şiddetli rekabet ortamında pazarlama yeniliğinin işletme performansı ve rekabet avantajına etkileri ile rekabet avantajının işletme performansı üzerindeki etkilerini incelemeyi amaçlamaktadır. Çalışma Konya ilinde hızlı tüketim sektöründe kartopu örneklem yöntemi ile seçilmiş 412 üst ve orta düzey yöneticilerle anket yöntemi kullanılarak gerçekleştirilmiştir. Veriler SPSS 25.0 istatistik programı ile analiz edilmiştir. Analiz bulgularına göre, pazarlama yeniliği rekabet avantajını ve işletme performansını, rekabet avantajının da işletme performasını pozitif ve anlamlı düzeyde etkilediği sonuçlarına ulaşılmıştır. Özellikle pazarlama inovasyonu, işletme performansındaki değişimin yaklaşık %45'ini açıklamaktadır. Sonuçlar, işletmelerin artan rekabet koşullarında ayakta kalabilmek ve sürdürülebilir başarı elde edebilmek için inovasyon ve pazarlama süreçlerine sürekli yatırım yapması gerektiğini ortaya koymaktadır. Ayrıca, işletmelerin dinamik ve yoğun rekabet koşullarında sürdürülebilir rekabet ve işletme performansı için geleneksel yaklaşımların ötesine geçerek taklit edilmesi ve uygulanması zor stratejik pazarlama odaklı yeniliklere ve içsel kaynaklarını (varlıklar ve yetenekler) ve dışsal çevre koşullarını (rakipler ve pazar yapısı) kapsayan kapsamlı bir stratejik analiz ile uygun rekabet strateji/stratejilerini seçerek değer yaratmalılar.

Keywords

Yenilik, Pazarlama Yeniliği, İşletme Performansı, Rekabet Stratejileri

Marketing Innovation and Competitive Strategies as Determinants of Business Performance: Empirical Evidence

Abstract

This study aims to examine the effects of marketing innovation on business performance and competitive advantage, and the effects of competitive advantage on business performance, in a highly competitive environment. The study was conducted using a survey method with 412 upper and middle-level managers selected by snowball sampling in the fast-moving consumer goods (FMCG) sector in Konya province. Data were analyzed using the SPSS 25.0 statistical program. According to the analysis findings, marketing innovation positively and significantly affects competitive advantage and business performance, and competitive advantage also positively and significantly affect business performance. In particular, marketing innovation explains approximately 45% of the variation in business performance. The results reveal that businesses need to continuously invest in innovation and marketing processes to survive and achieve sustainable success in increasingly competitive conditions. Furthermore, in dynamic and highly competitive environments, businesses must go beyond traditional approaches to create value by adopting strategic marketing-focused innovations that are difficult to imitate and implement, and by selecting appropriate competitive strategy(s) through a comprehensive strategic analysis encompassing internal resources (assets and capabilities) and external environmental conditions (competitors and market structure).

Keywords

Innovation, Marketing Innovation, Business Performance, Competition Strategies

Ethical Statement

Ethical approval for this study was obtained from the Konya Food and Agriculture University Ethics Committee on April 29, 2024, with decision number [2024/04] 12. All participants included in the study were informed about the purpose and scope of the research, and their voluntary consent was obtained. The confidentiality and anonymity of the data were protected. Conflict of Interest: The authors state that there is no conflict of interest with any person or institution in this study's conduct, results, or publication. Financial Support: This study was conducted without any financial support from any institution or organization.

Thanks

We would like to thank all participants who contributed to the research process and the anonymous reviewers whose valuable opinions and suggestions enhanced the quality of the study during the evaluation phase.

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Details

Primary Language

Turkish

Subjects

Digital Marketing, Marketing Research Methodology, Marketing (Other)

Journal Section

Research Article

Authors

Mehmet Etlioğlu ^*
0000-0001-5341-5777
Türkiye

Hafize Ayan This is me
0000-0000-0000-0000
Türkiye

Publication Date

February 23, 2026

Submission Date

December 17, 2025

Acceptance Date

February 18, 2026

Published in Issue

Year 2026 Volume: 9 Number: 1

DOI

https://doi.org/10.33723/rs.1843816

IZ

https://izlik.org/JA38WN93YR

APA

Etlioğlu, M., & Ayan, H. (2026). İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal, 9(1), 56-79. https://doi.org/10.33723/rs.1843816

AMA

1.Etlioğlu M, Ayan H. İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal. 2026;9(1):56-79. doi:10.33723/rs.1843816

Chicago

Etlioğlu, Mehmet, and Hafize Ayan. 2026. “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”. R&S - Research Studies Anatolia Journal 9 (1): 56-79. https://doi.org/10.33723/rs.1843816.

EndNote

Etlioğlu M, Ayan H (February 1, 2026) İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal 9 1 56–79.

IEEE

[1]M. Etlioğlu and H. Ayan, “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”, R&S - Research Studies Anatolia Journal, vol. 9, no. 1, pp. 56–79, Feb. 2026, doi: 10.33723/rs.1843816.

ISNAD

Etlioğlu, Mehmet - Ayan, Hafize. “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”. R&S - Research Studies Anatolia Journal 9/1 (February 1, 2026): 56-79. https://doi.org/10.33723/rs.1843816.

JAMA

1.Etlioğlu M, Ayan H. İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal. 2026;9:56–79.

MLA

Etlioğlu, Mehmet, and Hafize Ayan. “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”. R&S - Research Studies Anatolia Journal, vol. 9, no. 1, Feb. 2026, pp. 56-79, doi:10.33723/rs.1843816.

Vancouver

1.Mehmet Etlioğlu, Hafize Ayan. İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal. 2026 Feb. 1;9(1):56-79. doi:10.33723/rs.1843816

İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR

Abstract

Keywords

Marketing Innovation and Competitive Strategies as Determinants of Business Performance: Empirical Evidence

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