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LOJİSTİK İŞLETMELERİNİN PAZARLAMA YETENEKLERİNİN REKABET AVANTAJI VE İŞLETME PERFORMANSINA ETKİSİ

Year 2020, Issue: 26, 35 - 52, 13.01.2020
https://doi.org/10.18092/ulikidince.568792

Abstract

Artan Dünya ticaret hacmi ile birlikte rekabet
düzeyinin arttığı lojistik sektöründe faaliyet gösteren işletmelerin
sürdürülebilir rekabet avantajı elde edebilmek için yeteneklerini gözden
geçirmeleri zorunlu hale gelmiştir. Bu yeteneklerden en temel olanlardan birisi
de kuşkusuz pazarlama yetenekleridir. Araştırma, rekabet avantajı sağlamanın önemli
bir çıktısı olan işletme performansına pazarlama yeteneklerinin ve bu
yeteneklerin önemli girdilerinden örgütsel kaynaklar ve örgütsel yeteneklerin
etkisini araştırmayı amaçlamaktadır. Bu çerçevede oluşturulan kavramsal modelde
ilk aşamada pazarlama yeteneklerinin örgütsel kaynaklar ve örgütsel yetenekler arasındaki
ilişkisi değerlendirilmiş, ikinci aşamada ise pazarlama yetenekleri ve rekabet avantajı
arasındaki etkileşim ve her ikisinin de işletme performansı üzerinde yarattığı
etki test edilmiştir. 42 lojistik hizmet sağlayıcı işletmeden elde edilen
veriler ile Kısmi En Küçük Kareler Yöntemi - Yapısal Eşitlik Modellemesi ile
test edilen hipotezler, işletme performansı üzerinde sadece rekabet avantajının
doğrudan etki yarattığını göstermektedir. Örgütsel kaynaklar ve yetenekler ile
pazarlama yetenekleri, rekabet avantajının aracı değişken vazifesi görmesi ile işletme
performansını dolaylı olarak etkilemektedir.

References

  • Agha, S., Alrubaiee, L. ve Jamhour, M. (2012). Effect of Core Competence on Competitive Advantage and Organizational Performance. International Journal of Business and Management, 7(1), 192-204.Almeida, J.G. (1999). Firm Resources, Environmental Perceptions, Business-Level Strategies and Firm Performance: An Empirical Investigation. University of South Carolina, Yayımlanmamış Doktora Tezi.Barney, J. B. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120.Capron, L. ve Mitchell, W. (2009). Selection Capability: How Capability Gaps and Internal Social Frictions Affect Internal and External Strategic Renewal. Organization Science, 20(2), 294-312.Collis, D. (1994). How Valuable are Organizational Capabilities? Strategic Management Journal, 15 (1), 143-152.Correa, J. A. A., Torres, N. H., Sharma, S. ve Morales, V. J. G. (2008). Environmental Strategy and Performance in Small Firms: A Resource-Based Perspective. Journal of Environmental Management, 86(1), 88-103. Çoroğlu, C. (2002). Modern İşletmelerde Pazarlama ve Satış Yönetimi. İstanbul: Alfa. Dolan, R. J. (2011). Fiyatlandırma. Harvard Business Review, 621, 11-13.Eisenhardt, K. ve Martin, J. (2000). Dynamic Capabilities: What are They? Strategic Management Journal, 21, 1105-1121.Fornell, C. ve Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.Garay, L. ve Font, X. (2012). Doing Good to Do Well? Corporate Social Responsibility Reasons, Practices, and Impacts in Small and Medium Accommodation Enterprises. International Journal of Hospitality Management, 31(2), 329–337.Grant, R. M. (1996). Toward a Knowledge-Based Theory of the Firm. Strategic Management Journal, 17, 109–122.Hair, J. F., Ringle, C. M. ve Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. Hair, J. F., Sarstedt, M., Ringle, C. M. ve Mena, J. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433.Hall, R. (1993). A Framework Linking Intangible Resources and Capabilities to Sustainable Competitive Advantage. Strategic Management Journal, 14(8), 607-618.Hart, S. L. (1995). A Natural-Resource-Based View of the Firm. Academy of Management Review, 20(4), 986-1014.Henseler, J., Ringle, C. M. ve Sarstedt, M. (2014). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.Kotler, P. ve Keller, K. L. (2012). Marketing Management. Pearson Education,Inc.Leonidou, L. C., Leonidou, C. N., Fotiadis, T.A. ve Zeriti, A. (2013). Resources and Capabilities as Drivers of Hotel Environmental Marketing Strategy: Implications for Competitive Advantage and Performance. Tourism Management, 35, 94-110.Li, S., Ragu-Nathan, B., Ragu-Nathan, T.S. ve Rao S. S. (2004). The Impact of Supply Chain Management Practices on Competitive Advantage and Organizational Performance. Omega, 34 (2), 107-124. Lovelock, C.H., Vandermerwe, S., Lewis B. ve Fernie S. (2011). Services Marketing. Edinburgh Business School. Moorman,C. ve Rust, R.T. (1999). The Role of Marketing. Journal of Marketing, 63,180–197.Morgan, N. A., Vorhies, D. W. ve Mason, C. H. (2009). Market Orientation, Marketing Capabilities, and Firm Performance. Strategic Management Journal, 30, 909-920. Newbert, S. L. (2008). Value, Rareness, Competitive Advantage, and Performance: A Conceptual-Level Empirical Investigation of the Resource-Based View of the Firm. Strategic Management Journal, 29(7), 745–768.Raduan, C.R. Uli, J., Abdullah, H. ve Ismail, A.I. (2009). A Conceptual Framework of the Relationship between Organizational Resources, Capabilities, Systems, Competitive Advantage and Performance. Research Journal of International Studies, 12, 45-58.Russo, M.V. ve Fouts, P.A. (1997). A Resource-Based Perspective on Corporate Environmental Performance and Profitability. Academy of Management Journal, 40(3), 534–559.Seviçin, A. (2006). Kaynaklara Dayalı Rekabet Stratejisi Geliştirme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 15, 109-124. Şahin, K. ve Kaplan, T. (2017). Kaynak Tabanlı Görüşten Dinamik Yeteneklere Tarihsel Bir İnceleme. Uluslararası Ekonomi ve Yenilik Dergisi, 3(2), 105-131TC. Kalkınma Bakanlığı (2014). Lojistik Hizmetlerin Geliştirilmesi, Özel İhtisas Komisyonu Raporu (Rapor No:1). http://www.sbb.gov.tr/wp-content/uploads/2018/10/10_LojistikHizmetlerininGelistirilmesi.pdf (Erişim: 08.08.2018)UND (Uluslararası Nakliyeciler Derneği). (2017). https://www.und.org.tr/ (Erişim: 08.08.2018)Varadarajan, R. (2010). Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues and Foundational Premises. Journal of the Academy of Marketing Science, 38 (2), 119-140. Vorhies, D.W. (1998). An Investigation of the Factors Leading to the Development of Marketing Capabilities and Organizational Effectiveness. Journal of Strategic Marketing, 6(1), 3-23.Vorhies DW. ve Morgan NA. (2005). Benchmarking Marketing Capabilities for Sustained Competitive Advantage. Journal of Marketing, 69(1), 80–94.Yamin S, Gunasekruan A. ve Mavondo FT. (1999). Relationship between Generic Strategy, Competitive Advantage and Firm Performance: An Empirical Analysis. Technovation, 19(8), 507-518.Yaşlıoğlu, M. M. (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.Zhou, X. (2013). Research on Logistics Value Chain Analysis and Competitiveness Construction for Express Enterprises. American Journal of Industrial and Business Management, 131-135.Zhou, K. Z., Brown, J. R. ve Dev, C. S. (2008). Market Orientation, Competitive Advantage, and Performance: A Demand-Based Perspective. Journal of Business Research, 62(11), 1063-1070.
Year 2020, Issue: 26, 35 - 52, 13.01.2020
https://doi.org/10.18092/ulikidince.568792

Abstract

References

  • Agha, S., Alrubaiee, L. ve Jamhour, M. (2012). Effect of Core Competence on Competitive Advantage and Organizational Performance. International Journal of Business and Management, 7(1), 192-204.Almeida, J.G. (1999). Firm Resources, Environmental Perceptions, Business-Level Strategies and Firm Performance: An Empirical Investigation. University of South Carolina, Yayımlanmamış Doktora Tezi.Barney, J. B. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120.Capron, L. ve Mitchell, W. (2009). Selection Capability: How Capability Gaps and Internal Social Frictions Affect Internal and External Strategic Renewal. Organization Science, 20(2), 294-312.Collis, D. (1994). How Valuable are Organizational Capabilities? Strategic Management Journal, 15 (1), 143-152.Correa, J. A. A., Torres, N. H., Sharma, S. ve Morales, V. J. G. (2008). Environmental Strategy and Performance in Small Firms: A Resource-Based Perspective. Journal of Environmental Management, 86(1), 88-103. Çoroğlu, C. (2002). Modern İşletmelerde Pazarlama ve Satış Yönetimi. İstanbul: Alfa. Dolan, R. J. (2011). Fiyatlandırma. Harvard Business Review, 621, 11-13.Eisenhardt, K. ve Martin, J. (2000). Dynamic Capabilities: What are They? Strategic Management Journal, 21, 1105-1121.Fornell, C. ve Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.Garay, L. ve Font, X. (2012). Doing Good to Do Well? Corporate Social Responsibility Reasons, Practices, and Impacts in Small and Medium Accommodation Enterprises. International Journal of Hospitality Management, 31(2), 329–337.Grant, R. M. (1996). Toward a Knowledge-Based Theory of the Firm. Strategic Management Journal, 17, 109–122.Hair, J. F., Ringle, C. M. ve Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. Hair, J. F., Sarstedt, M., Ringle, C. M. ve Mena, J. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433.Hall, R. (1993). A Framework Linking Intangible Resources and Capabilities to Sustainable Competitive Advantage. Strategic Management Journal, 14(8), 607-618.Hart, S. L. (1995). A Natural-Resource-Based View of the Firm. Academy of Management Review, 20(4), 986-1014.Henseler, J., Ringle, C. M. ve Sarstedt, M. (2014). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.Kotler, P. ve Keller, K. L. (2012). Marketing Management. Pearson Education,Inc.Leonidou, L. C., Leonidou, C. N., Fotiadis, T.A. ve Zeriti, A. (2013). Resources and Capabilities as Drivers of Hotel Environmental Marketing Strategy: Implications for Competitive Advantage and Performance. Tourism Management, 35, 94-110.Li, S., Ragu-Nathan, B., Ragu-Nathan, T.S. ve Rao S. S. (2004). The Impact of Supply Chain Management Practices on Competitive Advantage and Organizational Performance. Omega, 34 (2), 107-124. Lovelock, C.H., Vandermerwe, S., Lewis B. ve Fernie S. (2011). Services Marketing. Edinburgh Business School. Moorman,C. ve Rust, R.T. (1999). The Role of Marketing. Journal of Marketing, 63,180–197.Morgan, N. A., Vorhies, D. W. ve Mason, C. H. (2009). Market Orientation, Marketing Capabilities, and Firm Performance. Strategic Management Journal, 30, 909-920. Newbert, S. L. (2008). Value, Rareness, Competitive Advantage, and Performance: A Conceptual-Level Empirical Investigation of the Resource-Based View of the Firm. Strategic Management Journal, 29(7), 745–768.Raduan, C.R. Uli, J., Abdullah, H. ve Ismail, A.I. (2009). A Conceptual Framework of the Relationship between Organizational Resources, Capabilities, Systems, Competitive Advantage and Performance. Research Journal of International Studies, 12, 45-58.Russo, M.V. ve Fouts, P.A. (1997). A Resource-Based Perspective on Corporate Environmental Performance and Profitability. Academy of Management Journal, 40(3), 534–559.Seviçin, A. (2006). Kaynaklara Dayalı Rekabet Stratejisi Geliştirme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 15, 109-124. Şahin, K. ve Kaplan, T. (2017). Kaynak Tabanlı Görüşten Dinamik Yeteneklere Tarihsel Bir İnceleme. Uluslararası Ekonomi ve Yenilik Dergisi, 3(2), 105-131TC. Kalkınma Bakanlığı (2014). Lojistik Hizmetlerin Geliştirilmesi, Özel İhtisas Komisyonu Raporu (Rapor No:1). http://www.sbb.gov.tr/wp-content/uploads/2018/10/10_LojistikHizmetlerininGelistirilmesi.pdf (Erişim: 08.08.2018)UND (Uluslararası Nakliyeciler Derneği). (2017). https://www.und.org.tr/ (Erişim: 08.08.2018)Varadarajan, R. (2010). Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues and Foundational Premises. Journal of the Academy of Marketing Science, 38 (2), 119-140. Vorhies, D.W. (1998). An Investigation of the Factors Leading to the Development of Marketing Capabilities and Organizational Effectiveness. Journal of Strategic Marketing, 6(1), 3-23.Vorhies DW. ve Morgan NA. (2005). Benchmarking Marketing Capabilities for Sustained Competitive Advantage. Journal of Marketing, 69(1), 80–94.Yamin S, Gunasekruan A. ve Mavondo FT. (1999). Relationship between Generic Strategy, Competitive Advantage and Firm Performance: An Empirical Analysis. Technovation, 19(8), 507-518.Yaşlıoğlu, M. M. (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.Zhou, X. (2013). Research on Logistics Value Chain Analysis and Competitiveness Construction for Express Enterprises. American Journal of Industrial and Business Management, 131-135.Zhou, K. Z., Brown, J. R. ve Dev, C. S. (2008). Market Orientation, Competitive Advantage, and Performance: A Demand-Based Perspective. Journal of Business Research, 62(11), 1063-1070.
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Details

Primary Language Turkish
Journal Section Articles
Authors

Engin Koban This is me 0000-0002-3731-7656

Tutku Eker İşcioğlu 0000-0002-4794-6368

Publication Date January 13, 2020
Published in Issue Year 2020 Issue: 26

Cite

APA Koban, E., & Eker İşcioğlu, T. (2020). LOJİSTİK İŞLETMELERİNİN PAZARLAMA YETENEKLERİNİN REKABET AVANTAJI VE İŞLETME PERFORMANSINA ETKİSİ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(26), 35-52. https://doi.org/10.18092/ulikidince.568792

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