ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI

Öz

Pazar yönelimi (PY) firmaların daha pazar odaklı olmak için uygulamaları gereken kültür, davranış ve faaliyetleri açıklar. Başlangıçta PY odak firma perspektifinden araştırılırken, daha sonra dağıtım kanallarında veya tedarik zincirlerinde oynadığı rolü hesaba katacak şekilde araştırmalar gelişmiştir. Bu çalışma, firmalar arası pazar yöneliminin iş ilişkilerinde oynadığı rolü açıklamak için pazar yönelimi teorisini genişletmeyi amaçlamaktadır. Firmalar Arası Pazar Yönelimi (FPY) başlangıçta, PY’ne benzer şekilde, odak firma ile iş ortağı arasındaki ortak istihbarat oluşturma, ortak istihbarat yayma ve müşteriye ortak yanıt verme konusunda müşterek faaliyetler olarak kavramsallaştırıldı. Çalışmada, firmalar arası pazar yönelimini ölçmek için bir ölçüm ölçeği geliştirilmiş ve SPSS 26, AMOS 24, SmartPLS3 yazılımları kullanılarak deneysel olarak test edilmiştir. Sonuçlar, FPY yapısının aslında iki faktörden, ortak bilgi edinme (OBE) ve ortak bilgiyi yayma aksiyon almadan (OBYA) oluştuğunu göstermektedir. Ayrıca, analiz sonucunda ulaşılan FPY'ni oluşturan iki faktörün başlangıçta beklenenden çok daha az olarak sekiz güvenilir ölçek öğesi içerdiği gözlendi. OBE çabalarının çoğu, bilgiyi edinmek için anket yerine son müşterilerle ortaklaşa görüşmek veya pazar araştırmaları yoluyla bu bilginin toplanmasına odaklanmakta. OBE çabalarının son müşteri bilgilerine odaklandığı ve diğer pazar veya iş eğilimlerine çok daha az odaklanıldığı görülmektedir. OBYA ölçek maddeleri, odak firma ile kanal ortakları arasındaki yanıt verme çabalarının proaktif bir çaba yerine öncelikle reaktif bir çaba üzerine odaklanmış olduğunu göstermektedir.

Anahtar Kelimeler

• B2B
• Endüstriyel pazarlama
• Firma performansı
• İş ilişkileri
• Pazar yönelimi

A Scale Development Study to Measure The Joint Market Orientation Conducted By Companies

Öz

Kaynakça

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