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

Yıl 2024, Cilt: 11 Sayı: 31, 1 - 24, 29.01.2024

Erkan Kuzu , Mehmet Baş

Öz

Kaynakça

  • ATINC, G., SIMMERING, M. ve KROLL, M., 2012. Control variable use and reporting in macro and micro management research. Organizational Research Methods, 15(1), 57-74.
  • BEAVERS, A. S., LOUNSBURY, J. W., RICHARDS, J. K., HUCK, S. W., SKOLITS, G. J., ve ESQUIVEL, S. L. (2013). Practical considerations for using exploratory factor analysis in educational research. Practical Assessment, Research, and Evaluation, 18(1), 6.
  • BOLLEN, K. ve STINE, R., 1992. Bootstrapping goodness-of-fit measures in structuralequation models. Sociological Methods & Research, 21(2), 205- 229.
  • BYRNE, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
  • CADOGAN, J.W., SOUCHON, A.L. ve PROCTER, D.B., 2008. The quality of market-oriented behaviors: Formative index construction. Journal of Business Research, 61(12), 1263-1277.
  • CADOGAN, J.W. ve LEE, N., 2013. Improper use of formative endogenous variables. Journal of Business Research, 66(2), 233-241.
  • CARLSON, K. D. ve WU, J. (2011). The Illusion of Statistical Control. Organizational Research Methods, 15(3), 413–435.
  • CHURCHILL, G.A., 1979. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
  • COAN, R. W. (1959). A comparison of oblique and orthogonal factor solutions. The Journal of Experimental Education, 27(3), 151-166.
  • COLTMAN, T., DEVINNEY, T.M., MIDGLEY, D.F. ve VENAIK, S., 2008. Formative versus reflective measurement models: Two applications of formative measurement. Journal of Business Research, 61(12), 1250-1262.
  • COSTELLO, A.B. ve OSBORNE, J.W., 2005. Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical assessment, research & evaluation, 10(7), 1-9.
  • DESHPANDE, R., FARLEY, J.U. ve WEBSTER, F.E.,JR, 1993. Corporate culture, customer orientation, and innovativeness. Journal of Marketing, 57(1), 23-37.
  • DIAMANTOPOULOS, A. ve WINKLHOFER, H.M., 2001. Index construction with formative indicators: an alternative to scale development. Journal of Marketing Research, 269-277.
  • DIAMANTOPOULOS, A. ve SIGUAW, J.A., 2006. Formative versus reflective indicators in organizational measure development: A comparison and empirical Illustration. British Journal of Management, 17(4), 263-282.
  • DIAMANTOPOULOS, A., RIEFLER, P. ve ROTH, K.P., 2008. Advancing formative measurement models. Journal of Business Research, 61(12), 1203-1218.
  • DIAMANTOPOULOS, A. ve TEMME, D.,2013.MIMIC models, formative indicators and the joys of research. AMS Review, 3(3), 160-170.
  • ELG, U., 2002. Inter-firm market orientation: Its significance and antecedents in distribution networks. Journal of Marketing Management, 18(7), 633-655.
  • FORNELL, C. ve LARCKER, D.F., 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
  • GEORGE, D. ve MALLERY, P. (2012). IBM SPSS statistics 19 step by step. Boston, Mass.
  • HAIR, J.F., BLACK, W.C., BABIN, B.J., ANDERSON, R.E. ve TATHAM, R.L., 2010. Multivariate data analysis. 7th edn. Upper Saddle River, NJ: Prentice Hall.
  • HAIR, J.F., HULT, G.T.M., RINGLE, C. ve SARSTEDT, M., 2013. A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles, CA: SAGE Publications, Incorporated.
  • HAIR, J.F., RINGLE, C.M. ve SARSTEDT, M., 2011. PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151
  • HENSELER, J., RINGLE, C.M. ve SINKOVICS, R.R., 2009. The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(1), 277-319.
  • HUNT, S.D., SPARKMAN, R.D.,JR ve WILCOX, J.B., 1982. The pretest in survey research: Issues and preliminary findings. Journal of Marketing Research, 19(2), 269-273.
  • IDASZAK, J.R. ve DRASGOW, F., 1987. A revision of the job diagnostic survey: Elimination of a measurement artifact. Journal of Applied Psychology, 72(1), 69-74.
  • JAWORSKI, B.J. ve KOHLI, A.K., 1996. Market orientation: review, refinement, and roadmap. Journal of Market- Focused Management, 1(2), 119-135.
  • JARVIS, C.B., MACKENZIE, S.B. ve PODSAKOFF, P.M., 2003. A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of consumer research, 30(2), 199-218.
  • KOHLI, A.K., JAWORSKI, B.J. ve KUMAR, A., 1993. MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
  • KUMAR, N., STERN, L.W. ve ANDERSON, J.C., 1993. Conducting interorganizational research using key informants. Academy of Management Journal, 36(6), 1633-1651.
  • LEE, Y. ve CAVUSGIL, S. T. (2006). Enhancing alliance performance: The effects of contractual-based versus relational-based governance. Journal of Business Research, 59(8), 896–905.
  • MACKENZIE, S.B., PODSAKOFF, P.M. ve JARVIS, C.B., 2005. The problem of measurement model misspecification in behavioral and organizational research and some recommended solutions. Journal of Applied Psychology, 90(4), 710-730.
  • NEVITT, J. ve HANCOCK, G.R., 2001. Performance of bootstrapping approaches to model test statistics and parameter standard error estimation in structural equation modeling. Structural Equation Modeling: A Multidisciplinary Journal, 8(3), 353-377.
  • NUNNALLY, J.C. ve BERNSTEIN, I.H., 1994. Psychometric theory. New York: McGraw- Hill.
  • PODSAKOFF, P. ve ORGAN, D., 1986. Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
  • PODSAKOFF, P.M., MACKENZIE, S.B. ve PODSAKOFF, N.P., 2012. Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63(1), 539-569.
  • PRESSER, S., COUPER, M. P., LESSLER, J. T., MARTIN, E., MARTIN, J., ROTHGEB, J. M. ve SINGER, E. (2004). Methods for Testing and Evaluating Survey Questions. Public Opinion Quarterly, 68(1), 109–130.
  • QU, R. ve ENNEW, C. T. (2003). An examination of the consequences of market orientation in China. Journal of Strategic Marketing, 11(3), 201–214.
  • REYNOLDS, N. ve DIAMANTOPOULOS, A., 1998. The effect of pretest method on error detection rates. European Journal of Marketing, 32(5/6), 480-498.
  • SCHRIESHEIM, C. ve EISENBACH, R., 1995. An exploratory and confirmatory factoranalytic investigation of item wording effects on the obtained factor structures of survey questionnaire measures. Journal of Management, 21(6), 1177-1193.
  • SELNES, F. ve SALLIS, J., 2003. Promoting relationship learning. The Journal of Marketing, 67(3), 80-95.
  • SPECTOR, P. E. ve BRANNICK, M. T. (2010). Methodological Urban Legends: The Misuse of Statistical Control Variables. Organizational Research Methods, 14(2), 287–305.
  • SUBRAMANIAN, R. ve GOPALAKRISHNA, P. (2001). The market orientation–performance relationship in the context of a developing economy. Journal of Business Research, 53(1), 1–13.
  • VELICER, W. F. ve JACKSON, D. N. (1990). Component Analysis versus Common Factor Analysis: Some issues in Selecting an Appropriate Procedure. Multivariate Behavioral Research, 25(1), 1–28.
  • WOODS, C.M., 2006. Careless responding to reverse-worded items: Implications for confirmatory factor analysis. Journal of Psychopathology and Behavioral Assessment, 28(3), 186-191.
  • ZHU, W., 1997. Making bootstrap statistical inferences: A tutorial. Research Quarterly for Exercise and Sport, 68(1), 44-55.

ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI

Yıl 2024, Cilt: 11 Sayı: 31, 1 - 24, 29.01.2024

Erkan Kuzu , Mehmet Baş

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

Kaynakça

  • ATINC, G., SIMMERING, M. ve KROLL, M., 2012. Control variable use and reporting in macro and micro management research. Organizational Research Methods, 15(1), 57-74.
  • BEAVERS, A. S., LOUNSBURY, J. W., RICHARDS, J. K., HUCK, S. W., SKOLITS, G. J., ve ESQUIVEL, S. L. (2013). Practical considerations for using exploratory factor analysis in educational research. Practical Assessment, Research, and Evaluation, 18(1), 6.
  • BOLLEN, K. ve STINE, R., 1992. Bootstrapping goodness-of-fit measures in structuralequation models. Sociological Methods & Research, 21(2), 205- 229.
  • BYRNE, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
  • CADOGAN, J.W., SOUCHON, A.L. ve PROCTER, D.B., 2008. The quality of market-oriented behaviors: Formative index construction. Journal of Business Research, 61(12), 1263-1277.
  • CADOGAN, J.W. ve LEE, N., 2013. Improper use of formative endogenous variables. Journal of Business Research, 66(2), 233-241.
  • CARLSON, K. D. ve WU, J. (2011). The Illusion of Statistical Control. Organizational Research Methods, 15(3), 413–435.
  • CHURCHILL, G.A., 1979. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
  • COAN, R. W. (1959). A comparison of oblique and orthogonal factor solutions. The Journal of Experimental Education, 27(3), 151-166.
  • COLTMAN, T., DEVINNEY, T.M., MIDGLEY, D.F. ve VENAIK, S., 2008. Formative versus reflective measurement models: Two applications of formative measurement. Journal of Business Research, 61(12), 1250-1262.
  • COSTELLO, A.B. ve OSBORNE, J.W., 2005. Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical assessment, research & evaluation, 10(7), 1-9.
  • DESHPANDE, R., FARLEY, J.U. ve WEBSTER, F.E.,JR, 1993. Corporate culture, customer orientation, and innovativeness. Journal of Marketing, 57(1), 23-37.
  • DIAMANTOPOULOS, A. ve WINKLHOFER, H.M., 2001. Index construction with formative indicators: an alternative to scale development. Journal of Marketing Research, 269-277.
  • DIAMANTOPOULOS, A. ve SIGUAW, J.A., 2006. Formative versus reflective indicators in organizational measure development: A comparison and empirical Illustration. British Journal of Management, 17(4), 263-282.
  • DIAMANTOPOULOS, A., RIEFLER, P. ve ROTH, K.P., 2008. Advancing formative measurement models. Journal of Business Research, 61(12), 1203-1218.
  • DIAMANTOPOULOS, A. ve TEMME, D.,2013.MIMIC models, formative indicators and the joys of research. AMS Review, 3(3), 160-170.
  • ELG, U., 2002. Inter-firm market orientation: Its significance and antecedents in distribution networks. Journal of Marketing Management, 18(7), 633-655.
  • FORNELL, C. ve LARCKER, D.F., 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
  • GEORGE, D. ve MALLERY, P. (2012). IBM SPSS statistics 19 step by step. Boston, Mass.
  • HAIR, J.F., BLACK, W.C., BABIN, B.J., ANDERSON, R.E. ve TATHAM, R.L., 2010. Multivariate data analysis. 7th edn. Upper Saddle River, NJ: Prentice Hall.
  • HAIR, J.F., HULT, G.T.M., RINGLE, C. ve SARSTEDT, M., 2013. A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles, CA: SAGE Publications, Incorporated.
  • HAIR, J.F., RINGLE, C.M. ve SARSTEDT, M., 2011. PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151
  • HENSELER, J., RINGLE, C.M. ve SINKOVICS, R.R., 2009. The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(1), 277-319.
  • HUNT, S.D., SPARKMAN, R.D.,JR ve WILCOX, J.B., 1982. The pretest in survey research: Issues and preliminary findings. Journal of Marketing Research, 19(2), 269-273.
  • IDASZAK, J.R. ve DRASGOW, F., 1987. A revision of the job diagnostic survey: Elimination of a measurement artifact. Journal of Applied Psychology, 72(1), 69-74.
  • JAWORSKI, B.J. ve KOHLI, A.K., 1996. Market orientation: review, refinement, and roadmap. Journal of Market- Focused Management, 1(2), 119-135.
  • JARVIS, C.B., MACKENZIE, S.B. ve PODSAKOFF, P.M., 2003. A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of consumer research, 30(2), 199-218.
  • KOHLI, A.K., JAWORSKI, B.J. ve KUMAR, A., 1993. MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
  • KUMAR, N., STERN, L.W. ve ANDERSON, J.C., 1993. Conducting interorganizational research using key informants. Academy of Management Journal, 36(6), 1633-1651.
  • LEE, Y. ve CAVUSGIL, S. T. (2006). Enhancing alliance performance: The effects of contractual-based versus relational-based governance. Journal of Business Research, 59(8), 896–905.
  • MACKENZIE, S.B., PODSAKOFF, P.M. ve JARVIS, C.B., 2005. The problem of measurement model misspecification in behavioral and organizational research and some recommended solutions. Journal of Applied Psychology, 90(4), 710-730.
  • NEVITT, J. ve HANCOCK, G.R., 2001. Performance of bootstrapping approaches to model test statistics and parameter standard error estimation in structural equation modeling. Structural Equation Modeling: A Multidisciplinary Journal, 8(3), 353-377.
  • NUNNALLY, J.C. ve BERNSTEIN, I.H., 1994. Psychometric theory. New York: McGraw- Hill.
  • PODSAKOFF, P. ve ORGAN, D., 1986. Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
  • PODSAKOFF, P.M., MACKENZIE, S.B. ve PODSAKOFF, N.P., 2012. Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63(1), 539-569.
  • PRESSER, S., COUPER, M. P., LESSLER, J. T., MARTIN, E., MARTIN, J., ROTHGEB, J. M. ve SINGER, E. (2004). Methods for Testing and Evaluating Survey Questions. Public Opinion Quarterly, 68(1), 109–130.
  • QU, R. ve ENNEW, C. T. (2003). An examination of the consequences of market orientation in China. Journal of Strategic Marketing, 11(3), 201–214.
  • REYNOLDS, N. ve DIAMANTOPOULOS, A., 1998. The effect of pretest method on error detection rates. European Journal of Marketing, 32(5/6), 480-498.
  • SCHRIESHEIM, C. ve EISENBACH, R., 1995. An exploratory and confirmatory factoranalytic investigation of item wording effects on the obtained factor structures of survey questionnaire measures. Journal of Management, 21(6), 1177-1193.
  • SELNES, F. ve SALLIS, J., 2003. Promoting relationship learning. The Journal of Marketing, 67(3), 80-95.
  • SPECTOR, P. E. ve BRANNICK, M. T. (2010). Methodological Urban Legends: The Misuse of Statistical Control Variables. Organizational Research Methods, 14(2), 287–305.
  • SUBRAMANIAN, R. ve GOPALAKRISHNA, P. (2001). The market orientation–performance relationship in the context of a developing economy. Journal of Business Research, 53(1), 1–13.
  • VELICER, W. F. ve JACKSON, D. N. (1990). Component Analysis versus Common Factor Analysis: Some issues in Selecting an Appropriate Procedure. Multivariate Behavioral Research, 25(1), 1–28.
  • WOODS, C.M., 2006. Careless responding to reverse-worded items: Implications for confirmatory factor analysis. Journal of Psychopathology and Behavioral Assessment, 28(3), 186-191.
  • ZHU, W., 1997. Making bootstrap statistical inferences: A tutorial. Research Quarterly for Exercise and Sport, 68(1), 44-55.
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Ekonomik Kalkınma Politikası
Bölüm Makaleler
Yazarlar

Erkan Kuzu 0000-0001-7655-6708

Mehmet Baş 0000-0002-5443-7617

Erken Görünüm Tarihi 29 Ocak 2024
Yayımlanma Tarihi 29 Ocak 2024
Kabul Tarihi 25 Ekim 2023
Yayımlandığı Sayı Yıl 2024 Cilt: 11 Sayı: 31

Kaynak Göster

APA Kuzu, E., & Baş, M. (2024). ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI. Akademi Sosyal Bilimler Dergisi, 11(31), 1-24.
AMA Kuzu E, Baş M. ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI. ASBİDER. Ocak 2024;11(31):1-24.
Chicago Kuzu, Erkan, ve Mehmet Baş. “ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI”. Akademi Sosyal Bilimler Dergisi 11, sy. 31 (Ocak 2024): 1-24.
EndNote Kuzu E, Baş M (01 Ocak 2024) ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI. Akademi Sosyal Bilimler Dergisi 11 31 1–24.
IEEE E. Kuzu ve M. Baş, “ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI”, ASBİDER, c. 11, sy. 31, ss. 1–24, 2024.
ISNAD Kuzu, Erkan - Baş, Mehmet. “ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI”. Akademi Sosyal Bilimler Dergisi 11/31 (Ocak 2024), 1-24.
JAMA Kuzu E, Baş M. ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI. ASBİDER. 2024;11:1–24.
MLA Kuzu, Erkan ve Mehmet Baş. “ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI”. Akademi Sosyal Bilimler Dergisi, c. 11, sy. 31, 2024, ss. 1-24.
Vancouver Kuzu E, Baş M. ŞİRKETLER TARAFINDAN YÜRÜTÜLEN ORTAK PAZAR YÖNELİMİNİN ÖLÇÜMLENMESİNE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI. ASBİDER. 2024;11(31):1-24.
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