REKABET ÜSTÜNLÜĞÜ SAĞLAMADA İNOVASYON VE REKABET STRATEJİLERİ ARASINDAKİ İLİŞKİ

Yıl 2022, , 488 - 511, 29.10.2022

Özlem Tuna , Münevvere Yıldız

https://doi.org/10.35379/cusosbil.1123679

Öz

Artan küreselleşme, hızlı teknolojik değişiklikler ve yeni yaşam tarzları kurumlar için muazzam stratejik fırsatlar ortaya çıkarırken inovasyon, rekabet yarışında ana farklılaştırıcılardan biri haline gelmiştir. Yeni fikirlerin başarılı bir şekilde kullanılması bir kurumun süreçlerini iyileştirmesi, piyasaya yeni ürünler ve gelişmiş hizmetler sunması, verimliliğini artırması ve en önemlisi performansını iyileştirmesi için çok önemlidir. Bu çalışmayla, hastanelerin inovasyon ve stratejik seçimleri arasındaki ilişkinin incelenmesi amaçlanmıştır. Araştırmanın amacı doğrultusunda Türkiye’nin yedi farklı bölgesinde faaliyet gösteren kamu, üniversite ve özel olmak üzere toplam 79 hastanede, hastane üst düzey yöneticileri ile bir anket uygulaması gerçekleştirilmiştir. İnovasyon ve rekabet stratejilerinin çeşitli değişkenlere göre fark gösterip göstermediği tek yönlü varyans analizi (ANOVA) ile çözümlenmiştir. Ayrıca inovasyon ve rekabet stratejileri arasındaki ilişkinin belirlenebilmesi için korelasyon ve regresyon analizleri uygulanmıştır. Analizler sonucunda hastaların gruplara ayrılmasında kullanılan değişkenlerin hastanelerin özelliklerine göre bir farklılık göstermediği ve hastaların gruplara ayrımı ile rekabet stratejileri arasında bir ilişkinin olmadığı tespit edilmiştir. Aynı zamanda hastanelerde inovasyon faaliyetlerinin desteklenmesi ile her üç rekabet stratejisi arasında anlamlı orta düzeyde bir ilişki bulunmuştur.

Anahtar Kelimeler

İnovasyon, Rekabet stratejileri, Maliyet liderliği, Farklılaşma, Hastaneler

THE RELATIONSHIP BETWEEN INNOVATION AND COMPETITIVE STRATEGIES IN PROVIDING COMPETITIVE ADVANTAGE

Öz

Innovation has become one of the main differentiators in the competitive race, as increasing globalization, rapid technological changes and new lifestyles open up enormous strategic opportunities for corporations. The successful use of new ideas is crucial for an organization to improve its processes, bring new products and improved services to market, increase efficiency and most importantly improve performance. With this study, it is aimed to examine the relationship between innovation and strategic choices of hospitals. In line with the purpose of the research, a survey was conducted with hospital senior managers in a total of 79 public, university and private hospitals operating in seven different regions of Turkey. Whether innovation and competition strategies differ according to various variables was analyzed by one-way analysis of variance (ANOVA). In addition, correlation and regression analyzes were applied to determine the relationship between innovation and competitive strategies. As a result of the analyzes, it was determined that the variables used to divide the patients into groups did not differ according to the characteristics of the hospitals, and there was no relationship between the separation of the patients into groups and the competitive strategies. At the same time, a significant moderate relationship was found between supporting innovation activities in hospitals and all three competitive strategies.

Anahtar Kelimeler

Innovation, Competitive strategies, Cost leadership, Differentation, Hospitals

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