Öz

It is known that as a result of immense competition in production companies among developing countries, firms act with cost pressure. Firms should examine the competitive environment in which they operate and decide which strategies are the most appropriate. In the studies examining the sectoral compatibility of the strategies shows that there are generally accepted strategies in some sectors. During the pandemic period, companies had to undergo a great change and transformation. While changing expectations, needs and demands force companies to be more flexible, the appropriate strategy for companies to continue their activities is an issue that needs to be investigated. For this reason, this empirical study aims to determine which generic strategy is more effective in terms of market performance of firms in the textile industry, which is one of Turkey's locomotive sectors, and to make an inference about what the current situation is. The questionnaire form prepared after the model developmnent for the purpose of the research and sent to 120 textile companies operating in the Southeastern Anatolia region can represent the universe of the research. The research hypotheses were tested on 80 questionnaire forms obtained. As a result, in the textile sector effect of the cost leadership strategy, one of the generic strategies, on market performance was not found, and it was found that differentiation strategy had a positive effect on market performance. Finally, when the sub-branches in the textile sector are examined, it is seen that the sub-branch with the lowest averages of cost leadership, differentiation and market performance is "confection", and the sub-branch with the highest averages is "technical textile".

TEKSTİL SEKTÖRÜNDE ÜRETİM YAPAN FİRMALARIN PAZAR PERFORMANSLARINDA JENERİK STRATEJİLERİN ETKİSİ

Öz

Gelişmekte olan ülkelerdeki üretim firmalarında rekabetin yoğun olduğu ve rekabetin sonucu olarak firmaların maliyet baskısı ile hareket ettikleri bilinmektedir. Firmalar faaliyet gösterdikleri rekabet ortamını inceleyerek en uygun stratejiler için karar vermelidir. Stratejilerin sektörel uyumluluğunun incelendiği araştırmalarda, bazı sektörlerde genel kabul görmüş stratejiler olduğu da bilinmektedir. Pandemi döneminde firmalar büyük bir değişim ve dönüşüm geçirmek zorunda kalmıştır. Değişen beklenti, ihtiyaç ve istekler firmaları daha esnek olmaya zorlarken, firmaların faaliyetlerine devam edebilmesi için uygun stratejinin ne olduğu araştırılması gereken bir konudur. Bu sebeple gerçekleştirilen ampirik çalışma, Türkiye’nin lokomotif sektörlerinden biri olan tekstil sektöründe firmaların pazar performansı açısından hangi jenerik stratejinin daha etkili olduğunu belirlemek ve mevcut durumun ne olduğuna yönelik bir çıkarım yapmayı amaçlamaktadır. Araştırmanın amacına yönelik geliştirilen model sonrası hazırlanan anket formu araştırmanın evreninini temsil edebilecek Güneydoğu Anadolu Bölgesi’nde faaliyet gösteren 120 tekstil firmasına gönderilmiştir. Anketlere dönüşler sonrası elde edilen 80 anket üzerinden araştırma hipotezleri test edilmiştir. Sonuç olarak tekstil sektöründe jenerik stratejilerden maliyet liderliği stratejisinin pazar performansına etkisi bulunamamış, farklılaştırma stratejisinin ise pazar performansını olumlu yönde etkilediğine ulaşılmıştır. Son olarak tekstildeki alt dallar incelendiğinde, maliyet liderliği, farklılaştırma ve pazar performansı ortalamalarının en düşük olduğu alt dalın “konfeksiyon”, en yüksek olduğu alt dalın ise “teknik tekstil” olduğu görülmektedir

Anahtar Kelimeler

• Maliyet Liderliği
• Farklılaştırma
• Jenerik Stratejileri

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