Girişimsel pazarlamanın firma performansına etkisi

Öz

Bu çalışmanın amacı, “girişimsel pazarlama” boyutlarının firma performansı üzerine etkilerinin araştırılmasıdır. Bu amaçla, İzmir Atatürk Organize Sanayi Bölgesi'nde plastik ve kauçuk sektöründe faaliyet gösteren 45 adet firmadan 139 çalışan ile anket yöntemi yoluyla toplanan veriler doğrultusunda analizler yapılmıştır. Faktör analizleri sonucunda, girişimsel pazarlama proaktif odaklılık, risk alma odaklılık, müşteri odaklı yenilikçilik, kaynak odaklılık, değer odaklılık ve fırsat odaklılık olarak çok boyutlu bir yapı göstermiş, performans kriterleri ise finansal performans ve yenilik performansı olarak iki boyutlu oluşmuştur. Çoklu regresyon analizleri sonucunda ise girişimsel pazarlama boyutlarından değer odaklılık ve risk alma odaklılığın yenilik performansı üzerinde ve değer odaklılığın ise finansal performans üzerinde anlamlı ve olumlu etkileri olduğu saptanmıştır.

Anahtar Kelimeler

• Girişimsel Pazarlama, Girişimsel Pazarlama Boyutları, Yenilik Performansı, Finansal Performans, Çoklu Regresyon.

Entrepreneurıal marketıng and firm performance

Öz

The aim of this study is to investigate the effects of dimensions of “entrepreneurial marketing” on firm performance. With this aim, 139 employees from 45 firms specialized in plastics and rubbers industry in Izmir Ataturk Organized Industrial Zone is selected and survey method is used to analyze the collected data. According to factor analyses results, entrepreneurial marketing shows a multidimensional structure consisting of resource orientation, value orientation, proactive orientation, risk taking orientation, customer orientated innovativeness and opportunity orientation where performance criteria shows a two-dimensional structure consisting of innovative and financial performance. Multiple regression analyses indicate that value and risk taking orientation dimensions of entrepreneurial marketing has significant and positive effects on innovative performance where only value orientation has a significant and positive effect on financial performance.

Anahtar Kelimeler

• Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing, Innovative Performance, Financial Performance, Multiple Regression.

Kaynakça

1. Acs, Z. ve Audretsch, D. B. (1989). Small firm entry in US manufacturing
2. Economica, 56 (222): 255-265
3. Alpkan, L., Bulut, Ç., Ergün, E. ve Yılmaz, C. (2005). Şirket girişimciliğinin şirket performansına etkileri. Doğuş Üniversitesi Dergisi, 6 (2):175-189
4. Alpkan, L., Bulut, Ç., Gunday, G., Ulusoy G. ve Kılıç, K. (2010)
5. Organizational support for intrapreneurship and its interaction with human capital to enhance innovative performance. Management Decision, 48 (5): 732-755
6. Barney, B. J. (1991). Firm resources and sustained competitive advantage
7. Journal of Management, 17 (1): 99-120
8. Barney, B. J. (2001). Is the resource-based "view" a useful perspective for strategic management research? yes. The Academy of Management Review, 26 (1): 41-56

9. Barringer, B. R. ve Bluedorn, A. C. (1999). The relationship between corporate entrepreneurship and strategic management. Strategic Management Journal, 20 (5): 412-444
10. Becherer, C. R., Haynes, P. J. ve Fletcher, L. P. (2006). Paths to profitability in owner-operated firms: the role of entrepreneurial marketing
11. Journal of Business & Entrepreneurship, 18 (1): 17-31
12. Becherer, C. R., Haynes, P. J. ve Helms, M. M. (2008). An exploratory investigation of entrepreneurial marketing in SMEs: the influence of the owner/operator. Journal of Business and Entrepreneurship, 20 (2): 44-64
13. Bird, B. (1988). Implementing entrepreneurial ideas: the case for intention, The Academy of Management Review, 13 (3): 442-453
14. Bulut, Ç., Fiş, M. A., Aktan, B. ve Yılmaz, S. (2008). Kurumsal girişimcilik: kavramsal yapı üzerine bir tartışma. Journal of Yaşar University, 3(10): 1389-1416
15. Bulut, Ç. (2007). Stratejik oryantasyonlar ve firma performansı
16. Yayınlanmamış Doktora Tezi. Gebze Yüksek Teknoloji Enstitüsü, Kocaeli
17. Bulut, Ç., Alpkan, L. ve Yılmaz, C. (2009a). Stratejik oryantasyonlar ve firma performansı ilişkisi: literatür gelişimi üzerine kavramsal bir çalışma. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 10 (1): 1-34
18. Bulut, Ç., Yılmaz, C. ve Alpkan, L. (2009b). Pazar oryantasyonu boyutlarının firma performansına etkileri. Ege Akademik Bakış Dergisi, 9 (2): 513-538
19. Cantillon, R. (1755). Essay on the nature of general commerce
20. www.cpm.ehime-u.ac.jp/AkamacHomePage/Akamac_E-text_Links/Cantillon.html, (01.02.2012)
21. Chandler, G. N., McKelvie, A. ve Davidsson, P. (2009). Asset specificity and behavioral uncertainty as moderators of the sales growth-employment growth relationship in emerging ventures. Journal of Business Venturing, 24 (4): 373-387
22. Damanpour, F. (1991). The adoption of technological, administrative, and ancillary innovations: impact of organizational factors. Journal of Management, 13(4): 675-688
23. Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58: 37-52
24. Dess, G. G. ve Lumpkin, T. G. (2005). The role of entrepreneurial orientation in stimulating effective corporate entrepreneurship. Academy of Management Executive, 19 (1): 147-156
25. Drucker, P. (1985). The discipline of the innovation. Harvard Business Review, 63 (3): 67-72
26. Erdoğan, İ. (2007). Pozitivist metodoloji-bilimsel araştırma tasarımı istatistiksel yöntemler analiz ve yorumu, 2. Baskı. Ankara: Erk Yayınları
27. Garcia, R. ve Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: a literature review. The Journal of Product Innovation Management, 19 (2): 110-132
28. Hagedoorn, J. ve Cloodt, M. (2003). Measuring innovative performance: is there an advantage in using multiple indicators?. Research Policy, 32 (8): 1365- 1379
29. Hair, J. F., Black, B., Babin, B., Anderson, R. E. ve Tatham, R. E. (2006)
30. Multivariate data analysis, 6. Baskı. USA: Prentice Hall
31. Hamel, G. ve Prahalad, C. K. (1994). Competing for the future. Harvard Business Review, 72 (4): 122-129
32. Han, K. J., Kim, N. ve Srivastava, R. K. (1998). Market orientation and organizational performance: is innovation a missing link?. Journal of Marketing, 62 (4): 30-45
33. Hills, E. G., Hultman, C. M. ve Morgan, M. P. (2008). The evolution and development of entrepreneurial marketing. Journal of Business Management, 46 (1): 99-112
34. Hitt, M. A., Clifford, P. G., Nixon, R. D. ve Coyne, K. P. (1999). Dynamic strategic resources: development, diffusion & integration. Chichester, UK: John Wiley & Sons
35. Hornsby, J. S., Kuratko, D. F., Shepherd, D. A. ve Bott, J. P. (2009)
36. Managers' corporate entrepreneurial actions: examining perception and position
37. Journal of Business Venturing, 24 (3): 236-247
38. İzmir Atatürk Organize Sanayi Bölgesi (İAOSB), www.iaosb.org.tr, (20.01.2012)
39. Jaworski, J. B. ve Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57 (3): 53-70
40. Kanter, M. R. ve Brinkerhoff, D. (1981). Organizational performance: recent developments in measurement. Annual Review of Sociology, 1981 (7): 321- 349
41. Kanter, M. R (2006). Innovation: the classic traps. Harvard Business Review, November: 73-83
42. Koçak, A. (2004). Developing and Validating a Scale for Entrepreneurial Marketing. UIC/AMA Research Symposium on the Interface of Marketing and Entrepreneurship, 30 Haziran-2 Temmuz 2004, Nice, France
43. Kohli, K. A. ve Jaworski, B. J. (1990). Market orientation the construct, research propositios and managerial implications. The Journal of Marketing, 54 (April): 1-18
44. Lumpkin, G. T. ve Dess, G. G. (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21 (1): 135-172
45. Lumpkin, G. T. ve Dess, G. G. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. Journal of Business Venturing, 16 (5): 429- 451
46. Mayer, R. C, Davis, J. H. ve Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20 (3): 709-734
47. Miles, P. M. ve Darroch, J. (2006). Large firms, entrepreneurial marketing and the cycle of competitive advantage. European Journal of Marketing, 40 (5/6): 485-501
48. Miller, D. ve Friesen, P. H. (1978). Archetypes of strategy formulation
49. Management Science, 24 (9): 921-933
50. Miller, D. (1983). The correlates of entrepreneurship in three types of firms. Management Science, 29 (7): 770-791
51. Meeus, T. H. M. ve Oerlemans, L. A. G. (2000). Firm behavior and innovative performance an empirical exploration of the selection-adaptation debate. Research Policy, 29 (1): 41-58
52. Morgan, R. ve Strong, C. (2003). Business performance and dimensions of strategic orientation. Journal of Business Research, 56 (3): 163-176
53. Morris, H. M., Schindehutte, M. ve LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10 (4): 1-19
54. Morris, H. M. ve Jones, F. F. (1999). Entrepreneurship in established organizations: the case of the public sector. Entrepreneurship Theory and Practice,Fall, 24 (1): 71-75
55. Mueller, L. S. ve Thomas, A. S. (2001). Culture and entrepreneurial potential: a nine country study of locus of control and innovativeness. Journal of Business Venturing, 16 (1): 51-75
56. Narver, C. J. ve Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 54 (4): 20-35
57. Narver C. J., Slater, S. F. ve MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21 (5): 334- 347
58. OECD-EUROSTAT-TÜBİTAK (2003). Oslo Kılavuzu, 3. Baskı www.tubitak.gov.tr/tubitak_content_files/BTYPD/kilavuzlar/Oslo_3_TR.pdf, (24.01.2012)
59. Patel, P. ve Pavitt, K. (1995). Patterns of technological activity: their measurement and interpretation. P. Stoneman (ed.) Handbook of the Economics of Innovation and Technological Change: İçinde 14-51. Cambridge: Blackwell
60. Porter, E. M. (1991). Towards a dynamic theory of strategy. Strategic Management Journal, 12 (Özel Sayı 2): 95-117
61. Ronen, S., ve Shenkar, O. (1986). Clustering countries on attitudinal dimensions: a review and synthesis. Academy of Management Review, 10 (3): 435- 454
62. Sathe, V. (1988). From surface to deep corporate entrepreneurship. Human Resource Management, 27 (4): 389-411
63. Schumpeter, J. A. (1934). The theory of economic development
64. Cambridge, MA: Harvard University Press
65. Sitkin, B. S. ve Pablo, A. L. (1992). Reconceptualizing the determinants of risk behavior. The Academy of Management Review, 17 (1): 9-38
66. Slater, F. S. ve Narver, J. C. (1993). Product-market strategy and performance: an analysis of the Miles and Snow strategy types. European Journal of Marketing, 27 (10): 33-51
67. Slater, F. S. ve Narver, J. C. (2000). The positive effect of a market orientation on business profitability: a balanced replication. Journal of Business Research, 48 (1): 69-73
68. Slevin, D. P. ve Covin, J. G. (1990). Juggling entrepreneurial style and organization structure: how to get your act together. Sloan Management Review, 31(2): 43-53
69. Teece, D. J., Pisano, G., Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18 (7): 509-533
70. Ucbasaran, D., Westhead, P. ve Wright, M. (2009). The extent and nature of opportunity identification by experienced entrepreneurs. Journal of Business Venturing, 24 (2): 99-115
71. Venkatraman, R. ve Ramanujam, V. (1987). Measurement of business economic performance: an examination of method convergence. Journal of Management, 13 (1): 109-122
72. Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5 (2): 171-180
73. Wiklund, J. ve Shepherd, D. (2005). Entrepreneurial orientation and small business performance: a configurational approach. Journal of Business Venturing, 20 (1): 71-91
74. Yang, Y., Narayanan, V. K. ve Zahra, S. (2009). Developing the selection and valuation capabilities through learning: the case of corporate venture capital
75. Journal of Business Venturing, 24 (3): 261-273
76. Yamin, S., Gunasekaran, A. ve Mavondo, F. T. (1999). Relationship between generic strategies, competitive advantage and organizational performance: an empirical analysis. Technovation, 19 (8): 507–518
77. Yılmaz, C., Alpkan, L. ve Ergun, E. (2005). Cultural determinants of customer- and learning-oriented value systems and their joint effects on firm performance. Journal of Business Research, 58 (10): 1340-1352
78. Zahra, A. S. (1993). Environment, corporate entrepreneurship and financial performance: a taxonomic approach. Journal of Business Venturing, 8 (4): 319-340
79. Zhou Z. K., Yim, C. K. ve Tse, D. K. (2005). The effects of strategic orientations on technology- and market-based breakthrough innovations. Journal of Marketing, 69 (April): 42-60