PAZAR YÖNELİMİ VE FİRMA PERFORMANSI İLİŞKİSİ: FARKLILAŞTIRMA STRATEJİSİNİN ARACI ROLÜ

Öz

En dikkat çekici stratejik yönelimlerden biri olarak pazar yönelimi, müşterilerin beklenti ve ihtiyaçlarını anlamaya, tatmin etmeye ve benzersiz müşteri değeri sağlamaya yönelik örgütsel faaliyetlerin bütünüdür. Ancak hızla değişen rekabetçi çevrede, sadece pazar yönelimine odaklanmak yerine, onu güçlendirecek ve performansa katkı sağlayacak uygun rekabet stratejilerine de ihtiyaç vardır. Bu bağlamda çalışmada, pazar yönelimi bileşenleri, farklılaştırma stratejisi ve firma performansı finansal, pazar ve yenilik performansı arasındaki ilişkiler ampirik olarak incelenmiştir. 250 firma üzerinde gerçekleştirilen araştırma ile a pazar yönelimi değişkenlerinin firmanın farklılaştırma stratejisi ile pozitif ilişkili b farklılaştırma stratejisinin firma performansı ile pozitif ilişkili ve c farklılaştırma stratejisinin pazar yönelimi ile firma performansı arasında aracı etkisinin olduğu tespit edilmektedir.

Anahtar Kelimeler

• Pazar Yönelimi, Farklılaştırma Stratejisi, Firma Performansı

RELATIONSHIP BETWEEN MARKET ORIENTATION AND FIRM PERFORMANCE: THE MEDIATING ROLE OF DIFFERENTIATION STRATEGY

Öz

As one of the most salient strategic orientations, market orientation consists of organization-wide activities to provide unique and superior customer value and to understand and satisfy customer expectations and needs. However, in the rapidly changing competitive environment, rather than focusing on just market orientation, there is a need for competitive strategies that will strengthen and contribute to performance. In this study, we empirically investigated the relationship among the components of market orientation, differentiation strategy and firm performance i.e. financial, market and innovation performance . By investigating 250 firms, this paper shows that a the market orientation variables are positively related to differentiation strategy, b differentiation strategy is positively associated with firm performance and c differentiation strategy mediates the relationship between market orientation and firm performance

Anahtar Kelimeler

• Market Orientation, Differentiation Strategy, Firm Performance

Kaynakça

1. Allen, R. S. ve Helms, M. M. (2006). Linking strategic practices and organizational performance to Porter's generic strategies. Business Process Management Journal, 12(4), 433-454. http://dx.doi.org/10.1108/14637150610678069
2. Amoako-Gyampah, K. ve Acquaah, M. (2008). Manufacturing strategy, competitive strategy and firm performance: An empirical study in a developing economy environment. International Journal Production Economics, 111, 575-592. http://dx.doi.org/10.1016/ j.ijpe.2007.02.030
3. Arasa, R. ve Gathinji, L. (2014). The relationship between competitive strategies and firm performance: A case of mobile telecommunication companies in Kenya. International Journal of Economics, Commerce and Management, 2(9), 1-15. Erişim adresi http://ijecm.co.uk/wp-content/uploads/2014/09/2916.pdf
4. Arshad, R., Mansor, M. S. ve Othman, R. (2012). Market orientation, firm performance and the mediating effect of corporate social responsibility. The Journal of Applied Business Research, 28(5), 851-859. http://dx.doi.org/10.19030/jabr.v28i5.7228
5. Baker, W. E. ve Sinkula, J. M. (1999). The synergistic effects of market orientation and learning orientation on organizational performance. Journal of Academy of Marketing Science, 27(4), 411-427. http://dx.doi.org/10.1177/0092070399274002
6. Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. http://dx.doi.org/10.1177/014920639101700108
7. Baron R. ve Kenny D. (1986). The moderator-mediator variable distinction in social psychological research. Journal of Personality and Social Psychology, 51(6), 1173-1182. http://dx.doi.org/10.1037/0022-3514.51.6.1173
8. Batt, R. (2002). Managing customer services: Human resource practices, quit rates and sales growth. Academy of Management Journal, 45(3), 587-599. Erişim adresi http://digitalcommons.ilr.cornell.edu/cgi/viewcontent.cgi?article=1085&context=cahrswp

9. Çalık, M., Altunışık, R. ve Sütütemiz, N. (2013). Bütünleşik pazarlama iletişimi, marka performansı ve pazar performansı ilişkisinin incelenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 137-161. http://dx.doi.org/10.11122/ijmeb.2013.9.19.451
10. Day, G. S. (1994). The capabilities of market-driven firms. Journal of Marketing, 58 37–52. Erişim adresi https://faculty.fuqua.duke.edu/~moorman/Marketing-Strategy-Seminar- 2015/Session%202/Day%201994.pdf
11. Day, G. S. ve Nedungadi, P. (1994). Managerial representations of competitive advantage. Journal of Marketing, 58(2), 31-44. http://dx.doi.org/10.2307/1252267
12. Dean, J. W. ve Evans, J. R. (1994). Total quality: Management, organization and strategy. St Paul, MN: West Publishing.
13. Deshpande, R. ve Farley, J. U. (1998). Measuring market orientation: Generalization and synthesis. Journal of Market Focused Management, 2(3), 213-232. http://dx.doi.org/10.1023/A:1009719615327
14. Felin, T. ve Hesterly, W. S. (2007). The knowledge based view, nested heterogeneity, and new value creation: Philosophical considerations on the locus of knowledge. Academy of Management Review, 32(1), 195-218. http://dx.doi.org/10.5465/AMR.2007.23464020
15. Fornell C. ve Larcker D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18(1), 39-51. http://doi.org/10.2307/3151312
16. Ge, G. L. ve Ding, D. Z. (2005). Market orientation, competitive strategy and firm performance: An empirical study of chinese firms. Journal of Global Marketing, 18(3/4), 115-142. http://dx.doi.org/10.1300/J042v18n03_06
17. Hanvanich, S., Droge, C. ve Calantone, R. (2003). Reconceptualizing the meaning and domain of marketing knowledge. Journal of Knowledge Management, 7(4), 124-135. http://dx.doi.org/10.1108/13673270310492994
18. Han, J. K., Kim, N. ve Srivastava, R.K. (1998). Market orientation and organizational performance: Is innovation a missing link?. Journal of Marketing, 62(4), 30-45. http://doi.org/10.2307/1252285
19. Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75. Erişim adresi http://jsr.sagepub.com/content/ 4/1/60.full.pdf
20. Hayes, R. H., Wheelwright, S. C. ve Clark, K .B. (1988). Dynamic manufacturing: Creating the learning organization. USA: The Free Press.
21. Hooley, G., Greenley, G.E., Cadogan, J. W. ve Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18-27. http://dx.doi.org/ 10.1016/S0148-2963(03)00109-7
22. Hurley, R. F, Tomas, G. ve Hult, M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(3), 42-54. http://doi.org/10.2307/1251742
23. Jaworski, B. J. ve Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53-70. http://doi.org/10.2307/1251854
24. Jaworski, B., Kohli, A. ve Sahay, A. (2000). Market-driven versus driving markets. Journal of the Academy of Marketing Science, 28(1), 45-54. http://doi.org/10.1177/ 0092070300281005
25. Karlöf, B. (1996). Çağdaş yönetim kavramları ve kalkınma modelleri, (Çev. Z. Kütevin, E. Kütevin), İstanbul: İnkılâp Kitabevi.
26. Keskin, H. (2006). Market orientation, learning orientation, and innovationcapabilities in SMEs. European Journal of Innovation Management, 9(4), 396-417. http://dx.doi.org/ 10.1108/14601060610707849
27. Kohli, A. K. ve Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18. http://doi.org/10.2307/ 1251866
28. Kotler, P. (2003). Marketing insights from a to z: 80 concepts every manager needs to know. New Jersey: Wiley.
29. Kotler, P., Armstrong, G., Sounders, J. ve Wony, V. (1999). Principles of Marketing (2nd ed.). Europe: Prentice-Hall.
30. Kumar, N., Scheer, L. ve Kotler, P. (2000). From market driven to market driving. European Management Journal, 18(2), 129-142. http://dx.doi.org/10.1016/S0263-2373(99)00084-5
31. Langerak, F., Hultink, E. J. ve Robben, H. S. J. (2004). The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance, Journal of Product Innovation Management, 21(2), 79-94. http://dx.doi.org/10.1111/j.0737-6782.2004.00059.x
32. Lings, I. N. (2004). Internal Market Orientation Construct and Consequences. Journal of Business Research, 57(4), 405-413. http://dx.doi.org/10.1016/S0148-2963(02)00274-6
33. Lynch, D. F., Keller, S. B. ve Ozment, J. (2000).The effects of logistics capabilities and strategy on firm performance. Journal of Business Logistics, 21(2), 47-67. http://dx.doi.org/10.1002/j.2158-1592.2001.tb00005.x
34. Mawer, D. (2003). Enlivening analysis through performance: Practising set theory. British Journal of Music Education, 20(3), 257-276. http://dx.doi.org/10.1017/ S0265051703005497
35. Maydeu-Olivares, A. ve Lado, N. (2003). Market orientation and business economic performance A mediated model. International Journal of Service Industry Management, 14(3), 284-309. http://dx.doi.org/10.1108/09564230310478837
36. Menguc, B., Auh, S. ve Shih, E. (2007). Transformational leadership and market orientation: Implications for the implementation of competitive strategies and business unit performance. Journal of Business Research, 60(4), 314-321. http://dx.doi.org/10.1016/ j.jbusres.2006.12.008
37. Miller, D. (1988). Relating Porter’s business strategies to environment and structure: analysis and performance implications. Academy of Management Journal, 31(2), 280-308. http://dx.doi.org/10.2307/256549
38. Muchiri, P. N., Pintelon, L., Martin, H. ve De Meyer, A. M. (2010). Empirical analysis of maintenance performance measurement in Belgian industries. International Journal of Production Research, 48(20), 5905-5924. Erişim adresi https://hal.archives- ouvertes.fr/hal-00530220/document
39. Mustafa, H., Rehman, K. R., Zaidi, S. A. ve Iqbal, F. (2015). Studying the phenomenon of competitive advantage and differentiation: Market and entrepreneurial orientation perspective. Journal of Business and Management Sciences, 3(4), 111-117. Erişim adresi http://pubs.sciepub.com/jbms/3/4/2/
40. Narver, J. ve Slater, F. S. (1990). The Effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35. http://doi.org/10.2307/1251757
41. Neely, A. (1999). The performance measurement revolution: why now and what next?. International Journal of Operations & Production Management, 19(2), 205-228. http://dx.doi.org/10.1108/01443579910247437
42. Nunnally J. C. (1978). Psychometric theory. New York: McGraw-Hill.
43. Palacios, D., Gil, I. ve Garrigos, F. (2009). The impact of knowledge management on innovation and entrepreneurship in the biotechnology and telecommunications industries. Small Business Economics, 32(3), 291-301. http://dx.doi.org/10.1007/s11187-008-9146-6
44. Park, C. W. ve Zaltman, G. (1987). Marketing management. Chicago: Dryden Press.
45. Pelham, A. M. (1997). Mediating influences on the relationship between market orientation and profitability in small industrial firms, Journal of Marketing Theory and Practice, 5(3), 55-76. http://dx.doi.org/10.1080/10696679.1997.11501771
46. Porter, M. E. (1985). Competitive Advantage: Creating and sustaining superior performance. New York: The Free Press.
47. Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors, New York: Free Press.
48. Prajogo, D. I., Sohal, A. S. (2006). The integration of tqm and technology /r&d management in determining quality and innovation performance. Omega, 34(3), 296-312. http://dx.doi.org/10.1016/j.omega.2004.11.004
49. Ruakert, R. W. (1992). Developing a market orientation: An organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225-245. http://dx.doi.org/10.1016/0167-8116(92)90019-H
50. Shapiro, B. (1988). What the hell is market oriented. Harvard Business Review, Nov-Dec, 119-125. Erişim adresi https://hbr.org/1988/11/what-the-hell-is-market-oriented
51. Slater, S. F. ve Narver, J. C. (1995). Market organization and the learning organization. Journal of Marketing, 59(3), 63–74. http://doi.org/10.2307/1252120
52. Slater, S. F. ve Narver, J. C. (1998). Customer-led and market- oriented: Let’s not confuse the two. Strategic Management Journal, 19(10), 1001-1006. http://dx.doi.org/10.1002/ (SICI)1097-0266(199810)19:10<1001::AID-SMJ996>3.0.CO;2-4
53. Spillan, J. E., Li, X., Totten, J. W., Mayolo, C. A. (2009). An exploratory analysis of market orientation of small and medium–sized business (SMEs) in Peru. Panorama Socioeconomico, 27(39), 136-149.
54. Srivastava, R. K., Fahey, L. ve Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777–802. http://dx.doi.org/10.1016/S0149-2063(01)00123-4
55. Ulgen, H. ve Mirze, K. (2014). İşletmelerde stratejik yönetim. İstanbul: Beta Basım.
56. Verhoef, P. C. (2003). Understanding the effect of customer relationship manage- ment efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30-45. http://dx.doi.org/10.1509/jmkg.67.4.30.18685
57. Yasin, M. M. ve Gomes, C. F. (2010). Performance management in service operational settings: A selective literature examination. Benchmarking - An International Journal, 17(2), 214-231. http://dx.doi.org/10.1108/14635771011036311
58. Zahra, S. A. ve Chaples, S. S. (1993). Blind spots in competitive analysis. Academy of Management Executive, 7(2), 7-28. Erişim adresi http://www.jstor.org/stable/4165119
59. Zhou, K. Z., Li, J. J., Zhou, N. ve Su, C. (2008). Market orientation, job satisfaction, product quality, and firm performance: Evidence from China. Strategic Management Journal, 29(5), 985–1000. http://dx.doi.org/10.1002/smj.700