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PAZAR YÖNELİMİ VE FİRMA PERFORMANSI İLİŞKİSİ: FARKLILAŞTIRMA STRATEJİSİNİN ARACI ROLÜ

Yıl 2016, Cilt: 17 Sayı: 1, 111 - 127, 01.01.2016

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.

Kaynakça

  • 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
  • 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
  • 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
  • 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
  • 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
  • Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. http://dx.doi.org/10.1177/014920639101700108
  • 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
  • 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
  • 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
  • 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
  • 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
  • Dean, J. W. ve Evans, J. R. (1994). Total quality: Management, organization and strategy. St Paul, MN: West Publishing.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
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  • Hayes, R. H., Wheelwright, S. C. ve Clark, K .B. (1988). Dynamic manufacturing: Creating the learning organization. USA: The Free Press.
  • 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
  • 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
  • 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
  • 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
  • Karlöf, B. (1996). Çağdaş yönetim kavramları ve kalkınma modelleri, (Çev. Z. Kütevin, E. Kütevin), İstanbul: İnkılâp Kitabevi.
  • 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
  • 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
  • Kotler, P. (2003). Marketing insights from a to z: 80 concepts every manager needs to know. New Jersey: Wiley.
  • Kotler, P., Armstrong, G., Sounders, J. ve Wony, V. (1999). Principles of Marketing (2nd ed.). Europe: Prentice-Hall.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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/
  • 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
  • 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
  • Nunnally J. C. (1978). Psychometric theory. New York: McGraw-Hill.
  • 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
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  • 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
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  • Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors, New York: Free Press.
  • 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
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  • 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
  • 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
  • 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
  • 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.
  • 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
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RELATIONSHIP BETWEEN MARKET ORIENTATION AND FIRM PERFORMANCE: THE MEDIATING ROLE OF DIFFERENTIATION STRATEGY

Yıl 2016, Cilt: 17 Sayı: 1, 111 - 127, 01.01.2016

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

Kaynakça

  • 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
  • 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
  • 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
  • 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
  • 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
  • Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. http://dx.doi.org/10.1177/014920639101700108
  • 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
  • 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
  • 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
  • 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
  • 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
  • Dean, J. W. ve Evans, J. R. (1994). Total quality: Management, organization and strategy. St Paul, MN: West Publishing.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Hayes, R. H., Wheelwright, S. C. ve Clark, K .B. (1988). Dynamic manufacturing: Creating the learning organization. USA: The Free Press.
  • 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
  • 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
  • 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
  • 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
  • Karlöf, B. (1996). Çağdaş yönetim kavramları ve kalkınma modelleri, (Çev. Z. Kütevin, E. Kütevin), İstanbul: İnkılâp Kitabevi.
  • 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
  • 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
  • Kotler, P. (2003). Marketing insights from a to z: 80 concepts every manager needs to know. New Jersey: Wiley.
  • Kotler, P., Armstrong, G., Sounders, J. ve Wony, V. (1999). Principles of Marketing (2nd ed.). Europe: Prentice-Hall.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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/
  • 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
  • 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
  • Nunnally J. C. (1978). Psychometric theory. New York: McGraw-Hill.
  • 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
  • Park, C. W. ve Zaltman, G. (1987). Marketing management. Chicago: Dryden Press.
  • 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
  • Porter, M. E. (1985). Competitive Advantage: Creating and sustaining superior performance. New York: The Free Press.
  • Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors, New York: Free Press.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • 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
  • Ulgen, H. ve Mirze, K. (2014). İşletmelerde stratejik yönetim. İstanbul: Beta Basım.
  • 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
  • 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
  • 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
  • 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
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Halit Keskin Bu kişi benim

Songül Zehir Bu kişi benim

Hayat Ayar Bu kişi benim

Yayımlanma Tarihi 1 Ocak 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 17 Sayı: 1

Kaynak Göster

APA Keskin, H., Zehir, S., & Ayar, H. (2016). PAZAR YÖNELİMİ VE FİRMA PERFORMANSI İLİŞKİSİ: FARKLILAŞTIRMA STRATEJİSİNİN ARACI ROLÜ. Doğuş Üniversitesi Dergisi, 17(1), 111-127.