DOES THE LINK BETWEEN MARKETING ORIENTATION AND INNOVATION LEAD TO SUCCESS? A SURVEY BASED ON SEM IN TURKEY

Öz

Innovation has been long discussed to be an important element for sustaining a competitive advantage. The relationship between market orientation and innovation has not been argued enough in literature. Innovation can be defined as firms gain position through an introduction of new technologies, production processes, and products in the market place. According to the Schumpeterian view (1934) to take a competitive advantage, firms should link between marketing and innovation orientation. However, Drucker (1954) defines that the two basic elements, of the firms’ are marketing and innovation, so that innovation concept fits on the centrality of market orientation. The purpose of this study is to investigate the impact of innovation on a firm's performance in the context of product and marketing innovation among over 10.000 firms, the data of which were provided by the Turkish Statistical Institute. It examines the relation between firm innovation and financial performance as a firm performance criterion. Structural Equation Modeling has used to analyze the possibility of a marketing/innovation effect on performance model, as the basis of the Community Innovation Statistics questionnaire survey.

Anahtar Kelimeler

• Innovation Orientation,Marketing Innovation,Product Innovation

PAZARLAMA YÖNLÜLÜK İLE INOVASYON ARASINDAKİ İLİŞKİ BAŞARIYI GETİRİR Mİ? TÜRKİYE’DE SEM TEMELLİ BİR ARAŞTIRMA

Öz

İnovasyon, rekabetin avantajının sürdürülmesinde önemli bir eleman olarak uzun süredir tartışılmaktadır. Pazarlama odaklılık ile inovasyon arasındaki ilişki literatürde yeterince tartışılmamıştır. İnovasyon firmaların yeni teknolojiler, üretim süreçleri ve ürünler yoluyla pazarda bir pozisyon elde etmeleri olarak tanımlanabilir. Schumpeteryan bakış açısına (1934) göre bir rekabet avantajı elde etmek, firmaların pazarlama ile inovasyon odaklılık arasında bir bağ oluşturmasıyla olmaktadır. Ancak, Drucker (1954) firmaların iki temel unsurunu pazarlama ve inovasyon olarak açıklamakta ve inovasyon kavramını pazarlama odaklılığının merkezine yerleşmektedir. Bu çalışmanın amacı, Türkiye İstatistik Kurumu’ndan sağlanan yaklaşık 10.000’inin üzerinde firma verisi yoluyla ürün ve pazar inovasyonu çerçevesinde inovasyonun firma performansı üzerindeki etkisini araştırmaktır. Finansal performans ölçütü olarak finansal performans ile firma inovasyonu arasındaki ilişki incelenmiştir. Pazarlama/İnovasyonun Performansa Etkisi Modelinin analiz edilmesinde Topluluk İnovasyon İstatistikleri (Community Innovation Statistics) çerçevesinde oluşturulmuş olan anket araştırması temelinde Yapısal Eşitlik Modeli kullanılmıştır.

Anahtar Kelimeler

• Pazarlama Odaklılık,İnovasyon Odaklılık,Pazarlama İnovasyonu,Ürün İnovasyonu,Yapısal Eşitlik Modeli (SEM)

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