GİRİŞİMSEL PAZARLAMANIN FİRMALARIN FİNANSAL PERFORMANSINA ETKİSİ

Öz

Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firms’ financial performance. The hypothesized relationships between dimensions of entrepreneurial marketing and financial performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness and innovativeness dimensions of entrepreneurial marketing are positively related with financial performance. Finally, the limitations of the study and the suggestions for future research will be presented

Anahtar Kelimeler

• Entrepreneurial marketing; Financial performance; Small and medium-sized enterprises

GİRİŞİMSEL PAZARLAMANIN FİRMALARIN FİNANSAL PERFORMANSINA ETKİSİ

Öz

Birbirinden farklı iki alanı bir araya getiren girişimsel pazarlama kavramı, sınırlı kaynaklarla belirsiz pazar ortamlarında fırsatları kovalayan firmaların pazarlama süreçlerini tanımlamak için kullanılmaktadır. Bu çalışmanın amacı girişimsel pazarlamanın firmaların finansal performansı üzerindeki etkisini ortaya koymaktır. Girişimsel pazarlamanın boyutları ve finansal performans arasındaki ilişkiye dair öne sürülen hipotezler, Türkiye’de üretim sektöründe faaliyet gösteren 560 KOBİ yöneticisinden yapılandırılmış anket yoluyla elde edilen verilerle test edilmiştir. Yapılan analizler göstermiştir ki, proaktiflik ve yenilikçilik boyutları finansal performans ile pozitif ilişkilidir. Son olarak, çalışmanın sınırlılıkları ve gelecek çalışmalar için öneriler sunulmaktadır

Anahtar Kelimeler

• Girişimsel pazarlama; Finansal performans; KOBİ

Kaynakça

1. Antoncic, B. ve Hisrich, R.D. (2001). “Intrapreneurship Construct Refinement and Cross- Cultural Validation”,
2. Journal of Business Venturing, 16(5): 495- 527.
3. Baker, W.E. ve Sinkula, J.M. (2009). “The Complementary Effects of Market Orientation and Entrepreneurial
4. Orientation on Profitability in Small Businesses”, Journal of Small Business Management, 47(4): 443-464.
5. Becherer, R.C., Haynes, P.J. ve Helms, M.M. (2008). “An Exploratory Investigation of Entrepreneurial Marketing”,
6. Journal of Business and Entrepreneurship, 20: 44-64.
7. Becherer, R.C., Haynes, P.J. ve Fletcher, L.P. (2006). “Paths to Profitability in Owner-Operated Firms: The Role of
8. Entrepreneurial”, Journal of Business and Entrepreneurship, 18(1): 17-31.

9. Bjerke, B. ve Hultman, C.M. (2002). Entrepreneurial Marketing: The Growth of Small Firms in the New Economic
10. Era, Edward Elgar Publishing Limited, UK.
11. Bulut, Ç., Fiş, A.M, Aktan, B. ve Yılmaz, S. (2008). “Kurumsal Girişimcilik: Kavramsal Yapı Üzerine Bir Tartışma”,
12. Journal of Yasar University, 3(10): 1389-1416.
13. Bulut, Ç., Yilmaz, C. ve Alpkan, L. (2009). “Pazar Oryantasyonu Boyutlarının Firma Performansına Etkileri”, Ege
14. Akademik Bakış, 9(2): 513-538.
15. Carson, D. ve Cromie, S. (1989). “Marketing planning in small enterprises: a model and some empirical evidence”,
16. Journal of Marketing Management, 5(1): 33-49.
17. Cooper, R.G. ve Kleinschmidt, E.J. (2000). “New product performance: what distinguishes the star products”,
18. Australian Journal of Management, 25(1): 17-45.
19. Gilmore, A. ve Carson, D. (1991). “Entrepreneurial Marketing by Networking”, New England Journal of
20. Entrepreneurship, 12(2): 31-38.
21. Hills, G. E., Hultman, C.M. ve Miles, M.P. (2008). “The Evolution and Development of Entrepreneurial Marketing”,
22. Journal of Small Business Management, 46(1): 99-112.
23. Jones, R. ve Rowley, J. (2011). “Entrepreneurial Marketing in Small Businesses: a Conceptual Exploration”,
24. International Small Business Journal, 29(1): 25-36.
25. Kirca, A.H., Jayachandran, S.ve Bearden, W.O. (2005). “Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance”, Journal of Marketing, 69(2): 24-41.
26. Kolabi, A.M., Hosseini, H.K., Mehrabi, R. ve Salamzadeh, A. (2011). “Developing Entrepreneurial Marketing Mix: Case Study of Entrepreneurial Food Enterprises in Iran”, Journal of Knowledge Management Economics and Information Technology, 5: 1-17.
27. Kraus, S., Harms, R. ve Fink, M. (2009). “Entrepreneurial Marketing: Moving beyond Marketing in New Ventures”, International Journal of Entrepreneurship and Innovation Management, 11(1): 19-34.
28. Liu, S.S., Luo, X. ve Shi, Y. (2002). “Integrating Customer Orientation, Corporate Entrepreneurship, and Learning Orientation in Organizations-in-Transition: An Empirical Study”, International Journal of Research in Marketing, 19: 367- 382.
29. Lumpkin, G.T. and 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: 429-451.
30. Merlo, O. ve Auh, S. (2009), “The Effects of Entrepreneurial Orientation, Market Orientation, and Marketing Subunit Influence On Firm Performance”, Marketing Letters, 20(3): 295-311.
31. Morris, M.H., Schindehutte, M. ve LaForge, R.W. (2002). “Entrepreneurial Marketing: A construct for Integrating Emerging Entrepreneurship and Marketing Perspectives”, Journal of Marketing Theory Practice, 10(4): 1-19.
32. Santos-Vijande, M. ve Alvarez-Gonzalez, L. (2007). “Innovativeness and Organizational Innovation in Total Quality Oriented Firms: The Moderating Role of Market Turbulence”, Technovation, 27(9): 514-532.
33. Srivastava, R.K., Shervani, T.A. ve Fahey, L. (1998). “Market-Based Assets and Shareholder Value: A Framework for Analysis”, Journal of Marketing, 62(1): 2-18.
34. Stokes, D. (2000). “Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial Marketing”, Journal of Research in Marketing and Entrepreneurship, 2(1): 1-16.
35. Van de Vrande, V., De Jong, J.P.J. Vanhaverbeke, W. ve De Rochemont, M. (2009). “Open innovative in SMEs: trends, motives and management challenges”, Technovation, 29: 423–437.