GİRİŞİMSEL PAZARLAMANIN FİRMALARIN FİNANSAL PERFORMANSINA ETKİSİ

Yıl 2013, Sayı: 35, - , 20.06.2015

S. Selim Eren Hale Çelikkan Güngör Hacıoğlu

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

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