THE EFFECTS OF MARKET ORIENTATION DIMENSIONS ON FIRM PERFORMANCE

Yıl 2009, Cilt: 9 Sayı: 2, 513 - 538, 01.05.2009

Lütfihak Alpkan Çağrı Bulut , Cengiz Yılmaz

Öz

Market orientation consists of organization-wide activities to give the highest value to the customers and to understand and satisfy their expectations and needs. In this study customer orientation, competitor orientation and interfunctional coordination have been used as the dimensions of market orientation and their effects on firm innovative and financial performance have been investigated with a comprehensive field study conducted in Turkiye. The findings of the hypothesis testing, which has been done by structural equations modeling demonstrated significant results to both practitioners and academicians

Anahtar Kelimeler

Market Orientation, Customer Orientation, Competitor Orientation, Inter Functional Coordination, Innovative Performance, Financial Performance, Structural Equations Modeling

PAZAR ORYANTASYONU BOYUTLARININ FİRMA PERFORMANSINA ETKİLERİ

Öz

Pazar oryantasyonu, müşterilerin beklenti ve ihtiyaçlarını anlamaya, tatmin etmeye ve onlara verilen değeri azami kılmaya yönelik organizasyonel faaliyetlerin bütünüdür. Bu çalışmada müşteri odaklılık, rakip odaklılık ve departmanlar arası koordinasyon pazar oryantasyonunun bileşenleri olarak ele alınmış olup, firma yenilik ve finansal performansına etkileri, geniş çaplı bir saha araştırması ile incelenmiştir. Yapısal denklik modellemesi ile test edilen araştırma hipotezlerinin bulguları, gerek uygulamacılara gerekse bu alanda çalışan akademisyenlere önemli sonuçlar sunmaktadır

Anahtar Kelimeler

Pazar Oryantasyonu, Müşteri Odaklılık, Rakip Odaklılık Departmanlar Arası Koordinasyon, Yenilik Performansı, Finansal Performans, Yapısal Denklik Modellemesi

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