Bridging Proactive Market Orientation to Startups’ Marketing Approach: Theoretical Background and Case Studies

Yıl 2024, , 224 - 237, 30.06.2024

Begüm Şahin

https://doi.org/10.25204/iktisad.1394219

Öz

Rapid change of global market dynamics makes the survival of startups difficult. This study investigates the integration of startups' marketing approach with proactive market orientation in order to adapt these changing dynamics of the market. Customer orientation, new-product development, innovation orientation and competitiveness are explained as encouraging components of proactive market orientation to be robust and long-run in the in competitive environment. Case studies of the paper are involving the most innovative and valuable brands of the world as well as customer-centric oriented. Findings showed that the startups in the research sample that integrate innovation and proactive market orientation are tend to grow-up rapidly and achieve success in long run. The most fundamental purpose of the paper is to emphasize the importance of marketing approach through those companies’ proactive behaviors. With the continues startup culture, the companies can give inspirations for the early-stage ventures while designing their marketing strategies. The article presents a strategic point of view based on theoretical background of the phenomenon and recommends a holistic roadmap for practitioners in the journey of entrepreneurship also pioneering for the further studies.

Anahtar Kelimeler

Proactive Market Orientation, Innovation, Startup

Proaktif Pazar Odaklılık ile Startupların Pazarlama Anlayışı Arasında Köprü Kurmak: Teorik Temel ve Örnek Vakalar

Öz

Küresel pazar dinamiklerinin hızlı değişimi, startupların hayat mücadelesini zorlaştırmaktadır. Çalışma, bu mücadeledeki startupların pazarlama anlayışlarının proaktif pazar odaklılık ile entegrasyonuna odaklanmaktadır. Araştırmada müşteri odaklılık; yeni ürün geliştirme, yenilik odaklılık ve rekabetçilik, proaktif pazar odaklılığı teşvik eden bileşenler olarak açıklanmaktadır. Proaktif pazar yönelimine sahip startupların rekabet çevresinde uzun soluklu ve sağlam bir yapıya kavuştuğu varsayılmaktadır. Çalışmanın örnek olay incelemeleri müşteri odaklı yaklaşımı önceliklendiren, dünyanın en yenilikçi ve değerli markalarını içermektedir. Çalışma bulguları örneklem içerisinde yer alan starupların, yenilikçilik ve proaktif pazar odaklılık ile entegre olmalarından ötürü hızla büyüme gösterdiklerini ve uzun dönemli başarı yakaladıklarını göstermiştir. Çalışmanın en temel amacı, bu firmaların uygulamış oldukları proaktif pazarlama davranışlarını iyi bir uygulama örneği olarak sunarak pazarlama yaklaşımının önemini vurgulamaktır. Bu firmaların halen sürdürmekte oldukları startup kültürü, pazarlama stratejilerini tasarlayan ve yolun başındaki girişimcilere ilham vereceği düşünülmektedir. Araştırmada, pazar yönelimi ile ilgili temel teorik çalışmalara yer verilirken girişimcilik yolculuğunda ilerleyen uygulayıcılara pazarlama kararları için stratejik bir bakış açısı ve bütünsel bir yol haritası sunulmaktadır. Elde edilen sonuçlar ile literatüre katkı sağlanması ve gelecek çalışmalara öncülük edilmesi amaçlanmaktadır.

Anahtar Kelimeler

Proaktif Pazar Odaklılık, Yenilik, Startup

Kaynakça

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