The Effects of Entrepreneurial Marketing on Innovation Types and Sustainable Competitive Advantage: An Application on SMEs

Yıl 2021, Cilt: 10 Sayı: 1, 81 - 110, 01.06.2021

M. Tuğrul Torun Mustafa Kemal Yılmaz

Öz

Purpose: In this study, the relationships between entrepreneurial marketing and SMEs’ innovation types were examined,
and it was tried to explain how entrepreneurial marketing dimensions and types of innovation affect the sustainable
competitive advantage of SMEs.
Methodology: Data obtained from 242 manufacturer SMEs operating in Samsun, Amasya, Çorum, Tokat provincial
center and districts in the OKA TR83 region in 2019 for 2 months by the survey method and tested using SMART PLS 3.0.
and SPSS 21. statistical package programs.
Findings: The findings revealed that opportunity focus and customer focus, which are among the entrepreneurial marketing dimensions, have an effect on marketing innovation and that the innovation processes implemented in manufacturing SMEs are interrelated. It has been observed that proactivity and risk taking from entrepreneurial marketing
dimensions have a positive effect on sustainable competitive advantage.
Practical Implications: SME managers can dominate the culture of innovation in their businesses by applying innovation
types in their businesses and incorporating them into business processes. Small businesses that want to stand out in the
competition will increase their chances of surviving in the market and gaining competitive advantage in the long term by
applying entrepreneurial marketing activities suitable for the structure of SMEs.
Originality: The research is an original research that examines the relationship between the dimensions of entrepreneurial marketing, types of innovation and the sustainable competitive advantages of SMEs together and enables the
mutual relations to be tested

Anahtar Kelimeler

Entrepreneurial Marketing, Innovation Types, Sustainable Competitive Advantage, SME, Manufacturing Sector.

Girişimci Pazarlamanın Yenilik Türleri ve Sürdürülebilir Rekabet Üstünlüğü Üzerindeki Etkileri: KOBİ’ler Üzerinde Bir Uygulama

Öz

Amaç: Bu çalışmada girişimci pazarlama ve KOBİ’lerin yenilik türleri arasındaki ilişkiler incelenmiş, girişimci pazarlama
boyutları ve yenilik türlerinin, KOBİ’lerin sürdürülebilir rekabet üstünlüklerini nasıl etkilediği açıklanmaya çalışılmıştır.
Yöntem: OKA TR83 bölgesindeki Samsun, Amasya, Çorum, Tokat il merkezi ve ilçelerinde 2019 yılında faaliyet gösteren
242 imalatçı KOBİ’den 2 ay boyunca anket yöntemi ile elde edilen veriler SMART PLS 3.0. ve SPSS 21. istatistik paket
programları aracılığı ile test edilmiştir.
Bulgular: Elde edilen bulgulara girişimci pazarlama boyutlarından fırsat odaklılığın ve müşteri odaklılığın pazarlama yeniliği
üzerinde etkisi olduğunu ve imalatçı KOBİ’lerde uygulanan yenilik süreçlerinin birbirleriyle ilişkili olduğunu ortaya koymuştur.
Girişimci pazarlama boyutlarından proaktifliğin ve risk almanın sürdürülebilir rekabet üstünde olumlu etkisi olduğu görülmüştür.
Sonuç ve Öneriler: KOBİ yöneticileri yenilik türlerini işletmelerinde uygulayarak ve işletme süreçlerine dahil ederek işletmelerinde yenilik kültürünü hâkim hale getirebilirler. Rekabette öne çıkmak isteyen küçük işletmeler, KOBİ’lerin yapısına
uygun olan girişimci pazarlama faaliyetlerini uygulayarak pazarda hayatta kalma ve uzun dönemde rekabet üstünlüğü
kazanma şanslarını arttırmış olacaklardır.
Özgün Değer: Araştırma girişimci pazarlamanın boyutlarıyla, yenilik türleri ve KOBİ’lerin sürdürülebilir rekabet üstünlükleri arasındaki ilişkileri birlikte inceleyen ve karşılıklı ilişkilerin test edilmesine imkân sağlayan özgün bir araştırmadır.

Anahtar Kelimeler

Girişimci Pazarlama, Yenilik Türleri, Sürdürülebilir Rekabet Üstünlüğü, KOBİ, İmalat Sektörü

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