JENERİK REKABET STRATEJİLERİNİN FİRMALARIN İHRACAT PERFORMANSINA ETKİSİ / THE EFFECT OF GENERIC COMPETITIVE STRATEGIES ON FIRMS' EXPORT PERFORMANCE

Öz

The purpose of this study is to analyze the relationships between the cost leadership and differentiation dimensions of generic competitive strategies and export performance. The hypotheses asserted about the relationships between generic competitive strategies and export performance are tested using the data collected via questionnaires from 386 managers employed by automotive supply industry firms operating in Turkey. According to the results of the analyses marketing differentiation and customer service differentiation have positive effects on export performance. Competitive intensity has a moderating effect on the relationship between marketing differentiation, customer service differentiation and export performance.

Anahtar Kelimeler

• Generic competitive strategies, cost leadership, differentiation, export performance, automotive supply industry.

JENERİK REKABET STRATEJİLERİNİN FİRMALARIN İHRACAT PERFORMANSINA ETKİSİ / THE EFFECT OF GENERIC COMPETITIVE STRATEGIES ON FIRMS' EXPORT PERFORMANCE

Öz

Bu çalışmanın amacı, jenerik rekabet stratejilerinin (işletmelerin içinde bulundukları sektörlerde rakiplerine göre durumlarını ve rekabet güçlerini ifade eden rekabet stratejileri) maliyet liderliği ve farklılaşma boyutları ile ihracat performansı arasındaki ilişkileri incelemektir. Jenerik rekabet stratejileri ve ihracat performansı arasındaki ilişkiler ile ilgili olarak oluşturulan hipotezler, Türkiye’de faaliyet gösteren otomotiv yan sanayi firmalarındaki 386 yöneticiden anket yoluyla elde edilen veriler kullanılarak test edilmiştir. Yapılan analizler sonucunda, pazarlama farklılaşması ve müşteri hizmet farklılaşmasının ihracat performansı ile pozitif yönde ilişkili olduğu görülmüştür. Ayrıca rekabet yoğunluğunun, pazarlama farklılaşması ve müşteri hizmet farklılaşması ile ihracat performansı arasındaki ilişki üzerinde ılımlaştırıcı etkisi olduğu bulgusu elde edilmiştir.

Anahtar Kelimeler

• Jenerik rekabet stratejileri, maliyet liderliği, farklılaşma, ihracat performansı, otomotiv yan sanayi

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