PAZARLAMADA PARADİGMİK DEĞİŞİM -GİRİŞİMCİ PAZARLAMA DAVRANIŞLARININ BELİRLENMESİ VE GİRİŞİMCİ YÖNLÜLÜĞÜN ROLÜ: BİR ARAŞTIRMA- THE PARADIGMATIC CHANGE IN MARKETING - THE ROLE OF ENTREPRENEURIAL ORIENTATION AND THE DETERMINATION OF ENTREPRENEURIAL MARKETING BEHAVIOURS: A RESEARCH -

Yıl 2018, Cilt: 10 Sayı: 24, 199 - 222, 30.06.2018

Ahmet Buğra Hamşıoğlu

https://doi.org/10.20875/makusobed.418029

Öz

Bu
çalışma, Ankara ili orta boy imalat işletme listesine bağlı olarak 225
işletmeye anket yöntemi kullanılarak girişimci pazarlama davranışlarının
belirlenmesi ve girişimci yönlülüğün rolünü belirlemeye yönelik amprik bir
çalışmadır. Çalışmada, ilk olarak, girişimci pazarlama davranışlarının bir
sınıflandırılması ve girişimci yönlülük teorik olarak incelenmiş. İkinci
olarak, girişimci yönlülüğün girişimci pazarlama üzerindeki etkisi ve girişimci
yönlülük boyutlarının girişimci pazarlama boyutları üzerindeki etkisinin
belirlenmesi amacıyla kısmi en küçük kareler yöntemi ile model testi
gerçekleştirilmiştir.

Elde
edilen bulgularda, girişimci yönlülüğün girişimci pazarlama üzerinde güçlü ve
pozitif bir etkisinin olduğu, ayrıca girişimci yönlülük boyutlarının bağımsız
olarak girişimci pazarlama boyutlarının tamamı üzerinde istatistiksel olarak
anlamlı ve pozitif etkilerinin olduğu görülmüştür. Bu çalışmada, işletmelerin
girişimci pazarlama uygulamaları ile girişimci yönlülük arasındaki ilişki
incelenmiştir. Girişimci yönlülük, girişimci pazarlamanın bir öncülü olduğunu
ve araştırmacılara işletmelerin girişimci pazarlama uygulamalarını ölçerken
girişimci yönlülüğün çok boyutlu bir yapı olarak ele alınmasını önermektedir.
Türkçe yazında, girişimci pazarlama ve girişimci yönlülüğü bu şekilde ele alıp
inceleyen bir çalışmaya rastlanmamıştır. Dolayısıyla çalışma sonucunda elde
edilen bulgular hem uygulamacılara hem de akademisyenlere önemli sonuçlar
sunmakta ve yazına katkı sağlamaktadır.

Anahtar Kelimeler

Pazarlama Paradigması, Girişimci Pazarlama

Kaynakça

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