PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA

Saniye Yıldırım Özmutlu

doi:10.30783/nevsosbilen.871004

PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA

Öz

Bu çalışma, Türk lojistik sektöründe uluslararası faaliyet gösteren firmaların, pazar yöneliminin ve stratejik seçimlerinin ihracat performansına olan etkisini incelemeyi amaçlamaktadır. Çalışmada, özellikle günümüz uluslararası firmaları için en gerekli olan pazar yönelimin, ihracat performansı üzerindeki etkisi özelinde stratejik seçimin aracılık (mediator) rolünün varlığı ile değişkenler arası etkileşimin nasıl olduğu araştırılmıştır. Araştırmanın evreni, Türk lojistik sektöründe faaliyet gösteren Yabancı ve Türk menşeli Uluslararası Lojistik ve Hizmet Üretenler Derneği’ne kayıtlı 460 firma olarak belirlenmiştir. Araştırmanı örneklemi, tesadüf örnekleme yöntemi uygulanarak araştırmaya katılmayı kabul eden 256 firma ve her bir firmadan bir yönetici seçilerek belirlenmiştir. Amaçlanan çalışma için bir araştırma modeli oluşturularak, bu modele bağlı hipotezler geliştirilmiştir. Yöneticilerle yüz yüze görüşülerek araştırma için oluşturulan anket uygulanmıştır. Elde edilen veriler üzerinde Yapısal Eşitlik Modellemesi yöntemi kullanılarak analizler yapılmıştır. Pazar yönelimi - ihracat performansı arasındaki ilişkilerin analizinde, stratejik seçimin dolaylı etkide bulunarak tam aracılık ilişkisi gösterdiği belirlenmiştir. Sonuçta, Türk lojistik sektöründeki uluslararası firmaların stratejik seçimlerinin ne kadar önemli olduğu ve ihracat performansının artırılmasında çok önemli bir tamamlayıcı olduğu belirlenmiştir.

Anahtar Kelimeler

Kaynakça

Acosta, A. S., Crespo, Á. H. and Agudo, J. C. (2018). Effect of Market Orientation, Network Capability and Entrepreneurial Orientation on International Performance of Small and Medium Enterprises (SMEs). International Business Review, 27(6), 1128-1140.
Ahimbisibwe, G. M., Ntayi, J. M. and Ngoma, M. (2013). Export Market Orientation, Innovation and Performance of Fruit Exporting Firms in Uganda. European Scientific Journal, 9(4), 295-313.
Akyol, A. and Akehurst, G. (2003). An Investigation of Export Performance Variations Related to Corporate Export Market Orientation. European Business Review, 15(1), 5-19.
Alotaibi, M. B. G. and Zhang, Y. (2017). The Relationship between Export Market Orientation and Export Performance: An Empirical Study. Applied Economics, 49(23), 2253-2258.
Armario, J. M., Ruiz, D. M.and Armario, E. M. (2008). Market Orientation and Internationalization in Small and Medium‐Sized Enterprises. Journal of Small Business Management, 46(4), 485-511.
Blankson, C., Cowan, K., Crawford, J., Kalafatis, S., Singh, J. and Coffie, S. (2013). A Review of the Relationships and Impact of Market Orientation and Market Positioning on Organisational Performance. Journal of Strategic Marketing, 21(6), 499–512.
Brouthers, K. D., Brouthers, L. E. and Werner, S. (2008). Real Options, International Entry Mode Choice and Performance. Journal of Management Studies, 45(5), 936-960.
Buckley, P.J. and Casson, M.C. (1998). Models of the Multinational Enterprise. Journal of International Business Studies, 29(1), 21-44.

Cadogan, J. W., Cui, C. C. and Li, E. K. Y. (2003). Export Market‐Oriented Behavior and Export Performance. International Marketing Review, 20(5), 493-513.
Cadogan, J. W., Diamantopoulos, A. and Siguaw, J. A. (2002). Export Market-Oriented Activities: Their Antecedents and Performance Consequences. Journal of International Business Studies,33(3), 615-626.
Cadogan, J. W., Kuivalainen, O. and Sundqvist, S. (2009). Export Market-Oriented Behavior and Export Performance: Quadratic and Moderating Effects under Differing Degrees of Market Dynamism and Internationalization. Journal of International Marketing, 17(4), 71-89.
Cadogan, J. W., Paul, N. J., Salminen, R. T., Puumalainen, K. and Sundqvist, S. (2001). Key Antecedents to “Export” Market-Oriented Behaviors: A Cross-National Empirical Examination. International Journal of Research in Marketing, 18(3), 261-282.
Cadogan, J. W., Diamantopoulos, A. and De Mortanges, C. P. (1999). A Measure of Export Market Orientation: Scale Development and Cross-Cultural Validation. Journal of International Business Studies, 30(4), 689-707.
Cadogan, John W. and Charles C. Cui (2004). Chinese Export Agents’ Adoption of Export Market-Oriented Behaviours: Measurement and Performance Relationship. Journal of Asia Pacific Marketing, 3 (2), 21–37.
Chung, H. F. (2012). Export Market Orientation, Managerial Ties, and Performance. International Marketing Review, 29(4), 403-423.
Czinkota, M. R. and Ronkainen, I. A. (2003). An İnternational Marketing Manifesto. Journal of International Marketing, 11(1), 13-27.
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37-52.
Diamantopoulos, A. (1999). Viewpoint–Export Performance Measurement: Reflective Versus Formative İndicators. International Marketing Review. 16(6), 444-457.
Dong, X., Hinsch, C. A., Zou, S. and Fu, H. (2013). The Effect of Market Orientation Dimensions on Multinational SBU's Strategic Performance. International Marketing Review, 30(6), 591-616.
Ellis, P. D. (2007). Distance, Dependence and Diversity of Markets: Effects on Market Orientation. Journal of International Business Studies, 38(3), 374-386.
Ge, G. L. and Ding, D. Z. (2005). Market Orientation, Competitive Strategy and Firm Performance: an Empirical Study of Chinese Firms. Journal of Global Marketing, 18(3-4), 115-142.
Greenley, G. E. and Foxall, G. R. (1998). External Moderation of Associations Among Stakeholder Orientations and Company Performance. International Journal of Research in Marketing, 15(1), 51-69.
Grewal, R. and Tansuhaj, P. (2001). Building Organizational Capabilities for Managing Economic Crisis: The Role of Market Orientation and Strategic Flexibility. Journal of Marketing, 65(2), 67-80.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C. and Anderson, R. E. (2019). Multivariate Data Analysis. United Kingdom: Cengage Learning.
Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: a Regression-Based Approach. Guilford Press.
He, X. and Wei, Y. (2011). Linking Market Orientation to International Market Selection and International Performance. International Business Review, 20(5), 535-546.
He, X., Brouthers, K. D. and Filatotchev, I. (2018). Market Orientation and Export Performance: The Moderation of Channel and Institutional Distance. International Marketing Review, 35(2), 258-279.
Hennart, J. F. (2007). The Theoretical Rationale for a Multinationality-Performance Relationship. Management International Review, 47(3), 423-452.
Hoang, B. P. (2015). Relationship of Export Market Orientation, Selected Export Strategy, and Export Performance: An Empirical Study. Global Journal of Management And Business Research, 15(6), 24-32.
Homburg, C., Krohmer, H. and Workman Jr, J. P. (2004). A Strategy Implementation Perspective of Market Orientation. Journal of Business Research, 57(12), 1331-1340.
Hooley, G. J., Piercy, N. F. and Nicoulaud, B. (2007). Marketing Strategy and Competitive Positioning. Harlow: Pearson Education.
Hooley, G.J. and Newcomb, J.R. (1983). Ailing British Exports: Symptoms, Causes and Cures. The Quarterly Review of Marketing, 8(4), 15–22.
Hult, G. T. M. and Ketchen Jr, D. J. (2001). Does Market Orientation Matter?: A Test of the Relationship between Positional Advantage and Performance. Strategic Management Journal, 22(9), 899-906.
Hyvönen, S. and Tuominen, M. (2007). Channel Collaboration, Market Orientation and Performance Advantages: Discovering Developed and Emerging Markets. International Review of Retail, Distribution and Consumer Research, 17(5), 423-445.
Israel, G. D. (2013). Institute of Food and Agricultural Sciences (IFAS), University of Florida. Retrieved from Agricultural. Education and Communication Department, UF/IFAS Ex‐tension. https://edis ifas.ufl.edu/pd006.
Iyer, P., Davari, A., Zolfagharian, M. and Paswan, A. (2019). Market Orientation, Positioning Strategy and Brand Performance. Industrial Marketing Management, 81, 16-29.
Jaworski, B. J. and Kohli, A. K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57(3), 53-70.
Kafouros, M. I., Buckley, P. J., Sharp, J. A. and Wang, C. (2008). The Role of Internationalization in Explaining Innovation Performance. Technovation, 28(1-2), 63-74.
Katsikeas, C.S., Piercy, N.F. and Ioannidis, C. (1996). Determinants of Export Performance in a European Context. European Journal of Marketing, 30 (6), 6–35.
Kayabasi, A. and Mtetwa, T. (2016). Impact of Marketing Effectiveness and Capabilities, and Export Market Orientation on Export Performance. European Business Review, 28(5), 532,559.
Kohli, A. K. and Jaworski, B. J. (1990). Market Orientation: the Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.
Koo, K. R., Kim, S. J.and Kim, K. H. (2016). The Effects of Internal Marketing Capability on export Marketing Strategy, B2B Marketing Mix and Export Performance. Journal of Global Scholars of Marketing Science, 26(1), 51-65.
Kumar, V., Jones, E., Venkatesan, R. and Leone, R. P. (2011). Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?. Journal of marketing, 75(1), 16-30.
Kwon, Y.-C. and Hu, M.Y. (2000). Market Orientation among Small Korean Exporters. International Business Review 9, 61–75.
Leonidou, L.C., 1995. Export Barriers: Non-Exporters’ Perceptions. International Marketing Review 12 (1), 4–25.
Lages, L. F. (2000). A Conceptual Framework of the Determinants of Export Performance: Reorganizing Key Variables and Shifting Contingencies in Export Marketing. Journal of Global Marketing, 13(3), 29-51.
Lancaster, G. and Massingham, L. (2011). Essentials of Marketing Management. Routledge, London.
Leech, N. L., Barrett, K. C. And Morgan, G. A. (2015). IBM SPSS for Intermediate Statistics: Use and Interpretation (Fifth edition). Routledge, Taylor & Francis Group.
Liu, W. and Atuahene-Gima, K. (2018). Enhancing Product Innovation Performance in a Dysfunctional Competitive Environment: The Roles of Competitive Strategies and Market-Based Assets. Industrial Marketing Management, 73, 7-20.
Lumpkin, G. T. and Dess, G. G. (1996). Clarifying the Entrepreneurial Orientation Construct and Linking it to Performance. Academy of management Review, 21(1), 135-172.
Madhavaram, S. and Hunt, S. D. (2008). The Service-Dominant Logic and a Hierarchy of Operant Resources: Developing Masterful Operant Resources and Implications for Marketing Strategy. Journal of the Academy of Marketing Science, 36(1), 67-82.
Matsuno, K., Mentzer, J. T. and Özsomer, A. (2002). The Effects of Entrepreneurial Proclivity and Market Orientation on Business Performance. Journal of Marketing, 66(3), 18-32.
Murray, J. Y., Gao, G. Y. and Kotabe, M. (2011). Market Orientation and Performance of Export Ventures: The Process through Marketing Capabilities and Competitive Advantages. Journal of the Academy of Marketing Science, 39(2), 252-269.
Murray, J. Y., Gao, G. Y., Kotabe, M. and Zhou, N. (2007). Assessing Measurement Invariance of Export Market Orientation: a Study of Chinese and Non-Chinese Firms in China. Journal of International Marketing, 15(4), 41-62.
Narver, J. C. and Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
Navarro, A., Losada, F., Ruzo, E. and Díez, J. A. (2010). Implications of Perceived Competitive Advantages, Adaptation of Marketing Tactics and Export Commitment on Export Performance. Journal of World Business, 45(1), 49-58.
Putniņš, T. J. (2013). Exporting by Latvian Companies: Vitality, Drivers of Success, and Challenges. Baltic Journal of Economics, 13(2), 5-35.
Racela, O. C. and Thoumrungroje, A. (2014). Export Market Orientation, Inter firm Communication, Interfirm Cooperation and Export Performance. International Journal of Management and Marketing Research, 7(1), 1-14.
Rose, G. M. and Shoham, A. (2002). Export Performance and Market Orientation: Establishing an Empirical Link. Journal of Business Research, 55(3), 217-225.
Slater, S. F. and Narver, J. C. (1994). Market orientation, customer value, and superior performance. Business Horizons, 37(2), 22-28.
Song, J., Wang, R. and Cavusgil, S. T. (2015). State Ownership and Market Orientation in China's Public Firms: An Agency Theory Perspective. International Business Review, 24(4), 690-699.
Sousa, C. M., Martínez‐López, F. J. and Coelho, F. (2008). The Determinants of Export Performance: A Review of the Research in the Literature between 1998 and 2005. International Journal of Management Reviews, 10(4), 343-374.
Sousa, C.M. (2004). Export Performance Measurement: An Evaluation of the Empirical Research in the Literatüre. Academy of Marketing Science Review, 1(9), 1-23.
Venkatraman, N. (1989b). Strategic Orientation of Business Enterprises: The construct, Dimensionality, and Measurement. Management Science, 35(8), 942-962.
Venkatraman, N. (1989a). The Concept of fit in Strategy Research: Toward Verbal and Statistical Correspondence. Academy of Management Review, 14(3), 423-444.
Venkatraman, N. and Ramanujam, V. (1986). Measurement of Business Performance in Strategy Research: A Comparison of Approaches. Academy of Management Review, 11(4), 801-814.
Wang, G., Dou, W., Zhu, W. and Zhou, N. (2015). The Effects of Firm Capabilities on External Collaboration and Performance: The Moderating Role of Market Turbulence. Journal of Business Research, 68(9), 1928-1936.
Wu, J. J. (2004). Influence of Market Orientation and Strategy on Travel Industry Performance: an Empirical Study of e-Commerce in Taiwan. Tourism Management, 25(3), 357-365.

Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Saniye Yıldırım Özmutlu ^*
0000-0001-6199-3999
Türkiye

Yayımlanma Tarihi

31 Aralık 2021

Gönderilme Tarihi

30 Ocak 2021

Kabul Tarihi

23 Ekim 2021

Yayımlandığı Sayı

Yıl 2021 Cilt: 11 Sayı: 4

DOI

https://doi.org/10.30783/nevsosbilen.871004

IZ

https://izlik.org/JA67KU86LF

Kaynak Göster

RIS / Bibtex

APA

Yıldırım Özmutlu, S. (2021). PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 11(4), 2063-2079. https://doi.org/10.30783/nevsosbilen.871004

AMA

1.Yıldırım Özmutlu S. PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi. 2021;11(4):2063-2079. doi:10.30783/nevsosbilen.871004

Chicago

Yıldırım Özmutlu, Saniye. 2021. “PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA”. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 11 (4): 2063-79. https://doi.org/10.30783/nevsosbilen.871004.

EndNote

Yıldırım Özmutlu S (01 Aralık 2021) PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 11 4 2063–2079.

IEEE

[1]S. Yıldırım Özmutlu, “PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA”, Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, c. 11, sy 4, ss. 2063–2079, Ara. 2021, doi: 10.30783/nevsosbilen.871004.

ISNAD

Yıldırım Özmutlu, Saniye. “PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA”. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 11/4 (01 Aralık 2021): 2063-2079. https://doi.org/10.30783/nevsosbilen.871004.

JAMA

1.Yıldırım Özmutlu S. PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi. 2021;11:2063–2079.

MLA

Yıldırım Özmutlu, Saniye. “PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA”. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, c. 11, sy 4, Aralık 2021, ss. 2063-79, doi:10.30783/nevsosbilen.871004.

Vancouver

1.Saniye Yıldırım Özmutlu. PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi. 01 Aralık 2021;11(4):2063-79. doi:10.30783/nevsosbilen.871004