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Development and Verification of Marketing Capabilities Scale for B2B Firms

Yıl 2021, Cilt 16, Sayı 2, 489 - 511, 01.08.2021
https://doi.org/10.17153/oguiibf.908930

Öz

This study aims to develop and confirm a scale of marketing capabilities for B2B firms. For this purpose, the existing scales for market sensing, new product development and strategic partnering capability were reorganized, and verified into a united scale. The existing scales are those used by Mu (2015), Morgan, Vorhies and Mason (2009), Theoharakis, Sajtos and Hooley (2009) for market sensing, new product development, and strategic partnering capability, respectively. As a result of the analysis, conducted with 358 medium and large-sized B2B firm managers, the validity and reliability of the scale was revealed and a three-dimensional construct was supported.

Kaynakça

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B2B Firmalar için Pazarlama Kabiliyetleri Ölçeği Geliştirilmesi ve Doğrulanması

Yıl 2021, Cilt 16, Sayı 2, 489 - 511, 01.08.2021
https://doi.org/10.17153/oguiibf.908930

Öz

Bu araştırmanın amacı, B2B firmaların pazarlama kabiliyetlerine yönelik bir ölçek geliştirilip doğrulanmasıdır. Bu doğrultuda, pazarı algılama kabiliyeti, yeni ürün geliştirme kabiliyeti ve stratejik işbirliği kabiliyetine yönelik mevcut ölçekler yeniden düzenlenmiş ve birleşik bir ölçekte doğrulanmıştır. Mevcut ölçekler, pazarı algılama kabiliyeti, yeni ürün geliştirme kabiliyeti ve stratejik iş birliği kabiliyeti için sırasıyla Mu (2015), Morgan, Vorhies ve Mason (2009), Theoharakis, Sajtos ve Hooley (2009) tarafından kullanılan ölçeklerdir. 358 orta ve büyük ölçekli B2B firmanın yöneticisinden elde edilen veriler kullanılarak yapılan analizler sonucunda ölçeğin geçerliliği, güvenirliği ortaya konmuştur ve üç boyutlu yapı desteklenmiştir.

Kaynakça

  • Alshanty, A. M., & Emeagwali, O. L. (2019), “Market-Sensing Capability, Knowledge Creation and Innovation: The Moderating Role of Entrepreneurial-Orientation”, Journal of Innovation & Knowledge, Vol. 4, No. 3: 171-178.
  • Ardyan, E. (2016), “Market Sensing Capability and Smes Performance: The Mediating Role of Product Innovativeness Success”, DLSU Business & Economics Review, Vol. 25, No. 2: 79-97.
  • Bagozzi, R. P., & Yi, Y. (1988), “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, Vol. 16, No. 1: 74–94.
  • Barrales-Molina, V., Montes, F.J.L. and Gutierrez-Gutierrez, L.J. (2015), "Dynamic Capabilities, Human Resources and Operating Routines: A New Product Development Approach", Industrial Management & Data Systems, Vol. 115, No. 8: 1388-1411.
  • Bharadwaj, N., & Dong, Y. (2014), “Toward Further Understanding the Market‐Sensing Capability–Value Creation Relationship”, Journal of Product Innovation Management, Vol.31, No. 4: 799-813.
  • Blesa, A. & Ripollés, M. (2008), "The influence of Marketing Capabilities on Economic International Performance", International Marketing Review, Vol. 25, No. 6: 651-673.
  • Bruni, D. S., & Verona, G. (2009), “Dynamic marketing capabilities in Science‐based firms: An exploratory investigation of the pharmaceutical industry”, British Journal of management, Vol. 20, 101-117.
  • Cavazos-Arroyo, J., & Puente-Diaz, R. (2019), “The Influence of Marketing Capability in Mexican Social Enterprises”, Sustainability, Vol. 11, No. 17: 4668-4683.
  • Chahal, H., & Kaur, J. (2013), “Impact of Marketing Capabilities on Competitive Advantage and Business Performance: Research Propositions”, International Journal of Business Competition and Growth, Vol. 3, No. 2: 121-138.
  • Conant, J.S., Mokwa, M.P. and Varadarajan, P.R. (1990), “Strategic Types, Distinctive Marketing Competencies and Organizational Performance: A Multiple Measures Based Study”, Strategic Management Journal, Vol. 11, No. 5: 365–383.
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Ayrıntılar

Birincil Dil Türkçe
Konular Sosyal
Bölüm Makaleler
Yazarlar

Neslişah ÖZDEMİR (Sorumlu Yazar)
KASTAMONU ÜNİVERSİTESİ
0000-0003-2380-6149
Türkiye


Bahtışen KAVAK
İSTANBUL AREL ÜNİVERSİTESİ
0000-0002-5252-5410
Türkiye

Yayımlanma Tarihi 1 Ağustos 2021
Başvuru Tarihi 3 Nisan 2021
Kabul Tarihi 1 Mayıs 2021
Yayınlandığı Sayı Yıl 2021, Cilt 16, Sayı 2

Kaynak Göster

APA Özdemir, N. & Kavak, B. (2021). B2B Firmalar için Pazarlama Kabiliyetleri Ölçeği Geliştirilmesi ve Doğrulanması . Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi , 16 (2) , 489-511 . DOI: 10.17153/oguiibf.908930