Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi

Yıl 2026, Cilt: 27 Sayı: 1, 133 - 153, 17.03.2026

Abdullah Baş

https://doi.org/10.17494/ogusbd.1741930

https://izlik.org/JA84LT57KU

Öz

Literatürde dıştan-içe pazarlama kabiliyetinin firma performansı üzerindeki etkisi sınırlı sayıda çalışmada ampirik olarak ele alınmaktadır. Bununla birlikte dıştan-içe pazarlama kabiliyeti ile firma performansı arasındaki ilişkide proaktifliğin düzenleyici etkisini ele alan bir çalışmaya da rastlanamamıştır. Bu literatür boşluklarını doldurabilmek için bu çalışmanın amacı dıştan-içe pazarlama kabiliyetinin firma performansı üzerindeki etkisinde proaktifliğin düzenleyici etkisini araştırmak olarak belirlenmiştir. Analizlerde kullanılan veriler 281 işletmeden toplanmıştır. Analiz sonuçlarına göre, dıştan-içe pazarlama kabiliyetinin firma performansı üzerinde olumlu etkisi tespit edilmiştir. Fakat, dıştan-içe pazarlama kabiliyetinin firma performansı üzerindeki etkisinde proaktifliğin düzenleyici bir etkisi tespit edilememiştir.

Anahtar Kelimeler

Dıştan-İçe Bakış Açısı , Dıştan-İçe Pazarlama Kabiliyeti , Firma Performansı , Proaktiflik

The Moderating Effect of Proactiveness on The Effect of Outside-In Marketing Capability on Firm Performance

https://izlik.org/JA84LT57KU

Öz

There are only a limited number of empirical studies examining the effect of outside-in marketing capability on firm performance. Moreover, no study has been found that investigates the moderating role of proactiveness in the relationship between outside-in marketing capability and firm performance. To address these gaps, the aim of this study is to explain the moderating effect of proactiveness on the relationship between outside-in marketing capability and firm performance. Data used in the analyses were collected from 281 firms. The findings demonstrated that outside-in marketing capability has a positive effect on firm performance. However, no significant moderating effect of proactiveness on this relationship was identified.

Anahtar Kelimeler

Outside-In Perspective , Outside-In Marketing Capability , Firm Performance , Proactiveness

Kaynakça

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