Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi

Abdullah Baş

doi:10.17494/ogusbd.1741930

TR EN

Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi

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

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Endüstriyel Pazarlama

Bölüm

Araştırma Makalesi

Yazarlar

Abdullah Baş ^*
0000-0002-2817-5887
Türkiye

Yayımlanma Tarihi

17 Mart 2026

Gönderilme Tarihi

14 Temmuz 2025

Kabul Tarihi

10 Aralık 2025

Yayımlandığı Sayı

Yıl 2026 Cilt: 27 Sayı: 1

DOI

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

IZ

https://izlik.org/JA84LT57KU

APA

Baş, A. (2026). Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 27(1), 133-153. https://doi.org/10.17494/ogusbd.1741930

AMA

1.Baş A. Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi. 2026;27(1):133-153. doi:10.17494/ogusbd.1741930

Chicago

Baş, Abdullah. 2026. “Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi”. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi 27 (1): 133-53. https://doi.org/10.17494/ogusbd.1741930.

EndNote

Baş A (01 Mart 2026) Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi 27 1 133–153.

IEEE

[1]A. Baş, “Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi”, Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, c. 27, sy 1, ss. 133–153, Mar. 2026, doi: 10.17494/ogusbd.1741930.

ISNAD

Baş, Abdullah. “Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi”. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi 27/1 (01 Mart 2026): 133-153. https://doi.org/10.17494/ogusbd.1741930.

JAMA

1.Baş A. Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi. 2026;27:133–153.

MLA

Baş, Abdullah. “Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi”. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, c. 27, sy 1, Mart 2026, ss. 133-5, doi:10.17494/ogusbd.1741930.

Vancouver

1.Abdullah Baş. Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi. 01 Mart 2026;27(1):133-5. doi:10.17494/ogusbd.1741930

Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi

Dıştan-İçe Pazarlama Kabiliyetinin Firma Performansına Etkisinde Proaktifliğin Düzenleyici Etkisi

Öz

Anahtar Kelimeler

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

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

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