Araştırma Makalesi
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ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*

Yıl 2018, Cilt: 10 Sayı: 2, 31 - 52, 31.12.2018

Öz

Araştırmada, çift yetenekli pazarlama faaliyetlerinin sürdürülebilir rekabet
avantajı yoluyla pazar ve finansal olmayan performans göstergeleri üzerinde
etkisini ortaya koymayı amaçlayan bir Yapısal Eşitlik Modeli (YEM)
oluşturulmuştur. Araştırma evreni olarak, Türkiye’de bilişim sektöründe faaliyet
gösteren Küçük ve Orta Büyüklükteki İşletmeler (KOBİ) seçilmiştir. Araştırma
kapsamında kullanılabilir durumda 392 adet anket elde edilmiştir. Oluşturulan
modelin sonuçlarına göre; işletmeler, mevcut pazarlama yeteneklerini kullanarak,
pazar performansı yoluyla finansal olmayan performans göstergeleri üzerinde
olumlu etkiye sahip olabilecekleri anlaşılmıştır. Yeni pazarlama yetenekleri
keşfederek, sürdürülebilir rekabet avantajı yoluyla pazar ve finansal olmayan
performans göstergeleri üzerinde olumlu etkiye sahip olabilecekleri anlaşılmıştır.

Kaynakça

  • Alpar, Reha, Uygulamalı Çok Değişkenli İstatistiksel Yöntemler. Ankara, Detay Yayıncılık, 2013. Aziz, Aysel, Sosyal Bilimlerde Araştırma Yöntemleri ve Teknikleri. Ankara, Nobel Yayın Dağıtım, 2008.
  • Baiman, Stanley ve Tim Baldenius. “Nonfinancial Performance Measures as Coordination Devices”, The Accountıng Review. Vol. 84, No. 2, 2009, s.299–330.
  • Bang, Vasant V. ve Sharad L. Joshi. “Market Expansion Strategy–Performance Relationship”, Journal of Strategic Marketing. Vol. 18, No. 1, 2010, s.57–75.
  • Banker, Rajiv D.; Gordon Potter ve Dhinu Srinivasan. “An Empirical Investigation of An Incentive Plan That Includes Nonfinancial Performance Measures”, The Accounting Review. Vol.75, No.1, 2000, s.65-92.
  • Barney, J. “Firm Resources And Sustained Competitive Advantage”, Journal of Management. 17, (1), 1991, s.99-120.
  • Benner, M.J. ve M.L. Tushman. “Exploitation, Exploration, And Process Management: The Productivity Dilemma Revisited”, Academy Management Review. 28, (2), 2003, s.238–256.
  • Bodwell, W. ve T. J. Chermack. “Organizational Ambidexterity: Integrating Deliberate and Emergent Strategy with Scenario Planning”, Technological Forecasting and Social Change. 77, 2010, s.193– 202.
  • Büyüköztürk, Ş.; E. K. Çakmak; Ö. E. Akgün; Ş. Karadeniz ve F. Demirel, Bilimsel Araştırma Yöntemleri. Ankara, Pegem Akademi, , 2009.
  • Cantarello, Silvia; Antonella Martini ve Anna Nosella. “A Multi-Level Model for Organizational Ambidexterity in the Search Phase of the Innovation Process”, Creativity And Innovation Management. 2012, Volume 21, Number 1.
  • Cao, Q., Gedajlovic, E. ve H. Zhang. “Unpacking Organizational Ambidexterity: Dimensions, Contingencies, and Synergistic Effects”, Organization Science. 20, 2009, s.781–96.
  • Carmeli, A. ve M. Y. Halevi. “How Top Management Team Behavioural Integration and Behavioural Complexity Enable Organizational Ambidexterity: The Moderating Role of Contextual Ambidexterity”, The Leadership Quarterly. 20, 2009, s.207–218.
  • Chen, Yen-Chun; Po-Chien Li ve Kenneth R. Evans. “Effects Of Interaction And Entrepreneurial Orientation On Organizational Performance: Insights Into Market Driven And Market Driving”, Industrial Marketing Management. 41, 2012, s.1019–1034.
  • Chi, Christina G. ve Dogan Gursoy. “Employee Satisfaction, Customer Satisfaction, And Financial Performance: An Empirical Examination”, International Journal of Hospitality Management. 28, 2009, s.245–253.
  • Çalık, Metin; Remzi Altunışık ve Nihal Sütütemiz. “Bütünleşik Pazarlama İletişimi, Marka Performansı Ve Pazar Performansı İlişkisinin İncelenmesi”, Uluslararası Yönetim İktisat ve İşletme Dergisi. Cilt 9, Sayı 19, 2013, s.137-162.
  • Çatı, Kahraman; Cenk Murat Koçoğlu ve Levent Gelibolu. “Müşteri Beklentileri İle Müşteri Sadakati Arasındaki İlişki: Beş Yıldızlı Bir Otel Örneği”, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi. Cilt 19, Sayı 1, 2010, s.429-446.
  • Çokluk, Ö.; G. Şekercioğlu ve Ş. Büyüköztürk, Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları. Ankara, Pegem Akademi, 2010.
  • Davidson, J. “Transforming the Value of Company Reports Through Marketing Measurement”, Journal of Marketing Management. 15, (8), 1999, s.757-777.
  • Demir, Şirvan Şen. “Avrupa Müşteri Memnuniyet Endeksi Modeli: Uluslar Arası Otel İşletmelerine Yönelik Bir Uygulama”, Uluslar arası İnsan Bilimleri Dergisi. 2012, Cilt.9, Sayı.1.
  • Diamantopoulos, Adamantios ve Judy A. Siguaw. Introducing LISREL A Guide for The Uninitiated, Sage Publication, London, 2000.
  • Fahy, John. “The Resource-Based View Of The Firm: Some Stumblingblocks On The Road To Understanding Sustainable Competitive Advantage”, Journal of European Industrial Training. 24, 2, 3, 4, 2000 , s.94-104.
  • Farrell, A. D. “Structural Equation Modeling With Longitudinal Data: Strategies for Examining Group Differences and Reciprocal Relationships”, Journal of Consulting and Clinical Psychology. Vol.62, No.3, 1994, s.477-487.
  • Feng, Taiwen; Linyan Sun ve Ying Zhang. “The Effects Of Customer And Supplier Involvement On Competitive Advantage: An Empirical Study In China”, Industrial Marketing Management. 39, 2010, s.1384–1394.
  • Fornell, Claes ve David F. Larcker. “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error” Journal of Marketing Research. Vol. 18, 1981, s.39-50.
  • Gibson, C.B. ve J. Birkinshaw. “The Antecedents, Consequences, and Mediating Role of Organizational Ambidexterity”, Academy of Management Journal. 47, 2004, s.209–26.
  • Gonzalez-Benito, Oscar ve Javier Gonzalez-Benito. “Cultural vs. Operational Market Orientation And Objective vs. Subjective Performance: Perspective of Production And Operations”, Industrial Marketing Management. 34, 2005, s.797– 829.
  • Hacıoğlu, Güngör. “Pazarlama Performans Ölçütleri: Bir Literatür Taraması”, Yönetim Ve Ekonomi. 2012, Cilt:19, Sayı:1.
  • He, Z.L. ve P. K. Wong. “Exploration vs. Exploitation: An Empirical Test of the Ambidexterity Hypothesis”, Organization Science. 15, 2004, s.481–494.
  • Hershberger, S. L., G.A. Marcoulides ve M. M. Parramore. Structural Equation Modeling: Applications in Ecological and Evolutionary Biology, Cambridge University Press. 2003, NY, USA.
  • Homburg, C.; M. Grozdanovic ve M. Klarmann. “Responsiveness to Customers And Competitors: The Role Of Affective And Cognitive Organizational Systems”, Journal of Marketing. 71, 2, 2007, s.18-38.
  • Homburg, Christian, Harley Krohmer ve John P. Workman. “Strategic Consensus And Performance: The Role Of Strategy Type And Marketrelated Dynamism”, Strategic Management Journal Strat. Mgmt. Journal. 20, 1999, s.339–357.
  • Hsu, Chia-Wen; Yung-Chih Lien ve Homin Chen. “International Ambidexterity And Firm Performance In Small Emerging Economies”, Journal Of World Business. 48, 2013, s.58–67.
  • Ittner, Chrisyopher D. ve David F. Larcker. “Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction”, Journal of Accounting Research. Vol. 36, 1998, s.1-35.
  • Jansen, J. J. P.; G. George; Frans A.J. Van den Bosch ve H. W. Volberda. “Senior TeamAttributes and Organizational Ambidexterity: The Moderating Role of Transformational Leadership”, Journal of Management Studies. 45, 2008, s.982–1007.
  • Jayachandran, Satish; Kelly Hewett ve Peter Kaufman. “Customer Response Capability in a Sense-and-Respond Era: The Role of Customer Knowledge Process”, Journal of the Academy of Marketing Science. Vol.32, No.3, 2004, s.219-233.
  • Judge, William Q. ve Christopher P. Blocker. “Organizational Capacity For Change And Strategic Ambidexterity”, European Journal Of Marketing. Vol. 42, No. 9/10, 2008, s.915-926.
  • Kalaycı, Şeref. SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara, Asil Yayın Dağıtım, 2016.
  • Kandemir, Destan; Attila Yaprak ve S. Tamer Cavusgil. “Alliance Orientation: Conceptualization, Measurement, and Impact on Market Performance”, Journal of the Academy of Marketing Science. Volume 34, No. 3, 2006, s.324-340.
  • Kim, Hye-Ran. “Developing An Index Of Online Customer Satisfaction”, Journal of Financial Services Marketing. Vol. 10, 1, 2005, s.49–64.
  • Kurtuluş, Kemal, Araştırma Yöntemleri. İstanbul, Türkmen Kitabevi, 2010.
  • Lambert, Richard A. “Customer Satisfaction and Future Financial Performance Discussion of Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction”, Journal of Accounting Research. 1998, Vol. 36.
  • Laurencelle, Louis ve Dupuis François-A. Statistical Tables, Explained and Applied, River Edge, SG: World Scientific Publishing Co., 2002.
  • Lavie, Dovev; Uriel Stettner ve Michael L. Tushman. “Exploration and Exploitation Within and Across Organizations”, The Academy of Management Annals. Vol. 4, No. 1, 2010, s.109–155.
  • Leonidou, Leonidas C.; Constantinos N. Leonidou; Thomas A. Fotiadis ve Athina Zeriti. “Resources And Capabilities As Drivers Of Hotel Environmental Marketing Strategy: Implications For Competitive Advantage And Performance”, Tourism Management. 35, 2013, s.94-110.
  • Lertpachin, Chaiyutha; Boonthawan Wingwon ve Thanakorn Noithonglek. “The Effect Of Marketing Focus, Innovation And Learning Organization On The Building Of Competitive Advantages: Empirical Evidence From ISO 9000 Certified Companies”, Journal of Strategic Marketing. Vol. 21, No. 4, 2013, s.323–331.
  • Lessard, Donald; Rafael Lucea ve Luis Vives. “Building Your Company’s Capabilities Through Global Expansion”, Sloan Management Review. 2013, 61.
  • Li, Suhong; Bhanu Ragu Nathan; T.S. Ragu Nathan ve S. Subba Rao. “The Impact Of Supplychain Management Practices On Competitive Advantage And Organizational Performance”, The International Journal Of Management Science. Omega, 34, 2006, s.107-124.
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IMPACT OF AMBİDEXTROUS MARKETİNG ON MARKET AND NONFİNANCİAL PEFORMANCE INDİCATORS VİA SUSTAİNABLE COMPETİTİVE ADVANTAGE: A STUDY ON INFORMATİON TECHNOLOGY SECTOR

Yıl 2018, Cilt: 10 Sayı: 2, 31 - 52, 31.12.2018

Öz

In this research, impact of ambidextrous marketing on market and non-financial
peformance indicators via sustainable competitive advantage is revealed using Structural Equation Model (SEM). As research universe, Small and Medium-Sized
Enterprises (SME) operating in information technology in Turkey have been
selected. 392 usable questionnaires were obtained. According to the results of the
model; marketing exploitation has positive effect on non-financial performance
indicators via market performance. Marketing exploration has positive effect on
market and non-financial performance indicators via sustainable competitive
advantage.

Kaynakça

  • Alpar, Reha, Uygulamalı Çok Değişkenli İstatistiksel Yöntemler. Ankara, Detay Yayıncılık, 2013. Aziz, Aysel, Sosyal Bilimlerde Araştırma Yöntemleri ve Teknikleri. Ankara, Nobel Yayın Dağıtım, 2008.
  • Baiman, Stanley ve Tim Baldenius. “Nonfinancial Performance Measures as Coordination Devices”, The Accountıng Review. Vol. 84, No. 2, 2009, s.299–330.
  • Bang, Vasant V. ve Sharad L. Joshi. “Market Expansion Strategy–Performance Relationship”, Journal of Strategic Marketing. Vol. 18, No. 1, 2010, s.57–75.
  • Banker, Rajiv D.; Gordon Potter ve Dhinu Srinivasan. “An Empirical Investigation of An Incentive Plan That Includes Nonfinancial Performance Measures”, The Accounting Review. Vol.75, No.1, 2000, s.65-92.
  • Barney, J. “Firm Resources And Sustained Competitive Advantage”, Journal of Management. 17, (1), 1991, s.99-120.
  • Benner, M.J. ve M.L. Tushman. “Exploitation, Exploration, And Process Management: The Productivity Dilemma Revisited”, Academy Management Review. 28, (2), 2003, s.238–256.
  • Bodwell, W. ve T. J. Chermack. “Organizational Ambidexterity: Integrating Deliberate and Emergent Strategy with Scenario Planning”, Technological Forecasting and Social Change. 77, 2010, s.193– 202.
  • Büyüköztürk, Ş.; E. K. Çakmak; Ö. E. Akgün; Ş. Karadeniz ve F. Demirel, Bilimsel Araştırma Yöntemleri. Ankara, Pegem Akademi, , 2009.
  • Cantarello, Silvia; Antonella Martini ve Anna Nosella. “A Multi-Level Model for Organizational Ambidexterity in the Search Phase of the Innovation Process”, Creativity And Innovation Management. 2012, Volume 21, Number 1.
  • Cao, Q., Gedajlovic, E. ve H. Zhang. “Unpacking Organizational Ambidexterity: Dimensions, Contingencies, and Synergistic Effects”, Organization Science. 20, 2009, s.781–96.
  • Carmeli, A. ve M. Y. Halevi. “How Top Management Team Behavioural Integration and Behavioural Complexity Enable Organizational Ambidexterity: The Moderating Role of Contextual Ambidexterity”, The Leadership Quarterly. 20, 2009, s.207–218.
  • Chen, Yen-Chun; Po-Chien Li ve Kenneth R. Evans. “Effects Of Interaction And Entrepreneurial Orientation On Organizational Performance: Insights Into Market Driven And Market Driving”, Industrial Marketing Management. 41, 2012, s.1019–1034.
  • Chi, Christina G. ve Dogan Gursoy. “Employee Satisfaction, Customer Satisfaction, And Financial Performance: An Empirical Examination”, International Journal of Hospitality Management. 28, 2009, s.245–253.
  • Çalık, Metin; Remzi Altunışık ve Nihal Sütütemiz. “Bütünleşik Pazarlama İletişimi, Marka Performansı Ve Pazar Performansı İlişkisinin İncelenmesi”, Uluslararası Yönetim İktisat ve İşletme Dergisi. Cilt 9, Sayı 19, 2013, s.137-162.
  • Çatı, Kahraman; Cenk Murat Koçoğlu ve Levent Gelibolu. “Müşteri Beklentileri İle Müşteri Sadakati Arasındaki İlişki: Beş Yıldızlı Bir Otel Örneği”, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi. Cilt 19, Sayı 1, 2010, s.429-446.
  • Çokluk, Ö.; G. Şekercioğlu ve Ş. Büyüköztürk, Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları. Ankara, Pegem Akademi, 2010.
  • Davidson, J. “Transforming the Value of Company Reports Through Marketing Measurement”, Journal of Marketing Management. 15, (8), 1999, s.757-777.
  • Demir, Şirvan Şen. “Avrupa Müşteri Memnuniyet Endeksi Modeli: Uluslar Arası Otel İşletmelerine Yönelik Bir Uygulama”, Uluslar arası İnsan Bilimleri Dergisi. 2012, Cilt.9, Sayı.1.
  • Diamantopoulos, Adamantios ve Judy A. Siguaw. Introducing LISREL A Guide for The Uninitiated, Sage Publication, London, 2000.
  • Fahy, John. “The Resource-Based View Of The Firm: Some Stumblingblocks On The Road To Understanding Sustainable Competitive Advantage”, Journal of European Industrial Training. 24, 2, 3, 4, 2000 , s.94-104.
  • Farrell, A. D. “Structural Equation Modeling With Longitudinal Data: Strategies for Examining Group Differences and Reciprocal Relationships”, Journal of Consulting and Clinical Psychology. Vol.62, No.3, 1994, s.477-487.
  • Feng, Taiwen; Linyan Sun ve Ying Zhang. “The Effects Of Customer And Supplier Involvement On Competitive Advantage: An Empirical Study In China”, Industrial Marketing Management. 39, 2010, s.1384–1394.
  • Fornell, Claes ve David F. Larcker. “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error” Journal of Marketing Research. Vol. 18, 1981, s.39-50.
  • Gibson, C.B. ve J. Birkinshaw. “The Antecedents, Consequences, and Mediating Role of Organizational Ambidexterity”, Academy of Management Journal. 47, 2004, s.209–26.
  • Gonzalez-Benito, Oscar ve Javier Gonzalez-Benito. “Cultural vs. Operational Market Orientation And Objective vs. Subjective Performance: Perspective of Production And Operations”, Industrial Marketing Management. 34, 2005, s.797– 829.
  • Hacıoğlu, Güngör. “Pazarlama Performans Ölçütleri: Bir Literatür Taraması”, Yönetim Ve Ekonomi. 2012, Cilt:19, Sayı:1.
  • He, Z.L. ve P. K. Wong. “Exploration vs. Exploitation: An Empirical Test of the Ambidexterity Hypothesis”, Organization Science. 15, 2004, s.481–494.
  • Hershberger, S. L., G.A. Marcoulides ve M. M. Parramore. Structural Equation Modeling: Applications in Ecological and Evolutionary Biology, Cambridge University Press. 2003, NY, USA.
  • Homburg, C.; M. Grozdanovic ve M. Klarmann. “Responsiveness to Customers And Competitors: The Role Of Affective And Cognitive Organizational Systems”, Journal of Marketing. 71, 2, 2007, s.18-38.
  • Homburg, Christian, Harley Krohmer ve John P. Workman. “Strategic Consensus And Performance: The Role Of Strategy Type And Marketrelated Dynamism”, Strategic Management Journal Strat. Mgmt. Journal. 20, 1999, s.339–357.
  • Hsu, Chia-Wen; Yung-Chih Lien ve Homin Chen. “International Ambidexterity And Firm Performance In Small Emerging Economies”, Journal Of World Business. 48, 2013, s.58–67.
  • Ittner, Chrisyopher D. ve David F. Larcker. “Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction”, Journal of Accounting Research. Vol. 36, 1998, s.1-35.
  • Jansen, J. J. P.; G. George; Frans A.J. Van den Bosch ve H. W. Volberda. “Senior TeamAttributes and Organizational Ambidexterity: The Moderating Role of Transformational Leadership”, Journal of Management Studies. 45, 2008, s.982–1007.
  • Jayachandran, Satish; Kelly Hewett ve Peter Kaufman. “Customer Response Capability in a Sense-and-Respond Era: The Role of Customer Knowledge Process”, Journal of the Academy of Marketing Science. Vol.32, No.3, 2004, s.219-233.
  • Judge, William Q. ve Christopher P. Blocker. “Organizational Capacity For Change And Strategic Ambidexterity”, European Journal Of Marketing. Vol. 42, No. 9/10, 2008, s.915-926.
  • Kalaycı, Şeref. SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara, Asil Yayın Dağıtım, 2016.
  • Kandemir, Destan; Attila Yaprak ve S. Tamer Cavusgil. “Alliance Orientation: Conceptualization, Measurement, and Impact on Market Performance”, Journal of the Academy of Marketing Science. Volume 34, No. 3, 2006, s.324-340.
  • Kim, Hye-Ran. “Developing An Index Of Online Customer Satisfaction”, Journal of Financial Services Marketing. Vol. 10, 1, 2005, s.49–64.
  • Kurtuluş, Kemal, Araştırma Yöntemleri. İstanbul, Türkmen Kitabevi, 2010.
  • Lambert, Richard A. “Customer Satisfaction and Future Financial Performance Discussion of Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction”, Journal of Accounting Research. 1998, Vol. 36.
  • Laurencelle, Louis ve Dupuis François-A. Statistical Tables, Explained and Applied, River Edge, SG: World Scientific Publishing Co., 2002.
  • Lavie, Dovev; Uriel Stettner ve Michael L. Tushman. “Exploration and Exploitation Within and Across Organizations”, The Academy of Management Annals. Vol. 4, No. 1, 2010, s.109–155.
  • Leonidou, Leonidas C.; Constantinos N. Leonidou; Thomas A. Fotiadis ve Athina Zeriti. “Resources And Capabilities As Drivers Of Hotel Environmental Marketing Strategy: Implications For Competitive Advantage And Performance”, Tourism Management. 35, 2013, s.94-110.
  • Lertpachin, Chaiyutha; Boonthawan Wingwon ve Thanakorn Noithonglek. “The Effect Of Marketing Focus, Innovation And Learning Organization On The Building Of Competitive Advantages: Empirical Evidence From ISO 9000 Certified Companies”, Journal of Strategic Marketing. Vol. 21, No. 4, 2013, s.323–331.
  • Lessard, Donald; Rafael Lucea ve Luis Vives. “Building Your Company’s Capabilities Through Global Expansion”, Sloan Management Review. 2013, 61.
  • Li, Suhong; Bhanu Ragu Nathan; T.S. Ragu Nathan ve S. Subba Rao. “The Impact Of Supplychain Management Practices On Competitive Advantage And Organizational Performance”, The International Journal Of Management Science. Omega, 34, 2006, s.107-124.
  • Li, Da-yuan ve Juan Liu. “Dynamic Capabilities, Environmental Dynamism, And Competitive Advantage: Evidence From China”, Journal of Business Research. 67, 2014, s.2793–2799.
  • Lisboa, Ana; Dionysis Skarmeas ve Carmen Lages. “Entrepreneurial Orientation, Exploitative And Explorative Capabilities, And Performance Outcomes In Export Markets: A Resource-Based Approach”, Industrial Marketing Management. 40, 2011, s.1274-1284.
  • Lubatkin, M.H.; Z. Simsek; Y. Ling ve J. F. Veiga. “Ambidexterity and Performance in Smallto Medium-Sized Firms: The Pivotal Role of Top Management Team Behavioral Integration”, Journal of Management. 32, 2006, s.646–672.
  • March, J.G. “Exploration and Exploitation in Organizational Learning”, Organization Science. 2, 1991, s.71–87.
  • Morales, Victor J. Garcia; Francisco Javier Llorens Montes ve Antonio J. Verdu Jover. “Influence Of Personal Mastery On Organizational Performance Through Organizational Learning And Innovation In Large Firms And SMEs”, Technovation. 27, 2007, s.547–568.
  • Morgan, Neil A. ve Lopo Leotte Rego. “The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance”, Marketing Science. Vol. 25, No. 5, 2006, s. 426– 439.
  • O’Reilly, C. A. ve M. L. Tushman. “Ambidexterity as a Dynamic Capability: Resolving the Innovator’s Dilemma”, Research in Organizational Behavior. 2008, 28, s.185–206.
  • Qureshi, Shahid ve Jan Kratzer. “An Investigation of Antecedents and Outcomes of Marketing Capabilities in Entrepreneurial Firms: An Empirical Study of Small Technology-Based Firms in Germany”, Journal of Small Business and Entrepreneurship. 24, 1, 2012, s.49–66.
  • Ray, G.; Barney, J. B. ve Muhanna, W. A. “Capabilities, Business Process, And Competitive Advantage: Choosing The Dependent Variable In Empirical Tests Of The Resource-Based View”, Strategic Management Journal. 25, (1), 2004, s.23–37.
  • Reisinger, Y. ve L. Turner. “Structural Equation Modeling With Lisrel: Application in Tourism”, Tourism Management. Vol.20, 2009, s.71-88.
  • Rothaermel, F. T. ve M. T. Alexandre. “Ambidexterity in Technology Sourcing: The Moderating Role of Absorptive Capacity”, Organization Science. 20, 2009, s.759–80.
  • Sarkees, M.; J. Hulland ve J. Prescott. “Ambidextrous Organizations And Firm Performance: The Role Of Marketing Function Implementation”, Journal of Strategic Marketing. 18, (2), 2010, s.165-184.
  • Schilke, Oliver. “On The Contingent Value Of Dynamic Capabilities For Competitive Advantage: The Nonlinear Moderating Effect Of Environmental Dynamism”, Strategic Management Journal. 35, 2014, s.179–203.
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  • Snoj, Boris; Vladimir Gabrijan ve Borut Milfelner. “Internal And External Market Orientation As Organizational Resources-Consequences For Market And Financial Performance”, Trziste. Vol. 22, 2, 2010, s.223 - 241.
  • Srivastava, Rajendra K.; Tasadduq A. Shervani ve Liam Fahey. “Market-Based Assets and Shareholder Value: A Framework for Analysis”, Journal of Marketing. Vol. 62, 1998, s.2-18.
  • Şimşek, Ömer Faruk, Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve LISREL Uygulamaları, Ankara. Ekinoks Yayınları, , 2007.
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  • Vorhies, D. W. ve N. A. Morgan. “Benchmarking Marketing Capabilities For Sustainable Competitive Advantage”, Journal of Marketing. 69, 2005, s.80–94.
  • Vorhies, Douglas W.; Linda M. Orr ve Victoria D. Bush. “Improving Customer-Focused Marketing Capabilities And Firm Financial Performance Via Marketing Exploration And Exploitation”, Journal of The Academy Marketing Science. 39, 2011, s.736–756.
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Toplam 74 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Emrah Tokgöz

Yayımlanma Tarihi 31 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 10 Sayı: 2

Kaynak Göster

APA Tokgöz, E. (2018). ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*. Organizasyon Ve Yönetim Bilimleri Dergisi, 10(2), 31-52.
AMA Tokgöz E. ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*. Organizasyon ve Yönetim Bilimleri Dergisi. Aralık 2018;10(2):31-52.
Chicago Tokgöz, Emrah. “ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*”. Organizasyon Ve Yönetim Bilimleri Dergisi 10, sy. 2 (Aralık 2018): 31-52.
EndNote Tokgöz E (01 Aralık 2018) ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*. Organizasyon ve Yönetim Bilimleri Dergisi 10 2 31–52.
IEEE E. Tokgöz, “ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*”, Organizasyon ve Yönetim Bilimleri Dergisi, c. 10, sy. 2, ss. 31–52, 2018.
ISNAD Tokgöz, Emrah. “ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*”. Organizasyon ve Yönetim Bilimleri Dergisi 10/2 (Aralık 2018), 31-52.
JAMA Tokgöz E. ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*. Organizasyon ve Yönetim Bilimleri Dergisi. 2018;10:31–52.
MLA Tokgöz, Emrah. “ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*”. Organizasyon Ve Yönetim Bilimleri Dergisi, c. 10, sy. 2, 2018, ss. 31-52.
Vancouver Tokgöz E. ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*. Organizasyon ve Yönetim Bilimleri Dergisi. 2018;10(2):31-52.