İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR

Mehmet Etlioğlu; Hafize Ayan

doi:10.33723/rs.1843816

TR EN

İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR

Öz

Bu çalışma, yoğun ve şiddetli rekabet ortamında pazarlama yeniliğinin işletme performansı ve rekabet avantajına etkileri ile rekabet avantajının işletme performansı üzerindeki etkilerini incelemeyi amaçlamaktadır. Çalışma Konya ilinde hızlı tüketim sektöründe kartopu örneklem yöntemi ile seçilmiş 412 üst ve orta düzey yöneticilerle anket yöntemi kullanılarak gerçekleştirilmiştir. Veriler SPSS 25.0 istatistik programı ile analiz edilmiştir. Analiz bulgularına göre, pazarlama yeniliği rekabet avantajını ve işletme performansını, rekabet avantajının da işletme performasını pozitif ve anlamlı düzeyde etkilediği sonuçlarına ulaşılmıştır. Özellikle pazarlama inovasyonu, işletme performansındaki değişimin yaklaşık %45'ini açıklamaktadır. Sonuçlar, işletmelerin artan rekabet koşullarında ayakta kalabilmek ve sürdürülebilir başarı elde edebilmek için inovasyon ve pazarlama süreçlerine sürekli yatırım yapması gerektiğini ortaya koymaktadır. Ayrıca, işletmelerin dinamik ve yoğun rekabet koşullarında sürdürülebilir rekabet ve işletme performansı için geleneksel yaklaşımların ötesine geçerek taklit edilmesi ve uygulanması zor stratejik pazarlama odaklı yeniliklere ve içsel kaynaklarını (varlıklar ve yetenekler) ve dışsal çevre koşullarını (rakipler ve pazar yapısı) kapsayan kapsamlı bir stratejik analiz ile uygun rekabet strateji/stratejilerini seçerek değer yaratmalılar.

Anahtar Kelimeler

Yenilik, Pazarlama Yeniliği, İşletme Performansı, Rekabet Stratejileri

Marketing Innovation and Competitive Strategies as Determinants of Business Performance: Empirical Evidence

Öz

This study aims to examine the effects of marketing innovation on business performance and competitive advantage, and the effects of competitive advantage on business performance, in a highly competitive environment. The study was conducted using a survey method with 412 upper and middle-level managers selected by snowball sampling in the fast-moving consumer goods (FMCG) sector in Konya province. Data were analyzed using the SPSS 25.0 statistical program. According to the analysis findings, marketing innovation positively and significantly affects competitive advantage and business performance, and competitive advantage also positively and significantly affect business performance. In particular, marketing innovation explains approximately 45% of the variation in business performance. The results reveal that businesses need to continuously invest in innovation and marketing processes to survive and achieve sustainable success in increasingly competitive conditions. Furthermore, in dynamic and highly competitive environments, businesses must go beyond traditional approaches to create value by adopting strategic marketing-focused innovations that are difficult to imitate and implement, and by selecting appropriate competitive strategy(s) through a comprehensive strategic analysis encompassing internal resources (assets and capabilities) and external environmental conditions (competitors and market structure).

Anahtar Kelimeler

Innovation, Marketing Innovation, Business Performance, Competition Strategies

Etik Beyan

Bu çalışma için Konya Gıda ve Tarım Üniversitesi Etik Kurulu’ndan 29.04.2024 tarihli ve [2024/04] 12 numaralı karar sayısı ile etik onay alınmıştır. Çalışmaya dahil edilen tüm katılımcılardan, araştırmanın amacı ve kapsamı hakkında bilgilendirilerek gönüllü katılım onayları alınmıştır. Verilerin gizliliği ve anonimliği korunmuştur. Çıkar Çatışması: Yazarlar, bu çalışmanın yürütülmesi, sonuçlarının raporlanması veya yayımlanması aşamasında herhangi bir kişi ya da kurumla çıkar çatışması bulunmadığını beyan ederler. Finansal Destek: Bu çalışma herhangi bir kurum veya kuruluştan finansal destek alınmadan yürütülmüştür.

Teşekkür

Araştırma sürecine katkı sağlayan tüm katılımcılara ve makalenin değerlendirme aşamasındaki değerli görüş ve önerileriyle çalışmanın niteliğini artıran anonim hakemlere teşekkür ederiz.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Dijital Pazarlama, Pazarlama Araştırma Metodolojisi, Pazarlama (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Mehmet Etlioğlu ^*
0000-0001-5341-5777
Türkiye

Hafize Ayan Bu kişi benim
0000-0000-0000-0000
Türkiye

Yayımlanma Tarihi

23 Şubat 2026

Gönderilme Tarihi

17 Aralık 2025

Kabul Tarihi

18 Şubat 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 9 Sayı: 1

DOI

https://doi.org/10.33723/rs.1843816

IZ

https://izlik.org/JA38WN93YR

APA

Etlioğlu, M., & Ayan, H. (2026). İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal, 9(1), 56-79. https://doi.org/10.33723/rs.1843816

AMA

1.Etlioğlu M, Ayan H. İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal. 2026;9(1):56-79. doi:10.33723/rs.1843816

Chicago

Etlioğlu, Mehmet, ve Hafize Ayan. 2026. “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”. R&S - Research Studies Anatolia Journal 9 (1): 56-79. https://doi.org/10.33723/rs.1843816.

EndNote

Etlioğlu M, Ayan H (01 Şubat 2026) İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal 9 1 56–79.

IEEE

[1]M. Etlioğlu ve H. Ayan, “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”, R&S - Research Studies Anatolia Journal, c. 9, sy 1, ss. 56–79, Şub. 2026, doi: 10.33723/rs.1843816.

ISNAD

Etlioğlu, Mehmet - Ayan, Hafize. “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”. R&S - Research Studies Anatolia Journal 9/1 (01 Şubat 2026): 56-79. https://doi.org/10.33723/rs.1843816.

JAMA

1.Etlioğlu M, Ayan H. İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal. 2026;9:56–79.

MLA

Etlioğlu, Mehmet, ve Hafize Ayan. “İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR”. R&S - Research Studies Anatolia Journal, c. 9, sy 1, Şubat 2026, ss. 56-79, doi:10.33723/rs.1843816.

Vancouver

1.Mehmet Etlioğlu, Hafize Ayan. İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR. R&S - Research Studies Anatolia Journal. 01 Şubat 2026;9(1):56-79. doi:10.33723/rs.1843816

R&S - Research Studies Anatolia Journal

https://dergipark.org.tr/rs

rsanatolia@gmail.com

İŞLETME PERFORMANSININ BELİRLEYİCİLERİ OLARAK PAZARLAMA YENİLİĞİ VE REKABET STRATEJİLERİ: AMPİRİK KANITLAR

Öz

Anahtar Kelimeler

Marketing Innovation and Competitive Strategies as Determinants of Business Performance: Empirical Evidence

Öz

Anahtar Kelimeler

Etik Beyan

Teşekkür

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster