The effect of product differentiation strategy on innovation : An application in private hospitals

Yıl 2020, Cilt: 7 Sayı: 4, 273 - 283, 01.12.2020

Levent Yücel , Gül Banu Dayanç Kıyat

Öz

It is observed that there is a significant increase in the performance of businesses that are dependent on at least one of the competitive strategies. With the inclusion of different quality and number of hospitals in the system, tourism, education, etc. As in other sectors, hospitals also need to determine their competitive strategies. The main purpose of the research conducted in this context is to determine the effect of product differentiation strategy on innovation from competitive strategies. The research was conducted on 303 private hospital employees operating in Istanbul. After descriptive statistics, exploratory and confirmatory factor analyzes were applied for both scales. The validity and reliability of the scales were ensured with the structural modifications made to ensure sectoral and cultural harmony. Afterwards, normality and descriptive statistics were examined. Finally, correlation and regression analyzes were conducted to test the research hypotheses. As a result of the research, it has been determined that there is a positive and positive relationship between product differentiation strategy and innovation and that the product differentiation strategy has a positive effect on innovation. This result shows that the adoption of the product differentiation strategy in hospitals has a direct effect on the success of innovation practices. 

Anahtar Kelimeler

Product Differentiation Strategy, Innovation, Private Hospitals

Ürün farklılaştırma stratejisinin inovasyon üzerindeki etkisi: Özel hastanelerde bir uygulama

Öz

Rekabet stratejilerinden en az birine bağlılığın işletmelerin bir strateji geliştirememesinden daha yüksek performansla sonuçlanacağı görüşünden hareketle, uygun bir strateji ortamına sahip işletmelerin en yüksek performansı gösterirken, stratejilerini değiştirmeyen işletmelerin performansında bir değişiklik olmamakta ve stratejilerini uygun bir strateji ortamına doğru değiştiren işletmelerin ise performansında bir artış olduğu görülmektedir. Hastaneler özelinde de benzer bir durumun varlığı söz konusudur. Pazar yapısı ve rekabet arasındaki ilişkilerin doğası gereği, farklı nitelik ve sayıda hastanenin sisteme dahil olması ile diğer işletmelerde olduğu gibi hastaneler arasındaki rekabette de önemli bir artış olduğu görülmektedir. Bu kapsamda yapılan araştırmanın temel amacı, rekabet stratejilerinden olan ürün farklılaştırma stratejisinin inovasyon üzerindeki etkisini tespit etmektir. Araştırma, İstanbul’da faaliyet gösteren özel hastane çalışanları üzerinde gerçekleştirilmiştir. Anket tekniği ile toplanan 303 adet veri, SPSS 21 ve AMOS 20 istatistik paket programları ile analiz edilmiştir. Tanımlayıcı istatistikler sonrasında, her iki ölçek için keşfedici ve doğrulayıcı faktör analizleri uygulanmıştır. Sektörel ve kültürel uyumu sağlamaya yönelik olarak gerçekleştirilen yapısal modifikasyonlarla birlikte ölçeklerin geçerlilik ve güvenilirlikleri sağlanmıştır. Devamında normallik ve betimleyici istatistikler incelenmiştir. Son olarak ise, araştırmaya ait hipotezleri test etmek maksadıyla korelasyon ve regresyon analizleri yapılmıştır. Yapılan araştırmanın sonucunda, ürün farklılaştırma stratejisi ile inovasyon arasında pozitif ve olumlu bir ilişki bulunduğu ve ürün farklılaştırma stratejisinin inovasyon üzerinde pozitif bir etkiye sahip olduğu tespit edilmiştir. Bu sonuç, hastanelerde ürün farklılaştırma stratejisinin benimsenmesinin, inovasyon uygulamalarının başarısının artmasında doğrudan etkisi olduğunu göstermektedir.

Anahtar Kelimeler

Ürün Farklılaştırma Stratejisi, İnovasyon, Özel Hastaneler

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