Müfide Şule EREN, Emrah TOKGÖZ, Hasan GÜL, Onur SAYLAN

PAZAR ODAKLILIĞIN NİTEL PERFORMANS ÜZERİNDEKİ ETKİSİNDE ÖĞRENME ODAKLILIK VE YENİLİKÇİLİĞİN DÜZENLEYİCİ ETKİSİ

Bu araştırmada pazar odaklılık, öğrenme odaklılık, yenilikçilik ve nitel performans arasındaki ilişkileri incelemek amacıyla yapısal eşitlik modelinden (YEM) yararlanılmıştır.Araştırmanın ana kütlesini Türkiye’nin Marmara Bölgesinde faaliyet gösteren küçük ve orta boy işletmeler (KOBİ) oluşturmaktadır. Araştırma kapsamında kullanılabilir durumda 599 adet anket elde edilmiştir. Pazar odaklılık, öğrenme odaklılık, yenilikçilik ve nitel performans arasındaki ilişkilerin ortaya konması ve pazar odaklılığın nitel performans üzerindeki etkisinde, öğrenme odaklılığın ve yenilikçiliğin düzenleyici etkisinin araştırılması amacıyla oluşturulan modelin sonuçlarına göre; pazar odaklılık değişkeninin öğrenme odaklılık, yenilikçilik ve nitel performans değişkenleri üzerinde anlamlı ve pozitif etkileri vardır. Ayrıca pazar odaklılığın nitel performans üzerindeki etkisinde öğrenme odaklılık ve yenilikçiliğin düzenleyici etkisi olduğu görülmüştür.

Anahtar Kelimeler:

Pazar Odaklılık, Öğrenme Odaklılık, Yenilikçilik, Nitel Performans

THE IMPACT OF MARKET ORIENTATION ON QUALITATİVE PERFORMANCE: MODERATING EFFECTS OF LEARNING ORİENTATİON AND INNOVATIVENESS

In this research, the relationship among market orientation, learning orientation,innovativeness and qualitative performance is investigated using Structural EquationModel (SEM). Population of this study is the managers of Small and Medium-SizedEnterprises (SMEs) operating in Marmara Region in Turkey. 599 of the questionnairescollected are available within the scope of the research. Subject of the study is to reveal therelations among market orientation, learning orientation, innovativeness, and qualitativeperformance and to investigate the impact of market orientation on qualitative performancewith moderator effects of learning orientation and innovativeness. According to the resultsof the model, market orientation variable has significant and positive effects on learningorientation, innovativeness and qualitative performance variables. In addition, learningorientation and innovativeness play moderator role in the impact of market orientation onqualitative performance.

Keywords:

Market Orientation, Learning Orientation, Innovativeness, Qualitative Performance,

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