Örgüt kültürü ve örgütsel yeniliğin pazarlama yeniliğine etkisi: Gazlı içecek sektöründe bir araştırma

Bu çalışmanın amacı örgüt kültürü ve örgütsel yeniliğin pazarlama yeniliği üzerindeki etkisini incelemektir. Araştırma için veriler gazlı içerecek sektöründeki firmalardan elde edilmiştir. Veri toplamada anket yöntemi kullanılmıştır. Toplam 223 adet anket formuyla elde edilen veriler faktör, korelasyon ve regresyon analizleriyle test edilmiştir. Araştırma sonuçları örgüt kültürü ve örgütsel yeniliğin pazarlama yeniliği üzerinde önemli ve anlamlı bir etkiye sahip olduğunu göstermiştir. Araştırmanın sonunda, bulgular yorumlanmış ve literatür ve uygulamacılar için muhtemel katkılar tartışılmıştır.

The effects of organizational culture and organizational innovation on marketing innovation: A research on carbonated beverage industry

The aim of this study is to examine the effects of organizational culture and organizational innovation on marketing innovation. Data for the research were collected from firms in the carbonated beverage industry. Data obtained by totally 223 survey forms were analyzed by factor analysis, correlation analysis, and regression analysis. Research findings showed that organizational culture and organizational innovation have an important and significant effect on marketing innovation. In the end of the study, the findings were interpreted and its potential contribution to the literature and practitioners were discussed.

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