Pazar yöneliminin firma performansına etkisini güçlendiren stratejik yönelimler: literatüre dayalı bütünsel bir model önerisi

Pazar yönelimi, firma performansına katkı sağlayan önemli bir stratejik yönelimdir. Ancak bugünkü rekabet şartlarında, sadece pazar yönelimine odaklanmak yerine, onu güçlendirecek ve performansa katkı sağlayacak, uygun stratejik yönelim karışımlarına ihtiyaç vardır. Literatürde yer alan çalışmalar, pazar yönelimi ile diğer stratejik yönelimleri (içsel pazarlama, girişimci, öğrenme, yenilikçi, ilişki, bilgi yönetim gibi) birlikte uygulayan işletmelerin, yalnızca pazar yönelimine odaklananlara göre, daha iyi performansa sahip olduklarını göstermektedir. Bu çalışmanın amacı; pazar yönelimi, alternatif stratejik yönelimler ile performans arasındaki ilişkileri gösteren bütünsel bir çerçeve sunmaktır. Böylece Türkçe literatürdeki önemli bir eksiğin giderilmesine katkı sağlanacaktır. Bu literatür çalışması, ampirik araştırmalar için destek sağlayabilecek ve uygulayıcılar da yapılacak araştırmaların sonuçlarından faydalanabileceklerdir.

Strategic orientations enriching the effect of market orientation on company performance: literature-based holistic model proposal

Market orientation is an important strategic orientation that contributes to company performance. However, in today's competitive environment, rather than focusing on just market orientation, there is a need for a strategic mix of strategic orientations that will strengthen it and contribute to performance. The studies in literature show that enterprises practicing market orientation together with other strategic orientations (e.g., internal marketing, entrepreneurial, learning, innovation, relationship, information management) have better performance than those focusing on just market orientation. The purpose of this study is to provide a holistic framework showing the relationships between market orientation, alternative strategic orientations and performance. Thus, it will make a contribution to resolve the absence in Turkish literature. The study of literature can provide a scientific ground for empiric studies and practitioners can benefit from the results of research.

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