PAZAR VE İNOVASYON YÖNELİMLİLİĞİN İHRACAT İŞLETMELERİNİN İNOVASYON VE İHRACAT PERFORMANSINA ETKİLERİ

Bu çalışmanın amacı ilgili yazın değerlendirmelerinden hareket edilerek, (1) pazar yönelimliliğin inovasyon yönelimlilik üzerinde etkisini (2) pazar yönelimliliğin inovasyon performansı üzerinde etkisini (3) inovasyon yönelimliliğin inovasyon performansı üzerinde etkisini (4) pazar yönelimliliğin ihracat performansı üzerinde etkisini (5) inovasyon yönelimliliğin ihracat performansı üzerinde etkisini ve (6) inovasyon performansının ihracat performansı üzerinde etkisini belirlemektir. Çalışmada İstanbul Tekstil ve Konfeksiyon İhracatçılar Birliği, Uludağ İhracatçılar Birliği ve İstanbul Maden ve Metaller İhracatçı Birliklerine üye işletmelerle araştırma yapılmıştır. Araştırma modeli Smart PLS kullanılarak yapısal eşitlik modellemesiyle test edilmiştir. 527 ihracat işletmesinden elde edilen verilere dayalı olarak gerçekleştirilen analiz sonucunda (1) pazar yönelimliliğin inovasyon yönelimlilik üzerinde (2) pazar yönelimliliğin alt boyutlarından olan rakip yönelimliliğin inovasyon performansı üzerinde (3) inovasyon yönelimliliğin inovasyon performansı üzerinde (4) pazar yönelimliliğin alt boyutlarından olan fonksiyonlar arası koordinasyonun ihracat performansı üzerinde ve (6) inovasyon performansının ihracat performansı üzerinde pozitif etkisinin olduğu bulunmuştur. İnovasyon yönelimliliğin ihracat performansı üzerinde anlamlı bir etkisi bulunmamıştır (5). Bu doğrultuda pazarlama yöneticileri, bu etkileri dikkate alarak pazar yönelimlilik boyutlarının ve inovasyon yönelimliliğin performanslarını artırmalarını sağlayacak stratejileri uygulamalıdırlar.

EFFECTS OF MARKET ORIENTATION AND INNOVATION ORIENTATION ON INNOVATION AND EXPORT PERFORMANCE OF EXPORT BUSINESSES

The purpose of this study is to determine, (1) the effect of market orientation on innovation orientation (2) the effect of market orientation on innovation performance (3) the effect of innovation orientation on innovation performance (4) the effect of market orientation on export performance (5) the effect of innovation orientation on export performance and (6) the effect of innovation performance on export performance. In the study, research was conducted among companies which are members of İstanbul Apparel Exporters' Association, Uludag Exporters’ Association and Istanbul Mineral and Metals Exporters’ Association. The research model was tested with structural equation modeling by using Smart PLS. As a result of the analysis based on the data obtained from 527 businesses, it was found that (1) the effect of market orientation on innovation orientation (2) the effect of competitor orientation, which is one of the sub-dimensions of market orientation on innovation performance (3) the effect of innovation orientation on innovation performance (4) the effect of interfunctional coordination, which is one of the sub-dimensions of market orientation on export performance and (6) the effect of innovation performance on export performance have positive effects. There isn’t observed any significant effect of innovation orientation on export performance (5). In this context, taking into account these effects, marketing managers implement strategies that will improve their performance on the dimensions of market orientation and innovation orientation.

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  • Yayıncı: ACC Publishing
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