HALİT KESKİN, Songül ZEHİR, HAYAT AYAR ŞENTÜRK

PAZAR YÖNELİMİ VE FİRMA PERFORMANSI İLİŞKİSİ: FARKLILAŞTIRMA STRATEJİSİNİN ARACI ROLÜ

En dikkat çekici stratejik yönelimlerden biri olarak pazar yönelimi, müşterilerin beklenti ve ihtiyaçlarını anlamaya, tatmin etmeye ve benzersiz müşteri değeri sağlamaya yönelik örgütsel faaliyetlerin bütünüdür. Ancak hızla değişen rekabetçi çevrede, sadece pazar yönelimine odaklanmak yerine, onu güçlendirecek ve performansa katkı sağlayacak uygun rekabet stratejilerine de ihtiyaç vardır. Bu bağlamda çalışmada, pazar yönelimi bileşenleri, farklılaştırma stratejisi ve firma performansı finansal, pazar ve yenilik performansı arasındaki ilişkiler ampirik olarak incelenmiştir. 250 firma üzerinde gerçekleştirilen araştırma ile a pazar yönelimi değişkenlerinin firmanın farklılaştırma stratejisi ile pozitif ilişkili b farklılaştırma stratejisinin firma performansı ile pozitif ilişkili ve c farklılaştırma stratejisinin pazar yönelimi ile firma performansı arasında aracı etkisinin olduğu tespit edilmektedir.

Anahtar Kelimeler:

Pazar Yönelimi, Farklılaştırma Stratejisi, Firma Performansı

RELATIONSHIP BETWEEN MARKET ORIENTATION AND FIRM PERFORMANCE: THE MEDIATING ROLE OF DIFFERENTIATION STRATEGY

As one of the most salient strategic orientations, market orientation consists of organization-wide activities to provide unique and superior customer value and to understand and satisfy customer expectations and needs. However, in the rapidly changing competitive environment, rather than focusing on just market orientation, there is a need for competitive strategies that will strengthen and contribute to performance. In this study, we empirically investigated the relationship among the components of market orientation, differentiation strategy and firm performance i.e. financial, market and innovation performance . By investigating 250 firms, this paper shows that a the market orientation variables are positively related to differentiation strategy, b differentiation strategy is positively associated with firm performance and c differentiation strategy mediates the relationship between market orientation and firm performance

Keywords:

Market Orientation, Differentiation Strategy, Firm Performance,

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