Duygusal Yetenek ile Pazarlama Yeteneği Arasındaki İlişkiler ve İşletme Performansına Etkileri

İşletmenin içsel kapasitesinin önemli bir boyutunu oluşturan duygusal yetenek kavramı, bir işletmenin çalışanlarını nasıl cesaretlendireceğini, güçlendireceğini ve örgütsel bağlılıklarını sağlayacaklarını açıklamaktadır. Örgütsel etkileşimlerin sosyal ağı içerisine sinmiş bir yetenek olduğundan, taklit edilmesi zordur. Bu nedenle, işletmenin sürdürülebilir rekabet üstünlüğü elde etmesinde doğrudan bir etkiye sahiptir. Aynı zamanda, işletmenin temel yetkinlikleri üzerinden de performansını arttırmaktadır. Bu çalışmada, duygusal yetenek dinamikleri ile işletmenin temel yetkinliklerinden biri olan pazarlama yeteneği arasındaki ilişkiler ve işletme performansına etkileri araştırılmıştır. Türkiye'nin çeşitli bölgelerinden 211 işletmenin 307 orta ve üst düzey yöneticisinden elde edilen veriler, öncelikle faktör ve güvenilirlik analizlerine tabi tutulmuştur. Hipotezleri test etmek üzere yapılan regresyon analizleri sonucunda ise, duygusal yetenek dinamiklerinin işletme performansını hem doğrudan hem de pazarlama yeteneği üzerinden olumlu yönde etkilediği bulgularına ulaşılmıştır.

The Relationships Among The Emotional and Marketing Capabilities, and Their Impact On Business Performance

Emotional capability concept, which constitute an important dimension of the internal capacity of the organization explains how an organization encourage, empower, and bind the employee to the organization. Because it is deeply embedded within the social network of the organizational interaction, it is difficult to imitate. Thus, an effective management of emotions in an organization can facilitate a sustainable competitive advantage. Also, an organization's emotional capability influences its performance via core-competencies of organization. In this study, the relationships among the emotional capability dinamics and marketing capability, which is one of the core-competencies of organization, and their impact on business performance have been researched. Research data collected from 307 managers of 211 firms from different regions of Turkey have first been subjected to factor and reliability analyses. Regression analyses have been used to test the hypotheses and the results show that emotional capability dinamics have positive effects both directly and via marketing capability on business performance.

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