Girişimci İşletmelerde Pazarlama Yeteneklerinin Belirleyicileri ve Sonuçlarının Araştırılması

Amaç – Girişimci işletmelerin, pazarda rekabet avantajını elde etmeleri için pazarlama yeteneklerini doğru bir şekilde geliştirmeleri gerekmektedir. Çalışmada, çevresel türbülansın yanı sıra işletmelerin girişimcilik yönlülüğü ve pazar yönlülüğü işletmelerin pazarlama yeteneklerinin bir belirleyicisi olarak analiz edilmiştir. İşletme performansı, pazarlama yetenekleri yapısının bir sonucu olarak analiz edilmiştir. Yöntem – Çalışma ,Eylül 2018- Ocak 2019 tarihleri arasında Antalya’da faaliyet gösteren 220 büyük ve orta boy işletmelerde gerçekleştirilmiştir. Verilerin elde edilmesinde anket yöntemi kullanılmıştır. Oluşturulan modeli test etmek için kısmi en küçük kareler yöntemi kullanılmıştır. Bulgular – Elde edilen sonuçlara göre; çevresel türbülansın, girişimci yönlülük ve pazar yönlülük üzerinde önemli bir etkiye sahip olduğu görülmüş, girişimci yönlülüğün pazar yönlülük ve pazarlama yetenekleri üzerinde, pazar yönlülüğün pazarlama yetenekleri üzerinde, pazarlama yeteneklerinin ve girişimci yönlülüğün işletme performansı üzerinde önemli bir etkiye sahip oldukları görülmüştür. Tartışma – Yapılan bu araştırmada girişimci işletmelerde çeşitli belirleyiciler ve pazarlama yeteneklerinin sonuçlarını test eden daha önceki araştırmalara dayanarak bütünleştirici bir çerçeve önerilmektedir.

Researching the Determinants and Results of Marketing Capabilities in Entrepreneur Business

Purpose – Entrepreneur businesses should properly develop their marketing capabilities in order to gain competitive advantage in the market. In this study besides environmental turbulence, the entrepreneurship orientation and market orientation of businesses are analyzed as a determinant of marketing capabilities of businesses. Design\methodology\approach – The performance of a business was analyzed as the result of its marketing capabilities structure. The study was conducted on 220 big and medium businesses operating in Antalya between the dates of September 2018 and January 2019. In the collection of the data, questionnaire method was used. In order to test the created model, partial least-square method was used. Findings – According to the acquired data; it was observed that environmental turbulence has an important effect on entrepreneurship orientation and market orientation, entrepreneurship orientation has an effect on market orientation and marketing capabilities, entrepreneurship orientation has an effect on marketing capabilities, marketing capabilities and entrepreneurship orientation have an important effect of the performance of the business. Discussion – In this research, an integrative framework is suggested based on the previous researches which tested the various determinants and marketing capabilities in entrepreneur businesses.

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