Mikro Ölçekli Girişimlerde Pazar Yönlülüğün Yenilik Performansı Üzerindeki Etkisi: Eskişehir’deki Mikro Ölçekli Girişimlerde Bir Araştırma

Pazar yönlülük ve yenilik performansı arasındaki ilişkiyi ele alan çalışmalar, genellikle büyük işletmeler düzeyinde gerçekleştirilmiştir. Bu araştırmada, Eskişehir'de faaliyet gösteren mikro ölçekli girişimlerin yenilik performansı üzerinde pazar yönlülüğün etkisi incelenmiştir. Pazar yönlülüğün yanı sıra, mikro girişimlerin yaşadığı işletmecilik sorunlarının da yenilik performansı üzerinde bir etkisi olup olmadığı tespit edilmeye çalışılmıştır. Farklı sektörlerden 1769 mikro girişimden toplanan verilerden elde edilen bulgulara göre, pazar yönlülüğün rakip odaklılık ve işletme içi koordinasyon boyutu ile mikro işletmelerin yaşadığı genel işletmecilik sorunlarının yenilik performansı üzerinde etkili olduğu tespit edilmiştir. Araştırma pazar yönlülük yaklaşımının mikro girişimlerde de geçerli olduğunu, ancak değişen işletme koşullarına bağlı olarak, mikro girişimler düzeyinde yeni bir pazar yönlülük uyarlamasının yapılması gerekliliğini ortaya koymuştur

Effect of Market Orientation on Innovation Performance of Micro Enterprises: Research on Micro Enterprises in Eskişehir

Most research on market orientation and its effect on innovation performance are related to large firms. This study aims to investigate the effect of market orientation on innovation performance of micro enterprises operating in Eskisehir. In addition to market orientation, this research also tries to explore whether business problems that micro enterprises encounter would have an impact on innovation performances of these enterprises. To test the proposed relationships, data gathered from 1769 micro enterprises operating in various areas was used, and the analysis revealed that market orientation and business problems micro enterprises encounter have significant impact on innovation performance. The research confirmed that market orientation behavior applies to micro enterprises, however, it also demonstrated that a new approach of market orientation is essential for micro enterprises due to changing business circumstances

PDF

___

Abramson, N. R., Ai, J. X., (1997). “Using Guanxi-Style Buyer-Seller Relationship in China: Reducing Uncertainty and Improving Performance Outcomes”, Thunderbird International Business Review, Vol. 39, No. 6, 765-804.
Acs, Z. J., Desai, S., Hessels, J., (2008). “Entrepreneurship, Economic Development and Institutions”, Small Business Economics, Vol. 31, No. 3, 219-34.
Akova, B., Ulusoy, G., Payzın, E., Kaylan, A. R., (1998). “New Product Development Capabilities of the Turkish Electronics Industry”, Proceedings of the Fifth International Product Development Management Conference, Como, Italy, 863– 876.
Altunışık, R., Coşkun, R., Bayraktaroğlu, S., Yıldırım, E., (2012). Sosyal Bilimlerde Araştırma Yöntemleri, 7. Baskı, Seçkin Yayınevi, Ankara.
Alhakimi, W., Baharun, R., (2009). “A Synthesis Model of Market Orientation Constructs Toward Building Customer Value: A Theoretical Perspective”, African Journal of Marketing Management, Vol. 1, No. 2, 43- 49.
Alpkan, L., Yilmaz, C., Kaya, N., (2007). “Market Orientation and Planning Flexibility in SMEs”, International Small Business Journal, Vol. 25, No. 2, 152–172.
Beck, T., Demirgüc, Kunt, A., Levine, R., (2005). “SMEs, Growth, and Poverty: CrossCountry Evidence”, Journal of Economic Growth, Vol. 10, No. 3, 199-229.
Blankson, C., Stokes, D., (2002). “Marketing Practices in the UK Small Business Sector. Marketing Intelligence & Planning, Vol. 20, No. 1, 49-61.
Blenker, P., (2000). “The Retarded Kid Brother: In Research of an Adequate Marketing Approach for Small Entrepreneurial Firms”, Working Paper No: 2000- 11, University of Aarhus, Denmark.
Brooksbank, R.., Kirby, D., Taylor, D., (2004). “Marketing in Survivor Medium-Sized British Manufacturing Firms: 1987-1997”, Europen Business Review, Vol. 16, No. 3, 292-306.
Bulut, Ç., Yılmaz, C., Lütfihak, A., (2009). “Pazar Oryantasyonu Boyutlarının Firma Performansına Etkileri”, Ege Akademik Bakış, Cilt 9, Sayı: 2, 513 – 538.
Cadogan, J. W., Diamantopoulos, A., (1995). “Narver and Slater, Kohli and Jaworski and the Market Orientation Construct: Integration and Internationalization”, Journal of Strategic Marketing, Vol. 3, No. 1, 41-60.
Calantone, J. R., Çavuşlugil, S. T., Zhao, Y., (2002). “Learning Orientation, Firm Innovation Capability, and Firm Performance”, Industrial Marketing Management, Vol. 31, No. 6, 515– 524.
Caldwell, D. F., O’Reillly, C., (2003). "The Determinants of Team-Based Innovation in Organizations", Small Group Resarch, Vol. 34, No. 4, 497-517.
Carr, J. C., Lopez, T. B., (2007). “Examining Market Orientation as Both Culture and Conduct: Modeling the Relationship Between Market Orientation and Employee Responses”, Journal of Marketing Theory and Practice, Vol. 15, No. 2, 113-123.
Cengiz, E., Ayyıldız, H., Kırkbir, F., (2005). “Yeni Ürün Geliştirme Sürecinin Başarısında Etkili Olan Faktörler”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt 24, Sayı: Ocak, Haziran, 133 – 147.
Chittithaworn, C., Islam, A., Yusuf, D.H.M., Keawchana, T., (2011). “Factors affecting business success of small & medium enterprises (SMEs) in Thailand”, Asian Social Science, Vol. 7, No. 5, 180-190.
Cooper, R. G., Kleinschmidt, E. J., (1987). “New Products: What Separates Winners From Losers?”, Journal of Production and Innovation Management, Vol. 4, No. 3, 169-84.
Cooper, R.G., (2000). “New Product Performance: What Distinguishes The Star Products”, Austria Journal of Management, Vol. 25, No. 1, 17-45.
Damanpour, F., Walker, M. R., Avellaneda, N. C., (2009).“Combinative Effects of Innovation Types and Organizational Performance: A Longitudinal Study of Service Organizations”, Journal of Management Studies, Vol. 46, No. 4, 650-675.
Deng, S., Dart, J., (1994). “Measuring Market Orientation: a Multi-Factor, Multi-Item Approach”, Journal of Marketing Management, Vol. 10, No. 8, 725-742.
Deshpande, R., Farley, J. U., Webster, F., (1993). “Corporate Culture, Customer Orientation, & Innovativeness in Japanese Firms: A Quadrad Analysis”, Journal of Marketing, Vol. 57, No. 1, 23-37.
Drucker, P., (1973). Management: Tasks, Responsibilities, Practices, Harper & Row Publishers, New York.
Drucker, P., (1985). “The Discipline Of The Innovator”, Harvard Business Review, Vol. 63, No. 3, 67–72.
Edmiston, K., (2007). “The Role of Small and Large Businesses in Economic Development”, Economic Review, Second Quarter 2007 (http://www.KansasCityFed.org Erişim Tarihi: 25.05.2016)
Erdil, S., Erdil, O., Keskin, H., (2013). “The Relationships Between Market Orientation, Firm Innovativeness and Innovation Performance”, Journal of Global Business and Technology, Vol. 1, No. 1, 4 – 15.
Everett, M. R., (1983). Diffusion of Innovations, Mc Millan Pub., New York. Felton, A. P., (1959). “Making the Marketing Concept Work”, Harvard Business Review, Vol. 37, No. July/August, 55-65.
Franco, M., Haase, H., (2010). “Failure Factors in Small and Medium-Sized Enterprises: Qualitative Study from an Attributional Perspective”, International Entrepreneurship and Management Journal, Vol. 2010, No. 6, 503-521.
Fumo, N. D. G., Jabbour, C. J. C., (2011). “Barriers Faced by MSEs: Evidence From Mozambique”, Industrial Management & Data Systems, Vol. 111, No. 6, 849- 868.
Gray, B.J., Matear, S., Boshoff, C., Matheson, P., (1998). “Developing a Better Measure of Market Orientation”, European Journal of Marketing, Vol. 32, No. 9, 884-903.
Greenley, G. E., (1995). “Market Orientation and Company Performance: An Empirical Evidence From UK Companies”, British Journal of Management, Vol. 6, No. 1, 1- 3.
Günday, G., (2007). “Innovation Models and Implementations at Firm Level in Manufacturing Industry”, (Unpublished Master Thesis), Sabancı University, İstanbul.
Hagedoorn, J., Cloodt, M., (2003). “Measuring Innovative Performance: Is There An Advantage In Using Multiple Indicators?” Research Policy, Vol. 32, No. 8, 1365– 1379.
Harris, L.C., (1998). “Cultural Domination: to Key to Market-Oriented Culture”, European Journal of Marketing, Vol. 32, No. 3/4, 354-373.
Harris, L.C., (2000). “The Organizational Bariers to Developing Market Orientation”, European Journal of Marketing, Vol. 34, No. 5/6, 598-624.
Harrison-Walker, L. J., (2001). “Measurement of Market Orientation and its Impact on Business Performance”, Journal of Quality Management, Vol. 6, No. 2, 139-172.
Hill, S. M., Blois, K., (1987). “New Small Technically-Based Firms and Industrial Distributors”, International Small Business Journal, Vol. 5, No. 3, 61-65.
Hirschman, E. C., (1983). “Religious Affiliation and Consumption Processes: An Initial Paradigm”, Research in Marketing, Vol. 6, 123-131.
Hogarth-Scott S, Watson K., Wilson N., (1996). “Do Small Businesses Have to Practise Marketing to Survive and Grow?”, Marketing Intelligence & Planning, Vol. 14, No. 1, 6-18.
Huang, X., Brown, A., (1999). “An Analysis and Classsification of Problems in Small Business”, International Small Business Journal, Vol. 18, No. 1, 73-75.
Jaworski, B. J., Kohli, A. K., (1993). “Market Orientation: Antecedents and Consequences”. Journal of Marketing, Vol. 57, No. 3, 53-70.
Jimenez, D. J., Valle, R. S., (2011). “Innovation, Organizational Learning and Performance”, Journal of Business Research, Vol. 64, No. 4, 408-417.
Jimenez-Zargo, A. I., Martinez-Ruiz, M. P., Izquierdo-Yusta, A., (2011). “Key Service İnnovation Drivers in The Tourism Sector: Empirical Evidence and Managerial Implications”, Service Business, Vol. 5, No. December, 339 – 360.
Jones, R., Rowley, J., (2011). “Entrepreneurial Marketing in Small Business: A Conceptual Exploration”, International Small Business Journal, Vol. 29, No. 1, 25-36.
Karadeniz, E., Göçer, K., (2007), “Internationalization of Small Firms: A Case Study of Turkish Small-and Medium-Sized Enterprises”, European Business Review, Vol. 19, No. 5, 387-403
Karahan, K., Özçiftçi, V., (2008). “Pazar Yönlülük: Aksaray İli Perakende Hizmet İşletmelerinde Bir Uygulama”, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Sayı: 20, 479 – 492.
Katwalo, A. M., (2010). “Competence and Critical Success Factor Development as an Avenue for Achieving Sustainable Micro and Small Enterprises in Africa”, Journal of Management Policy & Practice, Vol. 11, No. 5, 139-144.
Kivimöki, M., Lansisalmi, H., Elovainio, M., Heikkila, A., Lindstrom, K., Harisalo, R., Sipila, K. ve Puolimatka, L., (2000). “Communication as a Determinant of Organizational Innovation”, R&D Management, Vol. 30, 33-42.
Kohli, A. K., Jaworski, B. J., (1990). “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, Vol. 54, No. 2, 1 – 18.
KOSGEB, (2011). KOBİ Stratejisi ve Eylem Planı 2011-2013, (Erişim Adresi: http://www.tobb.org.tr/SiteAssets/Lists/DuyurularListesi/EditForm/KSEP%20201 1-2013.pdf).
Kotler, P., Levy, S. J., (1969). “Broadening the Concept of Marketing”, Journal of Marketing, Vol. 33, No. 1, 10-15.
Kotler, P., (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs To Know, New Jersey, Wiley.
Lear, R. W., (1963). “No Easy Road to Market Orientation”, Harvard Business Review, Vol. 41, No. 5, 73-80.
Lee, J., Miller D., (1999). “People Matter: Commitment to Employees, Strategy and Performance in Korean Firms”, Strategic Management Journal, Vol. 20, No. 6, 579-593.
McCartan-Quinn, D., Carson, D., (2003). ‘Issues Which İmpact Upon Marketing in the Small Firm’, Small Business Economics, Vol. 21, No. 2, 201-213.
McNamara, C. P., (1972). “The Present Status of the Marketing Concept”, Journal of Marketing, Vol. 36, No. 1, 50-7.
Mead, D., Liedholm, C., (1998). “The Dynamics of Micro and Small Enterprises in Developing Countries”, World Development, Vol. 26, 61–74.
Meeus, M. T. H., Oerlemans, L. A. G., (2000). “Firm Behaviour and Innovative Performance: An Empirical Exploration of the Selection-Adaptation Debate”, Research Policy, Vol. 29, No. 1, 41-58.
Messikomer, E. E., (1987), “Marketing Changes the Corporate Culture – A Company Study”, The Journal of Business & Industrial Marketing, Vol. 2, No. 4, 53-8 . Narver, J. C., Slater, S. F., (1990). “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, Vol. 54, No. 4, 20 – 35.
Neely, A., Hii, J., (1998). “Innovation and Business Performance: A Literature Review”, The Judge Institute of Management Studies, University of Cambridge: London.
Nikoomaram, H., Maatoofi, A. R., (2011). “The Effect of Learning Orientation on Market Orientation and Performance in Small-Sized Firms: Evidence From Iran”, European Journal of Social Sciences, Vol. 18, No. 4, 632 – 642.
Oke, A., (2007), “Innovation Types and Innovation Management Practices in Service Companies”, International Journal of Operations and Production Management, Vol. 27, No. 6, 564-587.
OECD (2005). Oslo Manual: Proposed Guidelines for Collecting and Interpreting Technological Innovation Data, 2nd Ed., (Erişim Adresi: https://www.oecd.org/innovation/inno/oslomanualproposedguidelinesforcollecting andinterpretingtechnologicalinnovationdata2ndedition.htm)
Peçen, Ü., Kaya, N., (2013). “Amerika Birleşik Devletleri Firmalarında İnsan Kaynakları Yönetimi Uygulamaları, Organizasyonel İklim ve Organizasyonel Yenilikçilik Düzeyi”, Doğuş Üniversitesi Dergisi, Cilt 14, Sayı: 1, 95-111.
Pelham, A. M., Wilson, D., (1996). “A Longitudinal Study of the Impact of Market Structure, Firm Structure, Strategy and Market Orientation Culture on Dimensions of Small-Firm Performance”, Journal of The Academy of Marketing Science, Vol. 24, No. 1, 27-43.
Peters, T. J., Waterman, R. H., (1982). In Search of Excellence: Lesson from America’s Best-Run Companies, Harper Row, New York.
Philip, M., (2011), “Factors Affecting Business Success of Small & Medium Enterprises (SMEs)”, Amity Global Business Review, Vol. 6, Issue 1, 118-136.
Pitt, L. Carauna, A., Berthon, P. R., (1996). “Market Orientation and Business Performance: Some European Evidence”, International Marketing Review, Vol. 13, No. 1, 5–18.
Robicheaux, R. A., Coleman, J., (1994). “The Structure of Marketing Relationships”, Journal of the Academy of Marketing Science, Vol. 22, No: Winter, 38-51.
Ruekert, R. W., (1992). “Developing a Market Orientation: An Organisational Strategy Perspective”, International Journal of Research in Marketing, Vol. 9, No. 3, 225- 245.
Rogers, E., (2003). Diffusion of Innovations, Free Press, New York.
Schumpeter, J., (1912). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle, Harvard University Press, Cambridge: MA.
Selnes, F., Jaworski, B. J., Kohli, A. K., (1996). “Market Orientation in United States and Scandinavian Companies: A cross-Cultural Study”, Scandinavian Journal of Management, 1Vol. 2, No. 2, 139-157.
Sheikh, S., Pecher, I, Steiber, N., Heckl, E., (2002). “Support Services for Micro, Small, and Sole Proprietor’s Businesses”, European Commission’s Enterprise Directorate, Brussels.
Slater, S. F., Narver, J. C., (1994). “Does Competitive Environment Moderate the Market Orientation-Performance Relationship?”, Journal of Marketing, Vol. 58, No. 1, 46 – 55.
Smith, M. H., Smith, D., (2007), “Implementing Strategically Aligned Performance Measurement in Small Firms”, International Journal of Production Economics, No. 106, Vol. 2, 393-408.
Spillan, J. E., Li, X., Totten, J. W., Mayolo, C. A., (2009). “An Exploratory Analysis of Market Orientation of Small and Medium –Sized Business (SMEs) in Peru”, Panorama Socioeconomico, Vol. 27, No. 39, 136 – 149.
Stel, A. V., Carree, M., Thurik, R., (2005). “The Effect of Entrepreneurial Activity on National Economic Growth”, Small Business Economics, Vol. 24, No. 3, 311-21.
Sevim, N., (2013). Küçük İşletme Yönetimi, Anadolu Üniversitesi AÖF Yayın No: 2819/1777, Saray Matbaacılık, Ankara.
Tung, J., (2012). “A Study of Product Innovation on Firm Performance”, The International Journal of Organizational Innovation, Vol. 4, No. 3, 84 – 97.
TÜİK, (2009). TÜİK İstatistikleri, (http:www.tuik.gov.tr Erişim Tarihi: 25.05.2014).
van Praag, M., Versloot, P., (2007). “What is The Value of Entrepreneurship? A Review of Recent Research”, Small Business Economics, Vol. 29, No. 4, 351-82.
Wang, Y., Costello, P., (2009). “An Investigation into Innovations in SMEs: Evidence from the West Midlands, UK”, Journal of Entrepreneurship, Vol. 18, No. 1, 65-93. Webster, F. E., (1994). Market Driven Management, Wiley, London.
Yau, O. H. M., McFetridge, P. R., Chow, R. P. M., Lee, J. S. Y., (2000). “Is Relationship Marketing for Everyone?”, European Journal of Marketing, Vol. 34, No. 9/10, 1111-1127.
Yörük, N., Ban, Ü., (2003). Kobi’lerin Finansman Sorunları ve Finansman Sorunlarının Kaynaklarının Belirlenmesine Yönelik Uygulama, Gazi Kitapevi, Ankara.
Zengin, H., Ekber, Ş., (2012). “Pazar Odaklılık Ölçeklerinin Tüketici Algılamaları Esasında Değerlendirilmesi”, Sakarya İktisat Dergisi, Cilt 1, Sayı: 2, 26-45.
Zortea-Johnston, e., Darroch, J., Matear, S., (2012). “Business Orientations and Innovation in Small and Medium Sized Enterprises”, International Entrepreneurship and Management Journal, Vol. 8, No. 2, 145-164.
http://www.tuik.gov.tr/PreHaberBultenleri.do?id=13146 Erişim tarihi: 22.06.2015.
http://www.tuik.gov.tr Erişim tarihi: 22.06.2015.
http://www.tsv2023.org Erişim tarihi: 28.04.2015.
http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21864 Erişim Tarihi: 21.03.2017