PAZARLAMADA PARADİGMİK DEĞİŞİM -GİRİŞİMCİ PAZARLAMA DAVRANIŞLARININ BELİRLENMESİ VE GİRİŞİMCİ YÖNLÜLÜĞÜN ROLÜ: BİR ARAŞTIRMA- THE PARADIGMATIC CHANGE IN MARKETING - THE ROLE OF ENTREPRENEURIAL ORIENTATION AND THE DETERMINATION OF ENTREPRENEURIAL MARKETING BEHAVIOURS: A RESEARCH -

Bu çalışma, Ankara ili orta boy imalat işletme listesine bağlı olarak 225 işletmeye anket yöntemi kullanılarak girişimci pazarlama davranışlarının belirlenmesi ve girişimci yönlülüğün rolünü belirlemeye yönelik amprik bir çalışmadır. Çalışmada, ilk olarak, girişimci pazarlama davranışlarının bir sınıflandırılması ve girişimci yönlülük teorik olarak incelenmiş. İkinci olarak, girişimci yönlülüğün girişimci pazarlama üzerindeki etkisi ve girişimci yönlülük boyutlarının girişimci pazarlama boyutları üzerindeki etkisinin belirlenmesi amacıyla kısmi en küçük kareler yöntemi ile model testi gerçekleştirilmiştir. Elde edilen bulgularda, girişimci yönlülüğün girişimci pazarlama üzerinde güçlü ve pozitif bir etkisinin olduğu, ayrıca girişimci yönlülük boyutlarının bağımsız olarak girişimci pazarlama boyutlarının tamamı üzerinde istatistiksel olarak anlamlı ve pozitif etkilerinin olduğu görülmüştür. Bu çalışmada, işletmelerin girişimci pazarlama uygulamaları ile girişimci yönlülük arasındaki ilişki incelenmiştir. Girişimci yönlülük, girişimci pazarlamanın bir öncülü olduğunu ve araştırmacılara işletmelerin girişimci pazarlama uygulamalarını ölçerken girişimci yönlülüğün çok boyutlu bir yapı olarak ele alınmasını önermektedir. Türkçe yazında, girişimci pazarlama ve girişimci yönlülüğü bu şekilde ele alıp inceleyen bir çalışmaya rastlanmamıştır. Dolayısıyla çalışma sonucunda elde edilen bulgular hem uygulamacılara hem de akademisyenlere önemli sonuçlar sunmakta ve yazına katkı sağlamaktadır.

Anahtar Kelimeler:

Pazarlama Paradigması, Girişimci Pazarlama

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