İTİBAR YÖNLÜLÜĞÜN PAZARLAMA STRATEJİSİ OLUŞTURMA ÜZERİNE ETKİSİ VE PERFORMANS ETKİLEŞİMİ: BİR ARAŞTIRMA

Bu çalışma, Ankara ili orta boy işletme listesine bağlı olarak 220 işletmeye anket yöntemi kullanılarak itibar yönlülüğün pazarlama stratejisi üzerine etkisi ve performans etkileşimini belirlemeye yönelik ampirik bir çalışmadır. Bu çalışma pazarlama yöneticilerinin işletmenin kurumsal itibarını oluşturma konusundaki tutumlarını ve eylemlerinin pazarlama performansı üzerindeki etkilerini belirlemektir. Bu araştırma için teorik gerekçe, paydaş teorisi, dinamik yetenekler teorisi ve stratejik seçim teorisidir. Çalışma, pazarlama stratejisi yazınına ve gelişmekte olan paydaş pazarlamasına katkıda bulunmaktadır. Kurumsal düzeyde itibar odaklı yapı ile pazarlama stratejilerinin fonksiyonel düzeydeki kararlar arasındaki teorik bağlantısını kurmaktadır. Verilerin analizinde kısmi en küçük kareler yöntemi ile model test edilmiştir. Elde edilen sonuçlara göre, itibar yönlülük paydaş bilinçli pazarlama stratejileri üzerinde pozitif bir etkisinin olduğu görülmüştür. Ayrıca paydaş bilinçli pazarlama stratejisinin kurumsal itibar ve pazarlama performansı üzerinde pozitif bir etkisinin olduğu görülmüş ve son olarak kurumsal itibarın pazarlama performansı üzerinde pozitif bir etkisinin olduğu görülmüştür. Analizde araştırmada oluşturulan dört hipotezde kabul edilmiş olup araştırma modeli tam olarak doğrulanmıştır. Bu araştırmadan elde edilen bulgular hem uygulamacılara hem de akademisyenlere önemli sonuçlar sunmakla birlikte pazarlama yazınına katkı sağlamaktadır.

THE INFLUENCE OF REPUTATION ORIENTATION ON THE CREATION OF MARKETING STRATEGY AND ITS INTERACTION WITH THE PERFORMANCE: A RESEARCH

This is an empirical study aiming to determine the influence of reputation orientation on the marketing strategy and its interaction with performance, carried out using the questionnaire method, on 220 businesses, in accordance with the medium size business list of Ankara province. The purpose of this study is to determine the attitudes of marketing managers on establishing an enterprise's corporate reputation and the effects of their actions on marketing performance. The theoretical justifications for this research are the stakeholder theory, the theory of dynamic capabilities and the strategic choice theory. The study contributes to the marketing strategy literature and to the stakeholder marketing, which has been developing. The study establishes a theoretical link between reputation-oriented structure, marketing strategies and the decisions in the functional level, in the corporate-level. In the analysis of the data, the model was tested with the partial least squares method. According to the results obtained, reputation orientation has a positive influence on stakeholder conscious marketing strategies. Moreover, it has been seen that the stakeholder conscious marketing strategy has a positive effect on corporate reputation and marketing performance. Finally, corporate reputation has a positive effect on marketing performance. In the analysis, four hypotheses formed in the study were accepted and the research model was fully confirmed. The findings obtained from this research contribute to the marketing literature, as well as presenting important results to both executives and academic personnel.

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