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Pazar Oryantasyonu Boyutlarinin Firma Performansina Etkileri

Author

Listed:
  • Cagri Bulut

    (Yasar Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Uluslararasi Ticaret ve Finansman Bolumu)

  • Cengiz Yilmaz

    (Bogazici Universitesi, Iktisadi Idari Bilimler Fakultesi, Pazarlama Bolumu)

  • Lutfihak Alpkan

    (Gebze Yuksek Teknoloji Ensititusu, Isletme Fakultesi, Isletme Bolumu)

Abstract

Pazar oryantasyonu, musterilerin beklenti ve ihtiyaclarini anlamaya, tatmin etmeye ve onlara verilen degeri azami kilmaya yonelik organizasyonel faaliyetlerin butunudur. Bu calismada musteri odaklilik, rakip odaklilik ve departmanlar arasi koordinasyon pazar oryantasyonunun bilesenleri olarak ele alinmis olup, firma yenilik ve finansal performansina etkileri, genis capli bir saha arastirmasi ile incelenmistir. Yapisal denklik modellemesi ile test edilen arastirma hipotezlerinin bulgulari, gerek uygulamacilara gerekse bu alanda calisan akademisyenlere onemli sonuclar sunmaktadir.

Suggested Citation

  • Cagri Bulut & Cengiz Yilmaz & Lutfihak Alpkan, 2009. "Pazar Oryantasyonu Boyutlarinin Firma Performansina Etkileri," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 9(2), pages 513-538.
    • Handle: RePEc:ege:journl:v:9:y:2009:i:2:p:513-538
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    References listed on IDEAS

    as
    1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    2. Yilmaz, Cengiz & Alpkan, Lutfihak & Ergun, Ercan, 2005. "Cultural determinants of customer- and learning-oriented value systems and their joint effects on firm performance," Journal of Business Research, Elsevier, vol. 58(10), pages 1340-1352, October.
    3. Shaker A. Zahra & Donald O. Neubaum & Galal M. El–Hagrassey, 2002. "Competitive Analysis and New Venture Performance: Understanding the Impact of Strategic Uncertainty and Venture Origin," Entrepreneurship Theory and Practice, , vol. 27(1), pages 1-28, January.
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    Cited by:

    1. Tarkan Tunç, 2020. "The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey," Istanbul Management Journal, Istanbul University Business School, vol. 0(89), pages 47-71, December.
    2. Muhammad Shahid Qureshi & Nergis Aziz & Sarfraz A. Mian, 2017. "How marketing capabilities shape entrepreneurial firm’s performance? Evidence from new technology based firms in turkey," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-15, December.

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    More about this item

    Keywords

    Pazar Oryantasyonu; Musteri Odaklilik; Rakip Odaklilik; Departmanlar Arasi Koordinasyon; Yenilik Performansi; Finansal Performans; Yapisal Denklik Modellemesi;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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