Girişimsel pazarlamanın firma performansına etkisi
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Date
2013
Authors
İGE PIRNAR
Duygu HALAÇ SEÇKİN
Ayşenil Duygu ÖZTÜRK
Cagri Bulut
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Abstract
Bu çalışmanın amacı “girişimsel pazarlama” boyutlarının firma performansı üzerine etkilerinin araştırılmasıdır. Bu amaçla İzmir Atatürk Organize Sanayi Bölgesi’nde plastik ve kauçuk sektöründe faaliyet gösteren 45 adet firmadan 139 çalışan ile anket yöntemi yoluyla toplanan veriler doğrultusunda analizler yapılmıştır. Faktör analizleri sonucunda girişimsel pazarlama proaktif odaklılık risk alma odaklılık müşteri odaklı yenilikçilik kaynak odaklılık değer odaklılık ve fırsat odaklılık olarak çok boyutlu bir yapı göstermiş performans kriterleri ise finansal performans ve yenilik performansı olarak iki boyutlu oluşmuştur. Çoklu regresyon analizleri sonucunda ise girişimsel pazarlama boyutlarından değer odaklılık ve risk alma odaklılığın yenilik performansı üzerinde ve değer odaklılığın ise finansal performans üzerinde anlamlı ve olumlu etkileri olduğu saptanmıştır.
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Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
Volume
15
Issue
2
Start Page
209
End Page
232
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