PAZARLAMA KÜLTÜRÜ VE STRATEJİ ARASINDAKİ UYUMUN İŞLETME PERFORMANSINA ETKİSİ: BATI AKDENİZ BÖLGESİ İMALAT SEKTÖRÜNDE BİR UYGULAMA

Year 2019, Volume: 6 Issue: 2, 333 - 350, 29.08.2019

Nurhan Papatya , Tülay Özkan

https://doi.org/10.30798/makuiibf.531053

Cited By: 1

Abstract

Günümüz rekabet koşullarında pazarlama kültürüne
sahip ve resmin bütününü görebilen işletmeler doğru strateji üretecek ve
uygulayacaktır. Böylelikle etkili işlemler üstün performansla sonuçlanacaktır.
Bu savdan yola çıkarak çalışmanın amacı, pazarlama kültürü ve işletme
stratejisinin performans üzerindeki doğrudan etkisini ve pazarlama kültürü ile
işletme stratejisi arasındaki uyumun (kovaryanslar, aracı, düzenleyici etki)
işletme performansı üzerindeki etkisini ortaya çıkarmaktır. Bunun için Batı
Akdeniz Bölgesinde bulunan imalat sektöründeki 412 işletme sahip ve
yöneticilerine gönüllülük esasına göre yapılan ampirik çalışmadan elde edilen
veriler, Lisrel’de Yapısal Eşitlik Modeli analizine tabi tutulmuştur. Bulgular,
pazarlama kültürü ile işletme stratejisi arasındaki uyumun (kovaryansların
etkisi ve aracı etki) performansa etkisinin pozitif olduğunu göstermektedir.
Bununla birlikte işletmelerin daha çok analizci ve savunmacı yönde oldukları
anlaşılmaktadır.  Rakiplerine nispeten
performans konusunda ise ürünlerin kalitesi, kalite kontrol ölçüleri ve maliyet
avantajının ön plana çıktığı tespit edilmiştir. Bu da Bölge imalatçılarının
düşük ve orta düşük teknolojiye sahip imalat yapmalarından dolayı pazarlama
kültürü anlayışının daha çok duyarlı (pazar tarafından yönlendirilen) yönde
olduğu sonucunu ortaya çıkarmaktadır.

Keywords

Pazarlama Kültürü, Pazar Tabanlı Kültür, İşletme Stratejisi, Performans, Uyumun Etkisi, Pazar Tabanlı Strateji

THE EFFECT OF FIT BETWEEN MARKETING CULTURE AND STRATEGY ON BUSINESS PERFORMANCE: AN APPLICATION IN MANUFACTURING SECTOR OF WEST MEDITERRANEAN REGION

Abstract

In today's competitive conditions, businesses
that have a marketing culture and can see the whole picture will produce and
implement the right strategy. Thus, effective processes will result in superior
performance. Based on this argument, the aim of the study is to reveal the
direct impact of marketing culture and business strategy on performance and the
effect of the harmony between the marketing culture and business strategy
(covariances, mediator, moderator effect) on the performance of the enterprise.
For this purpose, the data obtained from the empirical study conducted on a
voluntary basis to 412 business owners and managers in the manufacturing sector
in the Western Mediterranean Region were subjected to the Structural Equation
Model analysis in the Lisrel. The findings show that the effect of marketing
culture and business strategy on business performance is positive and the
effect of harmony between marketing culture and business strategy (impact of
covariance and impact effect) on performance is positive. However, it is
understood that businesses are mostly analyst and defensive. It is determined
that the quality of products, quality control measures and cost advantage come
to the forefront in terms of performance relative to its competitors. This
leads to the conclusion that the concept of marketing culture is more sensitive
(market-driven) direction because of the low and medium low technology
manufacturing of the Regional manufacturers.

Keywords

Marketing Culture, Market-Based Culture, Business Strategy, Performance, Fit Effect, Market-based strategy

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