DOES THE LINK BETWEEN MARKETING ORIENTATION AND INNOVATION LEAD TO SUCCESS? A SURVEY BASED ON SEM IN TURKEY

Yıl 2014, XIV. Uluslararası Ekonometri Yöneylem Araştırması ve İstatistik Sempozyumu Özel Sayısı, 419 - 440, 01.10.2014

Metin Reyhanlıoğlu , Özden Akın

Öz

Innovation has
been long discussed to be an important element for sustaining a competitive
advantage. The relationship between market orientation and innovation has not
been argued enough in literature. Innovation can be defined as firms gain
position through an introduction of new technologies, production processes, and
products in the market place. According to the Schumpeterian view (1934) to
take a competitive advantage, firms should link between marketing and
innovation orientation. However, Drucker (1954) defines that the two basic
elements, of the firms’ are marketing and innovation, so that innovation
concept fits on the centrality of market orientation. The purpose of this study
is to investigate the impact of innovation on a firm's performance in the
context of product and marketing innovation among over 10.000 firms, the data
of which were provided by the Turkish Statistical Institute. It examines the relation
between firm innovation and financial performance as a firm performance
criterion. Structural Equation Modeling has used to analyze the possibility of
a marketing/innovation effect on performance model, as the basis of the
Community Innovation Statistics questionnaire survey.

Anahtar Kelimeler

Innovation Orientation, Marketing Innovation, Product Innovation

PAZARLAMA YÖNLÜLÜK İLE INOVASYON ARASINDAKİ İLİŞKİ BAŞARIYI GETİRİR Mİ? TÜRKİYE’DE SEM TEMELLİ BİR ARAŞTIRMA

Öz

İnovasyon,
rekabetin avantajının sürdürülmesinde önemli bir eleman olarak uzun süredir
tartışılmaktadır. Pazarlama odaklılık ile inovasyon arasındaki ilişki
literatürde yeterince tartışılmamıştır. İnovasyon firmaların yeni teknolojiler,
üretim süreçleri ve ürünler yoluyla pazarda bir pozisyon elde etmeleri olarak
tanımlanabilir. Schumpeteryan bakış açısına (1934) göre bir rekabet avantajı
elde etmek, firmaların pazarlama ile inovasyon odaklılık arasında bir bağ
oluşturmasıyla olmaktadır. Ancak, Drucker (1954) firmaların iki temel unsurunu
pazarlama ve inovasyon olarak açıklamakta ve inovasyon kavramını pazarlama
odaklılığının merkezine yerleşmektedir. Bu çalışmanın amacı, Türkiye İstatistik
Kurumu’ndan sağlanan yaklaşık 10.000’inin üzerinde firma verisi yoluyla ürün ve
pazar inovasyonu çerçevesinde inovasyonun firma performansı üzerindeki etkisini
araştırmaktır. Finansal performans ölçütü olarak finansal performans ile firma
inovasyonu arasındaki ilişki incelenmiştir. Pazarlama/İnovasyonun Performansa
Etkisi Modelinin analiz edilmesinde Topluluk İnovasyon İstatistikleri (Community Innovation Statistics) çerçevesinde
oluşturulmuş olan anket araştırması temelinde Yapısal Eşitlik Modeli
kullanılmıştır.

Anahtar Kelimeler

Pazarlama Odaklılık, İnovasyon Odaklılık, Pazarlama İnovasyonu, Ürün İnovasyonu, Yapısal Eşitlik Modeli (SEM)

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