Maddi Olmayan Firma Sermayesi ile Pazar Odaklı Öğrenme Arasında Pazarlama Yeteneklerinin Aracılık Rolünün İncelenmesi

Yıl 2023, Sayı: 78, 459 - 473, 25.10.2023

İçlem Er , Aydın Kayabaşı

https://doi.org/10.51290/dpusbe.1366681

Öz

Bu çalışmanın amacı, maddi olmayan firma sermayesi ile pazar odaklı öğrenme ilişkisinde pazarlama yeteneklerinin aracılık rolünü incelemektir. Çalışma, yapılandırılmış anket yöntemi yoluyla yürütülmüştür. Araştırma ölçeği, literatürde yaygın şekilde kullanılan ölçeklerden adapte edilmiştir. Araştırma sonuçlarına göre, maddi olmayan firma sermayesinin, pazar odaklı öğrenme ve pazarlama yeteneklerini etkilediği belirlenmiştir. Buna ek olarak, pazarlama yeteneklerinin de pazar odaklı öğrenmeyi etkilediği ve pazarlama yeteneklerinin maddi olmayan firma sermayesi ve pazar odaklı öğrenme ilişkisinde kısmi aracılık etkisine sahip olduğu belirlenmiştir. Özellikle, boyutsal incelemede insan sermayesinin söz konusu ilişkide kısmi bir aracılık etkisine sahip olduğu görülmüştür. Literatürel katkı kapsamında, maddi olmayan firma sermayesinin pazarlama yetenekleri ve pazar odaklı öğrenmenin geliştirilmesinde katkı sağlayacağı ifade edilebilir. Bu sonuca dayalı olarak insan sermayesi, pazarlama yetenekleri ve pazar odaklı öğrenmeye yönelik önemli bir unsur olarak düşünülebilir.

Anahtar Kelimeler

Maddi olmayan firma sermayesi, pazarlama yetenekleri, pazar odaklı öğrenme, pazar odaklı şirket

Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning

Öz

The purpose of this study is to investigate the mediating role of marketing capabilities in the relationship between intangible firm capital and market-focused learning. The study was conducted by structured survey method. The research scale was adapted from the scales commonly used in the literature. According to the research results, it has been determined that intangible firm capital affects market-focusing learning and marketing skills. In addition to this, it has also determined that marketing skills affects market-focusing learning and it has partially mediated the relationship between intangible firm capital and market-focused learning. Especially, in the dimensional analysis, it is seen that human capital has a partial mediation effect in this relation. In this context, it can be stated that in the context of the literature contribution, the intangible firm capital will contribute to the improvement of marketing capabilities and market-focused learning. Based on this result, human capital can be considered as an important element for marketing capabilities and market-focused learning.

Anahtar Kelimeler

Intangible firm capital, marketing capabilities, market-focused learning, market-driven firm

Kaynakça

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