Teknoloji Oryantasyonu: Yeniden Değerlendirme ve Gelecek Çalışmalar için Ajanda

Yıl 2019, Sayı: 86, 25 - 55, 31.05.2019

Duygu Seçkin Halaç

Öz

Teknoloji oryantasyonu ile ilgili çalışmalar stratejik pazarlama yönetimi yazınında 1990’ların sonlarına doğru ortaya çıkmıştır. Yazında stratejik oryantasyonlar firma seviyesinde kültür tabanlı kavramlar olarak ele alınsa da, teknoloji oryantasyonu ampirik çalışmalarda fonksiyonel seviyede işlevselleştirilmiştir. Ayrıca, günümüz rekabetçi ortamında teknolojinin önemi giderek artarken, teknoloj oryantasyonu diğer stratejik oryantasyonlarla karşılaştırıldığında daha az ele alınan bir kavram olarak gözükmektedir. Çok az sayıda niceliksel çalışmada bir değişken olarak ele alınmış olan teknoloji oryantasyonu, hiçbir çalışmada tek başına değerlendirilmemiştir. Bu çalışmada, 1997’den itibaren yapılmış olan teknoloji oryantasyonuna ilişkin işletme alan dergilerinde yayınlanmış çalışmalar, adapte ettikleri/oluşturdukları TO ölçekleri, araştırma dizaynı ana başlıkları, hangi ilişkilerin test edilmiş olduğu ve araştırma bulguları bağlamında ele alınmış ve karşılaştırılmıştır. Dolayısıyla, bu çalışmanın amacı yazında kavramsal ve ampirik çalışmalar arasındaki boşluğu ortaya çıkarmak ve teknoloji oryantasyonunun çok boyutluluğuna ilişkin bir yapı önermektir.

Anahtar Kelimeler

Teknoloji oryantasyonu, Stratejik oryantasyonlar, Çok boyutlu yapı önerisi

Technology Orientation: A Reassessment and a Future Research Agenda

Öz

Studies on technology orientation was started in the late 1990s in the strategic marketing management literature. Although strategic orientations were all recognized as firm level cultural-based terms, technology orientation was operationalized as a functional level concept in the quantitative studies. Moreover, considering the importance of technology in the new competitive era, technology orientation was understudied comparing with other strategic orientations. Just few quantitative articles include technology orientation as a variable, while none of them focuses on the concept solely. This paper summaries and compares quantitative technology orientation studies that have been published in business related refreed journals since 1997 in terms of adopted/constructed scales for measuring TO, research design headlines, which relations are tested, and which findings were reached. The gap in the literature is determined regarding to current conceptual and empirical works. Therefore, the aim of this study is to portrait the gap in the literature regarding to current conceptual and empirical works on and propose a multidimensional construct for technology orientation.

Anahtar Kelimeler

Technology orientation, Strategic orientations, Multidimensional construct proposal

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