ÇİFT YETENEKLİ PAZARLAMANIN SÜRDÜRÜLEBİLİR REKABET AVANTAJI YOLUYLA PAZAR VE FİNANSAL OLMAYAN PERFORMANS GÖSTERGELERİ ÜZERİNDEKİ ETKİSİ: BİLİŞİM SEKTÖRÜNDE BİR ARAŞTIRMA*

Yıl 2018, Cilt: 10 Sayı: 2, 31 - 52, 31.12.2018

Emrah Tokgöz

Öz

Araştırmada, çift yetenekli pazarlama faaliyetlerinin sürdürülebilir rekabet
avantajı yoluyla pazar ve finansal olmayan performans göstergeleri üzerinde
etkisini ortaya koymayı amaçlayan bir Yapısal Eşitlik Modeli (YEM)
oluşturulmuştur. Araştırma evreni olarak, Türkiye’de bilişim sektöründe faaliyet
gösteren Küçük ve Orta Büyüklükteki İşletmeler (KOBİ) seçilmiştir. Araştırma
kapsamında kullanılabilir durumda 392 adet anket elde edilmiştir. Oluşturulan
modelin sonuçlarına göre; işletmeler, mevcut pazarlama yeteneklerini kullanarak,
pazar performansı yoluyla finansal olmayan performans göstergeleri üzerinde
olumlu etkiye sahip olabilecekleri anlaşılmıştır. Yeni pazarlama yetenekleri
keşfederek, sürdürülebilir rekabet avantajı yoluyla pazar ve finansal olmayan
performans göstergeleri üzerinde olumlu etkiye sahip olabilecekleri anlaşılmıştır.

Anahtar Kelimeler

Çift Yetenekli Pazarlama, Sürdürülebilir Rekabet Avantajı, Pazar Performansı, Finansal Olmayan Performans

IMPACT OF AMBİDEXTROUS MARKETİNG ON MARKET AND NONFİNANCİAL PEFORMANCE INDİCATORS VİA SUSTAİNABLE COMPETİTİVE ADVANTAGE: A STUDY ON INFORMATİON TECHNOLOGY SECTOR

Öz

In this research, impact of ambidextrous marketing on market and non-financial
peformance indicators via sustainable competitive advantage is revealed using Structural Equation Model (SEM). As research universe, Small and Medium-Sized
Enterprises (SME) operating in information technology in Turkey have been
selected. 392 usable questionnaires were obtained. According to the results of the
model; marketing exploitation has positive effect on non-financial performance
indicators via market performance. Marketing exploration has positive effect on
market and non-financial performance indicators via sustainable competitive
advantage.

Anahtar Kelimeler

Ambidextrous Marketing, Sustainable Competitive Advantage, Market Performans, Non-Financial Performance

Kaynakça

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