Kurumsal girişimciliğin firma performansına etkisinde modern pazarlama anlayışının aracı rolü: Malatya ilinde bir uygulama
Küçük Resim Yok
Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Çalışmanın amacı kurumsal girişimciliğin firma performansına olan etkisini belirlemek ve bu etkide modern pazarlama anlayışının aracılık rolünü tespit etmektir. Ayrıca demografik özelliklere ve işletme özelliklerine bağlı olarak kurumsal girişimciliği, modern pazarlama anlayışını ve firma performansı anlayışını değerlendirirken katılımcılar arasında farklılık olup olmadığının tespiti de amaçlanmıştır. Araştırma Malatya ilinde 1.OSB ve 2.OSB bölgelerinde faaliyet gösteren firmalar üzerinde gerçekleştirilmiştir. Evrenin en doğru bir şekilde temsil edilebilmesi için tamsayım örnekleme yöntemi kullanılmıştır. Bu kapsamda OSB bölgelerinde faaliyette bulunan 230 adet firmadan yüz yüze ve telefonda anket uygulaması ile veriler toplanmıştır. Toplanan verilerin analizi SPSS 26 ve Process2.3 paket programları ile yapılmıştır. Faktör analizleri neticesinde bağımsız değişken, aracı değişken ve bağımlı değişkenin alt boyutları tespit edilmiştir. Çalışmada bağımsız değişken kurumsal girişimcilik üç boyut olarak risk alma, yenilikçilik ve stratejik yenilenme olarak ele alınmıştır. Aracı değişken olan modern pazarlama anlayışı ve bağımlı değişken firma performansı tek boyut üzerinden incelenmiştir. Analiz sonuçlarına göre kurumsal girişimciliğin firma performansı üzerindeki etkisinde modern pazarlama anlayışının aracılık rolünün olduğu sonucuna ulaşılmıştır.
The aim of the study is to determine the effect of corporate entrepreneurship on firm performance and to determine the mediating role of modern marketing approach in this effect. It was also aimed to determine whether there are differences among the participants when evaluating corporate entrepreneurship, modern marketing approach and firm performance understanding depending on demographic characteristics and business characteristics. The research was carried out on companies operating in the 1st OSB and 2nd OSB regions in Malatya province. In order to represent the population most accurately, the integer sampling method was used. In this context, data was collected from 230 companies operating in OSB regions through face-to-face and telephone surveys.The analysis of the collected data was made with SPSS 26 and Process2.3 package programs. As a result of factor analyses, sub-dimensions of the independent variable, mediator variable and dependent variable were determined. In the study, the independent variable corporate entrepreneurship is considered as three dimensions: risk taking, innovation and strategic renewal. The mediating variable, modern marketing approach, and the dependent variable, firm performance, were examined from a single dimension. According to the analysis results, it was concluded that the modern marketing approach has a mediating role in the effect of corporate entrepreneurship on firm performance.
The aim of the study is to determine the effect of corporate entrepreneurship on firm performance and to determine the mediating role of modern marketing approach in this effect. It was also aimed to determine whether there are differences among the participants when evaluating corporate entrepreneurship, modern marketing approach and firm performance understanding depending on demographic characteristics and business characteristics. The research was carried out on companies operating in the 1st OSB and 2nd OSB regions in Malatya province. In order to represent the population most accurately, the integer sampling method was used. In this context, data was collected from 230 companies operating in OSB regions through face-to-face and telephone surveys.The analysis of the collected data was made with SPSS 26 and Process2.3 package programs. As a result of factor analyses, sub-dimensions of the independent variable, mediator variable and dependent variable were determined. In the study, the independent variable corporate entrepreneurship is considered as three dimensions: risk taking, innovation and strategic renewal. The mediating variable, modern marketing approach, and the dependent variable, firm performance, were examined from a single dimension. According to the analysis results, it was concluded that the modern marketing approach has a mediating role in the effect of corporate entrepreneurship on firm performance.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
