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ÖRGÜTSEL KİMLİĞİN PAZAR ODAKLILIKTAKİ ROLÜ

The Role Of Organizational Identity On Market Orientation

Journal Name:

  • Yönetim ve Ekonomi Araştırmaları Dergisi

Publication Year:

  • 2006

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Organizational identity determines and shapes the behavior of the organization which is composed of the employees' subjective beliefs about the organization's characteristics. Explaining the concept of market orientation just as satisfying customer needs and wants would not be adequate. Market orientation is not just dealing with the customer; employees should also be taken into the consideration as a major stakeholder. Organization's identity affects the market orientation style of the organization. Organizational identity plays a crucial role in explaining business attitudes and behavior towards its market. For this reason when the market orientation is not one of the characteristics of organizational identity, it can constitute a barrier against market orientation. Study provides conceptual framework of market orientation and organizational identity and analyzes the role of organizational identity on market orientation
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Abstract (Original Language): 
İşletmelerin davranışlarını oluşturan ve şekillendiren unsur işletmenin sahip olduğu örgütsel kimliktir. Örgütsel kimlik çalışanların örgütün özelliklerine dair öznel inançlarından oluşmaktadır. Öte yandan, pazar odaklılık kavramı, müşteri istek ve ihtiyaçlarını tatmin etmek boyutuyla açıklandığında yetersiz kalmaktadır. Pazar odaklılık kavramından yalnızca müşteri ilişkileri anlaşılmamalı, işletmenin diğer paydaşları ve özellikle çalışanları bu sürece dahil edilmelidir. İşletmenin pazara odaklanma şekli, sahip olduğu kimlik özelliklerinden etkilenmektedir. Örgütsel kimlik, işletmenin pazara yönelik tutum ve davranışlarını açıklamada etkin bir rol oynamaktadır. Bu nedenle, pazar odaklılık kavramının bir örgüt kimliği özelliği olmaması pazar odaklılık önünde bir engel teşkil etmektedir. Bu çalışmada pazar odaklılık ve örgütsel kimlik kavramları açıklanmış ve örgütsel kimliğin pazar odaklılıktaki rolü incelenmiştir
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  • 1
88-98
  • Turkish

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