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GİRİŞİMSEL PAZARLAMANIN FİRMALARIN FİNANSAL PERFORMANSINA ETKİSİ

THE EFFECT OF ENTREPRENEURIAL MARKETING ON FIRMS’FINANCIAL PERFORMANCE

Journal Name:

  • Dumlupınar Üniversitesi Sosyal Bilimler Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firms’financial performance. The hypothesized relationships between dimensions of entrepreneurial marketing and financial performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness and innovativeness dimensions of entrepreneurial marketing are positively related with financial performance. Finally, the limitations of the study and the suggestions for future research will be presented
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Abstract (Original Language): 
Birbirinden farklıiki alanıbir araya getiren girişimsel pazarlama kavramı, sınırlıkaynaklarla belirsiz pazar ortamlarında fırsatlarıkovalayan firmaların pazarlama süreçlerini tanımlamak için kullanılmaktadır. Bu çalışmanın amacıgirişimsel pazarlamanın firmaların finansal performansıüzerindeki etkisini ortaya koymaktır. Girişimsel pazarlamanın boyutlarıve finansal performans arasındaki ilişkiye dair öne sürülen hipotezler, Türkiye’de üretim sektöründe faaliyet gösteren 560 KOBİyöneticisindenyapılandırılmışanket yoluyla elde edilen verilerle test edilmiştir. Yapılan analizler göstermiştir ki, proaktiflik ve yenilikçilik boyutlarıfinansal performans ile pozitif ilişkilidir. Son olarak, çalışmanın sınırlılıklarıve gelecek çalışmalar için öneriler sunulmaktadır.
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  • 35
97-106
  • Turkish

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