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STRATEJİ ODAKLILIK VE FİRMA STRATEJİLERİNİN FİRMA PERFORMANSINA ETKİSİNİN ANALİZİ

ANALYSIS THE EFFECTS OF STRATEGY ORIENTATION AND FIRM STRATEGIESON FIRM PERFORMANCE

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Abstract (2. Language): 
Under the global competition conditions, firms have to evaluate the performance and analyse factors affecting its performance for understanding of current status, improving and making right strategic decisions. In this study, factors which influence the small and medium firms’ performance were analysed. Aquestionnaire designed for this purpose. The data for this research obtained from 76 manufacturing firms. Theproposed research model and hypotheses are statistically tested using SPSS 15.0. Thestudy showed that the relationships between firm strategies and firm performance are significant. The results also support the positive influences of technology orientation on firm performance.According to findings of this study, proactive strategy is the most effecting factor of firm performance. Also, customer orientation is second most affecting factor of firm performance. Technological orientation, aggressive strategy and defensive strategy influence firm performance, positivelyand significantly. But, contrary to expectations, competitor orientation and total quality management don’t have any significant effect on firm performance.
Abstract (Original Language): 
Küresel rekabet şartlarında firmalar, mevcut durumlarını doğru anlamak, geliştirmekve yerindestratejik kararlar alabilmek için performanslarını değerlendirmekve performanslarına etki eden faktörleri analiz etmek ihtiyacındadırlar. Bu çalışmada,küçük ve orta ölçekteki işletmelerin performanslarına etki eden faktörlerin analizi yapılmıştır. Bu amaçlabiranket geliştirilmiştir. Araştırma için veriler 76 imalat firmasından elde edilmiştir. Önerilen araştırma modeli ve hipotezler SPSS 15.0 yazılımı kullanılarak istatistiksel olarak test edilmiştir. Çalışma firma nınstratejitercihleri ile firma performansı arasındaki ilişkinin önemini ortaya koymuştur. Sonuçlarteknoloji odaklı olmanın firma performansını pozitif etkilediğini vurgulamaktadır.Bu araştırmanın sonuçlarına göre firma performansını en çok etkileyen faktörün yenilikçi strateji olduğu tespit edilmiştir. Müşteri odaklılık ise firma performansını etkileyen ikinci en önemli faktördür. Teknoloji odaklılık, saldırgan strateji ve savunmacı strateji de firma performansını pozitif yönde ve anlamlı bir şekilde etkilemektedir. Ancak, beklentilerin aksine, rakip odaklılıkve toplam kalite yönetimi firma performansı üzerinde bir etkigöstermemektedir.
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