Lojistik işletmelerinin pazarlama yeteneklerinin rekabet avantajı ve işletme performansına etkisi
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Tarih
2020
Yazarlar
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Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Artan Dünya ticaret hacmi ile birlikte rekabet düzeyinin arttığı lojistik sektöründe faaliyet gösteren işletmelerin sürdürülebilir rekabet avantajı elde edebilmek için yeteneklerini gözden geçirmeleri zorunlu hale gelmiştir. Bu yeteneklerden en temel olanlardan birisi de kuşkusuz pazarlama yetenekleridir. Bu çalışma, örgütsel kaynaklar ve örgütsel yeteneklerin pazarlama yetenekleri üzerindeki etkisini ve bu yeteneklerin sonucunda oluşması beklenen rekabet avantajının işletme performansına etkisini araştırmayı amaçlamaktadır. Bu çerçevede oluşturulan kavramsal modelde ilk aşamada pazarlama yeteneklerinin örgütsel kaynaklar ve örgütsel yetenekler arasındaki ilişkisi değerlendirilmiş, ikinci aşamada ise pazarlama yetenekleri ve rekabet avantajı arasındaki etkileşim ve her ikisinin de işletme performansı üzerinde yarattığı etki test edilmiştir. Lojistik hizmet sağlayıcı 42 işletmeden elde edilen veriler ile Kısmi En Küçük Kareler Yöntemi - Yapısal Eşitlik Modellemesi ile test edilen hipotezler, işletme performansı üzerinde sadece rekabet avantajının doğrudan etki yarattığını göstermektedir. Örgütsel kaynaklar ve yetenekler ile pazarlama yetenekleri, rekabet avantajının aracı değişken vazifesi görmesi ile işletme performansını dolaylı olarak etkilemektedir.
Together with the increasing World trade, the level of competition has also increased for the companies operating in the logistics sector and it has become obligatory for them to revise their capabilities. One of the most fundamental of these capabilities is undoubtedly marketing capabilities. This study aims to investigate the effect of organizational resources and organizational skills on marketing capabilities and the effect of competitive advantage, which is expected to be derived by these capabailities, on business performance. In the research model created within this framework, first, the relationship between marketing capabilities, organizational resources and organizational capabilities was evaluated. In the second part, the effect of marketing capabilities and competitive advantage on the business performance was tested, as well as the interplay between these two. The data was obtained from 42 logistics companies and the hypotheses were tested by Partial Least Squares-Structural Equation Modeling. Findings show that only the competitive advantage has a direct effect on business performance. Organizational resources and capabilities, as well as the marketing capabilities, indirectly influence business performance through the mediating role of competitive advantage.
Together with the increasing World trade, the level of competition has also increased for the companies operating in the logistics sector and it has become obligatory for them to revise their capabilities. One of the most fundamental of these capabilities is undoubtedly marketing capabilities. This study aims to investigate the effect of organizational resources and organizational skills on marketing capabilities and the effect of competitive advantage, which is expected to be derived by these capabailities, on business performance. In the research model created within this framework, first, the relationship between marketing capabilities, organizational resources and organizational capabilities was evaluated. In the second part, the effect of marketing capabilities and competitive advantage on the business performance was tested, as well as the interplay between these two. The data was obtained from 42 logistics companies and the hypotheses were tested by Partial Least Squares-Structural Equation Modeling. Findings show that only the competitive advantage has a direct effect on business performance. Organizational resources and capabilities, as well as the marketing capabilities, indirectly influence business performance through the mediating role of competitive advantage.
Açıklama
Anahtar Kelimeler
Örgütsel Kaynaklar, Örgütsel Yetenekler, Pazarlama Yetenekleri, Rekabet Avantajı, İşletme Performansı, Organizational Resources, Organizational Capabilities, Marketing Capabilities, Competitive Advantage, Business Performance
Kaynak
Uluslararası İktisadi ve İdari İncelemeler Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
0
Sayı
26
Künye
Koban, E., İşcioğlu, T. E. (2020). Lojistik işletmelerinin pazarlama yeteneklerinin rekabet avantajı ve işletme performansına etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (26), 35-52.
