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Pazar Oryantasyonu Boyutlarinin Firma Performansina Etkileri

Listed author(s):
  • Cagri Bulut


    (Yasar Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Uluslararasi Ticaret ve Finansman Bolumu)

  • Cengiz Yilmaz


    (Bogazici Universitesi, Iktisadi Idari Bilimler Fakultesi, Pazarlama Bolumu)

  • Lutfihak Alpkan


    (Gebze Yuksek Teknoloji Ensititusu, Isletme Fakultesi, Isletme Bolumu)

Pazar oryantasyonu, musterilerin beklenti ve ihtiyaclarini anlamaya, tatmin etmeye ve onlara verilen degeri azami kilmaya yonelik organizasyonel faaliyetlerin butunudur. Bu calismada musteri odaklilik, rakip odaklilik ve departmanlar arasi koordinasyon pazar oryantasyonunun bilesenleri olarak ele alinmis olup, firma yenilik ve finansal performansina etkileri, genis capli bir saha arastirmasi ile incelenmistir. Yapisal denklik modellemesi ile test edilen arastirma hipotezlerinin bulgulari, gerek uygulamacilara gerekse bu alanda calisan akademisyenlere onemli sonuclar sunmaktadir.

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Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

Volume (Year): 9 (2009)
Issue (Month): 2 ()
Pages: 513-538

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Handle: RePEc:ege:journl:v:9:y:2009:i:2:p:513-538
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  1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
  2. Yilmaz, Cengiz & Alpkan, Lutfihak & Ergun, Ercan, 2005. "Cultural determinants of customer- and learning-oriented value systems and their joint effects on firm performance," Journal of Business Research, Elsevier, vol. 58(10), pages 1340-1352, October.
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