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Pazar Oryantasyonu Boyutlarinin Firma Performansina Etkileri


  • 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.

Suggested Citation

  • Cagri Bulut & Cengiz Yilmaz & Lutfihak Alpkan, 2009. "Pazar Oryantasyonu Boyutlarinin Firma Performansina Etkileri," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 9(2), pages 513-538.
  • Handle: RePEc:ege:journl:v:9:y:2009:i:2:p:513-538

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    References listed on IDEAS

    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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    1. repec:spr:jglont:v:7:y:2017:i:1:d:10.1186_s40497-017-0071-5 is not listed on IDEAS

    More about this item


    Pazar Oryantasyonu; Musteri Odaklilik; Rakip Odaklilik; Departmanlar Arasi Koordinasyon; Yenilik Performansi; Finansal Performans; Yapisal Denklik Modellemesi;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other


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