GİRİŞİMSEL PAZARLAMANIN FİRMA PERFORMANSINA ETKİSİ (ENTREPRENEURIAL MARKETING AND FIRM PERFORMANCE)
| Autor: | Çağrı BULUT, İge PIRNAR, Duygu SEÇKİN HALAÇ, Ayşenil Duygu ÖZTÜRK |
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| Jazyk: | English<br />Turkish |
| Rok vydání: | 2013 |
| Předmět: | |
| Zdroj: | Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol 15, Iss 2, Pp 209-232 (2013) |
| Druh dokumentu: | article |
| ISSN: | 1302-3284 1308-0911 |
| Popis: | The aim of this study is to investigate the effects of dimensions of “entrepreneurial marketing” on firm performance. With this aim, 139 employees from 45 firms specialized in plastics and rubbers industry in Izmir Ataturk Organized Industrial Zone is selected and survey method is used to analyze the collected data. According to factor analyses results, entrepreneurial marketing shows a multidimensional structure consisting of resource orientation, value orientation, proactive orientation, risk taking orientation, customer orientated innovativeness and opportunity orientation where performance criteria shows a two-dimensional structure consisting of innovative and financial performance. Multiple regression analyses indicate that value and risk taking orientation dimensions of entrepreneurial marketing has significant and positive effects on innovative performance where only value orientation has a significant and positive effect on financial performance. |
| Databáze: | Directory of Open Access Journals |
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