REKABET STRATEJİLERİ, İNOVASYON KÜLTÜRÜ VE YETENEKLERİN İŞLETME PAZAR PERFORMANSI ÜZERİNDEKİ ETKİSİ
Özet
Günümüz ekonomik yapısındaki makro ve mikro değişiklikler, küreselleşme hareketleri, bilgi iletişim teknolojisinde yaşanan ilerlemeler tüketicilerin talep yapısının değişmesine ve çeşitlenmesine yol açmıştır. Bu değişim ve dönüşüm işletmelerin, farklı stratejiler ortaya koyarak müşterilerin beklentilerine ve taleplerine daha hızlı bir şekilde cevap vermeleri gerekliliğini doğurmuştur. Böylece işletmeler arasında pazar paylarını ve kar marjını arttırmak adına mücadele başlamış, sonuç olarak yoğun bir rekabet ortamı oluşmuştur. İşletmelerin varlıklarını sürdürmek ve rakiplerini geçmek için farklı stratejiler üretmeleri zorunlu hale gelmiştir. Rekabetçi güce ulaşmak için önerilen stratejiler literatürde farklı ve çeşitlidir. Bu çalışmada ise; rekabet gücünün, örgütün sahip olduğu eşsiz ve kolay taklit edilemez yeteneklerden kaynaklandığını savunan kaynak temelli yaklaşım ile güç faktörünü, işletmelerin iç dinamiklerinden çok dış rekabetten dolayı yapması gereken bir zorunluluk olarak gören endüstri temelli yaklaşım üzerinde durulmuştur. Bu doğrultuda yürütülen çalışmanın amacı, işletmelerin inovasyon kültürünün ve rekabet stratejilerinin inovasyon yeteneklerine ve işletme pazar performansına doğrundan ve dolaylı etkisini araştırmaktır. Bu doğrultuda yapılan çalışma, Gaziantep Organize Sanayi Bölgesinde makine halısı üretimi faaliyetlerini sürdüren firmalar üzerinde gerçekleştirilmiştir.
Anahtar sözcükler: İnovasyon Kültürü, Rekabet Stratejisi, İnovasyon Yetenekleri, Pazar Performans.
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Telif Hakkı (c) 2024 Uluslararası Ekonomi, Finans ve Ticaret Dergisi
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