文章基本信息

标题：Girişimsel pazarlamanın firma performansına etkisi
本地全文：下载
作者：Çağrı BULUT ; İge PIRNAR ; SEÇKİN Duygu HALAÇ 等
期刊名称：Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
印刷版ISSN：1302-3284
电子版ISSN：1308-0911
出版年度：2013
卷号：15
期号：2
页码：209-232
语种：Turkish
出版社：Dokuz Eylul Univeristy
摘要：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.
关键词：Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing, Innovative Performance, Financial Performance, Multiple Regression.;Girişimsel Pazarlama, Girişimsel Pazarlama Boyutları, Yenilik Performansı, Finansal Performans, Çoklu Regresyon.