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Journals / Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 2026 / Cilt: 15 Sayı: 2

Entrepreneurıal marketıng and firm performance

Girişimsel pazarlamanın firma performansına etkisi

Çağrı Bulut
İge Pırnar
Seçkin Duygu Halaç
Ayşenil Duygu Öztürk
Pages
209–232
Publication Date
2013-03-01
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to investigate the effects of dimensions of “entrepreneurial marketing” on firm performance.
📊
Key Findings & Data: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.
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Conclusion & Impact: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.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Girişimsel Pazarlama · Girişimsel Pazarlama Boyutları · Yenilik Performansı

Abstract

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.

Özet

Bu çalışmanın amacı, “girişimsel pazarlama” boyutlarının firma performansı üzerine etkilerinin araştırılmasıdır. Bu amaçla, İzmir Atatürk Organize Sanayi Bölgesi'nde plastik ve kauçuk sektöründe faaliyet gösteren 45 adet firmadan 139 çalışan ile anket yöntemi yoluyla toplanan veriler doğrultusunda analizler yapılmıştır. Faktör analizleri sonucunda, girişimsel pazarlama proaktif odaklılık, risk alma odaklılık, müşteri odaklı yenilikçilik, kaynak odaklılık, değer odaklılık ve fırsat odaklılık olarak çok boyutlu bir yapı göstermiş, performans kriterleri ise finansal performans ve yenilik performansı olarak iki boyutlu oluşmuştur. Çoklu regresyon analizleri sonucunda ise girişimsel pazarlama boyutlarından değer odaklılık ve risk alma odaklılığın yenilik performansı üzerinde ve değer odaklılığın ise finansal performans üzerinde anlamlı ve olumlu etkileri olduğu saptanmıştır.

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Cite This Article

Bulut, Ç., Pırnar, İ., Halaç, S. D., Öztürk, A. D. (2013). Entrepreneurıal marketıng and firm performance. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 15 Sayı: 2, 209–232. https://ajindex.com/articles/1139049

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