SavedAdd your journal

Journals / Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 12 Sayı: 23

STRATEJİK YÖNELİM VE İŞLETME PERFORMANSI: BİR LİTERATÜR TARAMASI

Pelin Karaca Kalkan(OSTİM Teknik Üniversitesi)0000-0002-7951-6389
Ömer Faruk Aladağ(Abdullah Gül Üniversitesi)0000-0002-5176-679X
Pages
592–620
Publication Date
2021-06-28
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

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

Son olarak, literatür taraması sonucunda geleceğe yönelik potansiyel araştırma konuları tanıtılarak yazına katkı sunulması amaçlanmıştır.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Stratejik yönelim, işletmelerin faaliyetlerini şekillendiren, etkileyen ve yaşamlarını sürdürmeleri ve performanslarını artırmalarına yönelik davranış geliştirmelerini sağlayan ilkeler olarak tanımlanmaktadır.
📊
Key Findings & Data:Stratejik yönelim kavramı uluslararası yazında sıklıkla çalışılan bir konu olmasına rağmen Türkçe yazında yeterince ilgi görmemiştir.
💡
Conclusion & Impact:Son olarak, literatür taraması sonucunda geleceğe yönelik potansiyel araştırma konuları tanıtılarak yazına katkı sunulması amaçlanmıştır.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Stratejik yönelim · işletme performansı · literatür taraması

Özet

Stratejik yönelim, işletmelerin faaliyetlerini şekillendiren, etkileyen ve yaşamlarını sürdürmeleri ve performanslarını artırmalarına yönelik davranış geliştirmelerini sağlayan ilkeler olarak tanımlanmaktadır. Stratejik yönelim kavramı uluslararası yazında sıklıkla çalışılan bir konu olmasına rağmen Türkçe yazında yeterince ilgi görmemiştir. İşletmeler için kritik öneme sahip olan bu kavramın ve performansla ilişkisinin irdelenmesi önemli görülmektedir. Literatür taraması kapsamında stratejik yönelimlerden girişimcilik yönelimi, pazar yönelimi, öğrenme yönelimi ve teknolojik yönelim incelenmiştir. Bu araştırmada öncelikle stratejik yönelimlerin net bir şekilde tanımlanması ve işletme performansı ile ilişkilerinin irdelenmesi hedeflenmektedir. Bu doğrultuda stratejik yönelim- işletme performansı ilişkisi üzerine literatür incelenmiş, araştırma dahilindeki stratejik yönelimlerin kavramsal çerçeveleri sunulmuştur. Bununla birlikte, stratejik yönelimler arasındaki farklı ilişkiler ve bu ilişkilerin işletmelerin performans göstergeleri üzerindeki etkileri bütüncül bir şekilde irdelenmiştir. Ayrıca stratejik yönelim ile işletme performansı arasındaki ilişkide aracı mekanizmalar ve bu ilişkilerin hangi koşullar altında farklılaştığı aktarılmıştır. Son olarak, literatür taraması sonucunda geleceğe yönelik potansiyel araştırma konuları tanıtılarak yazına katkı sunulması amaçlanmıştır.

🔖

Cite This Article

Kalkan, P. K., Aladağ, Ö. F. (2021). STRATEJİK YÖNELİM VE İŞLETME PERFORMANSI: BİR LİTERATÜR TARAMASI. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 12 Sayı: 23, 592–620. https://doi.org/10.36543/kauiibfd.2021.025

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (66)

  1. Acosta, A. S., Crespo, Á. H., & Agudo, J. C. (2018). Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs). International Business Review, 27(6), 1128-1140. doi: 10.1016/j.ibusrev.2018.04.004
  2. Adams, P., Freitas, I. M. B., & Fontana, R. (2019). Strategic orientation, innovation performance and the moderating influence of marketing management. Journal of Business Research, 97, 129-140. doi: 10.1016/j.jbusres.2018.12.071
  3. Alegre, J., & Chiva, R. (2013). Linking entrepreneurial orientation and firm performance: The role of organizational learning capability and innovation performance. Journal of Small Business Management, 51(4), 491-507. doi: 10.1111/jsbm.12005
  4. Aragón‐Sánchez, A., & Sánchez‐Marín, G. (2005). Strategic orientation, management characteristics, and performance: A study of Spanish SMEs. Journal of Small Business Management, 43(3), 287-308. doi: 10.1111/j.1540-627X.2005.00138.x
  5. Baker, W. E., & Sinkula, J. M. (1999a). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of The Academy of Marketing Science, 27(4), 411-427. doi: 10.1177/0092070399274002
  6. Baker, W. E., & Sinkula, J. M. (1999b). Learning orientation, market orientation, and innovation: Integrating and extending models of organizational performance. Journal of Market Focused Management, 4(4), 295-308. doi: 10.1108/14601060610707849
  7. Baker, W. E., & Sinkula, J. M. (2009). The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses. Journal of Small Business Management, 47(4), 443-464. doi: 10.1111/j.1540-627X.2009.00278.x
  8. Boso, N., Story, V. M., & Cadogan, J. W. (2013). Entrepreneurial orientation, market orientation, network ties, and performance: Study of entrepreneurial firms in a developing economy. Journal of Business Venturing, 28(6), 708-727. doi: 10.1016/j.jbusvent.2013.04.001
  9. Calantone, R. J., Cavusgil, S. T., & Zhao, Y. (2002). Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31(6), 515-524. doi: 10.1016/S0019-8501(01)00203-6
  10. Cano, C. R., Carrillat, F. A., & Jaramillo, F. (2004). A meta-analysis of the relationship between market orientation and business performance: Evidence from five continents. International Journal of Research in Marketing, 21(2), 179-200. doi: 10.1016/j.ijresmar.2003.07.001
  11. Covin, J. G., & Lumpkin, G. T. (2011). Entrepreneurial orientation theory and research: Reflections on a needed construct. Entrepreneurship Theory and Practice, 35(5), 855-872. doi: 10.1111/j.1540-6520.2011.00482.x
  12. Covin, J. G., Green, K. M., & Slevin, D. P. (2006). Strategic process effects on the entrepreneurial orientation–sales growth rate relationship. Entrepreneurship Theory and Practice, 30(1), 57-81. doi: 10.1111/j.1540-6520.2006.00110.x
  13. D’Angelo, A., & Presutti, M. (2019). SMEs international growth: The moderating role of experience on entrepreneurial and learning orientations. International Business Review, 28(3), 613-624. doi: 10.1016/j.ibusrev.2018.12.006
  14. Deutscher, F., Zapkau, F. B., Schwens, C., Baum, M., & Kabst, R. (2016). Strategic orientations and performance: A configurational perspective. Journal of Business Research, 69(2), 849-861. doi: 10.1016/j.jbusres.2015.07.005
  15. Escribá‐Esteve, A., Sánchez‐Peinado, L., & Sánchez‐Peinado, E. (2009). The influence of top management teams in the strategic orientation and performance of small and medium‐sized enterprises. British Journal of Management, 20(4), 581-597. doi: 10.1111/j.1467-8551.2008.00606.x
  16. Gao, G. Y., Zhou, K. Z., & Yim, C. K. B. (2007). On what should firms focus in transitional economies? A study of the contingent value of strategic orientations in China. International Journal of Research in Marketing, 24(1), 3-15. doi: 10.1016/j.ijresmar.2006.09.004
  17. Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 34(1), 77-90. doi: 10.1177/002224379703400107
  18. Ghantous, N., & Alnawas, I. (2020). The differential and synergistic effects of market orientation and entrepreneurial orientation on hotel ambidexterity. Journal of Retailing and Consumer Services, 55, 102072. doi: 10.1016/j.jretconser.2020.102072
  19. Gotteland, D., Shock, J., & Sarin, S. (2020). Strategic orientations, marketing proactivity and firm market performance. Industrial Marketing Management. doi: 10.1016/j.indmarman.2020.03.012
  20. Grinstein, A. (2008). The relationships between market orientation and alternative strategic orientations. European Journal of Marketing, 42, 115-134. doi: 10.1108/03090560810840934
  21. Guo, C., Kulviwat, S., Zhu, J., & Wang, Y. J. (2019). Competing in an emerging market: Antecedents and consequences of market orientation and the role of environmental factors. Journal of Strategic Marketing, 27(3), 248-267. doi: 10.1080/0965254X.2017.1411386
  22. Hakala, H. (2011). Strategic orientations in management literature: Three approaches to understanding the interaction between market, technology, entrepreneurial and learning orientations. International Journal of Management Reviews, 13(2), 199-217. doi: 10.1111/j.1468-2370.2010.00292.x
  23. Jeong, I., Pae, J. H., & Zhou, D. (2006). Antecedents and consequences of the strategic orientations in new product development: The case of Chinese manufacturers. Industrial Marketing Management, 35(3), 348-358. doi: 10.1016/j.indmarman.2005.06.010
  24. Karami, M., & Tang, J. (2019). Entrepreneurial orientation and SME international performance: The mediating role of networking capability and experiential learning. International Small Business Journal, 37(2), 105-124. doi: 10.1177/0266242618807275
  25. Keskin, H. (2006). Market orientation, learning orientation, and innovation capabilities in SMEs. European Journal of Innovation Management, 9(4), 396-417. doi: 10.1108/14601060610707849
  26. Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41. doi: 10.1509/jmkg.69.2.24.60761
  27. Kocak, A., Carsrud, A., & Oflazoglu, S. (2017). Market, entrepreneurial, and technology orientations: Impact on innovation and firm performance. Management Decision, 55(2), 248-270. doi: 10.1108/MD-04-2015-0146
  28. Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18. doi: 10.1177/002224299005400201
  29. Kollmann, T., & Stöckmann, C. (2014). Filling the entrepreneurial orientation–performance gap: The mediating effects of exploratory and exploitative innovations. Entrepreneurship Theory and Practice, 38(5), 1001-1026. doi: 10.1111/j.1540-6520.2012.00530.x
  30. Kreiser, P. M. (2011). Entrepreneurial orientation and organizational learning: The impact of network range and network closure. Entrepreneurship Theory and Practice, 35(5), 1025-1050. doi: 10.1111/j.1540-6520.2011.00449.x
  31. Kropp, F., Lindsay, N. J., & Shoham, A. (2006). Entrepreneurial, market, and learning orientations and international entrepreneurial business venture performance in South African firms. International Marketing Review, 23(5), 504-523. doi: 10.1108/02651330610703427
  32. Kurniawan, R., Budiastuti, D., Hamsal, M., & Kosasih, W. (2020). Networking capability and firm performance: The mediating role of market orientation and business process agility. Journal of Business and Industrial Marketing. doi: 10.1108/jbim-01-2020-0023
  33. Laukkanen, T., Nagy, G., Hirvonen, S., Reijonen, H., & Pasanen, M. (2013). The effect of strategic orientations on business performance in SMEs. International Marketing Review, 30(6), 510-535. doi: 10.1108/IMR-09-2011-0230
  34. Lumpkin, G. T., & Dess, G. G. (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21(1), 135-172. doi: 10.2307/258632
  35. Mantok, S., Sekhon, H., Sahi, G. K., & Jones, P. (2019). Entrepreneurial orientation and the mediating role of organisational learning amongst Indian S-SMEs. Journal of Small Business and Enterprise Development, 26(5), 641-660. doi: 10.1108/JSBED-07-2018-0215
  36. Masa’deh, R., Al-Henzab, J., Tarhini, A., & Obeidat, B.Y. (2018). The associations among market orientation, technology orientation, entrepreneurial orientation, and organisational performance. Benchmarking: An International Journal, 25(8), 3117-3142. doi: 10.1108/BIJ-02-2017-0024
  37. Mavondo, F. T., Chimhanzi, J., & Stewart, J. (2005). Learning orientation and market orientation. European Journal of Marketing, 39, 1235-1263. doi: 10.1108/03090560510623244
  38. Morgan, T., & Anokhin, S. A. (2020). The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies. Journal of Business Research, 113, 129-138. doi: 10.1016/j.jbusres.2019.06.019
  39. Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35. doi: 10.2307/1251757
  40. Narver, J. C., Slater, S. F. ve MacLachlan, D. L. (2004) Responsive and Proactive Market Orientation and New‐Product Success. Journal of Product İnnovation Management, 21(5), 334-347. doi: 10.1111/j.0737-6782.2004.00086.x
  41. Nasution, H. N., Mavondo, F. T., Matanda, M. J., & Ndubisi, N. O. (2011). Entrepreneurship: Its relationship with market orientation and learning orientation and as antecedents to innovation and customer value. Industrial Marketing Management, 40(3), 336-345. doi: 10.1016/j.indmarman.2010.08.002
  42. Ozkaya, H. E., Droge, C., Hult, G. T. M., Calantone, R., & Ozkaya, E. (2015). Market orientation, knowledge competence, and innovation. International Journal of Research in Marketing, 32(3), 309-318. doi: 10.1016/j.ijresmar.2014.10.004
  43. Pehrsson, A. (2016). Firm’s strategic orientation, market context, and performance. European Business Review, 28(4), 378-404. doi: 10.1108/EBR-11-2015-0142
  44. Poudel, K. P., Carter, R., & Lonial, S. (2019). The impact of entrepreneurial orientation, technological capability, and consumer attitude on firm performance: A multi‐theory perspective. Journal of Small Business Management, 57(S2), 268-295. doi: 10.1111/jsbm.12471
  45. Presutti, M., & Odorici, V. (2019). Linking entrepreneurial and market orientation to the SME’s performance growth: The moderating role of entrepreneurial experience and networks. International Entrepreneurship and Management Journal, 15(3), 697-720. doi: 10.1007/s11365-018-0533-4
  46. Raju, P. S., Lonial, S. C., & Crum, M. D. (2011). Market orientation in the context of SMEs: A conceptual framework. Journal of Business Research, 64(12), 1320-1326. doi: 10.1016/j.jbusres.2010.12.002
  47. Rauch, A., Wiklund, J., Lumpkin, G. T., & Frese, M. (2009). Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future. Entrepreneurship Theory and Practice, 33(3), 761-787. doi: 10.1111/j.1540-6520.2009.00308.x
  48. Renko, M., Carsrud, A., & Brännback, M. (2009). The effect of a market orientation, entrepreneurial orientation, and technological capability on innovativeness: A study of young biotechnology ventures in the United States and in Scandinavia. Journal of Small Business Management, 47(3), 331-369. doi: 10.1111/j.1540-627X.2009.00274.x
  49. Rhee, J., Park, T., & Lee, D. H. (2010). Drivers of innovativeness and performance for innovative smes in South Korea: Mediation of learning orientation. Technovation, 30(1), 65-75. doi: 10.1016/j.technovation.2009.04.008
  50. Salavou, H., Baltas, G., & Lioukas, S. (2004). Organisational innovation in SMEs. European Journal of Marketing, 38, 1091-1112. doi: 10.1108/03090560410548889
  51. Schweiger, S. A., Stettler, T. R., Baldauf, A., & Zamudio, C. (2019). The complementarity of strategic orientations: A meta‐analytic synthesis and theory extension. Strategic Management Journal, 40(11), 1822-1851. doi: 10.1002/smj.3042
  52. Sinkula, J. M., Baker, W. E., & Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge, and behavior. Journal of the Academy of Marketing Science, 25(4), 305-318. doi: 10.1177/0092070397254003
  53. Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63-74. doi: 10.2307/1252120
  54. Song, L., & Jing, L. (2017). Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China. International Entrepreneurship and Management Journal, 13(4), 989-1012. doi: 10.1007/s11365-017-0433-z
  55. Su, Z., Xie, E., & Wang, D. (2015). Entrepreneurial orientation, managerial networking, and new venture performance in China. Journal of Small Business Management, 53(1), 228-248. doi: 10.1111/jsbm.12069
  56. Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070. doi: 10.1016/j.indmarman.2012.01.001
  57. Tsou, H. T., Chen, J. S., & Liao, W. H. (2014). Market and technology orientations for service delivery innovation: The link of innovative competence. Journal of Business & Industrial Marketing,29(6), 499-513. doi: 10.1108/JBIM-09-2011-0128
  58. Vega Martinez, J. E., Martinez Serna, M. D. C., & Parga Montoya, N. (2020). Dimensions of learning orientation and its impact on organizational performance and competitiveness in SMEs. Journal of Business Economics and Management, 21(2), 395-420. doi: 10.3846/jbem.2020.11801
  59. Wang, C. L. (2008). Entrepreneurial orientation, learning orientation, and firm performance. Entrepreneurship Theory and Practice, 32(4), 635-657. doi: 10.1016/j.sbspro.2011.09.004
  60. Wiklund, J. (1999). The sustainability of the entrepreneurial orientation—performance relationship. Entrepreneurship Theory and Practice, 24(1), 37-48. doi: 10.1177/104225879902400103
  61. Wiklund, J., & Shepherd, D. (2005). Entrepreneurial orientation and small business performance: A configurational approach. Journal of Business Venturing, 20(1), 71-91. doi: 10.1016/j.jbusvent.2004.01.001
  62. Wolff, J. A., Pett, T. L., & Ring, J. K. (2015). Small firm growth as a function of both learning orientation and entrepreneurial orientation. International Journal of Entrepreneurial Behavior & Research, 21(5), 709-730. doi: 10.1108/IJEBR-12-2014-0221
  63. Wong, S. K. S., & Tong, C. (2012). The influence of market orientation on new product success. European Journal of Innovation Management, 15(1), 99-121. doi: 10.1108/14601061211192852
  64. Xie, Y., & Zheng, Z. (2019). How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size. Journal of Business & Industrial Marketing, 35(2), 231-243. doi: 10.1108/JBIM-10-2018-0320
  65. Zhao, Y., Li, Y., Lee, S. H., & Bo Chen, L. (2011). entrepreneurial orientation, organizational learning, and performance: Evidence from China. Entrepreneurship Theory and Practice, 35(2), 293-317. doi: 10.1111/j.1540-6520.2009.00359.x
  66. Zhou, K. Z., Yim, C. K., & Tse, D. K. (2005). The effects of strategic orientations on technology- and market-based breakthrough innovations. Journal of Marketing, 69(2), 42-60. doi: 10.1509/jmkg.69.2.42.60756