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Development and Verification of Marketing Capabilities Scale for B2B Firms

Yıl 2021, Cilt: 16 Sayı: 2, 489 - 511, 01.08.2021
https://doi.org/10.17153/oguiibf.908930

Öz

This study aims to develop and confirm a scale of marketing capabilities for B2B firms. For this purpose, the existing scales for market sensing, new product development and strategic partnering capability were reorganized, and verified into a united scale. The existing scales are those used by Mu (2015), Morgan, Vorhies and Mason (2009), Theoharakis, Sajtos and Hooley (2009) for market sensing, new product development, and strategic partnering capability, respectively. As a result of the analysis, conducted with 358 medium and large-sized B2B firm managers, the validity and reliability of the scale was revealed and a three-dimensional construct was supported.

Kaynakça

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B2B Firmalar için Pazarlama Kabiliyetleri Ölçeği Geliştirilmesi ve Doğrulanması

Yıl 2021, Cilt: 16 Sayı: 2, 489 - 511, 01.08.2021
https://doi.org/10.17153/oguiibf.908930

Öz

Bu araştırmanın amacı, B2B firmaların pazarlama kabiliyetlerine yönelik bir ölçek geliştirilip doğrulanmasıdır. Bu doğrultuda, pazarı algılama kabiliyeti, yeni ürün geliştirme kabiliyeti ve stratejik işbirliği kabiliyetine yönelik mevcut ölçekler yeniden düzenlenmiş ve birleşik bir ölçekte doğrulanmıştır. Mevcut ölçekler, pazarı algılama kabiliyeti, yeni ürün geliştirme kabiliyeti ve stratejik iş birliği kabiliyeti için sırasıyla Mu (2015), Morgan, Vorhies ve Mason (2009), Theoharakis, Sajtos ve Hooley (2009) tarafından kullanılan ölçeklerdir. 358 orta ve büyük ölçekli B2B firmanın yöneticisinden elde edilen veriler kullanılarak yapılan analizler sonucunda ölçeğin geçerliliği, güvenirliği ortaya konmuştur ve üç boyutlu yapı desteklenmiştir.

Kaynakça

  • Alshanty, A. M., & Emeagwali, O. L. (2019), “Market-Sensing Capability, Knowledge Creation and Innovation: The Moderating Role of Entrepreneurial-Orientation”, Journal of Innovation & Knowledge, Vol. 4, No. 3: 171-178.
  • Ardyan, E. (2016), “Market Sensing Capability and Smes Performance: The Mediating Role of Product Innovativeness Success”, DLSU Business & Economics Review, Vol. 25, No. 2: 79-97.
  • Bagozzi, R. P., & Yi, Y. (1988), “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, Vol. 16, No. 1: 74–94.
  • Barrales-Molina, V., Montes, F.J.L. and Gutierrez-Gutierrez, L.J. (2015), "Dynamic Capabilities, Human Resources and Operating Routines: A New Product Development Approach", Industrial Management & Data Systems, Vol. 115, No. 8: 1388-1411.
  • Bharadwaj, N., & Dong, Y. (2014), “Toward Further Understanding the Market‐Sensing Capability–Value Creation Relationship”, Journal of Product Innovation Management, Vol.31, No. 4: 799-813.
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  • Bruni, D. S., & Verona, G. (2009), “Dynamic marketing capabilities in Science‐based firms: An exploratory investigation of the pharmaceutical industry”, British Journal of management, Vol. 20, 101-117.
  • Cavazos-Arroyo, J., & Puente-Diaz, R. (2019), “The Influence of Marketing Capability in Mexican Social Enterprises”, Sustainability, Vol. 11, No. 17: 4668-4683.
  • Chahal, H., & Kaur, J. (2013), “Impact of Marketing Capabilities on Competitive Advantage and Business Performance: Research Propositions”, International Journal of Business Competition and Growth, Vol. 3, No. 2: 121-138.
  • Conant, J.S., Mokwa, M.P. and Varadarajan, P.R. (1990), “Strategic Types, Distinctive Marketing Competencies and Organizational Performance: A Multiple Measures Based Study”, Strategic Management Journal, Vol. 11, No. 5: 365–383.
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  • Mentzer, J. T., DeWitt, W., Keebler, J. S., Min, S., Nix, N. W., Smith, C. D., & Zacharia, Z. G. (2001), “Defining Supply Chain Management”, Journal of Business Logistics, Vol. 22, No. 2: 1–25.
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  • Mitrega, M. (2018), “Are Dynamic Capabilities Really Useful in B2B Marketing?”, 2018 IMP Conference, Marseille.
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  • Morgado, F. F., Meireles, J. F., Neves, C. M., Amaral, A., & Ferreira, M. E. (2017), “Scale Development: Ten Main Limitations and Recommendations to Improve Future Research Practices”, Psicologia: Reflexão e Crítica, Vol. 30, No. 3: 1-20.
  • Morgan, N. A. (2012), “Marketing and Business Performance”, Journal of the Academy of Marketing Science, Vol. 40, No. 1: 102-119.
  • Morgan, R. M., & Hunt, S. D. (1994), “The Commitment-trust Theory of Relationship Marketing”, Journal of Marketing, Vol. 58, No. 3: 20-38.
  • Morgan, N. A., Kaleka, A., & Katsikeas, C. S. (2004), “Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment”, Journal of Marketing, Vol. 68, No. 1: 90-108.
  • Morgan, N. A., & Slotegraaf, R. J. (2012), “Marketing Capabilities for B2B Firms”, (Ed. Gary Lilien & Rajdeep Grewal), Handbook of Business-to-Business Marketing, Cheltenham: Edward Eldar Publishing: 90-108.
  • Morgan, N. A., Slotegraaf, R. J., & Vorhies, D. W. (2009), “Linking Marketing Capabilities with Profit Growth”, International Journal of Research in Marketing, Vol. 26, No. 4: 284-293.
  • Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009), “Market Orientation, Marketing Capabilities, and Firm Performance”, Strategic Management Journal, Vol. 30, No. 8: 909-920.
  • Morgan, N. A., Zou, S., Vorhies, D. W., & Katsikeas, C. S. (2003), “Experiential and Informational Knowledge, Architectural Marketing Capabilities, and the Adaptive Performance of Export Ventures: A cross‐national study”, Decision Sciences, Vol. 34, No. 2: 287-321.
  • Mu, J. (2015), “Marketing Capability, Organizational Adaptation and New Product Development Performance”, Industrial Marketing Management, Vol. 49: 151-166.
  • Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011), “Market Orientation and Performance of Export Ventures: The Process Through Marketing Capabilities and Competitive Advantages”, Journal of the Academy of Marketing Science, Vol. 39, No. 2: 252-269.
  • Neill, S., McKee, D., & Rose, G. M. (2007), “Developing the Organization's Sensemaking Capability: Precursor to an Adaptive Strategic Marketing Response”, Industrial Marketing Management, Vol. 36, No. 6: 731-744.
  • Nguyen, T. D., & Nguyen, T. T. (2011), “The WTO, Marketing and Innovativeness Capabilities of Vietnamese Firms”, Management Research Review, Vol. 34, No. 6, 712-726.
  • Noke, H. & Hughes, M. (2010), “Climbing the Value Chain: Strategies to Create A New Product Development Capability in Mature SMEs”, International Journal of Operations & Production Management, Vol. 30, No. 2: 32-154.
  • Nunnally, J. C., & Bernstein, I. H. (1994), Psychometric theory, (3.Ed.), New York, NY: McGraw-Hill.
  • O'Cass, A., & Ngo, L. V. (2012), “Creating Superior Customer Value for B2B Firms Through Supplier Firm Capabilities”, Industrial Marketing Management, Vol. 41, No. 1: 125-135.
  • O'Cass, A., Ngo, L. V., & Siahtiri, V. (2015), “Marketing Resource-Capability Complementarity and Firm Performance in B2B Firms”, Journal of Business & Industrial Marketing, Vol. 30, No. 2, 194-207.
  • O'Dwyer, M., & Gilmore, A. (2018), “Value and Alliance Capability and the Formation of Strategic Alliances in SMEs: The Impact of Customer Orientation and Resource Optimisation”, Journal of Business Research, Vol. 87: 58-68.
  • Olavarrieta, S. (2014), “The Market Sensing Capability: Measure Development and Validation", Cladea 2014 Proceedings: 4 Eylül 2014 – Barselona: Bildiriler (s. 1-15).
  • Özdemir, B , Taşcı, D. (2020), “Kaynak Temelli Görüş Ekseninde Örgütsel Kaynakların Rekabet Stratejileri Üzerindeki Etkisi: Türkiye’nin İlk 1000 Büyük Sanayi Kuruluşu’nda Bir Araştırma”, Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, C. 15, S. 3: 1019-1042.
  • Papatya, N., Papatya, G., & Hamşıoğlu, A. B. (2018). “Sürdürülebilir Rekabetçi Üstünlük Sağlamada Pazarlama Yetenekleri ve Performans Arasındaki İlişki: Ankara İli İmalat İşletmelerinde Bir Uygulama”, İşletme Araştırmaları Dergisi, C. 10, S. 3: 65-79.
  • Pavlou, P. A., & El Sawy, O. A. (2011), “Understanding the Elusive Black Box of Dynamic Capabilities”, Decision Sciences, Vol. 42, No. 1: 239-273.
  • Pearson, J. N., Carter, J. R., & Peng, L. (1998), “Alliances, Logistics Barriers, and Strategic Actions in the People's Republic of China”, International Journal of Purchasing and Materials Management, Vol. 34, No. 2: 27-36.
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  • Roberts, N., & Grover, V. (2012), “Investigating Firm's Customer Agility and Firm Performance: The Importance of Aligning Sense and Respond Capabilities”, Journal of Business Research, Vol. 65, No. 5, 579-585.
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  • Song, M., Nason, R. W., & Di Benedetto, C. A. (2008), “Distinctive Marketing and Information Technology Capabilities and Strategic Types: A Cross-National Investigation”, Journal of International Marketing, Vol. 16, No. 1: 4-38.
  • Song, Y., Su, Q., Liu, Q., & Wang, T. (2012), “Impact of Business Relationship Functions on Relationship Quality and Buyer's Performance”, Journal of Business & Industrial Marketing, Vol. 27, No. 4: 286-298.
  • Sugiyarti, G., & Ardyan, E. (2017), “Market Sensing Capability and Product Innovation Advantages in Emerging Markets: The Case of Market Entry Quality and Marketing Performance of Batik Industry in Indonesia”, DLSU Business & Economics Review, Vol. 27, No. 1: 175-189.
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  • Teece, D. J. (2014), “A Dynamic Capabilities-Based Entrepreneurial Theory of the Multinational Enterprise”, Journal of International Business Studies, Vol. 45, No. 1: 8-37.
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  • Vorhies, D. W., Harker, M., & Rao, C. P. (1999), “The Capabilities and Performance Advantages of Market‐Driven Firms”, European Journal of Marketing, Vol. 33, No. 11: 1171-1202.
  • Vorhies, D. W., & Morgan, N. A. (2003), “A Configuration Theory Assessment of Marketing Organization Fit with Business Strategy and Its Relationship with Marketing Performance”, Journal of Marketing, Vol. 67, No. 1: 100-115.
  • Vorhies, D. W., & Morgan, N. A. (2005), “Benchmarking Marketing Capabilities for Sustainable Competitive Advantage”, Journal of Marketing, Vol. 69, No. 1: 80-94.
  • Vorhies, D. W., Morgan, R. E., & Autry, C. W. (2009), “Product‐Market Strategy and the Marketing Capabilities of the Firm: Impact on Market Effectiveness and Cash Flow Performance”, Strategic Management Journal, Vol. 30, No. 12: 1310-1334.
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  • Zhou, L., Wu, A., & Barnes, B. R. (2012), “The Effects of Early Internationalization on Performance Outcomes in Young İnternational Ventures: The Mediating Role of Marketing Capabilities”, Journal of International Marketing, Vol. 20, No. 4: 25-45.
  • Zou, S., Fang, E., & Zhao, S. (2003), “The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters”, Journal of International Marketing, Vol. 11, No. 4: 32-55.
Toplam 104 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Neslişah Özdemir 0000-0003-2380-6149

Bahtışen Kavak 0000-0002-5252-5410

Yayımlanma Tarihi 1 Ağustos 2021
Gönderilme Tarihi 3 Nisan 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 16 Sayı: 2

Kaynak Göster

APA Özdemir, N., & Kavak, B. (2021). B2B Firmalar için Pazarlama Kabiliyetleri Ölçeği Geliştirilmesi ve Doğrulanması. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 16(2), 489-511. https://doi.org/10.17153/oguiibf.908930