Research Article
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PAZARLAMADA PARADİGMİK DEĞİŞİM -GİRİŞİMCİ PAZARLAMA DAVRANIŞLARININ BELİRLENMESİ VE GİRİŞİMCİ YÖNLÜLÜĞÜN ROLÜ: BİR ARAŞTIRMA- THE PARADIGMATIC CHANGE IN MARKETING - THE ROLE OF ENTREPRENEURIAL ORIENTATION AND THE DETERMINATION OF ENTREPRENEURIAL MARKETING BEHAVIOURS: A RESEARCH -

Year 2018, Volume: 10 Issue: 24, 199 - 222, 30.06.2018
https://doi.org/10.20875/makusobed.418029

Abstract

Bu
çalışma, Ankara ili orta boy imalat işletme listesine bağlı olarak 225
işletmeye anket yöntemi kullanılarak girişimci pazarlama davranışlarının
belirlenmesi ve girişimci yönlülüğün rolünü belirlemeye yönelik amprik bir
çalışmadır. Çalışmada, ilk olarak, girişimci pazarlama davranışlarının bir
sınıflandırılması ve girişimci yönlülük teorik olarak incelenmiş. İkinci
olarak, girişimci yönlülüğün girişimci pazarlama üzerindeki etkisi ve girişimci
yönlülük boyutlarının girişimci pazarlama boyutları üzerindeki etkisinin
belirlenmesi amacıyla kısmi en küçük kareler yöntemi ile model testi
gerçekleştirilmiştir.



Elde
edilen bulgularda, girişimci yönlülüğün girişimci pazarlama üzerinde güçlü ve
pozitif bir etkisinin olduğu, ayrıca girişimci yönlülük boyutlarının bağımsız
olarak girişimci pazarlama boyutlarının tamamı üzerinde istatistiksel olarak
anlamlı ve pozitif etkilerinin olduğu görülmüştür. Bu çalışmada, işletmelerin
girişimci pazarlama uygulamaları ile girişimci yönlülük arasındaki ilişki
incelenmiştir. Girişimci yönlülük, girişimci pazarlamanın bir öncülü olduğunu
ve araştırmacılara işletmelerin girişimci pazarlama uygulamalarını ölçerken
girişimci yönlülüğün çok boyutlu bir yapı olarak ele alınmasını önermektedir.
Türkçe yazında, girişimci pazarlama ve girişimci yönlülüğü bu şekilde ele alıp
inceleyen bir çalışmaya rastlanmamıştır. Dolayısıyla çalışma sonucunda elde
edilen bulgular hem uygulamacılara hem de akademisyenlere önemli sonuçlar
sunmakta ve yazına katkı sağlamaktadır.

References

  • Afthanorhan W.,M.,A.,B.,W., (2013). A Comparison of Partial Least Square Structural Equation Modeling (PLS-SEM) and Covariance Based Structural Equation Modeling (CB-SEM) for Confirmatory Factor Analysis, International Journal of Engineering Science and Innovative Technology (IJESIT), 2 (5), 198-205.
  • Bagozzi R., YI Y., (1988). On the Evaluation of Structural Equation Models , Journal of Academy of Marketing Science, 16 (1), 74-94.
  • Blankson, C., Stokes, D., (2002). Marketing Practices in the UK Small Business Sector, Marketing Intelligence & Planning, 20 (1), 49-61.
  • Brown, S., (1993). Postmodern Marketing, European Journal of Marketing, 27 (4), 19-34.
  • Brown, S., (1997). Marketing Science in a Postmodern World: Introduction to the Special Issue, European Journal of Marketing, 31 (3\4), 167-170.
  • Carrillat, F., Jaramillo, F., Locander, W., (2004). Market-Driving Organizations: A Framework, Academy of Marketing Science Review, 5 (1), 1-14.
  • Chin, W.,W., (1998). The Partial Least Squares Approach to Structural Equation Modeling Modern Methods for Business Research, [Ed.Marcoulides G.,A.,], Lawrence Erlbaum Associates, Publisher, Mahwah, New Jersey, London
  • Collinson E., Shaw, E., (2001). Entrepreneurial Marketing A Historical Perspective on Development and Practice, Management Decsion, 39 (9), 761-766.
  • Collinson, E.,(2002). The Marketing\Entrepreneurship Interface, Journal of Marketing Management, 3 (4), 337-340.
  • Covin, J., Slevin, D., (1991). A Conceptual Model of Entrepreneurship as Firm Behavior, Entrepreneurship Theory and Practice, 16 (1), 7-25.
  • Day,G., Montgomery, D., (1999). Charting New Directions for Marketing, Journal of Marketing, 63 (4), 3-13.
  • Esposito V., V., Trinchera L., Amato S., (2010). Handbook of Partial Least Squarees: Concept, Method and Apllications, Springer, HeidelberFeatherstone M., (2005). Postmodernizm ve Tüketim Kültürü, [Çev. Küçük M.], Ayrıntı Ya.,
  • Fillis, I., (2000). Being Creative at the Marketing\Entrepreneurship Interface: Lessons from the art Industry, Journal of Research in Marketing and Entrepreneurship, 2 (2), 125-137.
  • Fillis, I., McAuley., A., (2000). Modeling and Measuring Creativity at the Interface, Journal of Marketing Theory and Practice, 8 (2), 8-17.
  • Fornell C., Lacker D. F., (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18 (1), 39-50.
  • Garson G.,D., (2016). Partial Least Squares: Regression & Structural Equation Models, Statistical Publishing Associates, Ashebora, NC, USA.Gilmore, A., Carson, D., Grant, K., (2001). SME Marketing in Practice, Marketing Intelligence & Planning, 19 (1), 6-11.
  • Glazer, R., Weiss, A., (2003). Marketing in Turbulent Environments: Decision Processess and the time-sensitivity of Information, Journal of Marketing Research, 30 (4), 509-521.
  • Gronroos, C., (1990). Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface, Journal of Business Research, 20 (1), 3-11.
  • Gronroos, C., (1994). From Marketing mix to Relationship Marketing: Toward a Paradigm shift in Marketing, Management Decision, 32 (2), 4-20.Gruber, M., (2004). Marketing in New Ventures: Theory and Emprical Evidence, Schmalenbach Business Review, 56 (2), 164-199.
  • Hair J.,F., Christian M.,R., Sarstedt M., (2011). PLS-SEM:Indeed A Silver Bullent Journal of Marketing Theory and Practive, 9 (2), 139-151.
  • Hair J.,F., Hult G.,T., Ringle C.,M., Sarsted M., (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage Publication, Thousand Oaks, California.
  • Hair, J.,F., Sarstedt, M., Ringle, C.,M., (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research, Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hamşioğlu, A.,B., (2017a). Girişimci Yönlülük, Stratejik Yönlülük ve İşletme Performans İlişkisi: İstanbul İli Tekstil İşletmelerinde Bir Uygulama, İşletme Araştırmaları Dergisi, 9 (2), 375-403.
  • Hamşioğlu, A.,B., (2017b). Pazarlama Kültürü, Pazarlama Etkinliği ve Pazarlama Yeteneklerinin İhracat Performansına Etkisi: Antalya İli İhracat İşletmelerinde Bir Uygulama, Journal of Current Researches on Business and Economics, 7 (2), 1-16.
  • Henseler J., Ringle C., Sastedt M., (2016a). Testing Measurement Invariance of Cimposite Using Partial Least Squares, International Marketing Review, 33 (3), 405-431.
  • Hills, G., Laforge, R., (1992). Research at the Marketing Interface to Advance Entrepreneurship Theory, Entrepreneurship Theory and Practice, 16 (3), 33-59.
  • Houston F.,S., (1986). The Marketing Concept: What it is and What it is Not, Journal of Marketing, 50 (April), 81-87.
  • Hulland, J., Chow, Y., H., Shinyin, L., (1996). Use of Causal Model in Marketing Research: A Review, International Journal of Research in Marketing, 13 (2), 181-197.
  • Hultman, C., Shaw, E., (2003). The Interface between Transactional and Relational Orientation in Small Service Firm’s Marketing Behaviour: A Study of Scottish and Swedish Small Firms in the Service Sector, Journal of Marketing Theory and Practice, 11 (3), 36-51.
  • Ionita, D., (2012). Entrepreneurail Marketing: A New Approach for Challenges Times, Management &Marketing Challenges fort e Knowledge Society, 7 (1), 131-150.
  • Kharabsheh, R.,A., Jarrar, K., Simeonova, B., (2015). The Impact of Competitive Strategies on Responsive Market Orientation, Proactive Market Orientation, Learning Orientation and Organizational Performance”, Journal of Strategic Marketing, 23 (5), 423-435.
  • Kilenthong, P., Hills, G.,E., Hultman, C.,M., (2015). An Emprical Investigation of Emtrepreneurial Marketing Dimensions, Journal of International Marketing Strategy, 3 (1), 1-18.
  • Kilenthong, P., Hultman C.,M., (2016). Entrepreneurial Orientation as the Determinant of Entrepreneurial Marketing Behaviors, Journal of Small Business Strategy, 26 (2), 1-20.
  • Koçak, A., (2003). Pazarlama ile Girişimcilik Arasındaki İlişki: Girişimci Pazarlama, Pİ:Pazarlama İletişim Kültürü Dergisi, 5 (5), 48-56.Kotler, P., (1972). A Generic Concept of Marketing, Journal of Marketing, 36 (April), 46-54.
  • Kotler, P., Levy, S.,J., (1969). Broadening the Concept of Marketing, Journal of Marketing, 33 (January), 10-15.
  • Lumpkin, G.,T., Dess, G.,G., (1996). Clarifying the Entrepreneurial Orientation and Linking It to Performance, Academy of Management Review, 21 (1), 135-172.
  • Lumpkin, G.,T., Dess, G.,G., (2001). Linking two Dimension of Entrepreneurial Orientation to Firm Performance: The Moderating Role of Environment and Industry Life Cycle, Journal of Business Venturing, 16 (5), 429-451.
  • Malhotra. ,K., (2007). Marketing Research An Applied Orientation, Pearson Prentice Hall.
  • Menon, A., Bharadwaj, S., Adidam, P., Edison, S., (1999). Antecedents and Consequences of Marketing Strategy Making: A model and a Test, The Journal of Marketing, 63 (2), 18-40.
  • Miles M., Gilmore A., Harrigan P., Lewis, G., Sethna Z., (2015). Exploring Entrepreneurail Marketing, Journal of Strategic Marketing , 23 (2), 94-111.
  • Miller, D., (1983). The Correlates of Entrepreneurship in Three Types of Firms, Management Science, 29 (7), 770-791.
  • Miller, D., Friesen, P., H., (1978). Archetypes of Strategy Formulation, Management Science, 24 (9), 921-933.
  • Miller, D:, Friesen, P., (1982). Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum, Strategic Management Journal, 3 (1), 1-25.
  • Morris, M., Schindehutte, Laforge, R., (2002a). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives, Journal of Marketing Theory and Practice, 10 (4), 1-19.
  • Murray, J.,A., (1981). Marketing is Home for the Entrepreneurial Process, Industrial Marketing Management, 10, 93-99.
  • Naman, L.,J., Slevin, P.,D., (1993). Entrepreneurship and The Concept of Fit: A Model and Emprical Tests, Strategic Management Journal, 14 (2), 137-153.
  • Nurhan P., Papatya G., (2003). Pazarlamada Paradigmik Değişimi Ya Da Postmodern Devrim: Tarihsel ve Eleştirel Bir Deneme, Pİ: Pazarlama ve İletişim Kültürü Dergisi, 2 (6), 24-39.Papatya, G., Papatya, N., Hamşioğlu, A.,B., (2016).Girişimci Yönlülük, İç-Girişimcilik ve İşletme Performans İlişkisi: Türkiye Tekstil Sektörü İşletmelerinde Bir Araştırma, Hacettepe Üniversitesi İİBF Dergisi, 34 (4), 19-48.
  • Ritzer G., (2000). Büyüsü Bozulmuş Dünyayı Büyülemek, [Çev. Kaya S.], Ayrıntı Ya.,
  • Shaw, E., (2004). Marketing in the Social Entreprise Context: Is it Entrepreneurial?, Qualitative Market Research: An International Journal, 7 (3), 194-205.
  • Srinivasan, R., Rangaswamy, A., Lilien, G., (2005). Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay off?, International Journal of Research in Marketing, 22 (2), 109-125.
  • Stokes, D., (2000). Entrepreneurial Marketing: A Conceptualisation from Qualitatve Research, Qualitative Market Research :An International Journal, 3 (1), 47-54.Tenenhaus M., Vinzi V.,E., Chatelin Y.,M., Lauro C., (2005). PLS Path Modeling, Computational Statistics &Data Analsis, 48 (1), 159-205.
  • Toivo, S.,, A.(1996). The Theoretical and Philosophical Underpinning of Relationship Marketing Environmental Factors behind the Changing Marketing Paradigm, European Journal of Marketing, 30 (2), 8-18.
  • Üner, M., (2003). Pazarlama Tanımı Üzerine, Pİ: Pazarlama ve İletişim Kültürü Dergisi, 4 (4), 44-57.
  • Venkatraman, N., (1989). Strategic Orientation of Business Entreprises: The Construct Dimensionality and Measurement, Management Science, 35 (8), 942-962.Webster, F., (1992). The Changing Role of Marketing in the Corporation, Journal of Marketing, 56 (4), 1-17.
  • Webster, F., E., (1981). Top Management’s Concers About Marketing: Issues fort he 1980’s, Journal of Marketing, 45 (Summer), 9-16.
  • Whalen, P., Uslay, C., Pascal, V., Omura, G:, McAuley, A., Kasouf , C.,J., Jomes, R., Hultman, C.,M., Hills, G.,E., Hansen, D.,J., Gilmore, A., Giglierano, J., Eggers, F., Deacon, J., (2016). Anatomy of Competitive Advantage: Towards a Contingency theory of Entrepreneurial Marketing, Journal of Strategic Marketing , 24 (1), 5-19.
  • Wiklund, J.,Shepherd, D., A., (2005). Entrepreneurial Orientation and Small Business Performance: A Configuration Approach, Journal of Business Venturing, 20 (1), 71-91.
  • Wong K.,K.,K.,(2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS, Technical Note 1, Marketing Bulletin, 24, 1-32.
  • Yüksek, B., (1999). Pazarlama Paradigmasındaki Değişim ve Değişimin Sanayi İşletmelerindeki Görünümüne Yönelik Bir Uygulama, Pazarlama Dünyası Dergisi, (Mart-Nisan), 26-33.
  • Zahra, S., (1993). Environment Corporate Entrepreneurship and Financial Performance: A Taxonomic Approach, Journal of Business Venturing, 8 (4), 319-340.
  • Zhou, Z.,K., Yim, K.,C.,Tse, D., (2005). The Effect of Strategic Orientation on Technology and Market-Based Breakthrough Innovations, Journal of Marketing, 69 (1), 42-60.
Year 2018, Volume: 10 Issue: 24, 199 - 222, 30.06.2018
https://doi.org/10.20875/makusobed.418029

Abstract

References

  • Afthanorhan W.,M.,A.,B.,W., (2013). A Comparison of Partial Least Square Structural Equation Modeling (PLS-SEM) and Covariance Based Structural Equation Modeling (CB-SEM) for Confirmatory Factor Analysis, International Journal of Engineering Science and Innovative Technology (IJESIT), 2 (5), 198-205.
  • Bagozzi R., YI Y., (1988). On the Evaluation of Structural Equation Models , Journal of Academy of Marketing Science, 16 (1), 74-94.
  • Blankson, C., Stokes, D., (2002). Marketing Practices in the UK Small Business Sector, Marketing Intelligence & Planning, 20 (1), 49-61.
  • Brown, S., (1993). Postmodern Marketing, European Journal of Marketing, 27 (4), 19-34.
  • Brown, S., (1997). Marketing Science in a Postmodern World: Introduction to the Special Issue, European Journal of Marketing, 31 (3\4), 167-170.
  • Carrillat, F., Jaramillo, F., Locander, W., (2004). Market-Driving Organizations: A Framework, Academy of Marketing Science Review, 5 (1), 1-14.
  • Chin, W.,W., (1998). The Partial Least Squares Approach to Structural Equation Modeling Modern Methods for Business Research, [Ed.Marcoulides G.,A.,], Lawrence Erlbaum Associates, Publisher, Mahwah, New Jersey, London
  • Collinson E., Shaw, E., (2001). Entrepreneurial Marketing A Historical Perspective on Development and Practice, Management Decsion, 39 (9), 761-766.
  • Collinson, E.,(2002). The Marketing\Entrepreneurship Interface, Journal of Marketing Management, 3 (4), 337-340.
  • Covin, J., Slevin, D., (1991). A Conceptual Model of Entrepreneurship as Firm Behavior, Entrepreneurship Theory and Practice, 16 (1), 7-25.
  • Day,G., Montgomery, D., (1999). Charting New Directions for Marketing, Journal of Marketing, 63 (4), 3-13.
  • Esposito V., V., Trinchera L., Amato S., (2010). Handbook of Partial Least Squarees: Concept, Method and Apllications, Springer, HeidelberFeatherstone M., (2005). Postmodernizm ve Tüketim Kültürü, [Çev. Küçük M.], Ayrıntı Ya.,
  • Fillis, I., (2000). Being Creative at the Marketing\Entrepreneurship Interface: Lessons from the art Industry, Journal of Research in Marketing and Entrepreneurship, 2 (2), 125-137.
  • Fillis, I., McAuley., A., (2000). Modeling and Measuring Creativity at the Interface, Journal of Marketing Theory and Practice, 8 (2), 8-17.
  • Fornell C., Lacker D. F., (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18 (1), 39-50.
  • Garson G.,D., (2016). Partial Least Squares: Regression & Structural Equation Models, Statistical Publishing Associates, Ashebora, NC, USA.Gilmore, A., Carson, D., Grant, K., (2001). SME Marketing in Practice, Marketing Intelligence & Planning, 19 (1), 6-11.
  • Glazer, R., Weiss, A., (2003). Marketing in Turbulent Environments: Decision Processess and the time-sensitivity of Information, Journal of Marketing Research, 30 (4), 509-521.
  • Gronroos, C., (1990). Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface, Journal of Business Research, 20 (1), 3-11.
  • Gronroos, C., (1994). From Marketing mix to Relationship Marketing: Toward a Paradigm shift in Marketing, Management Decision, 32 (2), 4-20.Gruber, M., (2004). Marketing in New Ventures: Theory and Emprical Evidence, Schmalenbach Business Review, 56 (2), 164-199.
  • Hair J.,F., Christian M.,R., Sarstedt M., (2011). PLS-SEM:Indeed A Silver Bullent Journal of Marketing Theory and Practive, 9 (2), 139-151.
  • Hair J.,F., Hult G.,T., Ringle C.,M., Sarsted M., (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage Publication, Thousand Oaks, California.
  • Hair, J.,F., Sarstedt, M., Ringle, C.,M., (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research, Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hamşioğlu, A.,B., (2017a). Girişimci Yönlülük, Stratejik Yönlülük ve İşletme Performans İlişkisi: İstanbul İli Tekstil İşletmelerinde Bir Uygulama, İşletme Araştırmaları Dergisi, 9 (2), 375-403.
  • Hamşioğlu, A.,B., (2017b). Pazarlama Kültürü, Pazarlama Etkinliği ve Pazarlama Yeteneklerinin İhracat Performansına Etkisi: Antalya İli İhracat İşletmelerinde Bir Uygulama, Journal of Current Researches on Business and Economics, 7 (2), 1-16.
  • Henseler J., Ringle C., Sastedt M., (2016a). Testing Measurement Invariance of Cimposite Using Partial Least Squares, International Marketing Review, 33 (3), 405-431.
  • Hills, G., Laforge, R., (1992). Research at the Marketing Interface to Advance Entrepreneurship Theory, Entrepreneurship Theory and Practice, 16 (3), 33-59.
  • Houston F.,S., (1986). The Marketing Concept: What it is and What it is Not, Journal of Marketing, 50 (April), 81-87.
  • Hulland, J., Chow, Y., H., Shinyin, L., (1996). Use of Causal Model in Marketing Research: A Review, International Journal of Research in Marketing, 13 (2), 181-197.
  • Hultman, C., Shaw, E., (2003). The Interface between Transactional and Relational Orientation in Small Service Firm’s Marketing Behaviour: A Study of Scottish and Swedish Small Firms in the Service Sector, Journal of Marketing Theory and Practice, 11 (3), 36-51.
  • Ionita, D., (2012). Entrepreneurail Marketing: A New Approach for Challenges Times, Management &Marketing Challenges fort e Knowledge Society, 7 (1), 131-150.
  • Kharabsheh, R.,A., Jarrar, K., Simeonova, B., (2015). The Impact of Competitive Strategies on Responsive Market Orientation, Proactive Market Orientation, Learning Orientation and Organizational Performance”, Journal of Strategic Marketing, 23 (5), 423-435.
  • Kilenthong, P., Hills, G.,E., Hultman, C.,M., (2015). An Emprical Investigation of Emtrepreneurial Marketing Dimensions, Journal of International Marketing Strategy, 3 (1), 1-18.
  • Kilenthong, P., Hultman C.,M., (2016). Entrepreneurial Orientation as the Determinant of Entrepreneurial Marketing Behaviors, Journal of Small Business Strategy, 26 (2), 1-20.
  • Koçak, A., (2003). Pazarlama ile Girişimcilik Arasındaki İlişki: Girişimci Pazarlama, Pİ:Pazarlama İletişim Kültürü Dergisi, 5 (5), 48-56.Kotler, P., (1972). A Generic Concept of Marketing, Journal of Marketing, 36 (April), 46-54.
  • Kotler, P., Levy, S.,J., (1969). Broadening the Concept of Marketing, Journal of Marketing, 33 (January), 10-15.
  • Lumpkin, G.,T., Dess, G.,G., (1996). Clarifying the Entrepreneurial Orientation and Linking It to Performance, Academy of Management Review, 21 (1), 135-172.
  • Lumpkin, G.,T., Dess, G.,G., (2001). Linking two Dimension of Entrepreneurial Orientation to Firm Performance: The Moderating Role of Environment and Industry Life Cycle, Journal of Business Venturing, 16 (5), 429-451.
  • Malhotra. ,K., (2007). Marketing Research An Applied Orientation, Pearson Prentice Hall.
  • Menon, A., Bharadwaj, S., Adidam, P., Edison, S., (1999). Antecedents and Consequences of Marketing Strategy Making: A model and a Test, The Journal of Marketing, 63 (2), 18-40.
  • Miles M., Gilmore A., Harrigan P., Lewis, G., Sethna Z., (2015). Exploring Entrepreneurail Marketing, Journal of Strategic Marketing , 23 (2), 94-111.
  • Miller, D., (1983). The Correlates of Entrepreneurship in Three Types of Firms, Management Science, 29 (7), 770-791.
  • Miller, D., Friesen, P., H., (1978). Archetypes of Strategy Formulation, Management Science, 24 (9), 921-933.
  • Miller, D:, Friesen, P., (1982). Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum, Strategic Management Journal, 3 (1), 1-25.
  • Morris, M., Schindehutte, Laforge, R., (2002a). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives, Journal of Marketing Theory and Practice, 10 (4), 1-19.
  • Murray, J.,A., (1981). Marketing is Home for the Entrepreneurial Process, Industrial Marketing Management, 10, 93-99.
  • Naman, L.,J., Slevin, P.,D., (1993). Entrepreneurship and The Concept of Fit: A Model and Emprical Tests, Strategic Management Journal, 14 (2), 137-153.
  • Nurhan P., Papatya G., (2003). Pazarlamada Paradigmik Değişimi Ya Da Postmodern Devrim: Tarihsel ve Eleştirel Bir Deneme, Pİ: Pazarlama ve İletişim Kültürü Dergisi, 2 (6), 24-39.Papatya, G., Papatya, N., Hamşioğlu, A.,B., (2016).Girişimci Yönlülük, İç-Girişimcilik ve İşletme Performans İlişkisi: Türkiye Tekstil Sektörü İşletmelerinde Bir Araştırma, Hacettepe Üniversitesi İİBF Dergisi, 34 (4), 19-48.
  • Ritzer G., (2000). Büyüsü Bozulmuş Dünyayı Büyülemek, [Çev. Kaya S.], Ayrıntı Ya.,
  • Shaw, E., (2004). Marketing in the Social Entreprise Context: Is it Entrepreneurial?, Qualitative Market Research: An International Journal, 7 (3), 194-205.
  • Srinivasan, R., Rangaswamy, A., Lilien, G., (2005). Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay off?, International Journal of Research in Marketing, 22 (2), 109-125.
  • Stokes, D., (2000). Entrepreneurial Marketing: A Conceptualisation from Qualitatve Research, Qualitative Market Research :An International Journal, 3 (1), 47-54.Tenenhaus M., Vinzi V.,E., Chatelin Y.,M., Lauro C., (2005). PLS Path Modeling, Computational Statistics &Data Analsis, 48 (1), 159-205.
  • Toivo, S.,, A.(1996). The Theoretical and Philosophical Underpinning of Relationship Marketing Environmental Factors behind the Changing Marketing Paradigm, European Journal of Marketing, 30 (2), 8-18.
  • Üner, M., (2003). Pazarlama Tanımı Üzerine, Pİ: Pazarlama ve İletişim Kültürü Dergisi, 4 (4), 44-57.
  • Venkatraman, N., (1989). Strategic Orientation of Business Entreprises: The Construct Dimensionality and Measurement, Management Science, 35 (8), 942-962.Webster, F., (1992). The Changing Role of Marketing in the Corporation, Journal of Marketing, 56 (4), 1-17.
  • Webster, F., E., (1981). Top Management’s Concers About Marketing: Issues fort he 1980’s, Journal of Marketing, 45 (Summer), 9-16.
  • Whalen, P., Uslay, C., Pascal, V., Omura, G:, McAuley, A., Kasouf , C.,J., Jomes, R., Hultman, C.,M., Hills, G.,E., Hansen, D.,J., Gilmore, A., Giglierano, J., Eggers, F., Deacon, J., (2016). Anatomy of Competitive Advantage: Towards a Contingency theory of Entrepreneurial Marketing, Journal of Strategic Marketing , 24 (1), 5-19.
  • Wiklund, J.,Shepherd, D., A., (2005). Entrepreneurial Orientation and Small Business Performance: A Configuration Approach, Journal of Business Venturing, 20 (1), 71-91.
  • Wong K.,K.,K.,(2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS, Technical Note 1, Marketing Bulletin, 24, 1-32.
  • Yüksek, B., (1999). Pazarlama Paradigmasındaki Değişim ve Değişimin Sanayi İşletmelerindeki Görünümüne Yönelik Bir Uygulama, Pazarlama Dünyası Dergisi, (Mart-Nisan), 26-33.
  • Zahra, S., (1993). Environment Corporate Entrepreneurship and Financial Performance: A Taxonomic Approach, Journal of Business Venturing, 8 (4), 319-340.
  • Zhou, Z.,K., Yim, K.,C.,Tse, D., (2005). The Effect of Strategic Orientation on Technology and Market-Based Breakthrough Innovations, Journal of Marketing, 69 (1), 42-60.
There are 61 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Ahmet Buğra Hamşıoğlu

Publication Date June 30, 2018
Submission Date April 24, 2018
Acceptance Date May 29, 2018
Published in Issue Year 2018 Volume: 10 Issue: 24

Cite

APA Hamşıoğlu, A. B. (2018). PAZARLAMADA PARADİGMİK DEĞİŞİM -GİRİŞİMCİ PAZARLAMA DAVRANIŞLARININ BELİRLENMESİ VE GİRİŞİMCİ YÖNLÜLÜĞÜN ROLÜ: BİR ARAŞTIRMA- THE PARADIGMATIC CHANGE IN MARKETING - THE ROLE OF ENTREPRENEURIAL ORIENTATION AND THE DETERMINATION OF ENTREPRENEURIAL MARKETING BEHAVIOURS: A RESEARCH -. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(24), 199-222. https://doi.org/10.20875/makusobed.418029