Abstract
With the globalization and exponential increase of intense competition, today’s global automotive industry faces different types of challenges. Due to the challenges in the automotive industry, flexibility becomes more vital for businesses in the formulation of marketing strategies. In this sense, marketing flexibility refers to the degree to which an automotive company’s capability to configure its proactive and reactive marketing efforts, to struggle against challenges on quick changes in customers’ expectations and environmental issues. Moreover, these struggles within the industry force organizations to adopt a more innovative competitive approach. Innovative competitive approach is used to gain a sustainable competitive advantage in the global competitive environment through designing and developing all the resources, processes, and capabilities of the organization with innovations and formulation of management strategies by analyzing both the internal and external environment. From this point of view, the present study aims to identify the relationship between AUTOFLEX and the innovative competitive approach within the automotive industry and contribute to both academicians and practitioners. To this end, a questionnaire was applied to 185 sales professionals working in the entry, value, and premium segment automotive industry in Türkiye. Before testing the hypothesis, CFA was calculated by examining the validating the factor structure. Reliability analysis was used on each scale and scales’ structures via Cronbach Alpha (α). Descriptive statistical analysis was used, and skewness and kurtosis values were examined for the normality assumption. To test the hypothesis, correlational analysis through Pearson’s r was performed to determine scales’ coefficients. Also, regression analysis was calculated to explore the effect size of the scales. The data of the current study were analyzed via IBM SPSS Statistics 26.0 and AMOS Graphics 24. As a result of the analysis, it was found that there is a positive and significant relationship between AUTOFLEX and innovative competitive approach. Additionally, AUTOFLEX has a statistically significant effect on innovative competitive approach.
References
- Beraha, A., Bingol, D., Ozkan-Canbolat, E. & Szczygiel, N. (2018). The effect of strategic flexibility configurations on product innovation. European Journal of Management and Business Economics, 27(2), 129-140. http://dx.doi.org/10.1108/EJMBE-02-2018-0028
- Bowonder, B., Dambal, A., Kumar, S. & Shirodkar, A. (2010). Innovation strategies for creating competitive advantage. Research-Technology Management, 53(3), 19-32. http://dx.doi.org/10.1080/08956308.2010.11657628
- Braslina, L., Viksne, K. & Cumakovs, A. (2014). Innovative competitive advantage determination model. Economic Science for Rural Development, 35, 34-42.
- Connelly, L. M. (2013). Demographic data in research studies. Medsurg Nursing, 22(4), 269-271.
- Durdu, A. & İpek, E. (2020). Bilgi yönetiminin işletmelere yenilik ve rekabet üstünlüğü sağlaması. AJIT-e: Bilişim Teknolojileri Online Dergisi, 11(43), 105-114.
- Erkut, G. & Albayrak, A. N. (2010). Yenilikçilik-rekabet gücü ilişkisi: Otomotiv sektörü örneği. İTÜ Dergisi/A, 9(1), 155-166.
- Gnamm, J., Kalmbach, R., Buergin, M. & Seifert, S. (2018). Innovation in the automotive industry: No more experiments. Bain & Company.
- Gopakumar, K., & Suresh, M. (2020). Applications of marketing flexibility in manufacturing and service sectors. In IOP Conference Series: Materials Science and Engineering, 954(1), 1-11. http://dx.doi.org/10.1088/1757-899X/954/1/012003
- Gurău, C. (2009). Marketing flexibility in the context of the service-dominant logic. The Marketing Review, 9(3), 185-197. http://dx.doi.org/10.1362/146934709x467758
- Hammer, C. S. (2011). The importance of participant demographics. American Journal of Speech-Language Pathology, 20(4), 261-262.
- Humphrey, J. & Memedovic, O. (2003). The global automotive industry value chain: What prospects for upgrading by developing countries. UNIDO Sectorial Studies Series Working Paper, 1-62.
- International Labor Organization, ILO (2020). The future of work in the automotive industry: The need to invest in people's capabilities and decent and sustainable work report. 1-54. Retrieved from: https://www.ilo.org/wcmsp5/groups/public/---ed_dialogue/---sector/documents/meetingdocument/wcms_741659.pdf, Retrieved date: 15.09.2022.
- Kılıç, R. & Atalay Oral, M. (2018). İşletme yöneticilerinin yenilikçi rekabet yaklaşımı: Bir ölçek geliştirme çalışması. Akademia Sosyal Bilimler Dergisi, 1, 166-187.
- Kılıç, R. & Oral, M. (2019). İşletmelerin yenilikçi rekabet yaklaşımı çabaları. Akademik Sosyal Araştırmalar Dergisi, 7(88), 359-383. http://dx.doi.org/10.16992/ASOS.14732
- Kim, H. Y. (2013). Statistical notes for clinical researchers: assessing normal distribution (2) using skewness and kurtosis. Restorative Dentistry & Endodontics, 38(1), 52-54.
- Lim, L. L., Alpan, G. & Penz, B. (2013). Coordinating sales and operations management in automobile industry under long procurement lead times. IFAC Proceedings Volumes, 46(9), 64-69. https://doi.org/10.3182/20130619-3-RU-3018.00281
- Martínez-Mesa, J., González-Chica, D. A., Duquia, R. P., Bonamigo, R. R. & Bastos, J. L. (2016). Sampling: How to select participants in my research study?. Anais Brasileiros de Dermatologia, 91, 326-330.
- Mooi, E., Sarstedt, M. & Mooi-Reci, I. (2018). Regression analysis. In Market Research (pp. 215-263). Springer, Singapore.
- Reguia, C. (2014). Product innovation and the competitive advantage. European Scientific Journal, 1(1), 140-157.
- Sarti, F., & Borghi, R. A. (2017). Evolution and challenges of the automotive industry in Brazil. The Automotive Sector in Emerging Economies: Industrial Policies, Market Dynamics and Trade Unions, Friedrich-Ebert-Stiftung, Berlin, 41-64.
- Schober, P., Boer, C. & Schwarte, L. A. (2018). Correlation coefficients: Appropriate use and interpretation. Anesthesia & Analgesia, 126(5), 1763-1768.
- Shalender, K. & Singh, N. (2015). Marketing flexibility: Significance and implications for automobile industry. Global Journal of Flexible Systems Management, 16(3), 251-262. http://dx.doi.org/10.1007/s40171-015-0097-x
- Shalender, K. & Sharma, N. (2022). Integrating strategic flexibility and marketing system to achieve sustainable competitive advantage: conceptual refinement and framework. World Review of Entrepreneurship, Management and Sustainable Development, 18(1-2), 175-194. https://doi.org/10.1504/WREMSD.2022.120794
- Shalender, K., Singh, N. & Sushil. (2017). AUTOFLEX: Marketing flexibility measurement scale for automobile companies. Journal of Strategic Marketing, 25(1), 65-74.
- Sharma, M. K. & Jain, P. K. (2010). Revisiting flexibility in organizations: exploring its impact on performance. Global Journal of Flexible Systems Management, 11(3), 51-68.
- Shqipe, G., Gadaf, R. & Veland, R. (2013). Innovation strategies and competitive advantage. Современная экономика: проблемы, тенденции, перспективы, 8(1), 10-26.
- Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296.
- Yüksekbilgili, Z. (2019). AUTOFLEX: Otomotiv sektöründe pazarlama esnekliği ölçeğinin Türkçeye uyarlanması: Güvenirlik ve geçerlilik çalışması. MANAS Sosyal Araştırmalar Dergisi, 8(3), 2819-2833.
Abstract
Küreselleşme ve yoğun rekabetin katlanarak artmasıyla, günümüzün küresel otomotiv endüstrisi çeşitli zorluklarla karşı karşıyadır. Otomotiv endüstrisindeki zorluklar nedeniyle, işletmeler için pazarlama stratejilerinin oluşturulmasında esneklik kavramı giderek önemli hale gelmektedir. Bu anlamda pazarlama esnekliği, bir otomotiv işletmesinin proaktif ve reaktif pazarlama çabalarını yapılandırma ve müşterilerin beklentilerindeki hızlı değişiklikler ve çevresel konulardaki zorluklarla mücadele etme yeteneğinin derecesini ifade etmektedir. Nitekim sektör içerisindeki bu mücadeleler, işletmeleri daha yenilikçi bir rekabetçi yaklaşımı benimsemeye zorlamaktadır. Yenilikçi rekabet yaklaşımı, organizasyonun tüm kaynaklarının, süreçlerinin ve yeteneklerinin yeniliklerle tasarlanıp geliştirilmesinde, yönetim stratejilerinin hem iç hem de dış çevre analiz edilerek formülasyonunun gerçekleştirilmesinde ve küresel rekabet ortamında sürdürülebilir bir rekabet avantajının elde edilmesinde kullanılmaktadır. Bu noktadan hareketle bu çalışma, AUTOFLEX ile otomotiv endüstrisindeki yenilikçi rekabet yaklaşımı arasındaki ilişkiyi tespit etmeyi ve hem akademisyenlere hem de uygulayıcılara katkı sağlamayı amaçlamaktadır. Bu amaçla çalışma kapsamında Türkiye’de giriş, değer ve premium segment otomotiv sektöründe çalışan 185 satış profesyoneline anket uygulanmıştır. Çalışmanın hipotezi test edilmeden önce, faktör yapısının doğrulanmasını kontrol etmek suretiyle DFA sonuçlarına bakılmıştır. Her bir ölçekte ve ölçeklerin yapılarında Cronbach Alpha (α) ile güvenirlik katsayısı hesaplanmıştır. Betimsel istatistiksel analiz kullanılmış, normallik varsayımı için çarpıklık ve basıklık değerleri incelenmiştir. Hipotezi test etmek için ise ölçeklerin katsayılarını belirlemek amacıyla Pearson’s r ile korelasyon analizi yapılmıştır. Ayrıca ölçeklerin etki büyüklüğünü araştırmak için regresyon analizi hesaplanmıştır. Mevcut çalışmanın verileri, IBM SPSS Statistics 26.0 ve AMOS Graphics 24 ile analiz edilmiştir. Analiz sonucunda AUTOFLEX ile yenilikçi rekabet yaklaşımı arasında pozitif ve anlamlı bir ilişki olduğu tespit edilmiştir. Ayrıca, AUTOFLEX’in yenilikçi rekabetçi yaklaşım üzerinde istatistiksel olarak anlamlı bir etkisinin var olduğu gözlemlenmiştir.
References
- Beraha, A., Bingol, D., Ozkan-Canbolat, E. & Szczygiel, N. (2018). The effect of strategic flexibility configurations on product innovation. European Journal of Management and Business Economics, 27(2), 129-140. http://dx.doi.org/10.1108/EJMBE-02-2018-0028
- Bowonder, B., Dambal, A., Kumar, S. & Shirodkar, A. (2010). Innovation strategies for creating competitive advantage. Research-Technology Management, 53(3), 19-32. http://dx.doi.org/10.1080/08956308.2010.11657628
- Braslina, L., Viksne, K. & Cumakovs, A. (2014). Innovative competitive advantage determination model. Economic Science for Rural Development, 35, 34-42.
- Connelly, L. M. (2013). Demographic data in research studies. Medsurg Nursing, 22(4), 269-271.
- Durdu, A. & İpek, E. (2020). Bilgi yönetiminin işletmelere yenilik ve rekabet üstünlüğü sağlaması. AJIT-e: Bilişim Teknolojileri Online Dergisi, 11(43), 105-114.
- Erkut, G. & Albayrak, A. N. (2010). Yenilikçilik-rekabet gücü ilişkisi: Otomotiv sektörü örneği. İTÜ Dergisi/A, 9(1), 155-166.
- Gnamm, J., Kalmbach, R., Buergin, M. & Seifert, S. (2018). Innovation in the automotive industry: No more experiments. Bain & Company.
- Gopakumar, K., & Suresh, M. (2020). Applications of marketing flexibility in manufacturing and service sectors. In IOP Conference Series: Materials Science and Engineering, 954(1), 1-11. http://dx.doi.org/10.1088/1757-899X/954/1/012003
- Gurău, C. (2009). Marketing flexibility in the context of the service-dominant logic. The Marketing Review, 9(3), 185-197. http://dx.doi.org/10.1362/146934709x467758
- Hammer, C. S. (2011). The importance of participant demographics. American Journal of Speech-Language Pathology, 20(4), 261-262.
- Humphrey, J. & Memedovic, O. (2003). The global automotive industry value chain: What prospects for upgrading by developing countries. UNIDO Sectorial Studies Series Working Paper, 1-62.
- International Labor Organization, ILO (2020). The future of work in the automotive industry: The need to invest in people's capabilities and decent and sustainable work report. 1-54. Retrieved from: https://www.ilo.org/wcmsp5/groups/public/---ed_dialogue/---sector/documents/meetingdocument/wcms_741659.pdf, Retrieved date: 15.09.2022.
- Kılıç, R. & Atalay Oral, M. (2018). İşletme yöneticilerinin yenilikçi rekabet yaklaşımı: Bir ölçek geliştirme çalışması. Akademia Sosyal Bilimler Dergisi, 1, 166-187.
- Kılıç, R. & Oral, M. (2019). İşletmelerin yenilikçi rekabet yaklaşımı çabaları. Akademik Sosyal Araştırmalar Dergisi, 7(88), 359-383. http://dx.doi.org/10.16992/ASOS.14732
- Kim, H. Y. (2013). Statistical notes for clinical researchers: assessing normal distribution (2) using skewness and kurtosis. Restorative Dentistry & Endodontics, 38(1), 52-54.
- Lim, L. L., Alpan, G. & Penz, B. (2013). Coordinating sales and operations management in automobile industry under long procurement lead times. IFAC Proceedings Volumes, 46(9), 64-69. https://doi.org/10.3182/20130619-3-RU-3018.00281
- Martínez-Mesa, J., González-Chica, D. A., Duquia, R. P., Bonamigo, R. R. & Bastos, J. L. (2016). Sampling: How to select participants in my research study?. Anais Brasileiros de Dermatologia, 91, 326-330.
- Mooi, E., Sarstedt, M. & Mooi-Reci, I. (2018). Regression analysis. In Market Research (pp. 215-263). Springer, Singapore.
- Reguia, C. (2014). Product innovation and the competitive advantage. European Scientific Journal, 1(1), 140-157.
- Sarti, F., & Borghi, R. A. (2017). Evolution and challenges of the automotive industry in Brazil. The Automotive Sector in Emerging Economies: Industrial Policies, Market Dynamics and Trade Unions, Friedrich-Ebert-Stiftung, Berlin, 41-64.
- Schober, P., Boer, C. & Schwarte, L. A. (2018). Correlation coefficients: Appropriate use and interpretation. Anesthesia & Analgesia, 126(5), 1763-1768.
- Shalender, K. & Singh, N. (2015). Marketing flexibility: Significance and implications for automobile industry. Global Journal of Flexible Systems Management, 16(3), 251-262. http://dx.doi.org/10.1007/s40171-015-0097-x
- Shalender, K. & Sharma, N. (2022). Integrating strategic flexibility and marketing system to achieve sustainable competitive advantage: conceptual refinement and framework. World Review of Entrepreneurship, Management and Sustainable Development, 18(1-2), 175-194. https://doi.org/10.1504/WREMSD.2022.120794
- Shalender, K., Singh, N. & Sushil. (2017). AUTOFLEX: Marketing flexibility measurement scale for automobile companies. Journal of Strategic Marketing, 25(1), 65-74.
- Sharma, M. K. & Jain, P. K. (2010). Revisiting flexibility in organizations: exploring its impact on performance. Global Journal of Flexible Systems Management, 11(3), 51-68.
- Shqipe, G., Gadaf, R. & Veland, R. (2013). Innovation strategies and competitive advantage. Современная экономика: проблемы, тенденции, перспективы, 8(1), 10-26.
- Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296.
- Yüksekbilgili, Z. (2019). AUTOFLEX: Otomotiv sektöründe pazarlama esnekliği ölçeğinin Türkçeye uyarlanması: Güvenirlik ve geçerlilik çalışması. MANAS Sosyal Araştırmalar Dergisi, 8(3), 2819-2833.
Details
| Primary Language | English |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | December 27, 2022 |
| Published in Issue | Year 2022 Volume: 7 Issue: 2 |
