Araştırma Makalesi
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Maddi Olmayan Firma Sermayesi ile Pazar Odaklı Öğrenme Arasında Pazarlama Yeteneklerinin Aracılık Rolünün İncelenmesi

Yıl 2023, Sayı: 78, 459 - 473, 25.10.2023

İçlem Er Aydın Kayabaşı

https://doi.org/10.51290/dpusbe.1366681

Öz

Bu çalışmanın amacı, maddi olmayan firma sermayesi ile pazar odaklı öğrenme ilişkisinde pazarlama yeteneklerinin aracılık rolünü incelemektir. Çalışma, yapılandırılmış anket yöntemi yoluyla yürütülmüştür. Araştırma ölçeği, literatürde yaygın şekilde kullanılan ölçeklerden adapte edilmiştir. Araştırma sonuçlarına göre, maddi olmayan firma sermayesinin, pazar odaklı öğrenme ve pazarlama yeteneklerini etkilediği belirlenmiştir. Buna ek olarak, pazarlama yeteneklerinin de pazar odaklı öğrenmeyi etkilediği ve pazarlama yeteneklerinin maddi olmayan firma sermayesi ve pazar odaklı öğrenme ilişkisinde kısmi aracılık etkisine sahip olduğu belirlenmiştir. Özellikle, boyutsal incelemede insan sermayesinin söz konusu ilişkide kısmi bir aracılık etkisine sahip olduğu görülmüştür. Literatürel katkı kapsamında, maddi olmayan firma sermayesinin pazarlama yetenekleri ve pazar odaklı öğrenmenin geliştirilmesinde katkı sağlayacağı ifade edilebilir. Bu sonuca dayalı olarak insan sermayesi, pazarlama yetenekleri ve pazar odaklı öğrenmeye yönelik önemli bir unsur olarak düşünülebilir.

Anahtar Kelimeler

Maddi olmayan firma sermayesi pazarlama yetenekleri pazar odaklı öğrenme pazar odaklı şirket

Kaynakça

  • Al Matarneh, A. S. (2014). An Empirical test of the effect of intangible capital on financial performance and market value in the jordanian companies. Global Journal of Management And Business Research, 14(2), 8-18.
  • Baron R. M. & Kenny D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices, (2nd ed.). Col, USA: USF Open Access Textbook.
  • Bontis, N., Chong Keow, W.C. & Richardson, S. (2000). Intellectual capital and business performance in Malaysian industries. Journal of Intellectual Capital, 1(1), 85-100.
  • Bontis, N. (2001). Assessing knowledge assets: a review of the models used to measure intellectual capital. International journal of management reviews, 3(1), 41-60.
  • Bryman, A. & Cramer, D. (2005). Quantitative data analysis with SPSS 12 and 13: A guide for social scientist. London: Routledge Taylor & Francis Group.
  • Bueno, E., Salmador, M. P. & Rodríguez, Ó. (2004). The role of social capital in today's economy: empirical evidence and proposal of a new model of intellectual capital. Journal of Intellectual Capital, 5(4), 556-574.
  • Busch, P., Venkitachalam, K. & Richards, D. (2008). Generational differences in soft knowledge situations: Status, Need for recognition, workplace commitment and idealism, Knowledge Process Management, 15(1), 45-58.
  • Cheng, Colin C.J. & Krumwiede, Dennis (2017). What makes a manufacturing firm effective for service innovation? The role of intangible capital under strategic and environmental conditions. International Journal of Production Economics, Vol 193, 113-122.
  • Chen, J., Zhu, Z., & Xie, H. Y. (2004). Measuring intellectual capital: a new model and empirical study. Journal of Intellectual capital, 5(1), 195-212.
  • Day, G. (1994). The capabilities of market-driven firms, Journal of marketing, 33 (October 1994), 37-52.
  • De Castro, G. M., Sáez, P. L., & López, J. E. N. (2004). The role of corporate reputation in developing relational capital. Journal of Intellectual Capital, 5(4), 575-585.
  • Dess, G. G., & Picken, J. C. (2001). Changing roles: Leadership in the 21st century. Organizational Dynamics, 28(3), 18-34.
  • Dewhurst, F. W., & Navarro, J. G. C. (2004). External communities of practice and relational capital. The Learning Organization, 11(4/5), 322-331.
  • Dorrego, P. F., Costa, R. V., & Fernández, C. F. J. (2013). Product Innovation and Relational Capital: Evidence From Portugal. Electronic Journal of Knowledge Management, 11(4).
  • Edvinsson, L. (1997). Developing intellectual capital at Skandia, Long Range Planning, 30(3), 366-373.
  • Ghane, S., & Akhavan, P. (2014). A framework for determining and prioritizing relational capitals: The case of Iran e-business. International Journal of Commerce and Management, 24(2), 119-133.
  • Görmüş, A. Ş., (2009). Entelektüel sermaye ve insan kaynakları yönetiminin artan önemi, Afyon Kocatepe Üniversitesi İİBF Dergisi, 10(1), 57-75.
  • Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, 33(3), 114-135.
  • Griffith, D. A., Yalcinkaya, G., & Calantone, R. J. (2010). Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?. Journal of World Business, 45(3), 217-227.
  • Hair, J.F., Anderson, R.E., Tatham, RL. & Black, W.C. (1998). Multivariate data analysis, (5th ed), New Jersey, USA: Prentice-Hall International.
  • Hu, Y., Ke, J., Guo, Z. & Wen, J. (2015). Relationship between Intangible Capital, Knowledge and maintenance performance in a PSS network: An empirical investigation. Paper presented at the 7th Industrial Product-Service Systems Conference: industry transformation for sustainability and business, Procedia CIRP 30, 378 – 383.
  • Johansson, J. (2007). Sell-side analysts' creation of value–key roles and relational capital. Journal of Human Resource Costing & Accounting, 11(1), 30-52.
  • Jurisch, M. C., Palka, W., Wolf, P., & Krcmar, H. (2014). Which capabilities matter for successful business process change?. Business Process Management Journal, 20(1), 47-67.
  • Kohli, A. K. & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of marketing, 54(April 1990), 1-18.
  • Léger, P. M. (2010). Interorganizational IT investments and the value upstream relational capital. Journal of Intellectual Capital, 11(3), 406-428.
  • Li, Q., & Wu, Y. (2018). Intangible capital in Chinese regional economies: Measurement and analysis. China Economic Review, 51, 323-341.
  • Marimuthu, M., Arokiasamy, L., & Ismail, M. (2009). Human capital development and its impact on firm performance: Evidence from developmental economics. The Journal of International Social Research, 2(8), 265-272.
  • Martinez García De Leaniz, P. & Rodríguez Del Bosque, I. (2013). Intellectual capital and relational capital: The role of sustainability in developing corporate reputation. Intangible Capital, 9(1): 262-280.
  • McCallum, S., & O'Connell, D. (2009). Social capital and leadership development: building stronger leadership through enhanced relational skills. Leadership & Organization Development Journal, 30(2), 152-166.
  • Mort, G.S. and Weerawardena, J. (2006). Networking capability and international entrepreneurship: How networks function in Australian born global firms. International Marketing Review, 23(5), 549-572.
  • Nazari, J. A., & Herremans, I. M. (2007). Extended VAIC model: measuring intellectual capital components. Journal of Intellectual Capital, 8(4), 595-609.
  • Nguyen, T.D. and Nguyen, T.T.M. (2011). Firm-specific marketing capital and job satisfaction of marketers. The Learning Organization, 18(3): 251 – 263.
  • Sánchez-Canizares, S. M., Munoz, M. A. A., & López-Guzmán, T. (2007). Organizational culture and intellectual capital: a new model. Journal of Intellectual Capital, 8(3), 409-430.
  • Slater, S. C. & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(July 1995), 63-74.
  • Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777-802.
  • Uzkurt, C. & Torlak, Ö. (2007). İşletmelerin müşteri değeri yaratma üzerinde öğrenme ve pazar odaklı kültürün etkileri. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 25(1), 239-257.
  • Vorhies, D. W., Harker, M., & Rao, C. P. (1999). The capabilities and performance advantages of market-driven firms. European Journal of Marketing, 33(11/12), 1171-1202.
  • Weerawardena, J. (2003a). The role of marketing capability in innovation-based competitive strategy. Journal of Strategic Marketing, 11(1), 15-35.
  • Weerawardena, J. (2003b). Exploring the role of market learning capability in competitive strategy. European Journal of Marketing, 37(3/4), 407-429.
  • Weerawardena, J. & O'Cass, A. (2003). Exploring the characteristics of market-driven firms and antecedents to sustained competitive advantage. Industrial Marketing Management, 33(2004), 419-428.
  • Weerawardena, J., O'Cass, A., & Julian, C. (2006). Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance. Journal of Business Research, 59(1), 37-45.
  • Walsh, K., Enz, C. A., & Canina, L. (2008). The Impact of strategic orientation on intellectual capital investments in customer service firms. Journal of Service Research, 10(4), 300–317.
  • Yanamandram, V & White, L. (2006). Exploratory and confirmatory factor analysis of the perceived switching costs model in the business services sector, Australia and New Zealand Marketing Academy Conference (ANZMAC 2006), Brisbane, Queensland, 4-6 December.

Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning

Yıl 2023, Sayı: 78, 459 - 473, 25.10.2023

İçlem Er Aydın Kayabaşı

https://doi.org/10.51290/dpusbe.1366681

Öz

The purpose of this study is to investigate the mediating role of marketing capabilities in the relationship between intangible firm capital and market-focused learning. The study was conducted by structured survey method. The research scale was adapted from the scales commonly used in the literature. According to the research results, it has been determined that intangible firm capital affects market-focusing learning and marketing skills. In addition to this, it has also determined that marketing skills affects market-focusing learning and it has partially mediated the relationship between intangible firm capital and market-focused learning. Especially, in the dimensional analysis, it is seen that human capital has a partial mediation effect in this relation. In this context, it can be stated that in the context of the literature contribution, the intangible firm capital will contribute to the improvement of marketing capabilities and market-focused learning. Based on this result, human capital can be considered as an important element for marketing capabilities and market-focused learning.

Anahtar Kelimeler

Intangible firm capital marketing capabilities market-focused learning market-driven firm

Kaynakça

  • Al Matarneh, A. S. (2014). An Empirical test of the effect of intangible capital on financial performance and market value in the jordanian companies. Global Journal of Management And Business Research, 14(2), 8-18.
  • Baron R. M. & Kenny D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices, (2nd ed.). Col, USA: USF Open Access Textbook.
  • Bontis, N., Chong Keow, W.C. & Richardson, S. (2000). Intellectual capital and business performance in Malaysian industries. Journal of Intellectual Capital, 1(1), 85-100.
  • Bontis, N. (2001). Assessing knowledge assets: a review of the models used to measure intellectual capital. International journal of management reviews, 3(1), 41-60.
  • Bryman, A. & Cramer, D. (2005). Quantitative data analysis with SPSS 12 and 13: A guide for social scientist. London: Routledge Taylor & Francis Group.
  • Bueno, E., Salmador, M. P. & Rodríguez, Ó. (2004). The role of social capital in today's economy: empirical evidence and proposal of a new model of intellectual capital. Journal of Intellectual Capital, 5(4), 556-574.
  • Busch, P., Venkitachalam, K. & Richards, D. (2008). Generational differences in soft knowledge situations: Status, Need for recognition, workplace commitment and idealism, Knowledge Process Management, 15(1), 45-58.
  • Cheng, Colin C.J. & Krumwiede, Dennis (2017). What makes a manufacturing firm effective for service innovation? The role of intangible capital under strategic and environmental conditions. International Journal of Production Economics, Vol 193, 113-122.
  • Chen, J., Zhu, Z., & Xie, H. Y. (2004). Measuring intellectual capital: a new model and empirical study. Journal of Intellectual capital, 5(1), 195-212.
  • Day, G. (1994). The capabilities of market-driven firms, Journal of marketing, 33 (October 1994), 37-52.
  • De Castro, G. M., Sáez, P. L., & López, J. E. N. (2004). The role of corporate reputation in developing relational capital. Journal of Intellectual Capital, 5(4), 575-585.
  • Dess, G. G., & Picken, J. C. (2001). Changing roles: Leadership in the 21st century. Organizational Dynamics, 28(3), 18-34.
  • Dewhurst, F. W., & Navarro, J. G. C. (2004). External communities of practice and relational capital. The Learning Organization, 11(4/5), 322-331.
  • Dorrego, P. F., Costa, R. V., & Fernández, C. F. J. (2013). Product Innovation and Relational Capital: Evidence From Portugal. Electronic Journal of Knowledge Management, 11(4).
  • Edvinsson, L. (1997). Developing intellectual capital at Skandia, Long Range Planning, 30(3), 366-373.
  • Ghane, S., & Akhavan, P. (2014). A framework for determining and prioritizing relational capitals: The case of Iran e-business. International Journal of Commerce and Management, 24(2), 119-133.
  • Görmüş, A. Ş., (2009). Entelektüel sermaye ve insan kaynakları yönetiminin artan önemi, Afyon Kocatepe Üniversitesi İİBF Dergisi, 10(1), 57-75.
  • Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, 33(3), 114-135.
  • Griffith, D. A., Yalcinkaya, G., & Calantone, R. J. (2010). Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?. Journal of World Business, 45(3), 217-227.
  • Hair, J.F., Anderson, R.E., Tatham, RL. & Black, W.C. (1998). Multivariate data analysis, (5th ed), New Jersey, USA: Prentice-Hall International.
  • Hu, Y., Ke, J., Guo, Z. & Wen, J. (2015). Relationship between Intangible Capital, Knowledge and maintenance performance in a PSS network: An empirical investigation. Paper presented at the 7th Industrial Product-Service Systems Conference: industry transformation for sustainability and business, Procedia CIRP 30, 378 – 383.
  • Johansson, J. (2007). Sell-side analysts' creation of value–key roles and relational capital. Journal of Human Resource Costing & Accounting, 11(1), 30-52.
  • Jurisch, M. C., Palka, W., Wolf, P., & Krcmar, H. (2014). Which capabilities matter for successful business process change?. Business Process Management Journal, 20(1), 47-67.
  • Kohli, A. K. & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of marketing, 54(April 1990), 1-18.
  • Léger, P. M. (2010). Interorganizational IT investments and the value upstream relational capital. Journal of Intellectual Capital, 11(3), 406-428.
  • Li, Q., & Wu, Y. (2018). Intangible capital in Chinese regional economies: Measurement and analysis. China Economic Review, 51, 323-341.
  • Marimuthu, M., Arokiasamy, L., & Ismail, M. (2009). Human capital development and its impact on firm performance: Evidence from developmental economics. The Journal of International Social Research, 2(8), 265-272.
  • Martinez García De Leaniz, P. & Rodríguez Del Bosque, I. (2013). Intellectual capital and relational capital: The role of sustainability in developing corporate reputation. Intangible Capital, 9(1): 262-280.
  • McCallum, S., & O'Connell, D. (2009). Social capital and leadership development: building stronger leadership through enhanced relational skills. Leadership & Organization Development Journal, 30(2), 152-166.
  • Mort, G.S. and Weerawardena, J. (2006). Networking capability and international entrepreneurship: How networks function in Australian born global firms. International Marketing Review, 23(5), 549-572.
  • Nazari, J. A., & Herremans, I. M. (2007). Extended VAIC model: measuring intellectual capital components. Journal of Intellectual Capital, 8(4), 595-609.
  • Nguyen, T.D. and Nguyen, T.T.M. (2011). Firm-specific marketing capital and job satisfaction of marketers. The Learning Organization, 18(3): 251 – 263.
  • Sánchez-Canizares, S. M., Munoz, M. A. A., & López-Guzmán, T. (2007). Organizational culture and intellectual capital: a new model. Journal of Intellectual Capital, 8(3), 409-430.
  • Slater, S. C. & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(July 1995), 63-74.
  • Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777-802.
  • Uzkurt, C. & Torlak, Ö. (2007). İşletmelerin müşteri değeri yaratma üzerinde öğrenme ve pazar odaklı kültürün etkileri. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 25(1), 239-257.
  • Vorhies, D. W., Harker, M., & Rao, C. P. (1999). The capabilities and performance advantages of market-driven firms. European Journal of Marketing, 33(11/12), 1171-1202.
  • Weerawardena, J. (2003a). The role of marketing capability in innovation-based competitive strategy. Journal of Strategic Marketing, 11(1), 15-35.
  • Weerawardena, J. (2003b). Exploring the role of market learning capability in competitive strategy. European Journal of Marketing, 37(3/4), 407-429.
  • Weerawardena, J. & O'Cass, A. (2003). Exploring the characteristics of market-driven firms and antecedents to sustained competitive advantage. Industrial Marketing Management, 33(2004), 419-428.
  • Weerawardena, J., O'Cass, A., & Julian, C. (2006). Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance. Journal of Business Research, 59(1), 37-45.
  • Walsh, K., Enz, C. A., & Canina, L. (2008). The Impact of strategic orientation on intellectual capital investments in customer service firms. Journal of Service Research, 10(4), 300–317.
  • Yanamandram, V & White, L. (2006). Exploratory and confirmatory factor analysis of the perceived switching costs model in the business services sector, Australia and New Zealand Marketing Academy Conference (ANZMAC 2006), Brisbane, Queensland, 4-6 December.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Pazarlama Yönetimi
Bölüm ARAŞTIRMA MAKALELERİ
Yazarlar

İçlem Er 0000-0002-4846-0722

Aydın Kayabaşı 0000-0001-6955-7948

Yayımlanma Tarihi 25 Ekim 2023
Yayımlandığı Sayı Yıl 2023 Sayı: 78

Kaynak Göster

APA Er, İ., & Kayabaşı, A. (2023). Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi(78), 459-473. https://doi.org/10.51290/dpusbe.1366681
AMA Er İ, Kayabaşı A. Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Ekim 2023;(78):459-473. doi:10.51290/dpusbe.1366681
Chicago Er, İçlem, ve Aydın Kayabaşı. “Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, sy. 78 (Ekim 2023): 459-73. https://doi.org/10.51290/dpusbe.1366681.
EndNote Er İ, Kayabaşı A (01 Ekim 2023) Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 78 459–473.
IEEE İ. Er ve A. Kayabaşı, “Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, sy. 78, ss. 459–473, Ekim 2023, doi: 10.51290/dpusbe.1366681.
ISNAD Er, İçlem - Kayabaşı, Aydın. “Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 78 (Ekim 2023), 459-473. https://doi.org/10.51290/dpusbe.1366681.
JAMA Er İ, Kayabaşı A. Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2023;:459–473.
MLA Er, İçlem ve Aydın Kayabaşı. “Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, sy. 78, 2023, ss. 459-73, doi:10.51290/dpusbe.1366681.
Vancouver Er İ, Kayabaşı A. Examining the Mediating Role of Marketing Capabilities Between Intangible Firm Capital and Market-Focused Learning. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2023(78):459-73.
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