İşletme performansinin belirleyicileri olarak pazarlama yeniliği ve rekabet stratejileri: ampirik kanitlar
Marketing Innovation and Competitive Strategies as Determinants of Business Performance: Empirical Evidence

Summary/Abstract: This study aims to examine the effects of marketing innovation on business performance and competitive advantage, and the effects of competitive advantage on business performance, in a highly competitive environment. The study was conducted using a survey method with 412 upper and middle-level managers selected by snowball sampling in the fast-moving consumer goods (FMCG) sector in Konya province. Data were analyzed using the SPSS 25.0 statistical program. According to the analysis findings, marketing innovation positively and significantly affects competitive advantage and business performance, and competitive advantage also positively and significantly affect business performance. In particular, marketing innovation explains approximately 45% of the variation in business performance. The results reveal that businesses need to continuously invest in innovation and marketing processes to survive and achieve sustainable success in increasingly competitive conditions. Furthermore, in dynamic and highly competitive environments, businesses must go beyond traditional approaches to create value by adopting strategic marketing-focused innovations that are difficult to imitate and implement, and by selecting appropriate competitive strategy(s) through a comprehensive strategic analysis encompassing internal resources (assets and capabilities) and external environmental conditions (competitors and market structure).

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