THE EFFECT OF FIT BETWEEN MARKETING CULTURE AND STRATEGY ON BUSINESS PERFORMANCE: AN APPLICATION IN MANUFACTURING SECTOR OF WEST MEDITERRANEAN REGION


PAPATYA N. , Ozkan T.

JOURNAL OF MEHMET AKIF ERSOY UNIVERSITY ECONOMICS AND ADMINISTRATIVE SCIENCES FACULTY, cilt.6, ss.333-350, 2019 (ESCI İndekslerine Giren Dergi) identifier

  • Cilt numarası: 6 Konu: 2
  • Basım Tarihi: 2019
  • Doi Numarası: 10.30798/makuiibf.531053
  • Dergi Adı: JOURNAL OF MEHMET AKIF ERSOY UNIVERSITY ECONOMICS AND ADMINISTRATIVE SCIENCES FACULTY
  • Sayfa Sayıları: ss.333-350

Özet

In today's competitive conditions, businesses that have a marketing culture and can see the whole picture will produce and implement the right strategy. Thus, effective processes will result in superior performance. Based on this argument, the aim of the study is to reveal the direct impact of marketing culture and business strategy on performance and the effect of the harmony between the marketing culture and business strategy (covariances, mediator, moderator effect) on the performance of the enterprise. For this purpose, the data obtained from the empirical study conducted on a voluntary basis to 412 business owners and managers in the manufacturing sector in the Western Mediterranean Region were subjected to the Structural Equation Model analysis in the Lisrel. The findings show that the effect of marketing culture and business strategy on business performance is positive and the effect of harmony between marketing culture and business strategy (impact of covariance and impact effect) on performance is positive. However, it is understood that businesses are mostly analyst and defensive. It is determined that the quality of products, quality control measures and cost advantage come to the forefront in terms of performance relative to its competitors. This leads to the conclusion that the concept of marketing culture is more sensitive (market-driven) direction because of the low and medium low technology manufacturing of the Regional manufacturers.