Cilt 6 Sayı 2 (2018): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

PAZAR ODAKLILIK BİLEŞENLERİNİN FİRMA PERFORMANSINA ETKİLERİ: ANKARA’DA FAALİYET GÖSTEREN STARTUPLAR ÜZERİNE BİR UYGULAMA

Begüm ŞAHİN
Çankaya University
Biyografi

Yayınlanmış 2018-09-02

Anahtar Kelimeler

  • Startup,
  • Pazar Odaklılık,
  • Firma Performansı

Nasıl Atıf Yapılır

ŞAHİN, B. (2018). PAZAR ODAKLILIK BİLEŞENLERİNİN FİRMA PERFORMANSINA ETKİLERİ: ANKARA’DA FAALİYET GÖSTEREN STARTUPLAR ÜZERİNE BİR UYGULAMA. Business & Management Studies: An International Journal, 6(2), 675–693. https://doi.org/10.15295/bmij.v6i2.274

Özet

Girişimcilik ekosisteminin yapıtaşı startuplar, hızlı büyüme göstererek küresel pazara hâkim olmayı hedefleyen teknolojik girişimlerdir. Startupların başarısızlık nedenlerinin başında ise bulundukları pazarı iyi analiz edememe ve hedef müşteriye odaklanamama gelmektedir. Pazarlama faaliyetlerini yerine getirmeyen startuplar kısa sürede firma faaliyetlerine son verebilmektedir. Günümüzde startuplar üzerine birçok araştırma yapılmaktadır. Çalışmalar çoğunlukla Amerika Birleşik Devletleri ve diğer gelişmiş ülkelerde gerçekleşmektedir. Türkiye gibi gelişmekte olan ülkelerde araştırma sayısı oldukça azdır. Bu çalışmada Ankara’da faaliyet gösteren 141 startup’ın duyarlı pazar odaklılık ve proaktif pazar odaklılık yaklaşımlarının finansal performans, pazar performansı ve yenilik performansına etkileri incelenmiştir. Elde edilen bulgular ile ekosisteme fayda sağlayacak sonuçların ortaya konması ve literatüre katkı sağlanması amaçlanmaktadır. 

İndirmeler

İndirme verileri henüz mevcut değil.

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