Strategic Orientation, Market Orientation and Business Performance: in Searching for Integration, Evidence from Turkey

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Alobaidi M., KİTAPCI O.

MONTENEGRIN JOURNAL OF ECONOMICS, cilt.15, sa.3, ss.53-70, 2019 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 15 Sayı: 3
  • Basım Tarihi: 2019
  • Doi Numarası: 10.14254/1800-5845/2019.15-3.4
  • Dergi Adı: MONTENEGRIN JOURNAL OF ECONOMICS
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus
  • Sayfa Sayıları: ss.53-70
  • Anahtar Kelimeler: Strategic orientation, market orientation, hotel performance, balanced scorecard, CONFIRMATORY FACTOR-ANALYSIS, BALANCED SCORECARD, MODERATING ROLE, FIT INDEXES, SAMPLE-SIZE, DIMENSIONS, MANAGEMENT, INNOVATION, CONSTRUCT, ENTREPRENEURIAL
  • Akdeniz Üniversitesi Adresli: Evet

Özet

This article aims to develop a model that illustrates the relationsh between the traits of Strategic Orientation (SO), Market Orientat (MO), and business performance in the context of hotel busine Using Structural Equation Modeling (SEM) this study investiga the relationship among strategic orientation, market orientat and business performance, simultaneously. Structured quest naires were handed out to a total of 189 participants from 5 sta hotels; 183 were returned. The results of the SEM showed that had a significant positive effect on MO, and MO also had a sig cant positive effect on HP (Hotel Performance), whereas the eff of SO on HP was a non-significant effect. Using informants only fr hotels limits the generalizability of results to the firms in the serv sector or to that in non-service sector. cross-sectional design will employed in order to derive appropriate conclusions about dir and indirect effects of variables, and because this approach dresses the relationships irrespective of its temporal nature. T study contributes to the literatures of strategic management a marketing through filling the gap in strategic orientation and mar orientation relationship research and to the strategic orientat research through explaining the direct effect of strategic orientat on hotel performance.