GİRİŞİMSEL PAZARLAMA BOYUTLARININ İNOVASYON ve FİNANSAL PERFORMANS ÜZERİNE ETKİSİ: TR90 BÖLGESİNDE FAALİYET GÖSTEREN KOBİ’LER ÖRNEĞİ
THE EFFECT OF INTERVENTIONAL MARKETING DIMENSIONS ON INNOVATION and FINANCIAL PERFORMANCE: EXAMPLE OF SMEs OPERATING IN THE TR90 REGION

Summary/Abstract: The purpose of this study is to reveal the effects of entrepreneurial marketing dimensions on firm innovation and financial performance. For this purpose, hypotheses were developed for the relationship between entrepreneurial marketing dimensions firm innovation performance and of financial performance. Structural equation modeling was used in the test of these hypotheses. The data of the study were collected by survey method from 309 SME managers operating in TR90 region (Trabzon, Ordu, Giresun, Rize, Artvin and Gümüşhane). The results of the analysis revealed that all of the interventional marketing dimensions evaluated within the scope of the research had a significant effect on the financial performance of the company. In addition, the results of the analysis revealed that variables such as opportunity orientation, innovation, customer concentration and value creation, which are among entrepreneurial marketing dimensions, have a significant effect on firm innovation performance.

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