LOJİSTİK İŞLETMELERİNİN PAZARLAMA YETENEKLERİNİN REKABET AVANTAJI VE İŞLETME PERFORMANSINA ETKİSİ.

KOBAN, Engin; EKER İŞCİOĞLU, Tutku

Together with the increasing World trade, the level of competition has also increased for the companies operating in the logistics sector and it has become obligatory for them to revise their capabilities. One of the most fundamental of these capabilities is undoubtedly marketing capabilities. This study aims to investigate the effect of organizational resources and organizational skills on marketing capabilities and the effect of competitive advantage, which is expected to be derived by these capabailities, on business performance. In the research model created within this framework, first, the relationship between marketing capabilities, organizational resources and organizational capabilities was evaluated. In the second part, the effect of marketing capabilities and competitive advantage on the business performance was tested, as well as the interplay between these two. The data was obtained from 42 logistics companies and the hypotheses were tested by Partial Least Squares-Structural Equation Modeling. Findings show that only the competitive advantage has a direct effect on business performance. Organizational resources and capabilities, as well as the marketing capabilities, indirectly influence business performance through the mediating role of competitive advantage.

ORGANIZATIONAL performance; INTERNATIONAL trade; COMPETITIVE advantage in business; RELATIONSHIP marketing; LOGISTICS

International Journal of Economic & Administrative Studies, 2020, Issue 26, p35

1307-9832

Academic Journal

10.18092/ulikidince.568792