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Abstract


THE EFFECT OF MARKET ORIENTATION AND INNOVATION PERFORMANCE ON BUSINESS PERFORMANCE: A RESEARCH ON KONYA AUTOMOTIVE SUBSIDARY INDUSTRY BUSINESSES

Nowadays, the fact that globalization makes itself felt more and more creates a more challenging competitive environment for enterprises. In these challenging and rapidly changing market conditions, businesses must constantly adapt to environmental conditions in order to gain competitive advantage and survive. The aim of this research is to investigate the effect of market orientation and innovation performance on the performance of enterprises in Konya Automotive Supply Industry by using structural equation modeling. Market orientation is tried to be investigated in dimensions of customer orientation, competitor orientation and inter-function coordination; innovation performance; is tried to be investigated in dimensions of product innovation, process innovation, marketing innovation, organizational innovation, technological innovation. SPSS 24.0 analysis program and AMOS package program used in the analysis of structural equation model were used in the survey data obtained from 152 enterprises. With the structural equation model, primary level factor analysis, confirmatory factor analysis, reliability analysis, path diagram were created and hypotheses were tested and interpretations were made according to the results obtained.



Keywords
Structural Equation Model, Market Orientation, Innovation Performance, Business Performance



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