%0 Journal Article
%T IMPACT OF AMB£¿DEXTROUS MARKET£¿NG ON MARKET AND NONF£¿NANC£¿AL PEFORMANCE IND£¿CATORS V£¿A SUSTA£¿NABLE COMPET£¿T£¿VE ADVANTAGE: A STUDY ON INFORMAT£¿ON TECHNOLOGY SECTOR
%A Emrah TOKG£¿Z
%J -
%D 2018
%X In this research, impact of ambidextrous marketing on market and non-financial peformance indicators via sustainable competitive advantage is revealed using Structural Equation Model (SEM). As research universe, Small and Medium-Sized Enterprises (SME) operating in information technology in Turkey have been selected. 392 usable questionnaires were obtained. According to the results of the model; marketing exploitation has positive effect on non-financial performance indicators via market performance. Marketing exploration has positive effect on market and non-financial performance indicators via sustainable competitive advantage
%K £¿ift Yetenekli Pazarlama
%K S¨¹rd¨¹r¨¹lebilir Rekabet Avantaj£¿
%K Pazar Performans£¿
%K Finansal Olmayan Performans
%U http://dergipark.org.tr/oybd/issue/44990/558647