THE INFLUENCE OF REPUTATION ORIENTATION ON THE CREATION OF MARKETING STRATEGY AND ITS INTERACTION WITH THE PERFORMANCE: A RESEARCH

Abstract

This is an empirical study aiming to determine the influence of reputation orientation on the marketing strategy and its interaction with performance, carried out using the questionnaire method, on 220 businesses, in accordance with the medium size business list of Ankara province. The purpose of this study is to determine the attitudes of marketing managers on establishing an enterprise's corporate reputation and the effects of their actions on marketing performance. The theoretical justifications for this research are the stakeholder theory, the theory of dynamic capabilities and the strategic choice theory. The study contributes to the marketing strategy literature and to the stakeholder marketing, which has been developing. The study establishes a theoretical link between reputation-oriented structure, marketing strategies and the decisions in the functional level, in the corporate-level.

In the analysis of the data, the model was tested with the partial least squares method. According to the results obtained, reputation orientation has a positive influence on stakeholder conscious marketing strategies. Moreover, it has been seen that the stakeholder conscious marketing strategy has a positive effect on corporate reputation and marketing performance. Finally, corporate reputation has a positive effect on marketing performance. In the analysis, four hypotheses formed in the study were accepted and the research model was fully confirmed. The findings obtained from this research contribute to the marketing literature, as well as presenting important results to both executives and academic personnel.