A research on the importance of differentiation strategies in improving the marketing performance of businesses

This thesis aims to analyze the relationships between Production and Innovation Activities of enterprises and other functional activities. The research was conducted on enterprises operating in various sectors in Istanbul. The findings show that there is a strong positive relationship between Production and Innovation Activities and Promotion and Marketing, Finance, Logistics, Management and Environmental Activities. In addition, demographic factors such as location of the business, number of employees, sector and gender of the business owner do not have a determining effect on business performance. These findings suggest that businesses should focus more on Production and Innovation Activities in their strategic planning and integrate these activities with other functional activities. This can help businesses to gain competitive advantage and achieve sustainable growth. Therefore, it is recommended that enterprises should invest more in Production and Innovation Activities and integrate these activities with other functional activities.