Firm capabilities differentetion strategies and firm performance relations for the strategies of competitives

Nowadays, in the face of increasing competition, firms gain competitiveness when they analyze their internal and external environment against competitors and determine appropriate strategies for their abilities. In this research, it is aimed to reveal the contribution of firm talents to company performance through the mediating effect of differentiation strategies. In the Marmara Region, questionnaires were collected from firms with first ISO 500 and second ISO 500 and research model and hypotheses were formed. In order to measure the relationships of the variables, dependent and independent variables were subjected to factor analysis separately using statistical package programs. As the Cronbach Alpha values of the factors were above 0.7, it was confirmed that the scales were reliable. Correlation and regression analysis revealed a significant and positive relationship between firm capabilities and firm performance. In the regression analysis, when the differentiation strategies were included in the analysis, it was concluded that the effect of the differentiation strategies did not disappear between firm capabilities and firm performance, but the effect of the differentiation strategies decreased and partial mediation effect was observed. It is concluded that the innovations made by the companies using their talents increase their financial growth performance through differentiation strategies.