Rekabet stratejilerinin ve stratejik analizin kapsamlılığının firma performansı üzerine etkisi: İSO'ya kayıtlı en büyük 1000 Türk sanayi firması üzerinde ampirik bir çalışma

The purpose of this study was to investigate the impact of competitive strategies and the comprehensiveness of strategic analysis on firm performance, using a combination of Istanbul Chamber of Manufacturing (ISO) data and a survey method. The study focused on a multi-industry sample of 200 prominent Turkish manufacturing firms. Strategy impacts at the business level were captured using a modification of Porter's typology that classified strategies as pure or hybrid. Strategic analysis impacts were captured using an existing scale that was modified and factorized. Because of the study's multi-industry design, the dependent variable, firm performance, was controlled for firm size, industry dynamism, and competitive intensity in terms of performance variations. Hypotheses were constructed based on both previous research and conceptual beliefs. Results provided significant insight into the strategic determinants of firm performance. Regarding competitive strategies, findings showed that hybrid strategies were generally preferable to pure strategies, stuck-in-the-middle strategies, and no strategy position. However, pure marketing differentiation strategy, along with hybrid ones, had also a significant effect on firm performance. Additionally, it was found that when more generic strategy dimensions were included in the strategy combination, firm performance increased, provided that at least one of the key components was marketing or innovation differentiation. And, regarding the performance impact of strategic analysis comprehensiveness, among the nine dimensions, it was found that more comprehensive competitor information analysis led to higher firm performance. That is, being competitor-oriented significantly contributed to firm performance in the scope of the manufacturing industry. Keywords: Competitive Strategy, Porter's Generic Strategies, Hybrid Strategies, Pure Strategies, Comprehensiveness of Strategic Analysis, Subjective Firm Performance, Dummy Variables.