title: Effects of Market, E-Marketing, and Technology Orientations on Innovativeness and Performance in Turkish Health Organizations.
abstract: This article investigates the effects of strategic orientation on innovativeness and performance in health organizations in Turkey. We hypothesize that market, e-marketing, and technology orientations positively affect innovativeness and performance. Market and technology orientations are found not have a significant effect on performance, but e-marketing orientation and innovativeness have a significant and positive effect. We also investigate indirect effects on innovativeness and performance. The analyses of direct and indirect effects are an important contribution to understanding relationships among research variables.
authors.affiliation: a Department of International Trade and Logistics , Gaziantep University , Gaziantep , Turkey.
authors.forename: Hanifi Murat
authors.initials: HM
authors.lastname: Mutlu
authors.affiliation: a Department of International Trade and Logistics , Gaziantep University , Gaziantep , Turkey.
authors.forename: Atilla
authors.initials: A
authors.lastname: Sürer
mesh_terms: D000328:Adult; D005260:Female; D058016:Health Facility Administration; D006801:Humans; D020407:Internet; D008297:Male; D008389:Marketing of Health Services / Q000458:organization & administration*; D008875:Middle Aged; D009937:Organizational Objectives / Q000191:economics; D014421:Turkey
keywords: Turkish health industry; e-marketing orientation; innovativeness; performance; strategic orientations