THE EFFECT OF COMPETITION STRATEGIES ON ORGANIZATIONAL PERFORMANCE, THE MEDIATING ROLE OF ENTREPRENEURSHIP

Organizational performance is described as an important concept in the rapidly changing market and increasing competition conditions. Organizations that can keep the outputs of their activities in line with their goals can survive in a volatile and competitive environment. It is considered that generic strategies chosen to compete and make competition sustainable increase organizational performance. It is considered that entrepreneurial individuals who can quickly grasp rapidly changing environmental conditions contribute to organizational performance. In this context, the effect of competitive strategies on organizational performance and the mediating role of entrepreneurship in this effect have been investigated. Data were collected from a total of 511 employees from 163 enterprises located in Mersin Tarsus Industrial Zone. The data were analyzed by SPSS and AMOS statistical package programs and SPSS PROCESS extension package macro program. As a result of the Bootstrap Bias-Corrected Confidence Interval (Bootstrap BC 95% CI) analysis, it was determined that overall cost leadership, differentiation and focus strategies have positive significant effects on organizational performance. It has been found that entrepreneurial behavior has a complementary mediating effect on organizational performance of each of the competitive strategies.