Abstract:

Today, the phenomenon of globalization makes it feel more, creating a much more challenging competitive environment for. In these challenging and rapidly changing market conditions, must be constantly adapted to environmental conditions in order to competitive superiority and stay standing. The purpose of this research is to explore the impact of market orientation and innovation performance on business performance in the Konya Automotive Sub-Industry enterprises by structural equality modeling. Market orientation, customer orientation, competitive orientation and functional coordination dimensions; the performance of innovation is measured by product innovation, process innovation, marketing innovation, organizational innovation, technological innovation dimensions. The research data obtained from 152 enterprises, using the survey technique, was applied to the Konya Automotive Sub-Industry enterprises and used in the SPSS 24.0 analysis program and the AMOS package program used in the resolution of the structural equality model. Through the structural equality model, the primary level factor analysis, verifying factor analysis, reliability analysis, road diagram, hypotheses have been tested and interpretations have been made in accordance with the results obtained.