Özet:

It is known that as a result of immense competition in production companies among developing countries, firms act with cost pressure. Firms should examine the competitive environment in which they operate and decide which strategies are the most appropriate. In the studies examining the sectoral compatibility of the strategies shows that there are generally accepted strategies in some sectors. During the pandemic period, companies had to undergo a great change and transformation. While changing expectations, needs and demands force companies to be more flexible, the appropriate strategy for companies to continue their activities is an issue that needs to be investigated. For this reason, this empirical study aims to determine which generic strategy is more effective in terms of market performance of firms in the textile industry, which is one of Turkey's locomotive sectors, and to make an inference about what the current situation is. The questionnaire form prepared after the model developmnent for the purpose of the research and sent to 120 textile companies operating in the Southeastern Anatolia region can represent the universe of the research. The research hypotheses were tested on 80 questionnaire forms obtained. As a result, in the textile sector effect of the cost leadership strategy, one of the generic strategies, on market performance was not found, and it was found that differentiation strategy had a positive effect on market performance. Finally, when the sub-branches in the textile sector are examined, it is seen that the sub-branch with the lowest averages of cost leadership, differentiation and market performance is "confection", and the sub-branch with the highest averages is "technical textile".