Özet:

Purpose - Entrepreneurs need to properly develop their marketing capabilities in order to a competitive advantage in the market. In the study, environmental turbulence as well as the entrepreneurial direction of and market direction were analyzed as a determiner of the marketing capabilities of. Business performance has been analyzed as a result of the structure of marketing skills. Method - The work was carried out in 220 large and medium-sized enterprises operating in Antalya between September 2018 and January 2019. The method is used to obtain data. The smallest square method has been used to test the model created. The findings - The results found that environmental turbulence has a significant impact on entrepreneurial orientation and market orientation, entrepreneurial orientation has a significant impact on market orientation and marketing capabilities, market orientation has a significant impact on marketing capabilities, marketing capabilities and entrepreneurial orientation has a significant impact on business performance. Discussions - In this study, an integrating framework is proposed based on previous research that tested the results of various determiners and marketing abilities in entrepreneurial enterprises.

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