Abstract:

The aim of this study is to investigate the impact of the competitive strategies that implement (cost leadership, differentiation and focus) on management skills in pre-crisis, crisis moments and post-crisis periods. Method - After literary scan in the study, the quantum research method was used for field research. The data of the research was provided through the survey of partners and senior managers of companies operating in different sectors in the Denizli province and personal business owners. The survey, in which only one person from each enterprise (business owner/mediate/top-mediate manager) participated, analyzed the data of 255 surveys. Correlation and regression analyses have been carried out. According to the research model, competition strategies have been studied as independent variables, crisis management skills dependent variables. Results - The results of the analyses conducted to test the hypotheses of the study have studied the interaction between dependent and independent variables. The study found that the relationship and interaction between cost leadership and differentiation strategies and crisis management skills in a positive and medium-level direction was meaningful, but the relationship between focus strategy and crisis management skills was not meaningful. Discussions - The study found that the most practiced competitive strategies of in crisis management were differentiation strategies and cost leadership strategies respectively. The influence of the strategy to differentiate management skills in all three periods of the crisis management process (pre-crisis, crisis and post-crisis) is greater than the influence of the cost leadership strategy. The period in which the differentiation strategy has the highest impact is post-crisis management skills, while the period in which the cost leadership strategy has the highest impact is crisis management skills. The findings obtained from the results of the analyses conducted towards the hypotheses of the study are the relevant literature support. It is also believed that this work has contributed to the field writing due to the fact that the work that has previously studied these variables is quite limited.

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