Examining the Relationship between Autoflex and Innovatıive Competitive Approach

With the globalization and exponential increase of intense competition, today’s global automotive industry faces different types of challenges. Due to the challenges in the automotive industry, flexibility becomes more vital for businesses in the formulation of marketing strategies. In this sense, marketing flexibility refers to the degree to which an automotive company’s capability to configure its proactive and reactive marketing efforts, to struggle against challenges on quick changes in customers’ expectations and environmental issues. Moreover, these struggles within the industry force organizations to adopt a more innovative competitive approach. Innovative competitive approach is used to gain a sustainable competitive advantage in the global competitive environment through designing and developing all the resources, processes, and capabilities of the organization with innovations and formulation of management strategies by analyzing both the internal and external environment. From this point of view, the present study aims to identify the relationship between AUTOFLEX and the innovative competitive approach within the automotive industry and contribute to both academicians and practitioners. To this end, a questionnaire was applied to 185 sales professionals working in the entry, value, and premium segment automotive industry in Türkiye. Before testing the hypothesis, CFA was calculated by examining the validating the factor structure. Reliability analysis was used on each scale and scales’ structures via Cronbach Alpha (α). Descriptive statistical analysis was used, and skewness and kurtosis values were examined for the normality assumption. To test the hypothesis, correlational analysis through Pearson’s r was performed to determine scales’ coefficients. Also, regression analysis was calculated to explore the effect size of the scales. The data of the current study were analyzed via IBM SPSS Statistics 26.0 and AMOS Graphics 24. As a result of the analysis, it was found that there is a positive and significant relationship between AUTOFLEX and innovative competitive approach. Additionally, AUTOFLEX has a statistically significant effect on innovative competitive approach.