You are here

Home » Content

Sürdürülebilir Rekabet İçin Pazarlamayı Yeniden Düşünmek

Rethinking Marketing for Sustainable Competitive Advantages

Journal Name:

  • Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
When formal marketing thought developed in the early 1900s, dominant perspective of marketing was about taking things “to market”. After 1950 marketing thought moved to a “market to” orientation. This orientation reflects “product dominant logic”. After radical changes in information technology, knowledge asymmetry between firm and customer is decreased and customer becomes operant resource instead of a resource to be acted on. Therefore, new marketing paradigm has been emerged and main focus moved from “value in exchange” to “value in use” and customer becomes collaborative partner. Firm can only provide value proposition. New definition of marketing comprises “customer relationship”, “share holders”, and “value creation”. Apart from evolving of marketing thought, theories of competitive advantages have been also change form industry perspective to internal resource and dynamic capabilities. Both new perspectives of marketing and dynamic capabilities are focus on operant resource such as knowledge and skills to sustain competitive advantages.
Bookmark/Search this post with
Abstract (Original Language): 
Pazarlama düşüncesinin oluşum ve kuruluş dönemlerinde temel yaklaşım metaların pazara sürümü iken, 1950‟lerden sonra “ürün baskın” yaklaşımı egemen olmuştur. Bilgi teknolojilerindeki radikal değişimler sonucu tüketicilerin de artık bilgiye ulaşmasının kolaylaşmasıyla, işletme ile müşteri arasındaki bilgi asimetrisi ortadan kalkmış ve müşteri işlenen bir kaynak olmaktan çıkmış ve işlem doğuran bir kaynak haline gelmiştir. Buna bağlı olarak yeni paradigmada “değişim değeri” yerini “kullanım değeri” ne bırakmıştır. Bu kapsamda müşteri ihtiyacı giderilmek üzere ürün geliştirilen ve etkilenen bir kaynak değil, ortaklaşa hareket edilen ve işlem doğuran bir kaynak olarak değerlendirilmeye başlamıştır. İşletme artık değer yaratan değil müşteriye değer sunumu yapan konumuna gelmiş olmaktadır. Son gelişmelere paralel olarak yeni pazarlama tanımında “müşteri ilişkileri”, “paydaşlar” ve “değer yaratma” yerini almıştır. Stra tejik yönetim literatüründe de, rekabet avantajı sağlamaya yönelik teorilerde değişimler olmuş ve sektörel rekabet avantajı yaklaşımından işlemeye özgü kaynaklarına geçilmiştir. Gerek yeni pazarlama paradigması gerek dinamik kabiliyetler, işletmenin sürdürülebilir rekabet avantajı sağlaması için işlem doğuran kaynaklara odaklanmışlardır.
FULL TEXT (PDF): 
PDF icon arastirmax-surdurulebilir-rekabet-icin-pazarlamayi-yeniden-dusunmek.pdf
  • 2
61-84
  • Turkish

JEL Codes:

REFERENCES

References: 

Ansoff, H. I., (1965), Corporate Strategy: An Analytical Approach to Business
Policy for Growth and Expansion. New York: McGraw-Hill.
Arnould, E.J., Price, L.L. ve Malshe, A.,(2006), “Towards Cultural Resource-Based Theory of the Customer”, Ed: Lusch, R.L. ve Vargo, S.L., The
Services-Dominant Logic of Marketing-Dialog, Debate, and Direction,
M.E. Sharpe, New York, 91-104
Avlontis, G.J. ve Gounaris, S.P., (1999), “Market Orientation and Its
Determinants: An Empirical Analysis,” European Journal of Marketing,
33(11/12), 1003-1037
Ballantyne, D. ve Varey, R.J., (2008), “The Service-Dominant Logic and the
Future of Marketing”, Journal of the Academy of Marketing Science,
36(1), 11-14
Barney, J. B. (1991). “Firm Resources and Sustained Competitive Advantage”,
Journal of Management, 17(1), 99–120
Borden, N. H., (1964), “The Concept of the Marketing Mix”, Journal of
Advertising Research, 4( June), 2-7.
Cooke, E. F., Rayburn, J. M., ve Abercrombie, C. L., (1992), “The History of
Marketing Thought as Reflected in the Definition of Marketing”, Journal
of Marketing Theory and Practice, 1 (1), 10-20.
Darroch, J., Miles, M.P., ve Cooke, E. F., (2004), “The 2004 AMA Definition of
Marketing and Its Relationship to a Market Orientation: an Extension of
Cooke, Rayburn, & Abercrombie (1992)”, Journal of Marketing Theory
and Practice, 12 (4), 29-38.
Day, G.S., (1994), “The Capabilities of Market-Driven Organization,” Journal of
Marketing, 58(4), 37-52.
Day, G.S., (1999), “Misconceptions about Market Orientation,” Journal of
Market-Focused Management, 4(1), 5-16.
Desphande, R. ve Farley, J.U., (1998), “Measuring Market Orientation;
Generalization and Synthesis,” Journal of Market Focus Management,
2(3), 213-232.
Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
80
Drucker, P. F., (1973), Managemen,Harper & Row, New York.
Eisenhardt, K.M. ve Martin, J.A., (2000), “Dynamic Capabilities: What are
They?”, Strategic Management Journal, 21(10-11), 1105-1121.
Erdoğan, B. Z., Tiltay, M. A., ve Kimzan, H. S., (2011), “Pazarlama Teorisi‟nin
Felsefi Temelleri: Değişim mi, İlişki mi?”, Tüketici ve Tüketim
Araştırmaları Dergisi, 3(1), 1-28.
Frey, A. W., (1961), Advertising, 3rd ed. The Ronald Press, New York.
Frosch, R., (1996). “The Customer for R&D Is Always Wrong!”, Research-Technology Management, 39(6), 22–27.
Gebauer, H., (2011), “Exploring the Contribution Of Management Innovation To
The Evolution Of Dynamic Capabilities”, Industrial Marketing
Management, 48(8), 1238-1250.
Gobe, M.,(2001), Emotional Branding, Allworth Press, Canada
Grove, A.S., (1996), Only the Paranoid Survive, Doubleday, New York.
Grönroos, C., (1994), “From Marketing Mix to Relationship Marketing-Towards
a Paradigm Shift in Marketing”, Management Decision, 32(2), 4-20
Hills, S. B. ve Sarin, S., (2003), “From Market Driven to Market Driving: An
Alternative Paradigm for Marketing in High Technology Industries,”
Journal of Marketing Theory and Practice, 11(3), 13-24.
Howard, J. A., (1957), Marketing Management: Analysis and Decision. Richard
D. Irwin Inc, Homewood, IL.
Hunt, S. D., ve Morgan, R. M., (2004), “The Resource-Advantage Theory Of
Competition: A Review”, Ed. Malhotra, Review of Marketing Research, 1,
153–205.
Hunt, S.D. ve Morgan, R. M., (1996), “The Resource-Advantage Theory of
Competition: Dynamic, Path Dependencies, and Evolutionary
Dimensions,” Journal of Marketing, 60(4), 107-14.
A. Koçak, Cilt: 2, Sayı: 2, ss. 61-84, Güz 2012
81
Hyman, M.R., (2004), “Revising the Structural Framework for Marketing
Management”, Journal of Business Research, 57(9), 923-932.
Jaworski, B.J., Kohli, A.K. ve Sahay, A., (2000). “Market-Driven Versus Driving
Markets,” Academy of Marketing Science, 28(1), 45-54.
Kohli, A.K. ve Jaworski, B. J., (1990), “Market Orientation: The Construct,
Research Positions, and Managerial Implications,” Journal of Marketing,
54 (2), 1-18.
Kumar, N., Scheer, L. ve Kotler, P., (2002), “From Market Driven to Market
Driving,” European Management Journal, 18(2), 129-142.
Lazer, W. ve Kelly, E. J., (1962), “Managerial Marketing: Perspectives and
Viewpoints, revised edition, Richard D. Irwin Inc, Homewood, IL.
Lusch, R. F., Vargo, S. L., ve O‟Brein, M., (2007), “Competing through Services:
Insight from Services-Dominant Logic”, Journal of Retailing, 83(1), 5-18
Madhavaram, S. ve Hunt, S. D., (2008), “The Service-Dominant Logic And A
Hierarchy Of Operant Resources: Developing Masterful Operant
Resources And Implications For Marketing Strategy”, Journal of the
Academy of Marketing Science, 36(1), 67-82.
McCarthy, E.J., (1960), Basic Marketing: A Managerial Approach, Richard D.
Irwin Inc, Homewood, IL.
Michel, S., Brown, S. W. ve Gallan, A.S., (2008), “An Expanded and Strategic
View of Discontinuous innovation: Deploying a Service-Dominant
Logic”, Journal of The Academy of Marketing Science, 36(1), 54-66.
Morgan, R. M. ve Hunt, S. D., (1995), “The Comparative Advantage Theory of
Competition,” Journal of Marketing,.59(2), 1-15.
Narver, J. C. ve Slarter, S. F., (1990), “The Effect of a Market Orientation on
Business Profitability,” Journal of Marketing, 54(4), 20-35.
Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
82
Narver, J.C., Slater, S.F. ve MacLachlan, D. L., (2004)., “Responsive and
Proactive Market Orientation and New-Product Success,” Journal of
Product Innovation Management, 21(5), 334-347.
Narver, J.C., Slater, S.F. ve MacLachlan, D.L., (2000), "Total Market Orientation,
Business Performance, and Innovation", Marketing Science Institute
Working Paper Series, No. 00-116, 1-33.
Ngo, L. V. ve O‟Cass, A., (2009), “Creating Value Offering Via Operant
Resource-Based Capabilities”, Industrial Marketing Management, 38(1),
45-59.
Porter, M. E. (1980). Competitive Strategy. Free Press, New York.
Pramaland, C. K. ve Ramaswamy, V., (2004), “Co-Creation Experiences: The
Next Practice in Value Creation”, Journal of Interactive Marketing, 18(3),
5-14.
Rumelt, R. P. (1984). „Towards a strategic theory of firm‟. In R. B. Lamb (ed.),
Competitive Strategic Management. Prentice-Hall, Englewood Cliffs, NJ,
556–570.
Salunke, S., Weerawardena J. ve McColl-Kennedy, J. R., (2011), “Towards A
Model Of Dynamic Capabilities In Innovation-Based Competitive
Strategy: Insights From Project-Oriented Service Firms”, Industrial
Marketing Management, 40(8), 251–1263.
Schindehutte, M., Morris, M. H. ve Pitt, L. F., ( 2009), Rethinking Marketing-The
Entrepreneurail Imperative, Prentice Hall, New Jersey.
Sheth, J. N. ve Uysal, C., (2007), “Implication of the Revised Definition of
Marketing: From Exchange to Value Creation”, Journal of Public Policy &
Marketing, 26(2), 302-307.
Sheth, J. N., Sisodia, R. S. ve Sharma, A., (2000), "The antecedents and
consequences of customer-centric marketing," Journal of the Academy of
Marketing Science, 28 (1), 55-66.
Slater, S.F. ve Narver, J.C., (1998), “Customer-Led and Market Oriented: Let‟s
Not Confuse the Two,” Strategic Management Journal,19(10), 1002-1006.
A. Koçak, Cilt: 2, Sayı: 2, ss. 61-84, Güz 2012
83
Slater, S.F. ve Narver, J.C., (1999), “Market Oriented Is More than Being
Costumer-Led,” Strategic Management Journal, 20(12), 1165-1168.
Storbacka, K. ve Nenonen, S., (2010), “Scripting Markets: From Value
Propositions to Market Proposition”, Industrial Marketing Management,
40(2), 255-266.
Teece, D.J., Pisano, G. ve Shuen, A., (1997), “Dynamic Capabilities and Strategic
Management”, Strategic Management Journal, 18(7), 509-533.
Teece, D.J., (2010), “Business Models, Business Strategy and Innovation”, Long
Range Planning, 43(2-3), 172-194.
Torlak, Ö., (2008), “Pazarlamanın Yeni Tanımı ve Pazarlama Karmasındaki
Değişime İlişkin Değerlendirmeler” Editörler: Varinli İ.,ve Ç. Kahraman,
Güncel Pazarlama Yaklaşımlarından Seçmeler, Detay Yayıncılık, Ankara,
1-29
Üner, M. M., (2003), “Pazarlama Tanımı Üzerine”, Pazarlama ve İletişim Kültür
Dergisi, 4(4), 44-56.
Üner, M. M., (2009), “Pazarlama Karması Paradigmasında Pazarlama Tanımı”,
Pazarlama ve İletişim Kültür Dergisi, 29(3), 4-16.
Van Waterschoot, W. ve Van den Bulte, C., (1992), “The 4P Clasification of the
Marketing Mix Revisited”, Journal of Marketing, 56(4), 83-93.
Vargo, S. L. ve Lusch, R. F., (2004), “Evolving to a New Dominant Logic for
Marketing”, Journal of Marketing, 68 (1), 1-17.
Vargo, S. L. ve Lusch, R. F., (2008), “Service-Dominant Logic: Continuing the
Evolution”, Journal of the Academy of Marketing Science, 36 (1), 1-10.
Verhees, F.J.H.M. ve Meulenberg, M.T.G., (2004), “Market Orientation,
Innovativeness, Product Innovation, and Performance in Small Firms”,
Journal Small Business Management, 42(2), 134-154.
Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
84
Webster, F. E., (1988), “The Rediscovery of the Marketing Concept”, Business
Horizons, 31(3), 29-39
Webster, F. E., (2005), “A Perspetive on the Evolution of Marketing
Management”, Journal of Public Policy & Marketing, 24(1), 212-126.
Wernerfelt, B. (1984), “A Resource-Based View of The Firm”, Strategic
Management Journal, 5(2), 171–180.
Zollo, M. ve Winter, S. G. (2002), “Deliberate Learning and the Evolution of
Dynamic Capabilities”, Organization Science, 13(3), 339–351.
Zott, C. ve Amit, R., (2008), “The Fit between Product Market Strategy and
Business Model: Implication for Firm Performance”, Strategic
Management Journal, 29(1), 1-26.

Thank you for copying data from http://www.arastirmax.com