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KOBİ’LER İÇİN GİRİŞİMCİ PAZARLAMANIN ANAHTARI: PAZARLAMA İLİŞKİ AĞLARI

THE KEY DIMENSION OF ENTREPRENEURIAL MARKETING IN SMES: MARKETING NETWORKS

Journal Name:

  • Girişimcilik ve Kalkınma Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
When compared with large firms SMEs are firms with different features. Therefore, traditional marketing approach developed taking the features of large firms into consideration is generally found inappropriate to the structure of SMEs and is thus subject to criticism. Instead of a marketing approach in which the traditional marketing principles are not fully applied in terms of success of SMEs, it is important to adopt an approach in which an entrepreneurial viewpoint has reflected into marketing applications. This approach, called entrepreneurial marketing, is one made up of key dimensions specific to entrepreneurship and marketing. Networks, constituting the dimension of the entrepreneurial marketing framework, are among the prominent subjects that have drawn the attention of academicians and practitioners in recent years. Entrepreneurial SMEs, by developing their relationships between people and institutions in their social and business environments, establish new relationships with the help of these people and institutions and conduct their marketing activities in a more effective manner. In addition, there are other SMEs which demonstrate a rather abstaining attitude towards the use of networks in marketing applications. This situation increases the importance of studies for practitioners which focus on the scope of networks as well as on how to make use of these networks. The present study, conducted as a review of the related literature, aims at informing SME owners and managers about and increasing their awareness of what networks mean, what networks cover, how to make use of these networks and which marketing decisions and applications these networks could be used for.
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Abstract (Original Language): 
KOBİ’ler büyük işletmeler ile karşılaştırıldığında farklı özellikleri bünyesinde barındıran işletmelerdir. Bu nedenle büyük işletmelerin özellikleri göz önünde bulundurularak geliştirilmiş olan geleneksel pazarlama anlayışı genellikle KOBİ’lerin yapısına uygun bulunmamakta ve eleştirilmektedir. KOBİ’lerin başarısı açısından geleneksel pazarlama ilkelerinin sınırlı düzeyde uygulandığı bir pazarlama yaklaşımı yerine girişimci bakış açısının pazarlama uygulamalarına yansıdığı bir yaklaşımın benimsenmesi önemlidir. Girişimci pazarlama olarak adlandırılan bu yaklaşım girişimciliğe ve pazarlamaya özgü kilit bileşenlerden oluşan bir yaklaşımdır. Girişimci pazarlama çerçevesini oluşturan bileşenlerden biri olan ilişki ağları (networks), son yıllarda akademik çevrelerin ve uygulamacıların ilgi duyduğu konuların başında gelmektedir. Girişimci KOBİ’ler sosyal ve iş çevrelerini oluşturan kişi ve kurumlarla olan ilişkilerini geliştirerek, bu kişi ve kurumlar aracılığıyla yeni ilişkiler kurarak pazarlama uygulamalarını daha etkin bir şekilde yürütmektedirler. Bununla birlikte pazarlama uygulamalarında ilişki ağlarından yararlanma konusunda daha çekimser bir tutum içerisinde olan işletmelere de rastlanmaktadır. Bu durum ilişki ağlarının kapsamının ve bu ağlardan nasıl yararlanılacağının ele alındığı uygulamacılara yönelik çalışmaları önemli hale getirmektedir. Literatür taraması şeklinde gerçekleştirilen bu çalışma ile girişimci KOBİ sahiplerine ve yöneticilerine ilişki ağı kavramının ne anlama geldiği, kapsamının nelerden oluştuğu ve bu ağlardan hangi pazarlama karar ve uygulamalarında ne şekilde yararlanabilecekleri konusunda bilgi sağlamak ve farkındalıklarını artırmak amaçlanmaktadır.
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