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THE IMPORTANCE OF VALUE PROPOSITION ON THE ROAD FROM OPPORTUNITY TO PRODUCT

Yıl 2023, Cilt: 32 Sayı: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı, 51 - 64, 30.12.2023
https://doi.org/10.35379/cusosbil.1318679

Öz

Entrepreneurs take action with the aim of ensuring the sustainability of their businesses, making profits and growing. Acquiring and retaining customers, and generating new leads through existing customers, is essential in achieving these goals. Therefore, entrepreneurs should aim to identify the problems or needs of customers. Solving the identified problem or meeting the need allows for the emergence of opportunities. The emerging opportunity should be reinforced with a value proposition as it is transformed into a business idea. Value proposition is considered important in the development of an innovative, high value-added and technological business idea and new product development. The aim of this study is to draw attention to the importance of the value proposition in transforming market opportunities into products. It is recommended that potential entrepreneurs who want to join the entrepreneurship ecosystem develop their business ideas by taking the value proposition into consideration. For this purpose, suggestions are given based on the value propositions of the companies. Companies that have achieved worldwide success and are entitled to receive investment and called unicorns are discussed. In today's world where technology is heavily in our lives,
entrepreneurs who plan to use technology supported products or services should emphasize features such as speed, innovation, flexibility, a website with a user-friendly design, reliable access and affordable cost will provide an advantage over their competitors. Entrepreneurs have goals of growth, making profit and differentiation from competitors. Developing a strong value proposition is believed to support entrepreneurs achieving their goals and becoming a sustainable business.

Kaynakça

  • Ang, K. ve Biesenthal, C. (2017). Multilevel value creation in projects, programs, and portfolios results from two case studies. Cambridge Handbook of Organizational Project Management, 295 – 310. doi:10.1017/9781316662243.026
  • Ardichvili, A., Cardozo, R. ve Ray, S. (2003). A theory of entrepreneurial opportunity identification and development. Journal of Business Venturing, 18(1), 105-123. https://doi.org/10.1016/S0883-9026(01)00068-4
  • Borza, S.I. ve Borza, J. C. (2014). A broad analysis of marketing strategies for their incorporation as activities in a user centred process. Procedia Economics and Finance, 16, 239 – 250. doi:10.1016/S2212-5671(14)00797-7
  • Bouwman, H., Nikou, S., Molina-Castillo, F. J. ve de Reuver, M. (2018). The impact of digitalization on business models. Digital Policy, Regulation And Governance, 20(2), 105-124. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/DPRG-07-2017-0039/full/html
  • Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27-40. doi: 10.3316/QRJ0902027
  • Business Model Analyst a. (2022). Stripe’s value propositions. Erişim adresi: https://businessmodelanalyst.com/stripe-business-model/#Stripes_Value_Propositions. Erişim tarihi: 12 Aralık 2022.
  • Business Model Analyst b. (2022). Canva’s value propositions. Erişim adresi: https://businessmodelanalyst.com/canva-business-model/#Canvas_Value_Propositions. Erişim tarihi: 12 Aralık 2022.
  • Business Model Analyst c. (2022). Instacart’s value propositions. Erişim adresi: https://businessmodelanalyst.com/instacart-business-model/#Instacarts_Value_Propositions Erişim tarihi: 12 Aralık 2022.
  • Business Model Analyst. (2022). SpaceX’s value propositions. Erişim adresi: https://businessmodelanalyst.com/spacex-business-model/#SpaceXs_Value_Propositions Erişim tarihi: 12 Aralık 2022.
  • Bytedance. (2022). Hakkımızda. Erişim adresi: https://www.bytedance.com/en/. Erişim tarihi: 12 Aralık 2022.
  • Canva. (2022). Hakkımızda. Erişim adresi: https://www.canva.com/tr_tr/. Erişim tarihi: 12 Aralık 2022.
  • Cbinsights. (2022). The complete list of unicorn companies. Erişim adresi: https://www.cbinsights.com/research-unicorn-companies. Erişim tarihi: 12 Aralık 2022.
  • Chan, S.L., Ip, W.H., Kwong, C.K. (2011). Closing the loop between design and market for new product idea screening decisions. Expert Systems with Applications, 38, 7729–7737. https://doi.org/10.1016/j.eswa.2010.12.136
  • Checkout.com (2022). Misyon. Erişim adresi: https://www.checkout.com/mission. Erişim tarihi: 12 Aralık 2022.
  • Databricks. (2022). Hakkımızda. Erişim adresi: https://www.databricks.com/. Erişim tarihi: 12 Aralık 2022.
  • Fayolle, Alain (2009). Entrepreneurship and new value creation: the dynamic of the entrepreneurial process, Reissue Edition. Cambridge University Press.
  • Georgiev, G. V. ve Georgiev, D.D. (2018). Enhancing user creativity: Semantic measures for idea generation. Knowledge-Based Systems, 151, 1–15. https://doi.org/10.48550/arXiv.2106.10131
  • Gilmore, A., McAuley, A., Miles, M. P. ve Pattinson, H. (2020). Four questions of entrepreneurial marketing education: Perspectives of university educators. Journal of Business Research, 113, 189-197. https://doi.org/10.1016/j.jbusres.2018.12.016
  • Gurtner, S. ve Reinhardt, R. (2016). Ambidextrous idea generation—antecedents and outcomes. Journal of Product Innovation Management, 33(1), 34–54. https://doi.org/10.1111/jpim.12353
  • Hallback, J. ve Gabrielsson, P. (2013). Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies. International Business Review, 22, 1008–1020. https://doi.org/10.1016/j.ibusrev.2013.02.006
  • Hasan, S. ve Koning, R. (2019). Conversations and idea generation: Evidence from a field experiment. Research Policy, 48(9), 1-12. https://doi.org/10.1016/j.respol.2019.103811
  • Huarng, K. H. (2013). A two-tier business model and its realization for entrepreneurship. Journal of Business Research, 66, 2102–2105. https://doi.org/10.1016/j.jbusres.2013.02.036
  • Instacart. (2022). Hakkımızda. Erişim adresi: https://www.instacart.com/. Erişim tarihi: 12 Aralık 2022.
  • Jantunen, A. (2005). Knowledge-processing capabilities and innovative performance: an empirical study. European Journal of Innovation Management, 8(3), 336-349. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/14601060510610199/full/html
  • Kasouf, C.J., Darroch, J., Hultman, C.M. ve Miles, M.P. (2008). Service dominant logic: Implications at the marketing/entrepreneurship interface. Journal of Research in Marketing and Entrepreneurship, 10(1), 57-69. https://doi.org/10.1108/01443571010996235
  • Klaus G. Grunert, K.G., Verbeke, W., Kügler, J. O., Saeed, F. ve Scholderer, J. (2011). Use of consumer insight in the new product development process in the meat sector. Meat Science, 9, 251-258. https://doi.org/10.1016/j.meatsci.2011.04.024
  • Ladd, T. (2018). Does the business model canvas drive venture success?. Journal of Research in Marketing and Entrepreneurship, 20(1), 57-69. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/JRME-11-2016-0046/full/html
  • Lindgren, P. (2012). Business model innovation leadership: How do SME’s strategically lead business model innovation?. International Journal of Business and Manegement, 7(14), 53-66. doi:10.5539/ijbm.v7n14p53
  • Lumos Business. (2022). Revolut’s business model canvas. Erişim adresi: https://lumosbusiness.com/business-model-canvas-revolut/. Erişim tarihi: 12 Aralık 2022.
  • McAdam, R. (2004). Knowledge creation and idea generation: a critical quality perspective. Technovation, 24, 697–705. https://doi.org/10.1016/S0166-4972(02)00169-4 Morgan, H. (2022). Conducting a qualitative document analysis. The Qualitative Report, 27(1), 64-77. https://doi.org/10.46743/2160-3715/2022.5044
  • Moroz, P. W. ve Gamble, E. N. (2021). Business model innovation as a window into adaptive tensions: Five paths on the B Corp journey. Journal of Business Research, 125, 672–683. Doi: 10.1016/j.jbusres.2020.01.046 Nemeth, C. J. ve Ormiston, M. (2006). Creative idea generation: Harmony versus stimulation. European Journal of Social Psychology, 37, 524–535. Doi:10.1002/ejsp.373
  • Osterwalder, A. (2022). Value proposition design. Erişim adresi: https://www.strategyzer.com/books/value-proposition-design. Erişim tarihi: 12 Aralık 2022.
  • Payne, A. ve Frow, P. (2013). Customer value creation, Strategic Customer Management Integrating Relationship Marketing and CRM içinde, 79-115. Cambridge University Press.
  • Payne, A. ve Frow, P. (2013). Enterprise value creation, Strategic Customer Management Integrating Relationship Marketing and CRM içinde, 261-298. Cambridge University Press.
  • Rainey, D. L. (2005). Identifying new-product opportunities: Idea Generation (Phase 1), Product Innovation Leading Change through Integrated Product Development içinde, 149-188. Cambridge University Press.
  • Reis, D. A., Fleury, A. L.ve de Carvalho, M. M. (2021). Toward a recursive stage-based framework for supporting startup business ınitiation: an exploratory study with entrepreneurs. IEEE Transactıons On Engıneerıng Management, 68(4), 999-1013. Doi: 10.1109/TEM.2019.2917406
  • Roffe, I. (2007). Competitive strategy and influences on e-learning in entrepreneur-led SMEs, Journal of European Industrial Training, 31(6), 416-434. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/03090590710772622/full/html
  • Sanz-Velasco, S. A. (2006). Opportunity development as a learning process for entrepreneurs. International Journal of Entrepreneurial Behaviour & Research, 12(5), 251-271. doi:10.1108/13552550610687637 Seidenberg, T., Disselkamp, J. P., Schräder, E. ve Anacker, H. (2022). Towards an optimised value creation network for modular investment goods - Proceedings of the Design Society , 2, DESIGN2022, 2513-2522. doi: https://doi.org/10.1017/pds.2022.254
  • Shao, Q., Lıou, J. J.H., Weng, S., Su, S.P. (2020). Constructing an entrepreneurship project evaluation system using a hybrid model. Journal of Business Economics and Management, 21(5), 1329–1349. Doi: https://doi.org/10.3846/jbem.2020.13165
  • Shein. (2022). Hakkımızda. Erişim adresi: https://www.sheingroup.com/our-story/who-is-shein/
  • Song, X. M., Neeley, S. M. ve Zhao, Y. (1996). Managing R&D-marketing ıntegration in the new product development process. Industrial Marketing Management, 25, 545-553. https://doi.org/10.1016/S0019-8501(96)00069-7
  • Sort, J. C. ve Nielsen, C. (2018). Using the business model canvas to improve investment processes. Journal of Research in Marketing and Entrepreneurship, 20(1), 10-33. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/JRME-11-2016-0048/full/html
  • SpaceX. (2022). Hakkımızda. Erişim adresi: https://www.spacex.com/. Erişim tarihi: 12 Aralık 2022.
  • Stancu, A., Filip, A., Ros, M. L., Lonit, D., Căplescu, R., Cânda, A. ve Ros, L. D. (2020). Value creation attributes—clustering strategic options for Romanian SMEs. Sustainability, 12, 1-19. doi:10.3390/su12177007
  • Stripe. (2022). Hakkımızda. Erişim adresi: https://stripe.com/. Erişim tarihi: 12 Aralık 2022.
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FIRSATTAN ÜRÜNE GİDEN YOLDA DEĞER ÖNERİSİNİN ÖNEMİ

Yıl 2023, Cilt: 32 Sayı: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı, 51 - 64, 30.12.2023
https://doi.org/10.35379/cusosbil.1318679

Öz

Girişimciler işletmelerinin sürdürülebilirliğini sağlama, kar elde edebilme ve büyüme hedefleriyle harekete geçmektedir. Müşterileri elde etme, elde tutma ve mevcut müşteriler aracılığıyla yeni potansiyel müşteriler yaratma, bu hedeflerin gerçekleştirilmesinde önemli bir öneme sahiptir. Bu nedenle girişimciler; müşterilerin problem ya da ihtiyaçlarını belirleyebilmeyi amaç edinmelidir. Belirlenen problemin çözülmesi ya da ihtiyacın karşılanması ise fırsatların ortaya çıkmasına imkân sağlamaktadır. Ortaya çıkan fırsat; bir iş fikrine dönüştürülürken değer önerisi ile güçlendirilmelidir. Yenilikçi yönü gelişmiş, katma değeri yüksek ve teknolojik olan bir iş fikri ve yeni ürün geliştirmede değer önerisi önemli görülmektedir. Bu çalışmanın amacı; pazardaki fırsatın ürüne dönüştürülmesinde değer önerisinin önemine dikkat çekmektir. Girişimcilik ekosistemine dahil olmak isteyen potansiyel girişimcilerin iş fikirlerini değer önerisini dikkate alarak geliştirmeleri önerilmektedir. Bu amaçla firmaların değer önerilerinden yola çıkılarak öneriler verilmektedir. Dünya çapında başarı yakalamış olan ve yatırım almaya hak kazanarak unicorn olarak adlandırılmış firmalar ele alınmıştır. Teknolojinin yoğun olarak hayatımızda olduğu günümüzde özellikle dijital teknoloji destekli mal ve hizmetler ortaya çıkarmayı planlayan girişimcilerin değer önerilerinde; hız, yenilik, esneklik, kullanıcı dostu tasarımı olan web sitesi, güvenilir erişim ve uygun maliyet gibi özellikleri vurgulamalarının rakiplerine karşı avantaj sağlayacağı düşünülmektedir. Girişimcilerin güçlü bir değer önerisi oluşturmasının; rakiplerden farklılaşma, kar elde etme ve büyüme hedeflerini gerçekleştirmelerini ve böylece sürdürülebilir bir işletme olmalarını destekleyeceği düşünülmektedir.

Kaynakça

  • Ang, K. ve Biesenthal, C. (2017). Multilevel value creation in projects, programs, and portfolios results from two case studies. Cambridge Handbook of Organizational Project Management, 295 – 310. doi:10.1017/9781316662243.026
  • Ardichvili, A., Cardozo, R. ve Ray, S. (2003). A theory of entrepreneurial opportunity identification and development. Journal of Business Venturing, 18(1), 105-123. https://doi.org/10.1016/S0883-9026(01)00068-4
  • Borza, S.I. ve Borza, J. C. (2014). A broad analysis of marketing strategies for their incorporation as activities in a user centred process. Procedia Economics and Finance, 16, 239 – 250. doi:10.1016/S2212-5671(14)00797-7
  • Bouwman, H., Nikou, S., Molina-Castillo, F. J. ve de Reuver, M. (2018). The impact of digitalization on business models. Digital Policy, Regulation And Governance, 20(2), 105-124. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/DPRG-07-2017-0039/full/html
  • Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27-40. doi: 10.3316/QRJ0902027
  • Business Model Analyst a. (2022). Stripe’s value propositions. Erişim adresi: https://businessmodelanalyst.com/stripe-business-model/#Stripes_Value_Propositions. Erişim tarihi: 12 Aralık 2022.
  • Business Model Analyst b. (2022). Canva’s value propositions. Erişim adresi: https://businessmodelanalyst.com/canva-business-model/#Canvas_Value_Propositions. Erişim tarihi: 12 Aralık 2022.
  • Business Model Analyst c. (2022). Instacart’s value propositions. Erişim adresi: https://businessmodelanalyst.com/instacart-business-model/#Instacarts_Value_Propositions Erişim tarihi: 12 Aralık 2022.
  • Business Model Analyst. (2022). SpaceX’s value propositions. Erişim adresi: https://businessmodelanalyst.com/spacex-business-model/#SpaceXs_Value_Propositions Erişim tarihi: 12 Aralık 2022.
  • Bytedance. (2022). Hakkımızda. Erişim adresi: https://www.bytedance.com/en/. Erişim tarihi: 12 Aralık 2022.
  • Canva. (2022). Hakkımızda. Erişim adresi: https://www.canva.com/tr_tr/. Erişim tarihi: 12 Aralık 2022.
  • Cbinsights. (2022). The complete list of unicorn companies. Erişim adresi: https://www.cbinsights.com/research-unicorn-companies. Erişim tarihi: 12 Aralık 2022.
  • Chan, S.L., Ip, W.H., Kwong, C.K. (2011). Closing the loop between design and market for new product idea screening decisions. Expert Systems with Applications, 38, 7729–7737. https://doi.org/10.1016/j.eswa.2010.12.136
  • Checkout.com (2022). Misyon. Erişim adresi: https://www.checkout.com/mission. Erişim tarihi: 12 Aralık 2022.
  • Databricks. (2022). Hakkımızda. Erişim adresi: https://www.databricks.com/. Erişim tarihi: 12 Aralık 2022.
  • Fayolle, Alain (2009). Entrepreneurship and new value creation: the dynamic of the entrepreneurial process, Reissue Edition. Cambridge University Press.
  • Georgiev, G. V. ve Georgiev, D.D. (2018). Enhancing user creativity: Semantic measures for idea generation. Knowledge-Based Systems, 151, 1–15. https://doi.org/10.48550/arXiv.2106.10131
  • Gilmore, A., McAuley, A., Miles, M. P. ve Pattinson, H. (2020). Four questions of entrepreneurial marketing education: Perspectives of university educators. Journal of Business Research, 113, 189-197. https://doi.org/10.1016/j.jbusres.2018.12.016
  • Gurtner, S. ve Reinhardt, R. (2016). Ambidextrous idea generation—antecedents and outcomes. Journal of Product Innovation Management, 33(1), 34–54. https://doi.org/10.1111/jpim.12353
  • Hallback, J. ve Gabrielsson, P. (2013). Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies. International Business Review, 22, 1008–1020. https://doi.org/10.1016/j.ibusrev.2013.02.006
  • Hasan, S. ve Koning, R. (2019). Conversations and idea generation: Evidence from a field experiment. Research Policy, 48(9), 1-12. https://doi.org/10.1016/j.respol.2019.103811
  • Huarng, K. H. (2013). A two-tier business model and its realization for entrepreneurship. Journal of Business Research, 66, 2102–2105. https://doi.org/10.1016/j.jbusres.2013.02.036
  • Instacart. (2022). Hakkımızda. Erişim adresi: https://www.instacart.com/. Erişim tarihi: 12 Aralık 2022.
  • Jantunen, A. (2005). Knowledge-processing capabilities and innovative performance: an empirical study. European Journal of Innovation Management, 8(3), 336-349. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/14601060510610199/full/html
  • Kasouf, C.J., Darroch, J., Hultman, C.M. ve Miles, M.P. (2008). Service dominant logic: Implications at the marketing/entrepreneurship interface. Journal of Research in Marketing and Entrepreneurship, 10(1), 57-69. https://doi.org/10.1108/01443571010996235
  • Klaus G. Grunert, K.G., Verbeke, W., Kügler, J. O., Saeed, F. ve Scholderer, J. (2011). Use of consumer insight in the new product development process in the meat sector. Meat Science, 9, 251-258. https://doi.org/10.1016/j.meatsci.2011.04.024
  • Ladd, T. (2018). Does the business model canvas drive venture success?. Journal of Research in Marketing and Entrepreneurship, 20(1), 57-69. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/JRME-11-2016-0046/full/html
  • Lindgren, P. (2012). Business model innovation leadership: How do SME’s strategically lead business model innovation?. International Journal of Business and Manegement, 7(14), 53-66. doi:10.5539/ijbm.v7n14p53
  • Lumos Business. (2022). Revolut’s business model canvas. Erişim adresi: https://lumosbusiness.com/business-model-canvas-revolut/. Erişim tarihi: 12 Aralık 2022.
  • McAdam, R. (2004). Knowledge creation and idea generation: a critical quality perspective. Technovation, 24, 697–705. https://doi.org/10.1016/S0166-4972(02)00169-4 Morgan, H. (2022). Conducting a qualitative document analysis. The Qualitative Report, 27(1), 64-77. https://doi.org/10.46743/2160-3715/2022.5044
  • Moroz, P. W. ve Gamble, E. N. (2021). Business model innovation as a window into adaptive tensions: Five paths on the B Corp journey. Journal of Business Research, 125, 672–683. Doi: 10.1016/j.jbusres.2020.01.046 Nemeth, C. J. ve Ormiston, M. (2006). Creative idea generation: Harmony versus stimulation. European Journal of Social Psychology, 37, 524–535. Doi:10.1002/ejsp.373
  • Osterwalder, A. (2022). Value proposition design. Erişim adresi: https://www.strategyzer.com/books/value-proposition-design. Erişim tarihi: 12 Aralık 2022.
  • Payne, A. ve Frow, P. (2013). Customer value creation, Strategic Customer Management Integrating Relationship Marketing and CRM içinde, 79-115. Cambridge University Press.
  • Payne, A. ve Frow, P. (2013). Enterprise value creation, Strategic Customer Management Integrating Relationship Marketing and CRM içinde, 261-298. Cambridge University Press.
  • Rainey, D. L. (2005). Identifying new-product opportunities: Idea Generation (Phase 1), Product Innovation Leading Change through Integrated Product Development içinde, 149-188. Cambridge University Press.
  • Reis, D. A., Fleury, A. L.ve de Carvalho, M. M. (2021). Toward a recursive stage-based framework for supporting startup business ınitiation: an exploratory study with entrepreneurs. IEEE Transactıons On Engıneerıng Management, 68(4), 999-1013. Doi: 10.1109/TEM.2019.2917406
  • Roffe, I. (2007). Competitive strategy and influences on e-learning in entrepreneur-led SMEs, Journal of European Industrial Training, 31(6), 416-434. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/03090590710772622/full/html
  • Sanz-Velasco, S. A. (2006). Opportunity development as a learning process for entrepreneurs. International Journal of Entrepreneurial Behaviour & Research, 12(5), 251-271. doi:10.1108/13552550610687637 Seidenberg, T., Disselkamp, J. P., Schräder, E. ve Anacker, H. (2022). Towards an optimised value creation network for modular investment goods - Proceedings of the Design Society , 2, DESIGN2022, 2513-2522. doi: https://doi.org/10.1017/pds.2022.254
  • Shao, Q., Lıou, J. J.H., Weng, S., Su, S.P. (2020). Constructing an entrepreneurship project evaluation system using a hybrid model. Journal of Business Economics and Management, 21(5), 1329–1349. Doi: https://doi.org/10.3846/jbem.2020.13165
  • Shein. (2022). Hakkımızda. Erişim adresi: https://www.sheingroup.com/our-story/who-is-shein/
  • Song, X. M., Neeley, S. M. ve Zhao, Y. (1996). Managing R&D-marketing ıntegration in the new product development process. Industrial Marketing Management, 25, 545-553. https://doi.org/10.1016/S0019-8501(96)00069-7
  • Sort, J. C. ve Nielsen, C. (2018). Using the business model canvas to improve investment processes. Journal of Research in Marketing and Entrepreneurship, 20(1), 10-33. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/JRME-11-2016-0048/full/html
  • SpaceX. (2022). Hakkımızda. Erişim adresi: https://www.spacex.com/. Erişim tarihi: 12 Aralık 2022.
  • Stancu, A., Filip, A., Ros, M. L., Lonit, D., Căplescu, R., Cânda, A. ve Ros, L. D. (2020). Value creation attributes—clustering strategic options for Romanian SMEs. Sustainability, 12, 1-19. doi:10.3390/su12177007
  • Stripe. (2022). Hakkımızda. Erişim adresi: https://stripe.com/. Erişim tarihi: 12 Aralık 2022.
  • Su Y., Wu, N., Zhou, X. (2019). An entrepreneurial process model from an institutional perspective A multiple case study based on the grounded theory. Nankai Business Review International, 10(2), 277-305. Erişim adresi: https://www.emerald.com/insight/content/doi/10.1108/NBRI-08-2017-0046/full/html
  • Sukhov, A., Sıhvonen, A., Olsson, L. E. ve Magnusson, P. R. (2018). That makes sense to me: Openness to changeand sensemaking in idea screening. International Journal of Innovation Management, 22(8), 1-15. https://doi.org/10.1142/S1363919618400091
  • Tang, J., Kacmar, M., Busenitz, L. (2012). Entrepreneurial alertness in the pursuit of new opportunities. Journal of Business Venturing, 27, 77–94. https://doi.org/10.1016/j.jbusvent.2010.07.001
  • Tzokas, N., Hultink, E. J. ve Hart, S. (2011). Navigating the new product development process. Industrial Marketing Management, 33, 619 – 626. https://doi.org/10.1016/j.indmarman.2003.09.004
  • Veleva, V. (2021). The role of entrepreneurs in advancing sustainable lifestyles: Challenges, impacts, and future opportunities. Journal of Cleaner Production, 283, 1-12. https://doi.org/10.1016/j.jclepro.2020.124658
  • Velu, C. (2015). Business model innovation and third-party alliance on the survival of new firms. Technovation, 35, 1–11. https://doi.org/10.1016/j.technovation.2014.09.007
  • Wach, E. ve Ward, R. (2013). IDS practice paper ın brief. Institute of Development Studies, 13, 1-10.
  • Wenger-Trayner, E. ve Wenger-Trayner, B. (2020). The perspective of value creation. Learning to make a difference Value creation in social learning spaces içinde, 47-58. Cambridge University Press.
  • Yan, H. ve Li,, M. (2022). Consumer demand based recombinant search for idea generation. Technological Forecasting & Social Change, 175, 1-19. https://doi.org/10.1016/j.techfore.2021.121385
  • Zhao, T., Yang, J., Zhang, H. ve Siu, K.W.M. (2021). Creative idea generation method based on deep learning technology. International Journal of Technology and Design Education, 31, 21–440. doi:10.1007/s10798-019-09556-y
Toplam 55 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Pazarlama (Diğer)
Bölüm Makaleler
Yazarlar

H. Ufuk Korkmaz 0000-0001-8158-8130

Yayımlanma Tarihi 30 Aralık 2023
Gönderilme Tarihi 22 Haziran 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 32 Sayı: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı

Kaynak Göster

APA Korkmaz, H. U. (2023). FIRSATTAN ÜRÜNE GİDEN YOLDA DEĞER ÖNERİSİNİN ÖNEMİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 32(3), 51-64. https://doi.org/10.35379/cusosbil.1318679