B2B İŞLETMELER NE KADAR SORUMLU? B2B İŞLETMELERİN SATIN ALMA SÜRECİNDEKİ TOPLUMSAL DUYARLILIKLARININ ÖLÇÜMÜ

Yıl 2016, Sayı: 24, 1173 - 1201, 29.12.2016

Tahsin Perçin Batum Nezihe Figen Ersoy

Öz

Bu çalışmada araştırmacılar B2B işletmelerin tedarikçi seçiminde Kurumsal Sosyal Sorumluluk (KSS) açısından duyarlılık gösterip göstermediği sorusuna cevap aramaktadır. Çalışmanın amacı; tedarikçi seçiminde KSS faaliyetlerinin etkisini araştırmak, karar alma sürecine etki eden önemli KSS boyutlarını ortaya koymak ve son olarak, bir kontrol değişkeni olarak müşteri işletmenin KSS faaliyet düzeyini belirlemektir. Yürütülen nitel çalışma ile B2C ve karma pazar türlerinde gerçekleştirilen geçmiş çalışmaların aksine Türkiye’deki orta ölçekli B2B işletmelerin açıkça KSS kavramını anlamadıkları ve bunun yerine bağışlar ve hayırseverlik faaliyetleri yürüttükleri görülmüştür. Bu faaliyetler ise kültürel prensipler çerçevesinde gerçekleştirilmekte ve KSS’nin potansiyel faydaları göz ardı edilmektedir. Dolayısıyla, B2B firmaların KSS anlayışını ve tutumunu keşfetmek için yeni bir ölçek geliştirilmesine ilişkin ihtiyaç ortaya konmuştur.

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