BATI VE KUZEY AFRİKA ÜLKELERİNDE PAZAR ARAYIŞLARI VE STRATEJİ GELİŞTİRME: BİR TÜRK AİLE İŞLETMESİ TECRÜBESİ

Year 2020, Volume: 15 Issue: 2, 823 - 864, 30.10.2020

Esra Dil Souleymane Bindjo

https://doi.org/10.17550/akademikincelemeler.712832

Abstract

Bu çalışmanın amacı, örnek bir işletmeyi temel alarak, Batı ve Kuzey Afrika ülkelerinde pazar arayışı içinde olan ve büyüme stratejilerini bu bölgede gerçekleştirmek isteyen küçük ölçekli aile işletmelerinin durumunu ortaya koymak ve büyüme sorunlarına çözüm önerisi geliştirmektir. Bu amaçla, seçilen örnek ABC İşletmesi’nin pazar geliştirme aşamaları eylem araştırması kapsamında değerlendirilmiştir. Eylem araştırması yapabilmek için araştırmacılardan biri sahada UPEP (Üniversiteden Pazar Elçiliğine Projesi) kapsamında firmada çalışırken, diğer araştırmacı sürece akademik olarak nezaret etmiştir. Eylem araştırmalarının doğasında, araştırmaya konu olan birimin sorununa çözüm bulmaya yönelik bir yaklaşım yer almaktadır. Araştırmacılar, araştırmaya konu edilen firmanın pazar arama ve geliştirme stratejilerini analiz ederek, büyüme sorunlarına çözüm aramıştır. Araştırma sonucunda, bu pazarlarda etkin olmak isteyen örnek ABC işletmesinin uluslararası pazarlara açılırken aşamalı modeli takip etmesinin, pazara nüfuz bakımından daha etkili olacağı sonucuna varılmıştır. Bu sonucun, benzer arayış içinde olan küçük ölçekli aile işletmeleri için de uygun olduğuna ilişkin literatür desteklenmiştir.

Keywords

Uluslararasılaşma, Stratejik Yönetim, Eylem Araştırması, Aile İşletmesi

MARKET SEEKING & STRATEGY DEVELOPMENT IN WEST AND NORTH AFRICAN COUNTRIES: A TURKISH FAMILY BUSINESS EXPERIENCE

Abstract

This study aims to reveal the situation of small-scale family businesses that are looking for a market in Western and North African countries and want to realize their growth strategies in this region, and to develop solutions for their growth problems. For this purpose, the market development stages of the selected ABC Company were evaluated within the scope of action research. One of the researchers worked in the company within the scope of UPEP (Üniversiteden Pazar Elçiliğine Projesi -From University to the Market Ambassador Project) in the field to conduct action research, while the other researcher supervised the process academically. Inherent in action research is an approach to find a solution to the problem of the unit that is the subject of the research. The researchers analyzed the market search and development strategies of the company subject to the research and seek solutions for their growth problems. As a result of the research, it is concluded that the example ABC Company, which wants to be effective in these markets, will follow the stage model while opening up to international markets, and will be more effective in terms of penetration into the market. The literature that this result is suitable for small-scale family businesses that are in search of similar support has been supported.

Keywords

Internationalization, Strategic Management, Action Research, Family Business

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