KÜLTÜR ve ÖRGÜT KÜLTÜRÜ BAĞLAMINDA İNOVASYON YAYILIMI ÜZERİNE BİR ARAŞTIRMA

Öz

Bu çalışma inovasyonları benimseyen bireylerin kültürel özellikleri üzerine odaklanmaktadır. Araştırmada Rogers tarafından ortaya koyulmuş olan inovasyonun yayılımı kuramında söz edilen inovasyonu benimseme gruplarının (yenilikçiler, erken benimseyenler, erken çoğunluk, geç çoğunluk ve geç kalanlar) özellikleri Hofstede’nin kültür boyutlarından belirsizlikten kaçınma ve toplulukçuluk sınıflaması açısından değerlendirilerek, kültürel farklılıkların inovasyonun yayılımına etkileri çalışanlar düzeyinde incelenmiştir. Araştırmanın örneklemi, Antalya’da turizm sektöründe oteller zinciri olarak faaliyet gösteren köklü ve kurumsallaşmış bir turizm işletmesinde çalışan 378 kişiden oluşmaktadır. Bu çalışmada hangi kültür boyutu özelliğinin hangi inovasyon benimseme kategorisi üzerinde daha etkili olduğu detaylı bir şekilde ortaya çıkartılmıştır. Araştırmanın sonucunda belirsizlikten kaçınma düzeyinin geç çoğunluk ve geri kalanlar kategorisi ile olumlu yönde, yenilikçiler, erken benimseyenler ve erken çoğunluk kategorileri ile olumsuz yönde ilişkiye sahip olduğu belirlenmiştir. Toplulukçuluk kültürüne daha fazla sahip olanların ise yenilikçiler, erken benimseyenler ve erken çoğunluk kategorisi ile olumsuz yönde ve geç çoğunluk ve geri kalanlar kategorisi ile olumlu yönde ilişkiye sahip oldukları ortaya çıkmıştır

Anahtar Kelimeler

• Kültür
• Kültür Boyutları
• Hofstede
• İnovasyon Yayılımı
• Toplulukçuluk

A RESEARCH ON DIFFUSION OF INNOVATION IN THE CONTEXT OF CULTURE AND ORGANIZATIONAL CULTURE

Abstract

This study focuses on the cultural characteristics of individuals who adopt innovations. In this research, the characteristics of the innovation adoption groups (innovative, early adopters, early majority, late majority, and late laggards) mentioned in the diffusion of innovation theory put forward by Rogers were examined in terms of evaluation of uncertainty avoidance and collectivism classification from the cultural dimensions of Hofstede for determining the effects of cultural differences on the diffusion of innovation at the employee level. The research sample consists of 378 people working in a well-established and institutionalized tourism business operating as a chain of hotels in the tourism sector in Antalya. This study has revealed in detail which cultural dimension feature is more effective on which innovation adoption category. As a result of the research, it is found that the level of uncertainty avoidance has a positive relationship with the late majority and the rest categories and negatively with the innovators, early adopters, and early majority categories. It has been revealed that those who have more collectivist culture have a negative relationship with the innovators, early adopters, and early majority category, and a positive relationship with the late majority and the rest category.

Keywords

• Culture
• Cultural Dimensions
• Hofstede
• Innovation Diffusion
• Collectivism

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