THE EFFECTS OF NETWORK ORGANIZATIONS ON THE MARKETING PERFORMANCE OF LOGISTICS SERVICE PROVIDERS: CASE STUDY

Year 2015, Volume: 7 Issue: 2, 202 - 226, 24.12.2015

N. Gülfem Gidener Özaydın D. Ali Deveci

https://doi.org/10.18613/deudfd.84148

Abstract

Following the effects of
globalization on businesses and supply chain advancements, the logistics
service providers that serve these businesses and supply chains have developed
network organizations to enable them to offer their customers cost effective
and high quality international services. To gain leverage whilst competing with
multi national logistics companies in international scale, small and medium
size enterprises have played a particularly specific role in developing these
network organizations which provided them with various benefits. This study
aims to clarify the logistics network organizations and their effects on the marketing
performances of their members. After the case study method was utilized, it was
found out that network organizations have a positive effect on most of the
marketing performance indicators of logistics service providers.

Keywords

Logistics service providers, network organizations, logistics network organizations, marketing, marketing performance

LOJİSTİK HİZMET SAĞLAYICI İŞLETMELERİN PAZARLAMA PERFORMANSI ÜZERİNE AĞ ORGANİZASYONLARININ ETKİLERİ: ÖRNEK OLAY ÇALIŞMASI

Abstract

İşletmelerin küreselleşmesi ve tedarik zincirlerinin gelişmesi ile birlikte bu işletme ve zincirlere hizmet veren lojistik hizmet sağlayıcı işletmeler müşterilerine uluslararası ölçekte maliyet etkin ve kaliteli hizmet verebilmek için kendi aralarında ağ organizasyonları oluşturmuşlardır. Esasen küçük ve orta büyüklükteki lojistik işletmelerin çok uluslu lojistik işletmeler ile uluslararası pazarlarda rekabet edebilmek için geliştirdikleri bu ağ organizasyonları, üye işletmelere çeşitli faydalar sağlamaktadır. Bu çalışma, lojistik işletmeler arası ağ organizasyonları ve bunlara üye olan işletmelerin pazarlama performansları üzerine etkilerini değerlendirmeyi amaçlamaktadır. Örnek olay çalışması yöntemi kullanılarak yapılan bu araştırmada ağ organizasyonlarının lojistik hizmet sağlayıcı işletmelerin pazarlama performanslarını oluşturan değişkenlerin çoğu üzerinde olumlu etkilerinin olduğu saptanmıştır

Keywords

Lojistik hizmet sağlayıcı işletmeler, ağ organizasyonu, lojistik işletmeler arası ağ organizasyonları, pazarlama, pazarlama performansı

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