Research Article
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“Ortada takılı kalma” ne zaman bir tehlike değildir?

Year 2018, , 49 - 63, 27.12.2018
https://doi.org/10.34231/iuyd.431083

Abstract

Yeni IT-destekli
ağ pazarlamasında rekabet giderek globalleşmekte ve müşterilerin ihtiyaç ve
beklentileri hızla değişmektedir. Pazar bilgilerine erişilebilirliğin artması
ile hem alıcılar hem de satıcılar için web üzerinden rakip ürün ve hizmetlerin
kalitesi ve fiyatı hakkında bilgilere ulaşmak kolaylaşmıştır. Bu durum, küresel
olarak rekabet edebilmek için hem maliyet etkin hem de farklılaştırılmış bir şekilde
rekabet etmeyi gerekli kılmaktadır. Bu çalışmada, rekabet güçleri ve bu
güçlerle başa çıkabilmek için uygulanan rekabet stratejileri detaylı olarak
açıklanmakta ve ayrıca İnternetin ve küresel rekabetin işletmelerin strateji
seçimlerindeki artan etkisi tartışılmaktadır. Bu çalışmada, “Ortada Takılı
Kalma”nın IT-destekli ağ pazarlamasında bir tehlike oluşturmadığı ve küresel
rekabette başarılı olmak için gerekli olduğu fikri desteklenmektedir.

References

  • Akan, O., Allen, R. S., Helms, M. M., & Spralls III, S. A. (2006). Critical Tactics for Implementing Porter’s Generic Strategies. Journal of Business Strategy, 27(1), 43-53.
  • Allen, R. S., & Helms, M. M. (2006). Linking Strategic Practices and Organizational Performance to Porter’s Generic Strategies, Business Process Management, 12(4), 433-454.
  • Bakos, Y. (1991). A Strategic Analysis of Electronic Marketplaces. MIS Quarterly, 15(3), 295-310.
  • Baroto, M. B., & Abdullah, M. M. B. (2011), The Application of Cost, Differentiation and Hybrid Strategy In Business Operations: Will Hybrid Strategy Become The New Competitive Strategy?. ICBER 2011 Proceedings, 1362-1370.
  • Booth, M. E., & Philip, G. (1998), Technology, Competencies, and Competitiveness: The Case for Reconfigurable and Flexible Strategies. Journal of Business Research, 41, 29-40.
  • Bowman, C. (1992). Interpreting Competitive Advantage. In D. Faulkner & G. Johnson (eds.), The Challenge of Strategic Management, London: Kogan Page Ltd., pp. 64-83.
  • Campbell-Hunt, C. (2000). What Have We Learned about Generic Competitive Strategy? A Meta-analysis. Strategic Management Journal, 21, 127-154.
  • Day, G. S. (1989). Decoding How to Compete. Planning Reveiw, September/October, 18-23.
  • Dess, G. G., & Davis, P. S. (1984). Porter’s (1980) Generic Strategies as Determinants of Strategic Group Membership and Organizational Performance. Academy of Management Journal, 27(3), 467-488.
  • Dess, G. G., & Rashed, A. M. A. (1992). Commentary to D. Miller’s Generic Strategies), Advances in Strategic Management, 8, 409-416.
  • Dickson, P. R., & Ginter, J. L. (1987). Market Segmentation, Product Differentiation and Marketing Strategy. The Journal of Marketing, 51(2), 1-10.
  • Gopalakrishna, P., & Subramanian, R. (2001). Revisiting the Pure Versus Hybrid Dilemma: Porter’s Generic Strategies in a Developing Economy. Journal of Global Marketing, 15(2), 61-79.
  • Hill, C. W. (1988). Differentiation versus Low Cost or Differentiation and Low Cost. Academy of Management Review, 13, 401-412.
  • Kiang, M. Y., Raghu, T. S., & Shang, K. H—M. (2000). Marketing on the Internet-who can benefit from an online marketing approach?. Decision Support Systems, 27, 383-393.
  • Kim, E., Nam, D., & Stimpert, J. L. (2004). The Applicability of Porter’s Generic Strategies in the Digital Age: Assumptions, Conjectures, and Suggestions. Journal of Management, 30(5), 569-589.
  • Kim, L., & Lim, Y. (1988). Environment, Generic Strategies, and Performance in a Rapidly Developing Country: A Taxonomic Approach. Academy of Management Journal, 31(4), 802-827.
  • Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy, Harvard Business School Press.
  • Lawlor, B. R. (2007). The Age of Globalization: Impact of Information Technology on Global Business Strategies. The Honors Program Senior Capstone Project, Bryant University.
  • Miles, M., & Covin, J. (2000). Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage. Journal of Business Ethics, 23, 299-311.
  • Miller, D. (1988). Relating Porter’s Business Strategies to Environment and Structure: Analysis and Performance Implications. Academy of Management Journal, 31(2), 280-308.
  • Murray, A. (1988). A Contingency View of Porter’s Generic Strategies. Academy of Management Review, 13(3), 390-400.
  • Oh, W., & Lucas Jr., H. C. (2006). Information Technology and Pricing Decisions: Price Adjustments in Online Computer Markets. MIS Quarterly, 30(3), 755-775.
  • Pelham, A. M. (1999). Influence of Environment, Strategy and Market Orientation on Performance in Small Manufacturing Firms. Journal of Business Research, 45(1), 33-46.
  • Porter, M. (1980). Competitive Strategy. Free Press, New York.
  • Porter, M. (1985). Competitive Advantage. Creating and Sustaining Superior Performance. Free Press, New York.
  • Porter, M. (1991). Towards a Dynamic Theory of Strategy. Strategic Management Journal, 12, 95-117.
  • Powell, T. C., & Dent-Micallef, A. (1997). Information Technology as Competitive Advantage: The Role of Human, Business, and Technology Resources. Strategic Management Journal, 18(5), 375-405.
  • Powers, T. L., & Hahn, W. (2004). Critical Competitive Methods, Generic Strategies and Firm Performance. International Journal of Bank Marketing, 22(1), 43-64.
  • Proff, H. (2000). Hybrid Strategies as a Strategic Challenge. The Case of the German Automotive Industry, Omega. The International Journal of Management Science, 28, 541-553.
  • Ridderstrale, J., & Nordström, K. (2002). Funky Business: Talent Makes Capital Dance. Pearson Education.
  • Song, J., & Zahedi, F. (1998). Determinants of Market Strategies in Electronic Markets. AMCIS 1998 Proceedings, 120.
  • Ülgen, H., & Mirze, K. (2016). İşletmelerde Stratejik Yönetim. Beta Basım Yayın, İstanbul.
  • Walter, A., & Ritter, T. (2000). Value-creation in customer-supplier relationships: The role of adaptation, trust and commitment. In Marketing in the New Millennium. Proceedings of the 29th EMAC Conference, May 23-26, 2000, Rotterdam, cd-rom, (eds.). Berend Wierenga & Ale Smids & Gerrit Antonides, Erasmus University, Rotterdam
  • https://www.britannica.com/place/Latin-America/Latin-America-since-the-mid-20th-century, Access: 01.05.2018.
  • https://www.infogmbh.de/index.php/aktuelle-studien, Access: 01.02.2018.
  • https://www.nibusinessinfo.co.uk/content/advantages-using-internet-business.
  • http://www.pondiuni.edu.in/storage/dde/downloads/mbaii_sm.pdf.

When “Stuck in the Middle” is Not a Danger?

Year 2018, , 49 - 63, 27.12.2018
https://doi.org/10.34231/iuyd.431083

Abstract

In the new
IT-enabled network marketing, the competition goes to global and the needs and
expectations of the customers change rapidly. It is easy to reach the
information about the price and the quality of the competing products and
services via the web by the increased accessibility and availability of market
information for both buyers and sellers. It requires to compete in both cost
effective and differentiated way to compete globally. In this study, the
competitive forces and the competitive strategies to come up with these forces
is explained in detailed and also the growing effect of the Internet and global
competition on the strategy choice of the companies is discussed. This study supports
the idea that being “stuck-in-the middle” is not a danger in IT-enabled network
marketing and also it is necessary to be successful in the global competition.

References

  • Akan, O., Allen, R. S., Helms, M. M., & Spralls III, S. A. (2006). Critical Tactics for Implementing Porter’s Generic Strategies. Journal of Business Strategy, 27(1), 43-53.
  • Allen, R. S., & Helms, M. M. (2006). Linking Strategic Practices and Organizational Performance to Porter’s Generic Strategies, Business Process Management, 12(4), 433-454.
  • Bakos, Y. (1991). A Strategic Analysis of Electronic Marketplaces. MIS Quarterly, 15(3), 295-310.
  • Baroto, M. B., & Abdullah, M. M. B. (2011), The Application of Cost, Differentiation and Hybrid Strategy In Business Operations: Will Hybrid Strategy Become The New Competitive Strategy?. ICBER 2011 Proceedings, 1362-1370.
  • Booth, M. E., & Philip, G. (1998), Technology, Competencies, and Competitiveness: The Case for Reconfigurable and Flexible Strategies. Journal of Business Research, 41, 29-40.
  • Bowman, C. (1992). Interpreting Competitive Advantage. In D. Faulkner & G. Johnson (eds.), The Challenge of Strategic Management, London: Kogan Page Ltd., pp. 64-83.
  • Campbell-Hunt, C. (2000). What Have We Learned about Generic Competitive Strategy? A Meta-analysis. Strategic Management Journal, 21, 127-154.
  • Day, G. S. (1989). Decoding How to Compete. Planning Reveiw, September/October, 18-23.
  • Dess, G. G., & Davis, P. S. (1984). Porter’s (1980) Generic Strategies as Determinants of Strategic Group Membership and Organizational Performance. Academy of Management Journal, 27(3), 467-488.
  • Dess, G. G., & Rashed, A. M. A. (1992). Commentary to D. Miller’s Generic Strategies), Advances in Strategic Management, 8, 409-416.
  • Dickson, P. R., & Ginter, J. L. (1987). Market Segmentation, Product Differentiation and Marketing Strategy. The Journal of Marketing, 51(2), 1-10.
  • Gopalakrishna, P., & Subramanian, R. (2001). Revisiting the Pure Versus Hybrid Dilemma: Porter’s Generic Strategies in a Developing Economy. Journal of Global Marketing, 15(2), 61-79.
  • Hill, C. W. (1988). Differentiation versus Low Cost or Differentiation and Low Cost. Academy of Management Review, 13, 401-412.
  • Kiang, M. Y., Raghu, T. S., & Shang, K. H—M. (2000). Marketing on the Internet-who can benefit from an online marketing approach?. Decision Support Systems, 27, 383-393.
  • Kim, E., Nam, D., & Stimpert, J. L. (2004). The Applicability of Porter’s Generic Strategies in the Digital Age: Assumptions, Conjectures, and Suggestions. Journal of Management, 30(5), 569-589.
  • Kim, L., & Lim, Y. (1988). Environment, Generic Strategies, and Performance in a Rapidly Developing Country: A Taxonomic Approach. Academy of Management Journal, 31(4), 802-827.
  • Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy, Harvard Business School Press.
  • Lawlor, B. R. (2007). The Age of Globalization: Impact of Information Technology on Global Business Strategies. The Honors Program Senior Capstone Project, Bryant University.
  • Miles, M., & Covin, J. (2000). Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage. Journal of Business Ethics, 23, 299-311.
  • Miller, D. (1988). Relating Porter’s Business Strategies to Environment and Structure: Analysis and Performance Implications. Academy of Management Journal, 31(2), 280-308.
  • Murray, A. (1988). A Contingency View of Porter’s Generic Strategies. Academy of Management Review, 13(3), 390-400.
  • Oh, W., & Lucas Jr., H. C. (2006). Information Technology and Pricing Decisions: Price Adjustments in Online Computer Markets. MIS Quarterly, 30(3), 755-775.
  • Pelham, A. M. (1999). Influence of Environment, Strategy and Market Orientation on Performance in Small Manufacturing Firms. Journal of Business Research, 45(1), 33-46.
  • Porter, M. (1980). Competitive Strategy. Free Press, New York.
  • Porter, M. (1985). Competitive Advantage. Creating and Sustaining Superior Performance. Free Press, New York.
  • Porter, M. (1991). Towards a Dynamic Theory of Strategy. Strategic Management Journal, 12, 95-117.
  • Powell, T. C., & Dent-Micallef, A. (1997). Information Technology as Competitive Advantage: The Role of Human, Business, and Technology Resources. Strategic Management Journal, 18(5), 375-405.
  • Powers, T. L., & Hahn, W. (2004). Critical Competitive Methods, Generic Strategies and Firm Performance. International Journal of Bank Marketing, 22(1), 43-64.
  • Proff, H. (2000). Hybrid Strategies as a Strategic Challenge. The Case of the German Automotive Industry, Omega. The International Journal of Management Science, 28, 541-553.
  • Ridderstrale, J., & Nordström, K. (2002). Funky Business: Talent Makes Capital Dance. Pearson Education.
  • Song, J., & Zahedi, F. (1998). Determinants of Market Strategies in Electronic Markets. AMCIS 1998 Proceedings, 120.
  • Ülgen, H., & Mirze, K. (2016). İşletmelerde Stratejik Yönetim. Beta Basım Yayın, İstanbul.
  • Walter, A., & Ritter, T. (2000). Value-creation in customer-supplier relationships: The role of adaptation, trust and commitment. In Marketing in the New Millennium. Proceedings of the 29th EMAC Conference, May 23-26, 2000, Rotterdam, cd-rom, (eds.). Berend Wierenga & Ale Smids & Gerrit Antonides, Erasmus University, Rotterdam
  • https://www.britannica.com/place/Latin-America/Latin-America-since-the-mid-20th-century, Access: 01.05.2018.
  • https://www.infogmbh.de/index.php/aktuelle-studien, Access: 01.02.2018.
  • https://www.nibusinessinfo.co.uk/content/advantages-using-internet-business.
  • http://www.pondiuni.edu.in/storage/dde/downloads/mbaii_sm.pdf.
There are 37 citations in total.

Details

Primary Language English
Subjects Economics
Journal Section Research Article
Authors

İnci Erdoğan Tarakçı 0000-0002-4101-7111

Mehmet Baş

Publication Date December 27, 2018
Published in Issue Year 2018

Cite

APA Erdoğan Tarakçı, İ., & Baş, M. (2018). When “Stuck in the Middle” is Not a Danger?. İnternet Uygulamaları Ve Yönetimi Dergisi, 9(2), 49-63. https://doi.org/10.34231/iuyd.431083