Communication of innovation messages via the internet: An example of Turkish exporting firms

Abstract

In a firm, innovation mainly targets to preserve competitive advantage via commercialization. The objective of this study is to examine the extent of website innovation statements of Turkish firms listed in the top one thousand exporter firms’ ranking of the Turkish Exporters Assembly. To do this, website contents that are closely related to the notion of innovation are examined. Content analysis methodology is used to group websites which contain innovation related statements. The groups consist of values, vision, mission, research and development activities, and topics related to innovative activities. At the end of the study, it was deduced that businesses are gradually increasing in their innovation awareness as a message to stakeholders, especially in the context of their research and development activities.

Keywords

• innovation,research and development,stakeholder,website

İnternet aracılığıyla inovasyon mesajlarının iletişimi: Türk ihracatçı firmaları örneği

Abstract

Bir firmada inovasyon stratejisi temel olarak rekabet avantajının ticarileşme yoluyla korunmasını amaçlamaktadır. Çalışmanın amacı Türkiye İhracatçılar Meclisinin ilk bin ihracatçı firması listesinde bulunan şirketlerin web sitesindeki inovasyon ifadelerinin kapsamının incelenmesidir. Bu yönde, web sitelerinin inovasyon kavramıyla yakın ilgisi olan içerikleri incelenmiştir. İnovasyon ile ilgili ifadeler içeren web sitelerinin gruplandırılması için içerik analizi yöntemi kullanılmıştır. Gruplar; değerler, vizyon, misyon, araştırma-geliştirme faaliyetleri ve inovatif faaliyetlerle ilgili konulardan oluşmaktadır. Çalışmanın sonunda, firmaların paydaşlarına, temel olarak artan inovasyon farkındalıklarını araştırma-geliştirme faaliyetleri bağlamında bir mesaj olarak verdiği sonucuna ulaşılmıştır. 

Keywords

• inovasyon,araştırma ve geliştirme,paydaş,web sitesi

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