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Teknoloji Belirsizliği, Pazar Belirsizliği ve Rekabetçi Dalgalanma Ekseninde Yüksek Teknoloji Pazarlaması: Kavramsal Bir Çalışma

Yıl 2011, Cilt: 2011 Sayı: 2, 29 - 36, 01.06.2011

Öz

Kaynakça

  • Akgün, A. E., Keskin, H. ve Günsel, A., (2005), “Bilgi Ekonomisi Kapsamında Teknoloji Transferinin Bilgi Transferine Dönüşümüne Dair Bir Literatür Taraması”, İktisadi ve İdari Bilimler Dergisi, 19(1), 227-242.
  • American Marketing Association (AMA), http:// www.marketingpower.com/AboutAMA/Pages/ DefinitionofMarketing.aspx (Son Erişim Tarihi : 06.07.2011).
  • Beckman, C. M., Haunschild, P. R. ve Phillips, D. J., (2004), “Friends or Strangers? Firm-Specific Uncertainty, Market Uncertainty, and Network Partner Selection”, Organization Science, 15, 259 –275.
  • Benhabib, J. ve Spiegel, M.M., (1994), “The Role of Human Capital in Economic Development Evidence from Aggregate Cross-country Data”, Journal of Monetary Economics, 34, 143-173.
  • Booch, G., (2011), “Dominant Design”, IEEE Software, 28(2), 8-9.
  • Brad, S., (2010), “Equating Business Value of New High-Tech Products”, CIRP Journal of Manufacturing Science and Technology, 2, 272–278.
  • Capon, N. ve Glazer, R., (1987), “Marketing and Technology: A Strategic Coalignment”, The Journal of Marketing, 51(3), 1-14.
  • Chandy, R. K. ve Tellis, G. J., (2000), “The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation”, Journal of Marketing, 64(3), 1-17.
  • De Coster, R. ve Butler, C., (2005), “Assessment of Proposals for New Technology Ventures in UK: Characteristics of University Spin-off Companies”, Technovation, 25, 535–543.
  • Di Benedetto, C.A. (1999) “Identifying the Key Success Factors in New Product Launch,” Journal of Product Innovation Management, 16(6), 530–544.
  • Douglas, P., (2009), “Sony Ericsson Satio Sales Suspended”, http://www.techradar.com/news/phone- and-communications/mobile-phones/sony-ericsson- satio-sales-suspended-653803 (Son Erişim Tarihi: 24.07.2011).
  • Dunn, D.T., Jr., ve Probstein, S.C., (2003), “Marketing High-Tech Services”, Reviewof Business, 24(1), 10–17.
  • Easingwood, C. ve Koustelos, A., (2000), “Marketing High Technology: Preparation, Targeting, Positioning, Execution”, Business Horizons, 43(3), 27-34.
  • Eng, TY, Quaia, G., (2009), “Strategies For Improving New Product Adoption In Uncertain Environments: A Selective Review of the Literature”, Industrial Marketing Management, 38, 275–282.
  • Gerasymchuk, V. H. ve Sakalosh, T. V., (2007), “Competitiveness and Knowledge-Based Economy: Information and Communcation Technology Impact Evaluation”, Verslas: Teorija Ir Praktika, (8)4, 195–203.
  • Gerhard, D., Brem, A., Baccarella, C. ve Voigt, K-I., (2011), “Innovation Management and Marketing in the High-Tech Sector: A Content Analysis of Advertisements”, International Journal of Management, 2(28)(1), 330-348.
  • Golder, P. ve Tellis, G., (1997), “Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables”, Marketing Science, 16(3), 256-270.
  • Halman, J. I. M., Hofer, A. P. ve Van Vuuren, W., (2003), “Platform-Driven Development of Product Families: Linking Theory with Practice”, Journal of Production Innovation Managemenet, 20, 149–162.
  • Han, J. K., Chung, S. W. ve Sohn, Y. S., (2009), Technology Convergence: When Do Consumers Prefer Converged Products to Dedicated Products? , Journal of Marketing, 73(4), 97-108.
  • Heidegger, M., (1977), The Question Concerning Technology, Çeviri: Lovitt W., The Question Concerning Technology and Other Essays, Harper & Row, New York, 311-341.
  • Hills, S. B. ve Sarin, S., (2003), “From Market Driven to Market Driving: an Alternate Paradigm for Marketing in High Technology Industries”, Journal of Marketing Theory & Practice, 11(3), 13-24.
  • Hogg, M. A. ve Deborah J. T., (2000), “Social Identity and Selfcategorization Processes in Organizational Contexts”, Academy of Management Review, 25(1), 121– 141.
  • Hoskisson, R. E. ve Busenitz, L. W., (2002), Marketuncertainty and Learning Distance in Corporate Entre-preneurship Entry Mode Choice . Edited by Hitt, M.A., Ireland, R.D., Camp, S.M. ve Sexton, D.L., StrategicEntrepreneurship: Creating a New Mindset, Malden,MA, Blackwell Publishers, 151-172.
  • Isaac, M., (2011), “Fast Action Holds Intel Error to Mere $1 Billion”, http://www.wired.com/ gadgetlab/2011/02/intels-chipset-fail/ Tarihi: 01.06.2011). (Son Erişim
  • John, G., Weiss, A. M. ve Dutta, S., (1999), “Marketing in Technology- Intensive Markets: Toward a Conceptual Framework”, Journal of Marketing, 63 (Special Issue), 78–91.
  • Klepper, S., (1996), “Entry, Exit, Growth, and Innovation over the Product Life Cycle”, The American Economic Review, 86(3), 562-583.
  • Klepper, S., (1997), “Industry Life Cycles”, Industrial and Corporate Change, 6(1), 145-181.
  • Kline, S., J., (2003), What is Technology, Edited Scharff, R. C. ve Dusek, V., Philosophy of Technology: The Technological Condition - An Anthology, pub. by Wiley-Blackwell 210-212
  • Mahajan, V., Muller, E. ve Bass, F., (1990), “New Product Diffusion Models in Marketing: A Review and Directions for Research”, Journal of Marketing, 54, 1-26.
  • Mandel, M., (2000), “The New Economy, It Works in America. Will It Go Global?”, Business Week, http:// www.businessweek.com/2000/00_05/b3666002.htm, (Son Erişim Tarihi: 19.08.2011).
  • Miller, D. ve Shamsie, J., (1999), “Strategic Responses to Three Kinds of Uncertainty: Product Line Simplicity at the Hollywood Film Studio”, Journal of Management, 25(1) ,97-116.
  • Milliken, F. J., (1987), “Three Types of Perceived Uncertainty About the Environment: State, Effect and Response Uncertainty”, Academy Management Review, 12, 133–143.
  • Mohr, J, (2000), “The Marketing of High-Technology Products and Services: Implications for Curriculum Conten and Design”, Journal of Marketing Education, 22, 246-259.
  • Mohr, J., Sengupta, S. ve Slater, S., (2010), Marketing of HighTechnology Products and Innovations (3nd ed.), Pearson Hall, 538 s., New Jersey.
  • Moore, G. A., (1991), Crossing the Chasm, HarperBusiness Essentials, 154 s.
  • Mootee, J., (2010), “Don’t Believe the 98% Innovation Failure Rate”, http://www.business-strategy- innovation.com/2010/04/dont-believe-98-innovation- failure-rate.html, (Son Erişim Tarihi: 29.07.2011).
  • Moriarty, R. T. ve Kosnik, T. J., (1989), “High-Tech Marketing: Concepts, Continuity, And Change”, Sloan Management Review, 30(4), 7-17.
  • Peres, R., Muller, E. ve Mahajan, V., (2010), “Innovation Diffusion and New Product Growth Models: A Critical Review and Research Directions), Internnational Journal of Research in Marketing, 27, 91–106 .
  • Rosen, D. E., Schroeder, J. E. ve Purinton, E. F., (1998), “Marketing High Tech Products: Lessons in Customer Focus from the Marketplace”, Academy of Marketing Science Review, http:/www.amsreview.org/ amsrev/theory/rosen06-98.html (Son Erişim Tarihi, 15.06.2011).
  • Sculley, J., “Sculley On Steve Jobs, The Full Interview Transcript” (Leander Kahney), http://www.cultofmac. com/john-sculley-on-steve-jobs-the-full-interview- transcript/63295, (Son Erişim Tarihi: 29.07.2011).
  • Shanklin, W. ve Ryans, J., (1987), Essentials of Marketing High Technology, Lexington Books, Lexington, MA.
  • Stremersch, S., Muller, E ve Peres, R., (2009), “Does New Product Growth Accelerate Across Technology Generations?”, http://www.springerlink.com/content/ r6042766w06l8267/ (Son Erişim Tarihi: 16.06.2011),
  • Suarez, F. F., ve Utterback, J. M., (1995), “Dominant Designs and The Survival of Firms”, Strategic Management Journal, 16, 415-430.

Teknoloji Belirsizliği, Pazar Belirsizliği ve Rekabetçi Dalgalanma Ekseninde Yüksek Teknoloji Pazarlaması: Kavramsal Bir Çalışma

Yıl 2011, Cilt: 2011 Sayı: 2, 29 - 36, 01.06.2011

Öz

Günümüzde kullanılan teknoloji yoğunluğuna ve son ürüne göre, yüksek teknoloji olarak kabul edilen sektör sayısı artmıştır. Dolayısı ile yüksek teknoloji mal ve hizmetlerin üretilmesi ve pazarlanması kuşkusuz iş ve ekonomi dünyasında gittikçe yerini sağlamlaştıran bir öneme sahiptir. İşletmeler çok kısa sürede ciddi büyümeler gösterebilmekteler ve ait oldukları ülkeleride beraberlerinde bu büyümeye sürüklemektedirler. Fakat pazara sunulan yüksek teknoloji ürünlerin büyük kısmı düşük ticarileşme ve yüksek kabul görmeme riski ile karşı karşıyadır. Artık şirketler için güç olan sadece yeni fikirlerin üretilmesi ve hayata geçirilmesi değil, aynı zamanda ortaya çıkan ürünlerin tüketiciler tarafından beğenilip, kabul edilebilir ürünler olmalarıdır. Yüksek kar fırsatları sunan bu ürünler, tasarlanması ve üretilmesi aşamalarında büyük yatırım miktarları gerektirdiğinden, ürünlerin pazarda başarısız olmaları durumunda işletmeleri ciddi finansal bunalımlara sürükleyebilmektedirler. İşletmelerin yüklendiği bu risklerin yanı sıra, tüketicilerde yüksek teknoloji ürünlerini satın alma kararlarını verirken bir çok belirsizliğin riskini üstlenmektedirler. Bu çalışmada yüksek teknoloji pazarlarını diğer pazarlardan ayıran pazar belirsizliği, teknoloji belirsizliği ve rekabetçi dalgalanma kavramları geniş bir literatür çalışması ile irdelenmiş ve kavramsal bir çerçeve çizilmeye çalışılmıştır. Diğer yandan, ülkemiz özellikle teknoloji ve bilgi transferi ile yüksek teknoloji ürünlerin üretiminde adından söz ettirmektedir. Bu çalışma ile de ikincil olarak ülkemizde konu ile ilgili akademik çalışma eksikliğinden ötürü, gelecekte yapılacak kavramsal ve ampirik çalışmalara ışık tutulması amaçlanmıştır

Kaynakça

  • Akgün, A. E., Keskin, H. ve Günsel, A., (2005), “Bilgi Ekonomisi Kapsamında Teknoloji Transferinin Bilgi Transferine Dönüşümüne Dair Bir Literatür Taraması”, İktisadi ve İdari Bilimler Dergisi, 19(1), 227-242.
  • American Marketing Association (AMA), http:// www.marketingpower.com/AboutAMA/Pages/ DefinitionofMarketing.aspx (Son Erişim Tarihi : 06.07.2011).
  • Beckman, C. M., Haunschild, P. R. ve Phillips, D. J., (2004), “Friends or Strangers? Firm-Specific Uncertainty, Market Uncertainty, and Network Partner Selection”, Organization Science, 15, 259 –275.
  • Benhabib, J. ve Spiegel, M.M., (1994), “The Role of Human Capital in Economic Development Evidence from Aggregate Cross-country Data”, Journal of Monetary Economics, 34, 143-173.
  • Booch, G., (2011), “Dominant Design”, IEEE Software, 28(2), 8-9.
  • Brad, S., (2010), “Equating Business Value of New High-Tech Products”, CIRP Journal of Manufacturing Science and Technology, 2, 272–278.
  • Capon, N. ve Glazer, R., (1987), “Marketing and Technology: A Strategic Coalignment”, The Journal of Marketing, 51(3), 1-14.
  • Chandy, R. K. ve Tellis, G. J., (2000), “The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation”, Journal of Marketing, 64(3), 1-17.
  • De Coster, R. ve Butler, C., (2005), “Assessment of Proposals for New Technology Ventures in UK: Characteristics of University Spin-off Companies”, Technovation, 25, 535–543.
  • Di Benedetto, C.A. (1999) “Identifying the Key Success Factors in New Product Launch,” Journal of Product Innovation Management, 16(6), 530–544.
  • Douglas, P., (2009), “Sony Ericsson Satio Sales Suspended”, http://www.techradar.com/news/phone- and-communications/mobile-phones/sony-ericsson- satio-sales-suspended-653803 (Son Erişim Tarihi: 24.07.2011).
  • Dunn, D.T., Jr., ve Probstein, S.C., (2003), “Marketing High-Tech Services”, Reviewof Business, 24(1), 10–17.
  • Easingwood, C. ve Koustelos, A., (2000), “Marketing High Technology: Preparation, Targeting, Positioning, Execution”, Business Horizons, 43(3), 27-34.
  • Eng, TY, Quaia, G., (2009), “Strategies For Improving New Product Adoption In Uncertain Environments: A Selective Review of the Literature”, Industrial Marketing Management, 38, 275–282.
  • Gerasymchuk, V. H. ve Sakalosh, T. V., (2007), “Competitiveness and Knowledge-Based Economy: Information and Communcation Technology Impact Evaluation”, Verslas: Teorija Ir Praktika, (8)4, 195–203.
  • Gerhard, D., Brem, A., Baccarella, C. ve Voigt, K-I., (2011), “Innovation Management and Marketing in the High-Tech Sector: A Content Analysis of Advertisements”, International Journal of Management, 2(28)(1), 330-348.
  • Golder, P. ve Tellis, G., (1997), “Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables”, Marketing Science, 16(3), 256-270.
  • Halman, J. I. M., Hofer, A. P. ve Van Vuuren, W., (2003), “Platform-Driven Development of Product Families: Linking Theory with Practice”, Journal of Production Innovation Managemenet, 20, 149–162.
  • Han, J. K., Chung, S. W. ve Sohn, Y. S., (2009), Technology Convergence: When Do Consumers Prefer Converged Products to Dedicated Products? , Journal of Marketing, 73(4), 97-108.
  • Heidegger, M., (1977), The Question Concerning Technology, Çeviri: Lovitt W., The Question Concerning Technology and Other Essays, Harper & Row, New York, 311-341.
  • Hills, S. B. ve Sarin, S., (2003), “From Market Driven to Market Driving: an Alternate Paradigm for Marketing in High Technology Industries”, Journal of Marketing Theory & Practice, 11(3), 13-24.
  • Hogg, M. A. ve Deborah J. T., (2000), “Social Identity and Selfcategorization Processes in Organizational Contexts”, Academy of Management Review, 25(1), 121– 141.
  • Hoskisson, R. E. ve Busenitz, L. W., (2002), Marketuncertainty and Learning Distance in Corporate Entre-preneurship Entry Mode Choice . Edited by Hitt, M.A., Ireland, R.D., Camp, S.M. ve Sexton, D.L., StrategicEntrepreneurship: Creating a New Mindset, Malden,MA, Blackwell Publishers, 151-172.
  • Isaac, M., (2011), “Fast Action Holds Intel Error to Mere $1 Billion”, http://www.wired.com/ gadgetlab/2011/02/intels-chipset-fail/ Tarihi: 01.06.2011). (Son Erişim
  • John, G., Weiss, A. M. ve Dutta, S., (1999), “Marketing in Technology- Intensive Markets: Toward a Conceptual Framework”, Journal of Marketing, 63 (Special Issue), 78–91.
  • Klepper, S., (1996), “Entry, Exit, Growth, and Innovation over the Product Life Cycle”, The American Economic Review, 86(3), 562-583.
  • Klepper, S., (1997), “Industry Life Cycles”, Industrial and Corporate Change, 6(1), 145-181.
  • Kline, S., J., (2003), What is Technology, Edited Scharff, R. C. ve Dusek, V., Philosophy of Technology: The Technological Condition - An Anthology, pub. by Wiley-Blackwell 210-212
  • Mahajan, V., Muller, E. ve Bass, F., (1990), “New Product Diffusion Models in Marketing: A Review and Directions for Research”, Journal of Marketing, 54, 1-26.
  • Mandel, M., (2000), “The New Economy, It Works in America. Will It Go Global?”, Business Week, http:// www.businessweek.com/2000/00_05/b3666002.htm, (Son Erişim Tarihi: 19.08.2011).
  • Miller, D. ve Shamsie, J., (1999), “Strategic Responses to Three Kinds of Uncertainty: Product Line Simplicity at the Hollywood Film Studio”, Journal of Management, 25(1) ,97-116.
  • Milliken, F. J., (1987), “Three Types of Perceived Uncertainty About the Environment: State, Effect and Response Uncertainty”, Academy Management Review, 12, 133–143.
  • Mohr, J, (2000), “The Marketing of High-Technology Products and Services: Implications for Curriculum Conten and Design”, Journal of Marketing Education, 22, 246-259.
  • Mohr, J., Sengupta, S. ve Slater, S., (2010), Marketing of HighTechnology Products and Innovations (3nd ed.), Pearson Hall, 538 s., New Jersey.
  • Moore, G. A., (1991), Crossing the Chasm, HarperBusiness Essentials, 154 s.
  • Mootee, J., (2010), “Don’t Believe the 98% Innovation Failure Rate”, http://www.business-strategy- innovation.com/2010/04/dont-believe-98-innovation- failure-rate.html, (Son Erişim Tarihi: 29.07.2011).
  • Moriarty, R. T. ve Kosnik, T. J., (1989), “High-Tech Marketing: Concepts, Continuity, And Change”, Sloan Management Review, 30(4), 7-17.
  • Peres, R., Muller, E. ve Mahajan, V., (2010), “Innovation Diffusion and New Product Growth Models: A Critical Review and Research Directions), Internnational Journal of Research in Marketing, 27, 91–106 .
  • Rosen, D. E., Schroeder, J. E. ve Purinton, E. F., (1998), “Marketing High Tech Products: Lessons in Customer Focus from the Marketplace”, Academy of Marketing Science Review, http:/www.amsreview.org/ amsrev/theory/rosen06-98.html (Son Erişim Tarihi, 15.06.2011).
  • Sculley, J., “Sculley On Steve Jobs, The Full Interview Transcript” (Leander Kahney), http://www.cultofmac. com/john-sculley-on-steve-jobs-the-full-interview- transcript/63295, (Son Erişim Tarihi: 29.07.2011).
  • Shanklin, W. ve Ryans, J., (1987), Essentials of Marketing High Technology, Lexington Books, Lexington, MA.
  • Stremersch, S., Muller, E ve Peres, R., (2009), “Does New Product Growth Accelerate Across Technology Generations?”, http://www.springerlink.com/content/ r6042766w06l8267/ (Son Erişim Tarihi: 16.06.2011),
  • Suarez, F. F., ve Utterback, J. M., (1995), “Dominant Designs and The Survival of Firms”, Strategic Management Journal, 16, 415-430.
Toplam 43 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ali Ekber Akgün Bu kişi benim

Volkan Polat Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2011
Yayımlandığı Sayı Yıl 2011 Cilt: 2011 Sayı: 2

Kaynak Göster

APA Akgün, A. E., & Polat, V. (2011). Teknoloji Belirsizliği, Pazar Belirsizliği ve Rekabetçi Dalgalanma Ekseninde Yüksek Teknoloji Pazarlaması: Kavramsal Bir Çalışma. Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi, 2011(2), 29-36.

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