Ölçek Ekonomisinde Kapsam Ekonomisi: Katma Değer Faaliyetlerinin Ertelenmesi Yoluyla Ürün Çeşitliliğinin Yönetimi

Yıl 2007, Cilt: 2007 Sayı: 2, 235 - 250, 01.06.2007

Mustafa Ünüvar

Öz

Anahtar Kelimeler

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ÖLÇEK EKONOMİSİNDE KAPSAM EKONOMİSİ: KATMA DEĞER FAALİYETLERİNİN ERTELENMESİ YOLUYLA ÜRÜN ÇEŞİTLİLİĞİNİN YÖNETİMİ

Öz

Artan müşteri heterojenliği ve ekonomik sistemin ülke sınırlarını aşarak küreselleşmesi nedeniyle birçok firma ürün çeşitliliğini artırmak zorunda kalmıştır. Ürün çeşitliliğini artırmanın rekabet üstünlüğü sağlamada ve korumada olumlu bir etkisi olsa da ürün çeşitliliği iyi yönetilmediği taktirde çeşitli operasyonel sorunlar yaratarak kapsam ekonomisi kazanımlarını yok edebilmektedir. Artan rekabet nedeniyle firmalar üretim ve dağıtım faaliyetlerini daha etkin ve verimli bir şekilde yürütmek zorunda kalmışlardır. Ölçek ekonomisinde kapsam ekonomisine ulaşma çabası olarak ifade edilebilecek bu zorunluluk sonucunda kitlesel ürün özelleştirme (mass customization) stratejisi geliştirilmiştir. Kitlesel ürün özelleştirme stratejisinde katma değer faaliyetlerinin ertelenmesi önemli bir rol oynar. Erteleme, önemli katma değer faaliyetlerinin üretim ve dağıtım süreci boyunca müşteri talebine ilişkin bilgiler belirginleşinceye kadar bekletilmesidir. Bu çalışmada ürün çeşitliliğinin etkin yönetimi ve katma değer faaliyetlerinin ertelenmesi yoluyla ölçek ekonomisi ile kapsam ekonomisi arasında nasıl denge kurulabileceği açıklanmaktadır

Anahtar Kelimeler

Kitlesel ürün özelleştirmesi, ürün çeşitliliği, erteleme, kapsam ekonomisi

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