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ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ

Year 2017, Volume: 7 Issue: 2, 131 - 148, 15.07.2017

Cihat Kartal , İsmail Gökdeniz , Mine Orhan

Abstract

Abell Modeli, üç boyut çerçevesinde iş tanımı yapmak için kullanılmaktadır. Abell, farklı seviyelerde yapılan iş tanımlarının farklı anlamlar taşıdığını söylemektedir. Bu seviyelerden biri de program seviyesidir. Program seviyesinde iş tanımı, konumlandırma ve pazar bölümlendirme kararlarına yardımcı olmaktadır. Bu çalışmada iş tanımı program seviyesinde ele alınarak üç boyutun göreli önemleri başka bir ifade ile boyutların öncelikleri belirlenmiştir. Boyutların göreli önemleri sırasıyla; pazarlama karması alternatifleri, müşteri ihtiyaçları ve müşteri segmentleri olarak bulunmuştur. Bununla birlikte çalışmada Abell Modeli temel alınarak bir işletmenin konumunun belirlenmesi Analitik Hiyerarşi Proses (AHP) yöntemiyle yapılmıştır.

Keywords

Abell Modeli Konumlandırma Analitik Hiyerarşi Proses

References

  • Abell, D. F., (1980). Defining the Business: The Starting Point of Strategic Planning. Prentive Hall, Englewood Cliffs, New Jersey.
  • Abell, D. F., (1993). Managing with dual strategies. The Free Press, New York.
  • Bass, F. M., Tigert D. J. and Lonsdale, T. L. (1968). Market Segmentation: Group Versus Individual Behavior, Journal of Marketin Research, 5(3), 264-270.
  • Biggadike, E. R. (1981). The Contributions of Marketing To Strategic Management. Academy of Management Review, 6(4), 621-632.
  • Brown, S. W., Gummesson, Edvardsson, B. and Gustavsson, B. (1991). Services Quality: Multidisciplinary and Multinational Perspectives. Lexington Books, United States of America.
  • Dağdeviren, M. ve Yüksel, İ. (2007). Personnel Selection Using Analytic Network Process. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi. 11, 99-118.
  • Dibb, S. (1998). Market Segmentation: Strategies for Success. Marketing Intelligence & Planning, 16(7), 394-406.
  • Fraizer, G. L. and Howell, R. D. (1983). Business Definition and Performance. Journal of Marketing, 47(2), 59-67.
  • Golden, B. L., Wasil, E. A. and Harker, P. T. (1989). The Analytic Hierarchy Process. Weihert- Druck GmbH. Darmstadt, Berlin.
  • Kotler, P. (2002). Marketing Management: Millenium Edition. Pearson Custom Publishing, United States of America.
  • Lindgren, P. and Taran, Y. (2011). Business Models and Business Model Innovation in a “Secure and Distributed Cloud Clustering (DISC) Society”. 159-167.
  • McTavish, R. (1995). One Moe Time: What Business Are You In? 28(2), 49-60.
  • Moenaert, R., Robben, H. and Gouw, P. (2008). Visionary Marketing: Building Sustainable Business.
  • Muhamad, R., Melewar, T. C. and Alwi, S. F. S. (2012). Segmentation and Brand Positioning for Islamic financial services. Eoropean Journal of Marketing, 46(7/8), 900-921.
  • Nijsen, E. J.( 2013). The aAt of Entrepreneurial Marketing: An Effectual Approach.
  • Palia, A. P. (1997). Plotting Brand Trajectories With The Compete PPM Package: A Market Segmentation Analysis and Positioning Tool. Developments In Business Simulation & Experiential Learning, 24, 172-176.
  • Rangone, A. and Turconi, A. (2003). The Television (R)evolution Within The Multimedia Convergence : A Strategic Reference Framework. Management Decision, 41(1/2), 48-71.
  • Rudnicki, W. and Vagner, I. (2014). Methods of Strategic Analysis and Proposal Method of Measuring Productivity of a Company, 25, 175-184.
  • Saaty, T. L. (1990). How To Make A Decision: The Analiytic Hierarchy Process. European Journal Of Operational Research, 48, 9-26.
  • Segal, M. N. and Giacobbe, R. W. (1994). Market Segmentation and Competitive Analysis for Supermarket Retailing. International Journal of Retail & Distribution Management, 22(1), 38-48.
  • Verganti, R. and Öberg, A. (2013). Interpreting and Envisioning: A Hermeneutic Framework to Look at Radical Innovation of Meanings. Industrial Marketing Management, 42, 86-95.
  • Walters, D. and Lancaster, G. (2000). Implementing Value Strategy Through The Value Chain. Management Decision, 38(3), 160-178.
  • Ware, J. E. and Synder, M. K. (1975). Dimensions of Patient Attitudes Regarding Doctors and Medical Care Services. Medical Care, 13(8), 669-682.
  • Weistein, A. (2014). Target Market Selection In B2B Technology Markets. Journal of Marketing Analytics, 2(1), 59-69.
  • Wind, Y. J. (1990). Positioning Analysis and Strategies. The Interface of Marketing Strategy. 387-412.
  • Wind, Y. and Saaty, T. L. (1980). Marketing Applications of The Analytic Hierarchy Process. Management Science, 26(7), 641-658.
  • Yüksel, İ. ve Akın, A. (2006). Analitik Hiyerarşi Proses Yöntemiyle İşletmelerde Strateji Belirleme. Doğuş Üniversitesi Dergisi, 7(2) 254-268.

Year 2017, Volume: 7 Issue: 2, 131 - 148, 15.07.2017

Cihat Kartal , İsmail Gökdeniz , Mine Orhan

Abstract

References

  • Abell, D. F., (1980). Defining the Business: The Starting Point of Strategic Planning. Prentive Hall, Englewood Cliffs, New Jersey.
  • Abell, D. F., (1993). Managing with dual strategies. The Free Press, New York.
  • Bass, F. M., Tigert D. J. and Lonsdale, T. L. (1968). Market Segmentation: Group Versus Individual Behavior, Journal of Marketin Research, 5(3), 264-270.
  • Biggadike, E. R. (1981). The Contributions of Marketing To Strategic Management. Academy of Management Review, 6(4), 621-632.
  • Brown, S. W., Gummesson, Edvardsson, B. and Gustavsson, B. (1991). Services Quality: Multidisciplinary and Multinational Perspectives. Lexington Books, United States of America.
  • Dağdeviren, M. ve Yüksel, İ. (2007). Personnel Selection Using Analytic Network Process. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi. 11, 99-118.
  • Dibb, S. (1998). Market Segmentation: Strategies for Success. Marketing Intelligence & Planning, 16(7), 394-406.
  • Fraizer, G. L. and Howell, R. D. (1983). Business Definition and Performance. Journal of Marketing, 47(2), 59-67.
  • Golden, B. L., Wasil, E. A. and Harker, P. T. (1989). The Analytic Hierarchy Process. Weihert- Druck GmbH. Darmstadt, Berlin.
  • Kotler, P. (2002). Marketing Management: Millenium Edition. Pearson Custom Publishing, United States of America.
  • Lindgren, P. and Taran, Y. (2011). Business Models and Business Model Innovation in a “Secure and Distributed Cloud Clustering (DISC) Society”. 159-167.
  • McTavish, R. (1995). One Moe Time: What Business Are You In? 28(2), 49-60.
  • Moenaert, R., Robben, H. and Gouw, P. (2008). Visionary Marketing: Building Sustainable Business.
  • Muhamad, R., Melewar, T. C. and Alwi, S. F. S. (2012). Segmentation and Brand Positioning for Islamic financial services. Eoropean Journal of Marketing, 46(7/8), 900-921.
  • Nijsen, E. J.( 2013). The aAt of Entrepreneurial Marketing: An Effectual Approach.
  • Palia, A. P. (1997). Plotting Brand Trajectories With The Compete PPM Package: A Market Segmentation Analysis and Positioning Tool. Developments In Business Simulation & Experiential Learning, 24, 172-176.
  • Rangone, A. and Turconi, A. (2003). The Television (R)evolution Within The Multimedia Convergence : A Strategic Reference Framework. Management Decision, 41(1/2), 48-71.
  • Rudnicki, W. and Vagner, I. (2014). Methods of Strategic Analysis and Proposal Method of Measuring Productivity of a Company, 25, 175-184.
  • Saaty, T. L. (1990). How To Make A Decision: The Analiytic Hierarchy Process. European Journal Of Operational Research, 48, 9-26.
  • Segal, M. N. and Giacobbe, R. W. (1994). Market Segmentation and Competitive Analysis for Supermarket Retailing. International Journal of Retail & Distribution Management, 22(1), 38-48.
  • Verganti, R. and Öberg, A. (2013). Interpreting and Envisioning: A Hermeneutic Framework to Look at Radical Innovation of Meanings. Industrial Marketing Management, 42, 86-95.
  • Walters, D. and Lancaster, G. (2000). Implementing Value Strategy Through The Value Chain. Management Decision, 38(3), 160-178.
  • Ware, J. E. and Synder, M. K. (1975). Dimensions of Patient Attitudes Regarding Doctors and Medical Care Services. Medical Care, 13(8), 669-682.
  • Weistein, A. (2014). Target Market Selection In B2B Technology Markets. Journal of Marketing Analytics, 2(1), 59-69.
  • Wind, Y. J. (1990). Positioning Analysis and Strategies. The Interface of Marketing Strategy. 387-412.
  • Wind, Y. and Saaty, T. L. (1980). Marketing Applications of The Analytic Hierarchy Process. Management Science, 26(7), 641-658.
  • Yüksel, İ. ve Akın, A. (2006). Analitik Hiyerarşi Proses Yöntemiyle İşletmelerde Strateji Belirleme. Doğuş Üniversitesi Dergisi, 7(2) 254-268.
There are 27 citations in total.

Details

Journal Section Research Article
Authors

Cihat Kartal

İsmail Gökdeniz

Mine Orhan

Submission Date June 6, 2017
Publication Date July 15, 2017
Published in Issue Year 2017 Volume: 7 Issue: 2

Cite

APA Kartal, C., Gökdeniz, İ., & Orhan, M. (2017). ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 7(2), 131-148.
AMA Kartal C, Gökdeniz İ, Orhan M. ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ. KUSBD. July 2017;7(2):131-148.
Chicago Kartal, Cihat, İsmail Gökdeniz, and Mine Orhan. “ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ”. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi 7, no. 2 (July 2017): 131-48.
EndNote Kartal C, Gökdeniz İ, Orhan M (July 1, 2017) ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi 7 2 131–148.
IEEE C. Kartal, İ. Gökdeniz, and M. Orhan, “ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ”, KUSBD, vol. 7, no. 2, pp. 131–148, 2017.
ISNAD Kartal, Cihat et al. “ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ”. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi 7/2 (July2017), 131-148.
JAMA Kartal C, Gökdeniz İ, Orhan M. ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ. KUSBD. 2017;7:131–148.
MLA Kartal, Cihat et al. “ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ”. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, vol. 7, no. 2, 2017, pp. 131-48.
Vancouver Kartal C, Gökdeniz İ, Orhan M. ABELL MODELİ’NİN ANALİTİK HİYERARŞİ PROSES YÖNTEMİ İLE ANALİZİ. KUSBD. 2017;7(2):131-48.

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