Ekosistem Pazarlama ile Adil ve Kapsayıcı Ekonomi Politik İnşa Edilebilir mi? Epigenetik Bir İnceleme ve Gelecek Yönelimleri

Abstract

Bu çalışmanın amacı ekosistem pazarlama ve adil ve kapsayıcı ekonomi politiği arasındaki ilişkiyi dünya piyasasının değişen dinamikleri bağlamı içerisinde incelemektir. Bu konuların her biri birbirinden bağımsız olarak ayrıntılı olarak yazılmış olsa da, iki alanı içeren sistem, tüm sistemlerde olduğu gibi, parçaların toplamından çok daha fazladır. Dolayısıyla bu ilişkiyi ortaya koyabilmek için makale oldukça yeni olan ekosistem pazarlama alanını anlamaya ve belirginleştirmeye yöneliktir. Önce mevcut koşulları gözlemleyerek, daha sonrada böylesine karmaşık görüngülerin bu haliyle görünmesi ve işlemesi için nelerin gerektiğini çıkarsamaya çalışır ve ardından da bütünsellik yaklaşımı temelinde ekosistem pazarlama bilgisinin bütünselliğini ortaya koyar. Böylece söz edilen adil ve kapsayıcı ekonomi politiği ile ekosistem pazarlama alanında ekonomiden siyaset bilimine ve sosyolojiden ahlaka kadar uzanabilecek transdisipliner bir saha keşfetme çabası hedeflenmektedir.

Keywords

• Ekosistem pazarlama
• küresel kapitalizm
• kapitalizmin büyük sıfırlaması
• dijital dönüşüm
• adil ve kapsayıcı ekonomi politik.

Can a Fair and Inclusive Political Economy Be Built with Ecosystem Marketing? An Epigenetic Review and Future Trends

Abstract

This study aims to examine the relationship between ecosystem marketing and fair and inclusive political economy in the context of the changing dynamics of the world market. Although each of these topics has been written in detail separately from each other, the system that includes the two fields, is much more than the sum of its parts, as is the case with all systems. Therefore, to reveal this relationship, this article aims to understand and clarify the fairly and new field of ecosystem marketing. First, it tries to deduce what is required for such complex phenomena to appear and function as they do by observing the present conditions, and then it reveals the integrity of ecosystem marketing information based on the holistic approach. Thus, with the aforementioned fair and inclusive political economy, it is an effort to discover a transdisciplinary field that can extend from economics to political science and from sociology to ethics in the field of ecosystem marketing.

Keywords

• Ecosystem marketing
• global capitalism
• digital transformation
• fair and inclusive political economy

References

1. Acemoğlu, D., Robinson, J. A. (2012), Ulusların Düşüşü: Güç, Zenginlik ve Yoksulluğun Kökenleri, (çev. Faruk Rasim Velioğlu), İstanbul: Doğan Egmont Yayıncılık.
2. Acemoğlu, D., Robinson, J.A. (2019), The Narrow Corridor: States, Societies, and the Fate of Liberty, New York: Penguin Press.
3. Acemoğlu, D. (2021), Redesigning AI: Work, Democracy, And Justice In The Age of Automation, Cambridge: Boston Critic, Inc.
4. Adner, R., Lieberman, M. (2021), Disruption Through Complements Strategy Science, V. 6: 91-109.
5. Aghion,P, Antonin, C., Bunel, S. (2021), The Power of Creative Destruction : Economic Upheaval and The Wealth of Nations (Translated by Jodie Cohen-Tanugi]. London, England: The Belknap Press of Harvard University Press.
6. Anderson, P.W., Arrow, K.J., Pines, D. [ed.) (2018), The Economy as an Evolving Complex System, Boca Raton: CRC Press . Arrighi, G. (2010), The Long Twentieth Century: Money, Power and the Origins of Our Times, New York: Verso.
7. Ash, T. (2018), “China and the US: Trade War or Cold War?”, Financial Times, December 6.
8. Azmanova, A. (2020), Capitalism on Edge: How Fighting Precarity can Achieve Radical Change Without Crisis or Utopia, USA: Columbia University Press.

9. Baldwin, R. (2016), The Great Convergence: Information Technology and the New Globalization, Cambridge, Massachusetts: The Belknap Press of Harvard University Press.
10. Bartel, R. (1970), Marketing Theory and Metatheory, Homewood, IL: Richard D. Irwin, Inc.
11. Bell, J. [edt.] (2013), Towards a Critique of Bourgeois Economics: Essays of Thomas Sekine, Berlin: Owl of Minerva Press içinde Sekine, T., “Towards a Critique of Bourgeois Economics”.
12. Blaug, M. (2003), “The Formalist Revolution of the 1950s”, Journal of the History of Economic Thought, 25 (2): 145-156.
13. Blaug, Mark (2003), “The Formalist Revolution of the 1950s”, Journal of the History of Economic Thought, 25 (2): 145-156.
14. Bloom, P. (2016), Authoritarian Capitalism in the Age of Globalization. Northampton, MA, USA: Edward Elgar.
15. Bloom, P., Sancino, A. (2019), Disruptive Democracy The Clash Between Techno-Populism and Techno-Democracy, London: SAGE Publications Ltd.
16. Brady, R. A. (1943), Business as a System of Power, New York: Routledge.
17. Chandler, A.D. (1990), Scale and Scope: the Dynamics of Industrial Capitalism, Cambridge, MA: Belknap Press.
18. Commons, J. R. (1924 [1974 ]), Legal Foundations of Capitalism, Clifton, New Jersey: Augustus M. Kelley . De Meyer, A., Williamson, P.J. (2020), Ecosystem Edge: Sustaining Competitiveness in the Face of Disruption, Stanford, California: An Imprint of Stanford University Press.
19. Deloitte (2021), Global Resilience Report Buillding The Resilient Organization, İnternet: https://www2.deloitte.com/content/dam/Deloitte/dk/Documents/about-deloitte/2021-Resilience-Report.pdf.
20. Douglas, E. (1975), Economics of Marketing, New York: Harper&Row, Publishers.
21. Drucker, P. (1994), Post-Capitalist Society, New York: Harper Business.
22. Elkington, J. (2020), Green Swans: The Coming Boom in Regenerative Capitalism, New York: Fast Company Press.
23. Engels, F. (2010), Anti-Dühring (çev. Kenan Somer), Ankara: Sol Yayınları . Financial Times (2016), “Five Industries under Threat from Technology,”, December 26.
24. Fine, B., Dimakou, O. (2016), Macroeconomics A Critical Companion, London: Pluto Press
25. Fine, R. (2007). Cosmopolitanism, Oxon: Routledge.
26. Fleming, P. (2017), The Death of Homo Economicus: Work, Debt, and the Myth of Endless Accumulation, London: Pluto Press.
27. Fraser, N. (2014), “Behind Marx’s Hidden Abode: For an Expanded Conception of Capitalism”, New Left Review, 86: 55-72.
28. Fraser, N. (2015), “Legitimation Crisis? On the Political Contradictions of Financialized Capitalism”, Critical Historical Studies 2, No. 2: 157-178.
29. Fraser, N. (2017), “The End of Progressive Neoliberalism”, Dissent, January 2.
30. Fuchs, C. (2019). Rereading Marx in the Age of Digital Capitalism. London: Pluto Press . Ghosh, S.K. [ed.] (2020), Circular Economy: Global Perspective. Singapore: Springer Singapore.
31. Gundling, E. (2016), “Disruption in Detroit: Ford, Silicon Valley, and Beyond,” Berkeley Haas Case Series, University of California, July 1.
32. Hanania, J. M. (2018), Architecture of a Technodemocracy, San Francisco: Hardcover.
33. Harvey, D. (2000). “Cosmopolitanism and the Banality of Geographical Evils”, Public Culture, 12 (2).
34. Harvey, D. (2017). Marx, Sermaye ve İktisadi Aklın Cinneti. İstanbul: Sel Yayıncılık.
35. Haskel, J., S. Westlake (2018), Capitalism Without Capital: The Rise of the Intangible Economy, Princeton: Princeton University Press
36. Henderson, R. (2020), Reimagining Capitalism in A World on Fire, New York: PublicAffairs.
37. Jacobides, M. G. (2019), “In the Ecosystem Economy, What’s Your Strategy?”, Harvard Business Review, (September-October): 128-137. Jessop, B. (2000), “The Crisis of the National Spatio-temporal Fix and the Tendential Ecological Dominance of Globalizing Capitalism”, International Journal of Urban and Regional Research, 24 (2): 323-360.
38. Jessop, B. (2001), ‘What follows Fordism? On The Periodization of Capitalism and its Regulation’, in R. Albritton, M. Itoh, R. Westra and A. Zuege (eds) Phases of Capitalist Development: Booms, Crises and Globalization, Basingstoke: Palgrave Macmillan.
39. Kaplan, R. (2020), “America Needs To Talk About a China Reset”, Foreign Policy, October 19.
40. Kaplan, R. D. (2019), “A New Cold War has Begun: The United States and China will Be Locked in a Contest for Decades. But Washington can win if it stays more patient than Beijing,” Foreign Policy, (January 7).
41. Kotler, P. (2015), Confronting Capitalism: Real Solutions For A Troubled Economic System, New York: AMACOM-American. Management Association.
42. Kotler,P., Kartajaya, H.K., Setiawan, I. (2021), Marketing 5.0 : Technology for Humanity, Canada: John Wiley & Sons, Inc.
43. Lee, H.H., Park, D. (2021), Post-COVID Asia: Deglobalization, Fourth Industrial Revolution, and Sustainable Development, Singapore ; Hackensack, NJ : World Scientific.
44. Liodakis, G. (2010). Totalitarian Capitalism and Beyond. London: Routledge.; Holloway, J. 2010. Crack Capitalism. London: Pluto Press.
45. Livesey, F. (2018), “Unpacking the possibilities of deglobalisation. Cambridge Journal of Regions”, Economy and Society, 11(1): 177–187.
46. Marx, K. (1973), Grundrisse, Harmondsworth: Penguin.
47. Marx, K. (1977), Capital Volume I, New York: Vintage Books.
48. Mason, P. (2015), PostCapitalism: A Guide to Our Future, London: Penguin.
49. Milanovic, B. (2019), Capitalism, Alone The Future of the System That Rules the World, Cambridge, Massachusetts London, England: The Belknap Press of Harvard University Press.
50. Millar, M. (2015), Global Supply Chain Ecosystems: Strategies for Competitive Advantage in A Complex World, New Delhi, USA: Kogan Page Limited.
51. Mingardi, A. (2016), “Capitalism is an Evolving Ecosystem”, Financial Times. August 12. https://www.ft.com/content/cba8d136-5d7a-11e6-bb77-a121aa8abd95.
52. Moore, J. F. (1996), The Death of Competition: Leadership and Strategy in the Age of Business Ecosystems, New York: Harper Business.
53. Moore, J. F. (1997), Rekabetin Yeni Gerçekliği: İş Ekosistemi Çağında liderlik ve Strateji (çev. Zülfü Dicleli), İstanbul: BZD Yayıncılık.
54. Moretti, E. (2012), The New Geography of Jobs, Boston: Houghton Miffl in Harcourt.
55. Nelson, R. R. ve diğerleri [ed.]. (2018), Modern Evolutionary Economics An Overview, New York: Cambridge University Press.
56. Öçal, Ş. (2017), “Platon’un Timaios Diyalogunda Tanrı ve Evrenin Oluşu mu?”, Beytulhikme International Journal of Philosophy, 7(1): 65-83.
57. Papatya, İ. K. (2021), Kaynak Temelli Kuram Bağlamında Eko-yeniliğin İşletme performansı Üzerindeki Etkisi: Antalya Sanayi İşletmelerinde Bir Uygulama, Burdur: MAKÜ Sosyal Bilimler Enstitüsü (Yayınlanmamış YL Tezi).
58. Papatya, N. (2007), Sürdürülebilir Rekabetçi Üstünlük Sağlamada Stratejik Yönetim ve Pazarlama Odağı: Kaynak Tabanlı Görüş. Ankara: B. 2, Asil Ya.
59. Papatya, N. (2010), “Kapitalizmin Yeni/Yenilenen Akıl Oyunları: Küresel Şirketlerin Etiksel Ütopyaları”, Mülkiye Dergisi, XXXIV, 268 (Güz): 301-327.
60. Papatya, N. (2013), “Çokuluslu Şirketlerin Kaynak-tabanlı biyo-Politik Üretiminde Rekabetçi Gücün Diyalektiği -Eleştirel Ve Bütünsel Bakış”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18 (3): 1-23.
61. Papatya, N., Papatya, İ. K. (2020a). “Ekosistem Pazarlama: Geleceğin Sürdürülebilir Sistem Mühendisliği”, Harvard Business Review (HBR) (Ocak): 102-107.
62. Papatya, N., Papatya, İ. K. (2020b), “Ekosistem Pazarlama: Güçlü Yaşam Enerjisi ile Başarılı Yenilik Dinamikleri Yaratmak”, Harvard Business Review (HBR) (Aralık): 94-99. Perez, C. (2002), Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages, UK: Edward Elgar, Cheltenham.
63. Petricevic, O., Teece, D. J. (2019), “The Structural Reshaping of Globalization: Implications for Strategic Sectors, Profiting from Innovation, and the Multinational Enterprise”, Journal of International Business Studies, 50: 1487-1512. Polanyi, K. (1957), The Great Transformation, Boston: Beacon Press.
64. Rodrik, D. (2018), Straight Talk on Trade: Ideas for a Sane World Economy, New Jersey: Princeton University Press.
65. Sadowski , J. (2020), Too Smart: How Digital Capitalism is Extracting Data, Controlling Our Lives and Making Over the World, London: MIT Press.
66. Sakar, P., Kotler, P. (2019), “Ecosystem Marketing: The Future of Competition”, The Marketing Journal, February, 21. https://www.marketingjournal.org/ecosystem-marketing-the-future-of-competition-christian-sarkar-and-philip-kotler/.
67. Sarkar, S. (2014), The Crises of Capitalism: A Different Study of Political Economy, Berkeley: Counterpoint.
68. Scharmer, C. O. (2009), Theory U, California: Berrett-Koehler Publishers Inc.
69. Scharmer, C. O.(2007), Theory U: Leading from the Future as it Emerges, San Francisco: Berrett-Koehler.
70. Schwab, K., Malleret, T. (2020), COVID-19: The Great Reset, Switzerland: World Economic Forum.
71. Schwab, K., Wanham,P. (2021), Stakeholder Capitalism: A Global Economy that Works for Progress, People and Planet. New York: Wiley.
72. Stiglitz, J. E. (2019), People, Power, and Profits: Progressive Capitalism for an Age of Discontent, London: W. W. Norton Company.
73. Streeck, W. (2010), “Taking Capitalism Seriously: Toward an Institutionalist Approach to Contemporary Political Economy”, MPIfG Discussion Paper 10/15.
74. Tapscott, D. (2015), The Digital Economy, New York: McGraw-Hill.
75. Tapscott, D., Williams, A. (2010), Macrowikinomics: Rebooting Business and the World, New York: Portfolio/Penguin.
76. Uno, K. (1980), Principles of Political Economy, Sussex: Harvester Press.
77. Valencia, S. (2018), Gore Capitalism. South Pasadena: Semiotext.
78. W. Drechsler, R. Kattel, E. Reinert (2009), Techno-Economic Paradigms: Essays in Honour of Carlota Perez, UK and USA: Anthem Press/The Other Canon.
79. Wang, J. (2018), Carceral Capitalism, South Pasadena: Semiotext.
80. Westra, R. (2019), Periodizing Capitalism and Capitalist Extinction, Basingstoke: Palgrave/Macmillan.
81. Zizek, S. (2019), Like A Thief in Broad Daylight Power in the Era of Post-Humanity, London: Penguin Press.
82. Zuboff, S. (2019), The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier Of Power, New York: PublicAffairs.