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SÜRDÜRÜLEBİLİR PAZARLAMA BAKIŞ AÇISI İLE DÖNGÜSEL EKONOMİ İNCELEMESİ

Year 2020, Volume: 9 Issue: 3, 238 - 257, 21.09.2020

Abstract

Sürdürülebilir Kalkınmanın en önemli aktörü olan ‘Döngüsel Ekonomi’ barındırdığı zihin açıcı perspektifle hem uygulayıcılar hem de araştırmacılar arasında önemli bir ivme kazanmıştır. Ancak, bu paradigmanın başarılı bir şekilde benimsenmesi ve uygulanması başta büyük veriye dayanması sebebiyle sorun olmaya devam etmektedir. Diğer tüm kavramlar gibi Döngüsel Ekonomi de kendinden menkul bir varlığa sahip olamayacağından, anlaşılabilmesi için bir başka kavram veya terim ile ilişkilendirilmelidir.
Bu çalışmada, Döngüsel Ekonomi paradigmasının mikro uygulama düzeyinde geliştirilen Döngüsel İş Modelleri çerçevesi; Sürdürülebilir Pazarlama Karma unsurları ile birlikte yorumlanarak uygulayıcılar için kolaylaştırıcı bir rolü üstlenip üstlenemeyeceği tartışılmıştır. İlk olarak döngüsel ekonominin bağlamı açıklanmış; daha sonra döngüsel ekonominin ana ilkelerinden türetilen iş modellerinin bileşenleri üzerinden uygulamadaki temel yapılar ve kurucu unsurlara odaklanılmıştır. Sürdürülebilir Pazarlama Unsurlarını içerdiği açıkça görülen tanınmış ve yaygın uygulanan bir iş modeli tualinden yararlanılmıştır. Böylelikle döngüsel bir iş modelinin kurucu unsurları ile sürdürülebilir pazarlama karma bileşenleri arasındaki ilişkiler literatür yardımıyla kavramsallaştırılmaya çalışılmıştır. Döngüsel ekonomi prensiplerinin, popüler bir iş modeli çerçevesine dönüşmesi için sürdürülebilir pazarlama karma unsurlarından kaçınılmaz olarak yararlanılması gerektiği tespit edilmiştir.

References

  • AÇIKALIN, N. (2019). Pazarlama Bakış Açısıyla Türkiye’de Sürdürülebilir İnovasyon: Nitel Bir Uygulama, Kütahya Dumlupınar Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Doktora Tezi; ss.62-67.
  • BARBİER, E. (2012). The green economy post Rioş20. Science 338, 887e888. http://dx.doi.org/10.1126/science.1227360.
  • BELZ, F. (2006). Marketing in the 21st Century, Business Strategy and the Environment, 15,3.
  • BELZ F.M ve PEATTİE, K. (2010). Sustainability marketing-An innovative conception of marketing. Marketing Review St. Gallen, 2010, 27.5: 8-15.
  • BELZ F.M ve PEATTİE, K. (2012). Sustainability marketing: a global perspective,Chichester Wiley, ISBN 978-1-11-996619-7
  • D'AMATO, D, vd. (2017). Green, circular, bio economy: A comparative analysis of sustainability avenues. Journal of Cleaner Production, 168, 716-734.
  • EMERY, B. (2012). Sustainable marketing, Pearson, Edinburgh.
  • ELKINGTON, J. (1998). Partnerships from cannibals with forks: The triple bottom line of 21st‐century business. Environmental quality management, 1998, 8.1: 37-51.
  • ELKINGTON, J. (2013), “Enter the triple bottom line.”, In: The triple bottom line. Routledge, 23-38.
  • ESPOSITO, M. (2017). Is the circular economy a new fast‐expanding market?. Thunderbird International Business Review, 2017, 59.1: 9-14.
  • EUROPEN COMMİSSİON. “Closing the Loop - An EU Action Plan for the Circular Economy”. https://www.eea.europa.eu/policy-documents/com-2015-0614-final, 31.5.2020
  • FRANKENBERGER, K vd. (2013). The 4I-framework of business model innovation: A structured view on process phases and challenges. Int. J. Prod. Dev., 18, 249–273. FROSCH R.A. ve GALLOPOULOS N. (1989). Strategies for manufacturing. Sci. Am. 261, 144e152
  • GEISSDOERFER, M. vd (2017). The Circular Economy–A new sustainability paradigm?. Journal of cleaner production, 143: 757-768.
  • GORDON, R vd. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143–163.doi:10.1177/1470593111403218
  • GOVİNDAN K, vd. 2014 Reverse logistics and closed-loop supply chain: A comprehensive review to explore the future. Eur. J. Oper. Res., 240, 603–626.
  • GUPTA, S. (2019). Circular economy and big data analytics: A stakeholder perspective. Technological Forecasting and Social Change, 144: 466-474.
  • KAYABAŞI, A. (2019); ‘Sürdürülebilir Pazarlama’, Sürdürülebilir İşletme Yönetimi: Fonksiyonel Perspektifle kitap bölümü, ss. 69-99, Editörler: Esra Yıldırım Söylemez ve Meltem Dil Şahin, Gazi Kitabevi.
  • KOTLER, P. ve KELLER, K.L. (2007). A framework for marketing management.
  • LAUBSCHER, M. ve MARİNELLİ, T. (2014). Integration of Circular Economy in Business. In Proceedings of the Conference: Going Green-CARE INNOVATION 2014, Vienna, Austria, 17-20, November
  • LEWANDOWSKİ, M. (2016). Designing the business models for circular economy- Towards the conceptual framework. Sustainability, 8(1), 43.
  • LOPEZ-VALEIRAS, E. vd (2015). Sustainable innovation, management accounting and control systems, and international performance, Sustainability, 7.3: ss. 3479-3492.
  • MADEIRA, A.B. (2019). Green marketing mix: A case study of Brazilian retail enterprises. Environmental Quality Management, 2019, 28.3: 111-116.
  • MURRAY, A, vd. (2015). The circular economy: an interdisciplinary exploration of the concept and application in a global context. J. Bus. Ethics. http://dx.doi.org/10.1007/s10551-015-2693-2.
  • MARTIN, D ve SCHOUTEN, J.(2012). Sustainable marketing, Prentice Hall, New Jersey.
  • MENTINK, B. A. S. (2014). Circular business model innovation: a process framework and a tool for business model innovation in a circular economy. Master’s Thesis, Delft University of Technology & Leiden University, Leiden, The Netherlands
  • MCCARTHY, E.J., vd.(1979). Basic marketing. Ontario: Irwin-Dorsey, 1979.
  • OSTERWALDER, A. ve PIGNEUR, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers; JohnWiley and Sons: Hoboken, NJ, USA.
  • OSTERWALDER, A. (2014) Value Proposition Design: How to Create Products and Services Customers Want; JohnWiley and Sons: Hoboken, NJ, USA.
  • PADHY, N., ve VISHNOI, P. (2015). Green Marketing Mix and Sustainable Development Clear International Journal of Research in Commerce & Management, 6(7).
  • PEARCE, D., vd. (1989). Blueprint for a Green Economy. Earthscan, London, U. K.
  • PEATTIE, K. (2001) Towards sustainability: the third age of green marketing. The marketing review, 2.2: 129-146.
  • POMERING, A., (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal (AMJ), 2017, 25.2: 157-165.
  • RENSWOUDE, K. van; vd. (2015). Circular business models: Part 1: An introduction to IMSA’s circular business model scan. IMSA.
  • SCOTT, J.T. (2015). The Sustainable Business a Practitioner’s Guide to Achieving Long-Term Profitability and Competitiveness, 2nd ed.; Greenleaf Publishing: Sheffield, UK.
  • SHARP, A. (2013). Sustainable marketing in principle and practice. In: Sustainable Business. Edward Elgar Publishing.
  • SILVERMAN, S. N.(1995). An historical review and modern assessment of the marketing mix concept. In: 7th Marketing History Conference Proceedings. p. 25-35.
  • The Ellen MacArthur Foundation, 2012. Towards a circular economy - Economic and business rationale for an accelerated transition. Greener Manag. Int. 97, 2012-04-03.
  • TROJANOWSKI T. (2015), “Sustainability marketing mix przedsiębiorstw na rynku międzynarodowym”, Zeszyty Naukowe Wyższej Szkoły Humanitas.Zarządzanie, 1,141-147.
  • UNEP, 2011. Towards a Green Economy: pathways to Sustainable Development and Poverty Eradication. www.unep.org/greeneconomy.
  • VERAL, E.S. (2018). ‘Döngüsel ekonomiye geçiş doğrultusunda yeni tedbirler ve AB üye ülkelerinin stratejileri’. Ankara Avrupa Çalışmaları Dergisi Cilt:17, No: 2, 2018, s. 463-488
  • VURAL, C.A. (2015). Green Marketing: A Conceptual Framework and Suggestions for Industrial Services Marketing. In: Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing. IGI Global. p. 63-85.
  • http://www3.weforum.org/docs/WEF_GlobalCompetitivenessReport2014-15.pdf.31.05.2020

A REVIEW OFCIRCULAR ECONOMY WITH THE SUSTAINABLE MARKETING PERSPECTIVE

Year 2020, Volume: 9 Issue: 3, 238 - 257, 21.09.2020

Abstract

"Circular Economy", the most important actor of Sustainable Development, has gained a significant momentum among both practitioners and researchers with its mind-opening perspective. However, the successful adoption and implementation of this paradigm remains an issue, primarily because it relies on big data. Circular Economy,, like all other concepts, cannot be associated with another concept or term in order to be understood, as it cannot have a self-contained asset.
In this study, the Circular Business Models framework developed at the micro application level of the Circular Economy paradigm; It is discussed with the Sustainable Marketing Mixed elements whether it can play a facilitating role for practitioners. Firstly, the context of the circular economy is explained; then, through the components of business models derived from the main principles of the circular economy, the main structures in the application and the constituent elements are focused on. A well-known and widely implemented business model that is clearly seen to contain Sustainable Marketing Elements was used. Thus, the relationships between the constituent elements of a circular business model and the sustainable marketing mix components were tried to be conceptualized with the help of the literature. It has been determined that the principles of sustainable marketing are inevitably needed to turn the principles of circular economy into a popular business model framework.

References

  • AÇIKALIN, N. (2019). Pazarlama Bakış Açısıyla Türkiye’de Sürdürülebilir İnovasyon: Nitel Bir Uygulama, Kütahya Dumlupınar Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Doktora Tezi; ss.62-67.
  • BARBİER, E. (2012). The green economy post Rioş20. Science 338, 887e888. http://dx.doi.org/10.1126/science.1227360.
  • BELZ, F. (2006). Marketing in the 21st Century, Business Strategy and the Environment, 15,3.
  • BELZ F.M ve PEATTİE, K. (2010). Sustainability marketing-An innovative conception of marketing. Marketing Review St. Gallen, 2010, 27.5: 8-15.
  • BELZ F.M ve PEATTİE, K. (2012). Sustainability marketing: a global perspective,Chichester Wiley, ISBN 978-1-11-996619-7
  • D'AMATO, D, vd. (2017). Green, circular, bio economy: A comparative analysis of sustainability avenues. Journal of Cleaner Production, 168, 716-734.
  • EMERY, B. (2012). Sustainable marketing, Pearson, Edinburgh.
  • ELKINGTON, J. (1998). Partnerships from cannibals with forks: The triple bottom line of 21st‐century business. Environmental quality management, 1998, 8.1: 37-51.
  • ELKINGTON, J. (2013), “Enter the triple bottom line.”, In: The triple bottom line. Routledge, 23-38.
  • ESPOSITO, M. (2017). Is the circular economy a new fast‐expanding market?. Thunderbird International Business Review, 2017, 59.1: 9-14.
  • EUROPEN COMMİSSİON. “Closing the Loop - An EU Action Plan for the Circular Economy”. https://www.eea.europa.eu/policy-documents/com-2015-0614-final, 31.5.2020
  • FRANKENBERGER, K vd. (2013). The 4I-framework of business model innovation: A structured view on process phases and challenges. Int. J. Prod. Dev., 18, 249–273. FROSCH R.A. ve GALLOPOULOS N. (1989). Strategies for manufacturing. Sci. Am. 261, 144e152
  • GEISSDOERFER, M. vd (2017). The Circular Economy–A new sustainability paradigm?. Journal of cleaner production, 143: 757-768.
  • GORDON, R vd. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143–163.doi:10.1177/1470593111403218
  • GOVİNDAN K, vd. 2014 Reverse logistics and closed-loop supply chain: A comprehensive review to explore the future. Eur. J. Oper. Res., 240, 603–626.
  • GUPTA, S. (2019). Circular economy and big data analytics: A stakeholder perspective. Technological Forecasting and Social Change, 144: 466-474.
  • KAYABAŞI, A. (2019); ‘Sürdürülebilir Pazarlama’, Sürdürülebilir İşletme Yönetimi: Fonksiyonel Perspektifle kitap bölümü, ss. 69-99, Editörler: Esra Yıldırım Söylemez ve Meltem Dil Şahin, Gazi Kitabevi.
  • KOTLER, P. ve KELLER, K.L. (2007). A framework for marketing management.
  • LAUBSCHER, M. ve MARİNELLİ, T. (2014). Integration of Circular Economy in Business. In Proceedings of the Conference: Going Green-CARE INNOVATION 2014, Vienna, Austria, 17-20, November
  • LEWANDOWSKİ, M. (2016). Designing the business models for circular economy- Towards the conceptual framework. Sustainability, 8(1), 43.
  • LOPEZ-VALEIRAS, E. vd (2015). Sustainable innovation, management accounting and control systems, and international performance, Sustainability, 7.3: ss. 3479-3492.
  • MADEIRA, A.B. (2019). Green marketing mix: A case study of Brazilian retail enterprises. Environmental Quality Management, 2019, 28.3: 111-116.
  • MURRAY, A, vd. (2015). The circular economy: an interdisciplinary exploration of the concept and application in a global context. J. Bus. Ethics. http://dx.doi.org/10.1007/s10551-015-2693-2.
  • MARTIN, D ve SCHOUTEN, J.(2012). Sustainable marketing, Prentice Hall, New Jersey.
  • MENTINK, B. A. S. (2014). Circular business model innovation: a process framework and a tool for business model innovation in a circular economy. Master’s Thesis, Delft University of Technology & Leiden University, Leiden, The Netherlands
  • MCCARTHY, E.J., vd.(1979). Basic marketing. Ontario: Irwin-Dorsey, 1979.
  • OSTERWALDER, A. ve PIGNEUR, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers; JohnWiley and Sons: Hoboken, NJ, USA.
  • OSTERWALDER, A. (2014) Value Proposition Design: How to Create Products and Services Customers Want; JohnWiley and Sons: Hoboken, NJ, USA.
  • PADHY, N., ve VISHNOI, P. (2015). Green Marketing Mix and Sustainable Development Clear International Journal of Research in Commerce & Management, 6(7).
  • PEARCE, D., vd. (1989). Blueprint for a Green Economy. Earthscan, London, U. K.
  • PEATTIE, K. (2001) Towards sustainability: the third age of green marketing. The marketing review, 2.2: 129-146.
  • POMERING, A., (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal (AMJ), 2017, 25.2: 157-165.
  • RENSWOUDE, K. van; vd. (2015). Circular business models: Part 1: An introduction to IMSA’s circular business model scan. IMSA.
  • SCOTT, J.T. (2015). The Sustainable Business a Practitioner’s Guide to Achieving Long-Term Profitability and Competitiveness, 2nd ed.; Greenleaf Publishing: Sheffield, UK.
  • SHARP, A. (2013). Sustainable marketing in principle and practice. In: Sustainable Business. Edward Elgar Publishing.
  • SILVERMAN, S. N.(1995). An historical review and modern assessment of the marketing mix concept. In: 7th Marketing History Conference Proceedings. p. 25-35.
  • The Ellen MacArthur Foundation, 2012. Towards a circular economy - Economic and business rationale for an accelerated transition. Greener Manag. Int. 97, 2012-04-03.
  • TROJANOWSKI T. (2015), “Sustainability marketing mix przedsiębiorstw na rynku międzynarodowym”, Zeszyty Naukowe Wyższej Szkoły Humanitas.Zarządzanie, 1,141-147.
  • UNEP, 2011. Towards a Green Economy: pathways to Sustainable Development and Poverty Eradication. www.unep.org/greeneconomy.
  • VERAL, E.S. (2018). ‘Döngüsel ekonomiye geçiş doğrultusunda yeni tedbirler ve AB üye ülkelerinin stratejileri’. Ankara Avrupa Çalışmaları Dergisi Cilt:17, No: 2, 2018, s. 463-488
  • VURAL, C.A. (2015). Green Marketing: A Conceptual Framework and Suggestions for Industrial Services Marketing. In: Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing. IGI Global. p. 63-85.
  • http://www3.weforum.org/docs/WEF_GlobalCompetitivenessReport2014-15.pdf.31.05.2020
There are 42 citations in total.

Details

Primary Language Turkish
Subjects Economics
Journal Section Articles
Authors

Nilgün Açıkalın

Publication Date September 21, 2020
Published in Issue Year 2020 Volume: 9 Issue: 3

Cite

APA Açıkalın, N. (2020). SÜRDÜRÜLEBİLİR PAZARLAMA BAKIŞ AÇISI İLE DÖNGÜSEL EKONOMİ İNCELEMESİ. Sakarya İktisat Dergisi, 9(3), 238-257.