SÜRDÜRÜLEBİLİR PAZARLAMA BAKIŞ AÇISI İLE DÖNGÜSEL EKONOMİ İNCELEMESİ

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

Nilgün Açıkalın

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.

Keywords

Döngüsel Ekonomi, Sürdürülebilir Pazarlama Karması, Sürdürülebilir Kalkınma, Döngüsel İş Modelleri, Kapalı Döngüler

A REVIEW OFCIRCULAR ECONOMY WITH THE SUSTAINABLE MARKETING PERSPECTIVE

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.

Keywords

Circular Economy, Sustainable Marketing Mix, Sustainable Development, Circular Business Models, Closed Loops

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