Covid-19 Pandemi Sürecinde İşletmelerin İnovasyon Kümesinin Pazarlama ve Yönetim Perspektifinden Değerlendirilmesi

Year 2021, Issue: 45, 377 - 395, 29.04.2021

V. Özlem Akgün M. Akif Çini

https://doi.org/10.52642/susbed.929910

Cited By: 2

Abstract

Günümüzde üretim ve hizmet ortamlarındaki değişim sürekli hale gelmiştir. Yaşanan hızlı değişimler karşısında işletme yöneticileri, zorlu pazar şartlarında hayatta kalabilmek için sürdürülebilir bir gelişim yolu aramak zorundadır ve bu yol, inovasyon faaliyetlerinin sürekli hale getirilmesinden geçmektedir. Pazarlama karmasının en önemli unsurlarından olan ürün, ancak değişen müşteri taleplerine ve ihtiyaçlarına uygun hale getirildiği takdirde daha fazla tercih edilir hale gelmektedir. Bununla birlikte yalnızca pazarlama açısından değil, yönetimsel açıdan da müşteri beklentileri ile uyumlu inovasyonlar gerçekleştirebilmek, işletmelere rekabet avantajı bağlamında oldukça önemli avantajlar sunmaktadır. Yönetim inovasyonu, işlerin gerçekleştirilme biçimini, geleneksel yöntemlerden önemli ölçüde farklılaştırma yeteneğine sahip ve bu farklılaşma ile örgütün performansını artırmaya yardımcı olan bir kavrama karşılık gelmektedir.
Yapılan bu araştırmanın amacı; Covid-19 pandemi sürecinde işletmelerin inovasyon kümesinin, pazarlama ve yönetim perspektifinden ele alınmasıdır. Bu bağlamda araştırma; işletme, ürün, stratejik ve yönetim inovasyonlarından oluşan inovasyon kümesi bağlamında değerlendirilmiştir. Araştırmada nitel analiz yöntemlerinden “içerik analizi” kullanılmıştır. Bu kapsamda Konya ilinde faaliyet gösteren özel eğitim kurumlarının yöneticileri ile birebir görüşme yapılmıştır. Elde edilen veriler nitel araştırma yöntemlerinde sıklıkla kullanılan MAXQDA 18 programı aracılığıyla kodlanmış ve sonrasında verilerin analizi gerçekleştirilmiştir. Yapılan bu araştırma sonucunda; Covid-19 pandemi dönemi sürecinde işletmelerin inovasyon kümesi kapsamında yönetim ve pazarlamaya yönelik mevcut ve gelecek projeksiyonları açısından çeşitli inovasyonlar gerçekleştirdikleri tespit edilmiştir.

Keywords

İnovasyon Kümesi, Pazarlama İnovasyonu, Yönetim İnovasyonu, Covid-19 Pandemisi.

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