SEARCHING FOR A WAY TO ORGANIZE ‘MULTIPLE EXCHANGE RELATIONS’ ON THE NETWORK IN THE NEW ECONOMY: E-COMMERCE AND TURKEY

Year 2012, Volume: 12 Issue: 23, 455 - 490, 01.06.2012

Nurcan Törenli Zafer Kıyan

Abstract

This study examines e-Commerce on the basis of ‘B2B (business to business) eCommerce
mediated e-marketplaces’ running on global-scale. It is discussed on the basis
of four major components: technology, security, administration and the actors. The main
purpose of the study is to put forth what B2B e-Commerce model represents in terms of
new foreign trade opportunities, hence to analyze B2B e-Commerce on a more realistic
ground from a political-economy perspective. The approach of the study is to display the functionality of the new model which is considered to be a cure for problems related to
foreign trade depends not only on its own components but also on its harmony with the
(new) economic model in which it would operate. The analysis which will be presented
will also be supported with an internet research on the qualitative content analysis of six
e-marketplaces websites operating in Turkey. The study consists of five sections. Before
the first section some information about world export of goods and services trade is given
in the introduction.
The first section describes what B2B e-Commerce is and gives information about its
business models and actors. The second is about new economy and e-commerce. The
third section provides information about the components of e-commerce. The fourth
section gives information about the experience of e-commerce in Turkey and the internet
research on the qualitative content analysis of six e-marketplaces websites. Finally, some
suggestions are listed in the conclusion.

Keywords

e-Commerce, e-Marketplace, B2B, Turkey, Foreign Trade

YENİ EKONOMİDE ‘ÇOKLU MÜBADELE İLİŞKİLERİNİ’ AĞ ÜZERİNDE ORGANİZE ETME ARAYIŞI: E-TİCARET VE TÜRKİYE

Abstract

Bu çalışmada e-Ticaret, küresel ölçekli ticarete odaklı ‘e-pazaryeri aracılı B2B e-Ticaret’ modeli üzerinden ele alınmakta ve dört bileşeni çerçevesinde tartışılmaktadır: teknoloji, güvenlik, yönetim ve aktörler. Makalenin ana amacı, Türkiye ekonomisinin dış ticaret açığı gibi temel sorunlarının bu yeni araçsal-teknolojik olanakla aşılıp aşılamayacağını eleştirel bir ekonomi-politik çözümlemeye tabi tutmaktır. Bu çözümlemede bağlı kalınacak yaklaşım, dış ticarete ilişkin sorunlara çözüm getirmesi beklenen yeni modelin işlevselliğinin, kendi bileşenleri kadar içinde işleyeceği (yeni) ekonomik modelle uyumuna bağlı olduğunu sergilemek olacaktır. Çalışmada ortaya konulacak çözümleme, B2B e-Ticaret modeli bağlamında Türkiye’de faaliyet gösteren altı e-pazaryeri web sitelerinin niteliksel içerik çözümlemesi ile de desteklenecektir.

Keywords

e-Ticaret, e-Pazaryeri, B2B, Türkiye, Dış Ticaret