TY - JOUR T1 - FIRSATTAN ÜRÜNE GİDEN YOLDA DEĞER ÖNERİSİNİN ÖNEMİ TT - THE IMPORTANCE OF VALUE PROPOSITION ON THE ROAD FROM OPPORTUNITY TO PRODUCT AU - Korkmaz, H. Ufuk PY - 2023 DA - December DO - 10.35379/cusosbil.1318679 JF - Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi PB - Çukurova Üniversitesi WT - DergiPark SN - 1304-8899 SP - 51 EP - 64 VL - 32 IS - 3 LA - tr AB - Girişimciler işletmelerinin sürdürülebilirliğini sağlama, kar elde edebilme ve büyüme hedefleriyle harekete geçmektedir. Müşterileri elde etme, elde tutma ve mevcut müşteriler aracılığıyla yeni potansiyel müşteriler yaratma, bu hedeflerin gerçekleştirilmesinde önemli bir öneme sahiptir. Bu nedenle girişimciler; müşterilerin problem ya da ihtiyaçlarını belirleyebilmeyi amaç edinmelidir. Belirlenen problemin çözülmesi ya da ihtiyacın karşılanması ise fırsatların ortaya çıkmasına imkân sağlamaktadır. Ortaya çıkan fırsat; bir iş fikrine dönüştürülürken değer önerisi ile güçlendirilmelidir. Yenilikçi yönü gelişmiş, katma değeri yüksek ve teknolojik olan bir iş fikri ve yeni ürün geliştirmede değer önerisi önemli görülmektedir. Bu çalışmanın amacı; pazardaki fırsatın ürüne dönüştürülmesinde değer önerisinin önemine dikkat çekmektir. Girişimcilik ekosistemine dahil olmak isteyen potansiyel girişimcilerin iş fikirlerini değer önerisini dikkate alarak geliştirmeleri önerilmektedir. Bu amaçla firmaların değer önerilerinden yola çıkılarak öneriler verilmektedir. Dünya çapında başarı yakalamış olan ve yatırım almaya hak kazanarak unicorn olarak adlandırılmış firmalar ele alınmıştır. Teknolojinin yoğun olarak hayatımızda olduğu günümüzde özellikle dijital teknoloji destekli mal ve hizmetler ortaya çıkarmayı planlayan girişimcilerin değer önerilerinde; hız, yenilik, esneklik, kullanıcı dostu tasarımı olan web sitesi, güvenilir erişim ve uygun maliyet gibi özellikleri vurgulamalarının rakiplerine karşı avantaj sağlayacağı düşünülmektedir. Girişimcilerin güçlü bir değer önerisi oluşturmasının; rakiplerden farklılaşma, kar elde etme ve büyüme hedeflerini gerçekleştirmelerini ve böylece sürdürülebilir bir işletme olmalarını destekleyeceği düşünülmektedir. KW - Girişimcilik KW - İş Fikri KW - Değer Önerisi KW - Unicorn KW - Fırsat KW - Yeni Ürün N2 - Entrepreneurs take action with the aim of ensuring the sustainability of their businesses, making profits and growing. Acquiring and retaining customers, and generating new leads through existing customers, is essential in achieving these goals. Therefore, entrepreneurs should aim to identify the problems or needs of customers. Solving the identified problem or meeting the need allows for the emergence of opportunities. The emerging opportunity should be reinforced with a value proposition as it is transformed into a business idea. Value proposition is considered important in the development of an innovative, high value-added and technological business idea and new product development. The aim of this study is to draw attention to the importance of the value proposition in transforming market opportunities into products. It is recommended that potential entrepreneurs who want to join the entrepreneurship ecosystem develop their business ideas by taking the value proposition into consideration. For this purpose, suggestions are given based on the value propositions of the companies. Companies that have achieved worldwide success and are entitled to receive investment and called unicorns are discussed. 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