ULUSAL KÜLTÜRÜN TEDARİK ZİNCİRİ PERFORMANSINA ETKİSİ; ULUSLARARASI GIDA FİRMASINDA AMPİRİK BİR ARAŞTIRMA

Öz

Firmaların görevi değer zincirini tasarlarken ilk olarak tedarik zincirini tasarlamak, süreçlere entegre etmek ve yalnızca son kullanıcı için değil tüm tedarik zinciri için değer teklifleri oluşturmaktır. Performansı yüksek bir tedarik zinciri, müşterinin değer yaratmasını kolaylaştırarak tatmini ve sadakati artırır. Pazarlama stratejilerinin geliştirilmesi ve uygulanması, özellikle uluslararası tedarik zincirlerinde büyük zorluklar barındırmaktadır. Bu zorlukların başında da ulusal kültür farklılıkları gelmektedir. Bu çalışmanın amacı endüstriyel pazarlamada büyük önem arz eden tedarik zinciri performansının ulusal kültür tarafından ne şekilde etkilendiğinin araştırılmasıdır. Ulusal kültürün tedarik zinciri performansına etkisini incelemeyi amaçlayan bu nicel araştırma, Nedensel Tarama Modeli’nde tasarlanmış ve yürütülmüştür. Araştırmanın evrenini çok uluslu bir yiyecek içecek işletmesinin çalışanları oluşturmaktadır. Yiyecek içecek sektöründe hizmet veren söz konusu işletme, 9 farklı ülkede, 45 farklı milliyetten 1499 çalışan ile faaliyetlerini yürütmektedir. 529 katılımcı ile yürütülen araştırma sonucunda Hofstede ulusal kültür modeli boyutlarından yalnızca güç mesafesinin tedarik zinciri performansına anlamlı bir etkisi olmadığı sonucuna varılmıştır. Bulgulardan hareketle özellikle çok uluslu şirketlerin yöneticilerine, tedarik zinciri performansını artırmak için ulusal kültür çerçevesinde neler yapabilecekleri konusunda önerilerde bulunulmuştur.

Anahtar Kelimeler

• Endüstriyel Pazarlama
• Ulusal Kültür
• Tedarik Zinciri Performansı

THE IMPACT OF NATIONAL CULTURE ON SUPPLY CHAIN PERFORMANCE; AN EMPIRICAL STUDY IN AN INTERNATIONAL FOOD COMPANY

Öz

When designing the value chain, the task of companies is to first design the supply chain, integrate it into processes and create value propositions not only for the end user but for the entire supply chain. A high-performing supply chain facilitates customer value creation and increases satisfaction and loyalty. The development and implementation of marketing strategies is particularly challenging in international supply chains. One of these challenges is national cultural differences. The purpose of this study is to investigate how supply chain performance, which is of great importance in industrial marketing, is affected by national culture. This quantitative research, which aims to examine the effect of national culture on supply chain performance, was designed and conducted in the Causal Scanning Model. The population of the research consists of the employees of a multinational food and beverage organisation. The company in question, which serves in the food and beverage sector, carries out its activities in 9 different countries with 1499 employees from 45 different nationalities. As a result of the research conducted with 529 participants, it was concluded that only power distance, one of the dimensions of Hofstede national culture model, has no significant effect on supply chain performance. Based on the findings, suggestions were made to the managers of multinational companies on what they can do within the framework of national culture to increase supply chain performance.

Anahtar Kelimeler

• Industrial Marketing
• National Culture
• Supply Chain Performance

Kaynakça

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