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E-ticaretin Geleneksel Perakendecilik Üzerinden Kurumsal Muhafazası

Yıl 2020, Cilt 18, Sayı 37, 597 - 628, 28.07.2020
https://doi.org/10.35408/comuybd.642520

Öz

Bu çalışma e-ticaret firmalarının geleneksel fiziksel mağaza açma süreçlerini bir kurumsal muhafaza işi olarak çözümlemektedir. Kurumsal muhafaza üzerine yapılan çalışmalar genellikle içsel süreçlere odaklanmakta, muhafaza edilecek kurumun yerine geçme olasılığı da olan bir başka dışsal kurumun etkisini görmezden gelmektedir. Bu çalışma, nispeten eski bir kurum olan geleneksel perakendeciliğin, nispeten yeni bir kurum olan e-ticaretin muhafazasına, müşteri, çalışan, tedarikçi, ve firma düzeylerinde işleyen sekiz farklı süreçle katkısını incelemektedir. İlkin, geleneksel mağazalar e-ticaret firmalarının somutlaşmasına yardım ederken müşteriye kişisel bir deneyim sunmaktadır. İkincisi, çalışanlar için yeni görevler ve sorumluluklar yaratan mağazalar, çalışanların stratejik ve operasyonel kararlara katılımını da kolaylaştırmaktadır. Üçüncü olarak, e-ticareti geleneksel bir görünüme kavuşturan, yeni satış kanalları sağlayan, ve ürün yelpazesini çeşitlendiren mağazalarla birlikte, tedarikçilerin e-ticaret konusundaki görece güvensizliği azalmakta ve piyasadaki görünürlükleri artmaktadır. Son olarak, firmalar mağazalar yardımıyla marka bilinirliği sağlamakta ve yeni pazarlama ve satış olanaklarıyla büyümeye devam etmektedirler. Dolayısıyla geleneksel perakendecilik e-ticaret firmalarının müşterileri, çalışanları ve tedarikçileriyle daha iyi ilişkiler geliştirmesine yol açarak piyasadaki konumlarını güçlendirirken, firmaların tanınırlığına ve büyümesine de doğrudan katkıda bulunmaktadır.

Kaynakça

  • Acquier, A., Carbone, V., and Moatti, V. (2018). Teaching the sushi chef: Hybridization work and CSR integration in a Japanese multinational company. Journal of Business Ethics, 148 (3), 625-645.
  • Ağlargöz, O. (2015). Kurumsal işlerin analiziyle işadamı kavramının betimlenmesi. Ege Akademik Bakış, 15 (1), 99-110.
  • Amazon. (2019). Amazon physical stores locations. Available at: https://www.amazon.com/find-your-store/b/?node=17608448011
  • Blanc, A. and Huault, I. (2014). Against the digital revolution? Institutional maintenance and artefacts within the French recorded music industry. Technological Forecasting and Social Change, 83, 10-23.
  • Bouty, I., Gomez, M., and Drucker-Godard, C. (2013). Maintaining an institution: The institutional work of Michelin in haute cuisine around the world. ESSEC Working Paper, No. 1312.
  • Butler, S. (2014). Independent bookshops in decline as buying habits change. Available at: https://www.theguardian.com/books/2014/feb/21/independent-bookshops-campaign
  • Clark, C. E. and Newell, S. (2013). Institutional work and complicit decoupling across the U.S. capital markets: The work of rating agencies. Business Ethics Quarterly, 23 (1), 1-30.
  • Currie, G., Lockett, A., Finn, R., Martin, G., and Waring, J. (2012). Institutional work to maintain professional power: Recreating the model of medical professionalism. Organization Studies, 33 (7), 937-962.
  • Dacin, M. T., Munir, K., and Tracey, P. (2010). Formal dining at Cambridge colleges: Linking ritual performance and institutional maintenance. Academy of Management Journal, 53 (6), 1393-1418.
  • Denzin, N. K. and Lincoln, Y. S. (2008). Strategies of qualitative inquiry. Los Angeles: Sage.
  • DPT. (2010). Bilgi toplumu istatistikleri. Ankara: T.C. Başbakanlık Devlet Planlama Teşkilatı Müsteşarlığı.
  • Dunne, P. M., Lusch, R. F., and Carver, J. R. (2014). Retailing. Mason: South-Western.
  • Feinberg, R. A. and Meoli, J. (1991). A brief history of the mall. Advances in Consumer Research, 18, 426-427.
  • Gawer, A. and Philips, N. (2013). Institutional work as logics shift: The case of Intel’s transformation to platform leader. Organization Studies, 34 (8), 1035-1071.
  • Glaser, B. G. and Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine Publishing Company.
  • Glaser, B. G. (1978). Theoretical sensitivity: Advances in the methodology of grounded theory. Mill Valley, CA: Sociology Press
  • Gommans, M., Krishnan, K.S., and Scheffold, K.B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social Research, 3 (1), 43-58.
  • Grafstrom, M. and Windell, K. (2012). Newcomers conserving the old: Transformation processes in the field of news journalism. Scandinavian Journal of Management, 28 (1), 65-76.
  • Heaphy, E. D. (2013). Repairing breaches with rules: Maintaining institutions in the face of everyday disruptions. Organization Science, 24 (5), 1291-1315.
  • Heinze, K. L. and Weber, K. (2016). Toward organizational pluralism: Institutional intrapreneurship in integrative medicine. Organization Science, 27 (1), 157-172.
  • Jepperson, R. L. (1991). Institutions, institutional effects, and institutionalism. In W. W. Powell and P. J. DiMaggio (Eds.), The new institutionalism in organizational analysis, 143-163. Chicago: University of Chicago Press.
  • Koç, O. and Vurgun, L. (2012). Aktörden eyleyene “kurumsal iş” tasarımı: Yeni kurumsal kuram kapsamında bir değerlendirme. Süleyman Demirel Üniversitesi İİBF Dergisi, 17 (2), 405-421.
  • Koh, T. K., Fichman, M., and Kraut, R. E. (2012). Trust across borders: Buyer-supplier trust in global business-to-business e-commerce. Journal of the Association for Information Systems, 13 (11), 886-922.
  • Koskela-Huotari, K., Edvardsson, B., Jonas, J. M., Sorhammar, D., and Witell, L. (2016). Innovation in service ecosystems - Breaking, making, and maintaining institutionalized rules of resource integration. Journal of Business Research, 69 (8), 2964-2971.
  • Labelle, V. and Rouleau, L. (2017). The institutional work of hospital risk managers: Democratizing and professionalizing risk management. Journal of Risk Research, 20 (8), 1053-1075.
  • Laudon, K. C. and Traver, C. G. (2016). E-commerce: Business, technology, society. Boston: Pearson.
  • Lawrence, T. B. and Suddaby, R. (2006). Institutions and institutional work. In S. R. Clegg, C. Hardy, T. B. Lawrence, & W. R. Nord (Eds.), Handbook of organization studies, 215-254. London, UK: Sage.
  • Lawrence, T. B. and Suddaby, R., and Leca, B. (2009). Introduction: Theorizing and studying institutional work. In T. B. Lawrence, R. Suddaby, & B. Leca (Eds.), Institutional work: Actors and agency in institutional studies of organizations, 1-28. Cambridge, UK: Cambridge University Press.
  • Lawrence, T. B., Suddaby, R and Leca, B. (2011). Institutional work: Refocusing institutional studies of organization. Journal of Management Inquiry, 20 (1), 52–58.
  • Mena, S. and Suddaby, R. (2016). Theorization as institutional work: The dynamics of roles and practices. Human Relations, 69 (8), 1669-1708.
  • Nite, C., Washington, M., and Ige, A. (2016). Always in a fight: The institutional work of the National Collegiate Athletic Association (NCAA). Academy of Management Proceedings, 2016 (1), 14225.
  • Pettypiece, S. (2015). Amazon passes wal-mart as biggest retailer by market value. Available at: https://www.bloomberg.com/news/articles/2015-07-23/amazon-surpasses-wal-mart-as-biggest-retailer-by-market-value
  • Prahinski, C. and Benton, W. (2004). Supplier evaluations: Communication strategies to improve supplier performance. Journal of Operations Management, 22 (1), 39-62.
  • Raviola, E. and Norback, M. (2013). Bringing technology and meaning into institutional work: Making news at an Italian business newspaper. Organization Studies, 34 (8), 1171-1194.
  • Schaub, M. (2018). Amazon will open 3 more bookstores, including one in Pacific Palisades. Availabel at: https://www.latimes.com/books/la-et-jc-amazon-stores-20180604-story.html
  • Shearman, S. (2016). Back to bricks and mortar: How e-commerce has embraced the real world. Available at https://www.theguardian.com/media-network/2016/jul/07/bricks-and-mortar-ecommerce-retail-digital
  • Smith, M. D. and Brynjolfsson, E. (2001). Consumer decision-making at an internet shopbot: Brand still matters. Journal of Industrial Economics, 49 (4), 541–558.
  • Turnbull, P. J. and Wass, V. (2015). Normalizing extreme work in the Police Service? Austerity and the inspecting ranks. Organization, 22 (4), 512-529.
  • TÜBİSAD (The Association of Turkish Informatics Industry). (2019). Türkiye’de E-Ticaret 2018 Pazar Büyüklüğü. İstanbul: The Association of Turkish Informatics Industry.
  • Van Maanen, J. (1998). Different strokes: Qualitative research in the Administrative Science Quarterly from 1956 to 1996. In J. Van Maanen (Ed.), Qualitative studies of organizations, 8-33). Thousand Oaks, CA: Sage.
  • Walsh, M. (2016). The future of e-commerce: Bricks and mortar. Available at: https://www.theguardian.com/business/2016/jan/30/future-of-e-commerce-bricks-and-mortar
  • Zietsma, C. and Lawrence, T. B. (2010). Institutional work in the transformation of an organizational field: The interplay of boundary work and practice work. Administrative Science Quarterly, 55(2), 189–221.
  • Zilber, T. B. (2009). Institutional maintenance as narrative acts. In T. B. Lawrence, R. Suddaby, and B. Leca (Eds.), Institutional work: Actors and agency in institutional studies of organizations, 205-235. Cambridge, UK: Cambridge University Press.

Institutional Maintenance of E-Commerce through Traditional Retail

Yıl 2020, Cilt 18, Sayı 37, 597 - 628, 28.07.2020
https://doi.org/10.35408/comuybd.642520

Öz

This study analyzes the process of opening traditional, physical retail stores by e-commerce companies as institutional work of maintenance. Past research examines internal mechanisms used to maintain institutions and ignores the question of how an external, alternative institution can contribute to the maintenance of another institution. This study shows that traditional retail as a relatively old institution helps maintain e-commerce as a relatively new institution through eight different mechanisms at four levels including customers, employees, suppliers, and companies themselves. For customers, traditional stores help concretize e-commerce companies and personalize customer experience. For employees, they create new tasks and responsibilities and increase their involvement in both strategic and daily decisions. For suppliers, they develop trust by making e-commerce companies a concrete entity to do business with and promote visibility by expanding sales channels and the product range. Lastly, for companies themselves, they increase brand awareness and result in growth through additional marketing and sales opportunities. Traditional retail thus strengthens the position of e-commerce companies in the market by facilitating better relations with their customers, employees, and suppliers as well as directly contributes to the company image and growth.

Kaynakça

  • Acquier, A., Carbone, V., and Moatti, V. (2018). Teaching the sushi chef: Hybridization work and CSR integration in a Japanese multinational company. Journal of Business Ethics, 148 (3), 625-645.
  • Ağlargöz, O. (2015). Kurumsal işlerin analiziyle işadamı kavramının betimlenmesi. Ege Akademik Bakış, 15 (1), 99-110.
  • Amazon. (2019). Amazon physical stores locations. Available at: https://www.amazon.com/find-your-store/b/?node=17608448011
  • Blanc, A. and Huault, I. (2014). Against the digital revolution? Institutional maintenance and artefacts within the French recorded music industry. Technological Forecasting and Social Change, 83, 10-23.
  • Bouty, I., Gomez, M., and Drucker-Godard, C. (2013). Maintaining an institution: The institutional work of Michelin in haute cuisine around the world. ESSEC Working Paper, No. 1312.
  • Butler, S. (2014). Independent bookshops in decline as buying habits change. Available at: https://www.theguardian.com/books/2014/feb/21/independent-bookshops-campaign
  • Clark, C. E. and Newell, S. (2013). Institutional work and complicit decoupling across the U.S. capital markets: The work of rating agencies. Business Ethics Quarterly, 23 (1), 1-30.
  • Currie, G., Lockett, A., Finn, R., Martin, G., and Waring, J. (2012). Institutional work to maintain professional power: Recreating the model of medical professionalism. Organization Studies, 33 (7), 937-962.
  • Dacin, M. T., Munir, K., and Tracey, P. (2010). Formal dining at Cambridge colleges: Linking ritual performance and institutional maintenance. Academy of Management Journal, 53 (6), 1393-1418.
  • Denzin, N. K. and Lincoln, Y. S. (2008). Strategies of qualitative inquiry. Los Angeles: Sage.
  • DPT. (2010). Bilgi toplumu istatistikleri. Ankara: T.C. Başbakanlık Devlet Planlama Teşkilatı Müsteşarlığı.
  • Dunne, P. M., Lusch, R. F., and Carver, J. R. (2014). Retailing. Mason: South-Western.
  • Feinberg, R. A. and Meoli, J. (1991). A brief history of the mall. Advances in Consumer Research, 18, 426-427.
  • Gawer, A. and Philips, N. (2013). Institutional work as logics shift: The case of Intel’s transformation to platform leader. Organization Studies, 34 (8), 1035-1071.
  • Glaser, B. G. and Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine Publishing Company.
  • Glaser, B. G. (1978). Theoretical sensitivity: Advances in the methodology of grounded theory. Mill Valley, CA: Sociology Press
  • Gommans, M., Krishnan, K.S., and Scheffold, K.B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social Research, 3 (1), 43-58.
  • Grafstrom, M. and Windell, K. (2012). Newcomers conserving the old: Transformation processes in the field of news journalism. Scandinavian Journal of Management, 28 (1), 65-76.
  • Heaphy, E. D. (2013). Repairing breaches with rules: Maintaining institutions in the face of everyday disruptions. Organization Science, 24 (5), 1291-1315.
  • Heinze, K. L. and Weber, K. (2016). Toward organizational pluralism: Institutional intrapreneurship in integrative medicine. Organization Science, 27 (1), 157-172.
  • Jepperson, R. L. (1991). Institutions, institutional effects, and institutionalism. In W. W. Powell and P. J. DiMaggio (Eds.), The new institutionalism in organizational analysis, 143-163. Chicago: University of Chicago Press.
  • Koç, O. and Vurgun, L. (2012). Aktörden eyleyene “kurumsal iş” tasarımı: Yeni kurumsal kuram kapsamında bir değerlendirme. Süleyman Demirel Üniversitesi İİBF Dergisi, 17 (2), 405-421.
  • Koh, T. K., Fichman, M., and Kraut, R. E. (2012). Trust across borders: Buyer-supplier trust in global business-to-business e-commerce. Journal of the Association for Information Systems, 13 (11), 886-922.
  • Koskela-Huotari, K., Edvardsson, B., Jonas, J. M., Sorhammar, D., and Witell, L. (2016). Innovation in service ecosystems - Breaking, making, and maintaining institutionalized rules of resource integration. Journal of Business Research, 69 (8), 2964-2971.
  • Labelle, V. and Rouleau, L. (2017). The institutional work of hospital risk managers: Democratizing and professionalizing risk management. Journal of Risk Research, 20 (8), 1053-1075.
  • Laudon, K. C. and Traver, C. G. (2016). E-commerce: Business, technology, society. Boston: Pearson.
  • Lawrence, T. B. and Suddaby, R. (2006). Institutions and institutional work. In S. R. Clegg, C. Hardy, T. B. Lawrence, & W. R. Nord (Eds.), Handbook of organization studies, 215-254. London, UK: Sage.
  • Lawrence, T. B. and Suddaby, R., and Leca, B. (2009). Introduction: Theorizing and studying institutional work. In T. B. Lawrence, R. Suddaby, & B. Leca (Eds.), Institutional work: Actors and agency in institutional studies of organizations, 1-28. Cambridge, UK: Cambridge University Press.
  • Lawrence, T. B., Suddaby, R and Leca, B. (2011). Institutional work: Refocusing institutional studies of organization. Journal of Management Inquiry, 20 (1), 52–58.
  • Mena, S. and Suddaby, R. (2016). Theorization as institutional work: The dynamics of roles and practices. Human Relations, 69 (8), 1669-1708.
  • Nite, C., Washington, M., and Ige, A. (2016). Always in a fight: The institutional work of the National Collegiate Athletic Association (NCAA). Academy of Management Proceedings, 2016 (1), 14225.
  • Pettypiece, S. (2015). Amazon passes wal-mart as biggest retailer by market value. Available at: https://www.bloomberg.com/news/articles/2015-07-23/amazon-surpasses-wal-mart-as-biggest-retailer-by-market-value
  • Prahinski, C. and Benton, W. (2004). Supplier evaluations: Communication strategies to improve supplier performance. Journal of Operations Management, 22 (1), 39-62.
  • Raviola, E. and Norback, M. (2013). Bringing technology and meaning into institutional work: Making news at an Italian business newspaper. Organization Studies, 34 (8), 1171-1194.
  • Schaub, M. (2018). Amazon will open 3 more bookstores, including one in Pacific Palisades. Availabel at: https://www.latimes.com/books/la-et-jc-amazon-stores-20180604-story.html
  • Shearman, S. (2016). Back to bricks and mortar: How e-commerce has embraced the real world. Available at https://www.theguardian.com/media-network/2016/jul/07/bricks-and-mortar-ecommerce-retail-digital
  • Smith, M. D. and Brynjolfsson, E. (2001). Consumer decision-making at an internet shopbot: Brand still matters. Journal of Industrial Economics, 49 (4), 541–558.
  • Turnbull, P. J. and Wass, V. (2015). Normalizing extreme work in the Police Service? Austerity and the inspecting ranks. Organization, 22 (4), 512-529.
  • TÜBİSAD (The Association of Turkish Informatics Industry). (2019). Türkiye’de E-Ticaret 2018 Pazar Büyüklüğü. İstanbul: The Association of Turkish Informatics Industry.
  • Van Maanen, J. (1998). Different strokes: Qualitative research in the Administrative Science Quarterly from 1956 to 1996. In J. Van Maanen (Ed.), Qualitative studies of organizations, 8-33). Thousand Oaks, CA: Sage.
  • Walsh, M. (2016). The future of e-commerce: Bricks and mortar. Available at: https://www.theguardian.com/business/2016/jan/30/future-of-e-commerce-bricks-and-mortar
  • Zietsma, C. and Lawrence, T. B. (2010). Institutional work in the transformation of an organizational field: The interplay of boundary work and practice work. Administrative Science Quarterly, 55(2), 189–221.
  • Zilber, T. B. (2009). Institutional maintenance as narrative acts. In T. B. Lawrence, R. Suddaby, and B. Leca (Eds.), Institutional work: Actors and agency in institutional studies of organizations, 205-235. Cambridge, UK: Cambridge University Press.

Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal
Bölüm Araştırma Makalesi
Yazarlar

Çağrı TOPAL> (Sorumlu Yazar)
ORTA DOĞU TEKNİK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ
0000-0002-6016-9858
Türkiye


Bahtiyar Onur GEYİK Bu kişi benim
ORTA DOĞU TEKNİK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ
0000-0002-3019-709X
Türkiye

Yayımlanma Tarihi 28 Temmuz 2020
Gönderilme Tarihi 5 Kasım 2019
Yayınlandığı Sayı Yıl 2020, Cilt 18, Sayı 37

Kaynak Göster

APA Topal, Ç. & Geyik, B. O. (2020). Institutional Maintenance of E-Commerce through Traditional Retail . Yönetim Bilimleri Dergisi , 18 (37) , 597-628 . DOI: 10.35408/comuybd.642520