E-ticaretin Geleneksel Perakendecilik Üzerinden Kurumsal Muhafazası

Yıl 2020, Cilt: 18 Sayı: 37, 597 - 628, 28.07.2020

Çağrı Topal Bahtiyar Onur Geyik

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.

Anahtar Kelimeler

kurumsal iş, kurumsal muhafaza, e-ticaret, geleneksel perakendecilik

Institutional Maintenance of E-Commerce through Traditional Retail

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.

Anahtar Kelimeler

institutional work, institutional maintenance, e-commerce, traditional retail

Kaynakça

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