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Enformasyon Elde Etme Ve Yaymanın Jenerik Stratejiler itibariyle Faklılaşması: Konaklama işletmeleri Üzerine Ampirik Bir Araştırma

Yıl 2010, Cilt: 19 Sayı: 1, 216 - 232, 01.03.2010

Öz

In this study the aim is to figure out the differentiations happening between the strategy groups about information acquisition and dissemination factors Data is collected by questionnaires that are distributed to from 3 4 and 5 star hotels and “special” hotels from all parts of Turkey Than information acquisition and dissemination factors are identified customer oriented information acquisition rival oriented information acquisition information dissemination in formal ways and information dissemination in informal ways Especially the enterprises which implement both strategic views effectively cost leadership and differentiation were more effective to information acquisition and dissemination The enterprises which implement cost leadership strategy were found to be more rival oriented and sensitive to information about its competitors Keywords: Strategy Information Acquisition Hospitality Industry Turkey

Kaynakça

  • Aksu, A. ve Özdemir, B. (2005). Individual learning and organizational culture in learning organizations: Five star hotels in Antalya Region of Turkey”, Managerial Auditing Journal, 20 (4):422-441.
  • Altunışık, R., Coşkun, R., Yıldırım, E. ve Bayraktaroğlu, S. (2002). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. 2. Basım, Sakarya: Sakarya Kitabevi.
  • Bahar, O. ve Kozak, M. (2005). Küreselleşme Sürecinde Uluslararası Turizm ve Rekabet Edebilirlik. Ankara: Detay Yayıncılık.
  • Berthon, P., Pitt, L. F. ve Ewing, M.T. (2001). Corollaries of the collective: The influence of organizational culture and memory development on perceived decision-making context, Journal of Academy of Marketing Science, 29 (2): 135-150.
  • Bowen, J. T. (1997). A market-driven approach to business development and service improvement in the hospitality industry, International Journal of Contemporary Hospitality Management, 9 (7): 334-344.
  • Fiol, C. M. ve Lyles, M.A. (1985). Organizational learning, Academy of Management Review, 10 (4): 803-813.
  • Hlavacka S., Bacharova, L., Rusnakova, V. ve Wagner, R. (2001). Performance implications of Porters’ generic strategies in Slovak hospitals, Journal of Management in Medicine, 15 (1):44-66.
  • Huber, G. P. (1991). Organizational learning: The contributing processes and the literatures, Organization Science, 2 (1): 88-115.
  • Jaworski, B. J. ve Kohli, A.K. (1993). Market orientation: Antecedents and consequences, Journal of Marketing, 57 (3): 53-70.
  • Keats, B. W. ve Hitt, M.A. (1988). A causal model of linkages among environmental dimensions, macro organizational characteristics, and performance, Academy of Management Journal, 31 (3): 570-596.
  • Kim, E., Nam, D. ve Stimpert, J.L. (2004), Testing the applicability of Porter’s generic strategies in the digital age: A study of Korean cyber malls, Journal of Business Strategies, 21 (1): 19-45.
  • Kotler, P., Bowen, J.T. ve Makens, J.C. (2006), Marketing for Hospitality and Tourism. Pearon International Edition.
  • Lazer, W. ve Layton, R.A. (1999). Contemporary Hospitality Marketing: A Service Management Approach. Educational Institute of The American Hotel&Motel Association.
  • Li, T. ve Cavusgil, T. (1999). Measuring the dimensions of market knowledge competence, European Journal of Innovation Management, 2 (3): 129-145.
  • Moorman, C. (1995). Organizational market information processes: Cultural antecedents and new product outcomes, Journal of Marketing Research, 32 (3): 318-335.
  • Morgan, R. E. ve Turnell, C. R. (2003). Market-based organizational learning and market performance gains, British Journal of Management, 14 (3): 255-274.
  • Olsen, M., West, J. ve Tse, E.C. (1998). Strategic Management in The Hospitality Industry. 2nd Edition, John Wiley & Sons, Inc.
  • Porter, M. E. (2000). Rekabet Stratejisi: Sektör ve Rakip Analizi Teknikleri [Competitive Strategy: The Techniques for Industry and Rival Analysis]. Çeviren. Gülen Ulubilgen, Sistem Yayıncılık.
  • Resmi Gazete (2005, 21 Haziran). Turizm Tesislerinin Belgelendirilmesine ve Niteliklerine İlişkin Yönetmelik, Karar Sayısı:2005/8948, Resmi Gazete Sayı: 25852.
  • Rubach, M.J. ve McGee, J.M. (1998). Stuck in the middle: For retailers, perhaps not such a bed place to be, Proceedings of Association of Small Business & Entrepreneurship, ss. 29-34, http://sbaer.uca.edu/research/asbe/1998/pdf/06.pdf, Erişim: 05 Ekim 09.
  • Sinkula, J. M., Baker, W.E. ve Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge, and behavior, Journal of The Acedemy of Marketing Science, 25 (4): 305-318.
  • T.C. Kültür ve Turizm Bakanlığı (2008). Turizm Belgeli Tesis İstatistikleri 2007. Yatırım ve İşletmeler Genel Müdürlüğü Araştırma ve Değerlendirme Dairesi Başkanlığı Yayını, http://www.kultur.gov.tr/TR/BelgeGoster.aspx?F6E10F8892433CFF4497A73B597516EA85E8A FC7A1B9BEFB.
  • Teare, R. ve Bowen, J.T. (1997). Assessing information needs and external change, International Journal of Contemporary Hospitality Management, 9 (7): 274-284.
  • Teare, R. ve O’Hern, J. (2000). Challenges for service leaders: Setting the agenda for the virtual learning organization, International Journal of Contemporary Hospitality Management, 12 (2): 97-106.
  • Thomas, J.B. ve McDaniel, R. (1990). Interpreting strategic issues: Effects of strategy and the information-processing structure of top management teams, Academy of Management Journal, 33 (2): 286-306.
  • Xiao, H. (2006). Towars a research agenda for knowledge management in tourism, Tourism and Hospitality Planning & Development, 3 (2): 143-157.
  • Yang, J. (2004). Qualitative knowledge capturing and organizational leaning: Two case studies in Taiwan hotels, Tourism Management, 25 (4): 421-428.
  • Zahay, D. ve Griffin, A. (2004). Customer learning processes, strategy selection and performance in business- to-business service firms, Decision Science, 35 (2): 169-203.
  • Zahra, S. ve Covin, J. (1993). Business strategy, technology policy, and firm performance, Strategic Management Journal, 14 (6): 451-478.

Enformasyon Elde Etme Ve Yaymanın Jenerik Stratejiler itibariyle Faklılaşması: Konaklama işletmeleri Üzerine Ampirik Bir Araştırma

Yıl 2010, Cilt: 19 Sayı: 1, 216 - 232, 01.03.2010

Öz

Bu çalışmada konaklama işletmelerinde enformasyon elde etme ve yaymanın farklılaştırma ve maliyet liderliği stratejileri itibariyle farklılaşıp farklılaşmadığının tespiti amaçlanmıştır 2006 2007 döneminde Türkiye genelinde anket çalışması yürütülmüştür Kolayda örnekleme yöntemi ile 208 adet 3 4 5 yıldızlı otel ve “özel işletme” belgeli konaklama tesisine ulaşılmıştır Konaklama işletmelerinin enformasyon elde etme ve yayma süreçleri müşteriler hakkında enformasyon elde etme rakipler hakkında enformasyon elde etme enformasyonun biçimsel yollarla yayılması ve enformasyonun biçimsel olmayan yollarla yayılması faktörlerinden oluşmaktadır Her iki stratejik seçeneği maliyet liderliği ve farklılaştırma aynı anda ve etkin olarak hayata geçiren işletmeler enformasyon elde etme ve yayma konusunda daha etkindirler Maliyet liderliğini stratejik pozisyon olarak benimseyen işletmeler daha fazla oranda rakipleri ile ilgili enformasyona odaklanıyor görünmektedir Anahtar Kelimeler: Enformasyon Elde Etme Strateji Konaklama İşletmeleri Türkiye The Differentiations Of Information Acquisition And Dissemination By The Effects Of Generic Strategies: An Empirical Research On Hospitality Enterprises

Kaynakça

  • Aksu, A. ve Özdemir, B. (2005). Individual learning and organizational culture in learning organizations: Five star hotels in Antalya Region of Turkey”, Managerial Auditing Journal, 20 (4):422-441.
  • Altunışık, R., Coşkun, R., Yıldırım, E. ve Bayraktaroğlu, S. (2002). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. 2. Basım, Sakarya: Sakarya Kitabevi.
  • Bahar, O. ve Kozak, M. (2005). Küreselleşme Sürecinde Uluslararası Turizm ve Rekabet Edebilirlik. Ankara: Detay Yayıncılık.
  • Berthon, P., Pitt, L. F. ve Ewing, M.T. (2001). Corollaries of the collective: The influence of organizational culture and memory development on perceived decision-making context, Journal of Academy of Marketing Science, 29 (2): 135-150.
  • Bowen, J. T. (1997). A market-driven approach to business development and service improvement in the hospitality industry, International Journal of Contemporary Hospitality Management, 9 (7): 334-344.
  • Fiol, C. M. ve Lyles, M.A. (1985). Organizational learning, Academy of Management Review, 10 (4): 803-813.
  • Hlavacka S., Bacharova, L., Rusnakova, V. ve Wagner, R. (2001). Performance implications of Porters’ generic strategies in Slovak hospitals, Journal of Management in Medicine, 15 (1):44-66.
  • Huber, G. P. (1991). Organizational learning: The contributing processes and the literatures, Organization Science, 2 (1): 88-115.
  • Jaworski, B. J. ve Kohli, A.K. (1993). Market orientation: Antecedents and consequences, Journal of Marketing, 57 (3): 53-70.
  • Keats, B. W. ve Hitt, M.A. (1988). A causal model of linkages among environmental dimensions, macro organizational characteristics, and performance, Academy of Management Journal, 31 (3): 570-596.
  • Kim, E., Nam, D. ve Stimpert, J.L. (2004), Testing the applicability of Porter’s generic strategies in the digital age: A study of Korean cyber malls, Journal of Business Strategies, 21 (1): 19-45.
  • Kotler, P., Bowen, J.T. ve Makens, J.C. (2006), Marketing for Hospitality and Tourism. Pearon International Edition.
  • Lazer, W. ve Layton, R.A. (1999). Contemporary Hospitality Marketing: A Service Management Approach. Educational Institute of The American Hotel&Motel Association.
  • Li, T. ve Cavusgil, T. (1999). Measuring the dimensions of market knowledge competence, European Journal of Innovation Management, 2 (3): 129-145.
  • Moorman, C. (1995). Organizational market information processes: Cultural antecedents and new product outcomes, Journal of Marketing Research, 32 (3): 318-335.
  • Morgan, R. E. ve Turnell, C. R. (2003). Market-based organizational learning and market performance gains, British Journal of Management, 14 (3): 255-274.
  • Olsen, M., West, J. ve Tse, E.C. (1998). Strategic Management in The Hospitality Industry. 2nd Edition, John Wiley & Sons, Inc.
  • Porter, M. E. (2000). Rekabet Stratejisi: Sektör ve Rakip Analizi Teknikleri [Competitive Strategy: The Techniques for Industry and Rival Analysis]. Çeviren. Gülen Ulubilgen, Sistem Yayıncılık.
  • Resmi Gazete (2005, 21 Haziran). Turizm Tesislerinin Belgelendirilmesine ve Niteliklerine İlişkin Yönetmelik, Karar Sayısı:2005/8948, Resmi Gazete Sayı: 25852.
  • Rubach, M.J. ve McGee, J.M. (1998). Stuck in the middle: For retailers, perhaps not such a bed place to be, Proceedings of Association of Small Business & Entrepreneurship, ss. 29-34, http://sbaer.uca.edu/research/asbe/1998/pdf/06.pdf, Erişim: 05 Ekim 09.
  • Sinkula, J. M., Baker, W.E. ve Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge, and behavior, Journal of The Acedemy of Marketing Science, 25 (4): 305-318.
  • T.C. Kültür ve Turizm Bakanlığı (2008). Turizm Belgeli Tesis İstatistikleri 2007. Yatırım ve İşletmeler Genel Müdürlüğü Araştırma ve Değerlendirme Dairesi Başkanlığı Yayını, http://www.kultur.gov.tr/TR/BelgeGoster.aspx?F6E10F8892433CFF4497A73B597516EA85E8A FC7A1B9BEFB.
  • Teare, R. ve Bowen, J.T. (1997). Assessing information needs and external change, International Journal of Contemporary Hospitality Management, 9 (7): 274-284.
  • Teare, R. ve O’Hern, J. (2000). Challenges for service leaders: Setting the agenda for the virtual learning organization, International Journal of Contemporary Hospitality Management, 12 (2): 97-106.
  • Thomas, J.B. ve McDaniel, R. (1990). Interpreting strategic issues: Effects of strategy and the information-processing structure of top management teams, Academy of Management Journal, 33 (2): 286-306.
  • Xiao, H. (2006). Towars a research agenda for knowledge management in tourism, Tourism and Hospitality Planning & Development, 3 (2): 143-157.
  • Yang, J. (2004). Qualitative knowledge capturing and organizational leaning: Two case studies in Taiwan hotels, Tourism Management, 25 (4): 421-428.
  • Zahay, D. ve Griffin, A. (2004). Customer learning processes, strategy selection and performance in business- to-business service firms, Decision Science, 35 (2): 169-203.
  • Zahra, S. ve Covin, J. (1993). Business strategy, technology policy, and firm performance, Strategic Management Journal, 14 (6): 451-478.
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Yrd. Doç. Dr. Oğuz Türkay Bu kişi benim

Prof. Dr. İge Pırnar Bu kişi benim

Yayımlanma Tarihi 1 Mart 2010
Gönderilme Tarihi 29 Aralık 2013
Yayımlandığı Sayı Yıl 2010 Cilt: 19 Sayı: 1

Kaynak Göster

APA Türkay, Y. D. D. O., & Pırnar, P. D. İ. (2010). Enformasyon Elde Etme Ve Yaymanın Jenerik Stratejiler itibariyle Faklılaşması: Konaklama işletmeleri Üzerine Ampirik Bir Araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(1), 216-232.