SÜRDÜRÜLEBİLİRLİK RAPORLARININ KURUMSAL MARKA BAKIŞ AÇISI İLE ANALİZİ: ARÇELİK ÖRNEĞİ

Yıl 2019, Cilt: 21 Sayı: 2, 467 - 492, 26.06.2019

Zeynep Arslan , Raif Serkan Albayrak

https://doi.org/10.16953/deusosbil.421050

Öz

Çalışmada, bir sürdürülebilirlik raporu örneği kullanılarak,
kurumsal marka kavramlarının sürdürülebilirlik unsurlarıyla nasıl
ilişkilendirildiği tartışılmıştır. Araştırmanın kurumsal
sürdürülebilirliğe ilişkin değişkenleri, BİST Sürdürülebilirlik Endeksi’ne dâhil
olma kriterlerini temel alan 54 adet unsurdan oluşmaktadır. Kurumsal markaya
ilişkin değişkenler ise, Hatch ve Schultz’un (2003) vizyon, kültür ve imaj
modelini temel alan 51 adet unsurdan oluşmaktadır. Buna göre, Arçelik
firmasının 2015 yılına ait kurumsal sürdürülebilirlik raporu, ilk adımda toplam
105 unsura göre kodlanarak tematik içerik analizi yapılmış, bu analiz sonunda
ortaya çıkan kavramlar arası yakınlık ilişkileri Semantik Ağ Analizi
kullanılarak görselleştirilmiş ve kümeleme analizine tabii tutulmuştur. Analiz
sonucunda 3 adet bulgu ortaya çıkmıştır. İlki; Arçelik’in sürdürülebilirlik
raporunda, sürdürülebilirliğin ekonomik-sosyal boyutu ile çalışanları odak
noktaya aldığı, sürdürülebilirliğin uygulamasını öncelikle onlar üzerinde
gerçekleştirdiği ve çalışanlar vasıtasıyla diğer çoklu paydaşlara ulaşmakta
olduğudur. İkincisi, sürdürülebilirliğin çevresel ve ekonomik boyutları ile
müşteriler ve tedarikçilerin yakın ilişkide kullanılmasıdır. Sonuncusu,
çalışanlar ve tedarikçiler arasında etik algı, müşterilere karşı ise çevreye
duyarlı imaj oluşturmanın amaçlandığıdır. Bu çalışmanın alan yazına iki katkısı
bulunmaktadır. Birincisi, sürdürülebilirlik raporlarının önceden belirlenen bir
perspektiften (kurumsal marka) incelenmesi ve ikincisi kavram frekansları
yerine analizde kavramlar arası ilişkilerin kullanılmasıdır. 

Anahtar Kelimeler

Kurumsal Sürdürülebilirlik, Kurumsal Marka, Kurumsal İmaj, Sürdürülebilirlik Raporlaması, Semantik Ağ Analizi, Kavramsal Haritalama

ANALYSIS OF SUSTAINABILITY REPORTS WITH CORPORATE BRAND PERSPECTIVE: EXAMPLE OF ARÇELİK

Öz

In
this study, the conceptual relationship of corporate brand concepts with
sustainability aspects are investigated within a sustainability report. The concept list
on corporate sustainability consists of 54 aspects based on the criteria for
inclusion in the BIST Sustainability Index. The concept list on
corporate brand consist of 51 aspects based on the vision, culture and image
model of Hatch and Schultz (2003). First, the corporate
sustainability report of Arçelik was coded using a total of 105 aspects and the
thematic content analysis was made. Then, co-occurrence relationship of concepts is displayed as networks and concept
clusters are found using Semantic Network Analysis. We report three main
findings. First; with the economic-social dimension of sustainability, Arçelik
places its employees at the focal point, implementing sustainability on them
first, and reaching out to multiple stakeholders through employees. Latter, the environmental and economic dimensions of sustainability and
customers and suppliers are closely related. Finally, it is aimed to create an ethical perception between
employees and suppliers and an environmentally friendly image to customers.
This research has two contributions to the literature on analysis of
sustainability reports: first, it specifies a certain perspective (corporate
brand) in the analysis of
reports and second, it proposes to analyze conceptual relationships rather than
the frequency of concepts.

Anahtar Kelimeler

Corporate Sustainability, Corporate Brand, Corporate Image, Sustainability Reporting, Semantic Network Analysis, Conceptual Mapping

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