ENDÜSTRİYEL PAZARLARDA BİLGİ KAYNAKLARINA VERİLEN ÖNEMİN KÜLTÜREL FARKLILIKLAR AÇISINDAN KAVRAMSAL OLARAK İNCELENMESİ

Yıl 2008, Cilt: 26 Sayı: 2, 239 - 255, 31.12.2008

Öznur Özkan Tektaş

Öz

 

Bu çalışmada, endüstriyel satın alma
sürecinin örgütsel ve kişisel bazı mikro düzeydeki faktörlerin yanısıra, kültür
gibi makro düzeydeki faktörlerden de etkilendiği fikrinden yola çıkılarak,
endüstriyel bilgi kaynaklarının da kültürel farklılıklara göre değişiklik gösterip göstermeyeceğinin teorik olarak incelenmesi
amaçlanmaktadır. Moriarty ve Spekman’ın (1984) endüstriyel bilgi kaynakları
sınıflandırması (kişisel/ticari, kişisel/ticari olmayan, kişisel
olmayan/ticari, kişisel olmayan/ticari olmayan) ile Hofstede’in (1991) kültürel
farklılık boyutları ve Boisot’un (1986) bilginin kodlanması ve yayılmasına
ilişkin kültürel farklılık tipolojisi temel alınarak yapılan kavramsal inceleme
sonucunda beş önerme geliştirilmiştir. Son kısımda, Türkiye’nin kültürel
özellikleri ve kullanılabilecek olası bilgi kaynakları tartışılmakta, pazarlama
yöneticileri ve gelecek çalışmalar için önerilerde bulunulmaktadır.

 

 

Anahtar Kelimeler

Endüstriyel pazarlama, endüstriyel bilgi kaynakları, kültürel farklılıklar

A Conceptual Investıgation on the Importance of Information Sources in Industrial Markets with Respect to Cultural Differences

Öz

 

This
study aims to investigate theoretically if cultural differences affect the
information sources used by industrial buyers, from the point of view that
industrial buying process is influenced by not only micro level factors like
organizational or individual characteristics, but also some macro level factors
like culture. Five prepositions are developed by using industrial information
source taxonomy of Moriarty and Spekman (1984) (commercial/personal,
commercial/ impersonal, noncommercial/personal, noncommercial/impersonal),
Hofstede’s (1991) cultural difference dimensions and Boisot’s (1986)
“Transactional choice in the cultural scope” classification. Possible information
sources used in Turkey
based on its cultural characteristics are discussed. Some suggestion for
marketing managers and future researches are made in the last part of the
study.

 

Anahtar Kelimeler

Industrial marketing, industrial information sources, cultural differences

Kaynakça

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