“Ortada takılı kalma” ne zaman bir tehlike değildir?

Yıl 2018, Cilt: 9 Sayı: 2, 49 - 63, 27.12.2018

İnci Erdoğan Tarakçı Mehmet Baş

https://doi.org/10.34231/iuyd.431083

Cited By: 1

Öz

Yeni IT-destekli
ağ pazarlamasında rekabet giderek globalleşmekte ve müşterilerin ihtiyaç ve
beklentileri hızla değişmektedir. Pazar bilgilerine erişilebilirliğin artması
ile hem alıcılar hem de satıcılar için web üzerinden rakip ürün ve hizmetlerin
kalitesi ve fiyatı hakkında bilgilere ulaşmak kolaylaşmıştır. Bu durum, küresel
olarak rekabet edebilmek için hem maliyet etkin hem de farklılaştırılmış bir şekilde
rekabet etmeyi gerekli kılmaktadır. Bu çalışmada, rekabet güçleri ve bu
güçlerle başa çıkabilmek için uygulanan rekabet stratejileri detaylı olarak
açıklanmakta ve ayrıca İnternetin ve küresel rekabetin işletmelerin strateji
seçimlerindeki artan etkisi tartışılmaktadır. Bu çalışmada, “Ortada Takılı
Kalma”nın IT-destekli ağ pazarlamasında bir tehlike oluşturmadığı ve küresel
rekabette başarılı olmak için gerekli olduğu fikri desteklenmektedir.

Anahtar Kelimeler

Pazarlama Stratejisi, İnternet, Ağ Pazarlaması, IT-Destekli Pazarlama, Ortada Takılı Kalma

When “Stuck in the Middle” is Not a Danger?

Öz

In the new
IT-enabled network marketing, the competition goes to global and the needs and
expectations of the customers change rapidly. It is easy to reach the
information about the price and the quality of the competing products and
services via the web by the increased accessibility and availability of market
information for both buyers and sellers. It requires to compete in both cost
effective and differentiated way to compete globally. In this study, the
competitive forces and the competitive strategies to come up with these forces
is explained in detailed and also the growing effect of the Internet and global
competition on the strategy choice of the companies is discussed. This study supports
the idea that being “stuck-in-the middle” is not a danger in IT-enabled network
marketing and also it is necessary to be successful in the global competition.

Anahtar Kelimeler

Marketing Strategy, Internet, Network Marketing, IT-Enabled Marketing, Stuck In The Middle

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