Endüstriyel Pazarda Ortak Değer Yaratma ve Araştırma Gündemi Üzerine Bibliyometrik Bir Analiz

Öz

Pazarlama düşüncesindeki paradigma değişimiyle doğrudan bağlantılı olmasına rağmen, Türkiye’de endüstriyel pazar bağlamında ortak değer yaratma konusu yeterince incelenmemiştir. Bu boşluktan hareketle çalışma, Web of Science veri tabanından elde edilen 293 makaleye dayalı bibliyometrik analiz yoluyla literatürün mevcut durumunu ortaya koymayı, gelişim sürecini takip etmeyi ve gelecekteki araştırmalar için odak alanlarını belirlemeyi amaçlamaktadır. Performans analizi ve bilimsel haritalama teknikleri kullanılarak, endüstriyel pazarlarda ortak değer yaratma konusu üç boyutta incelenmiştir: (i) araştırmaların yönelimleri ve performans düzeyleri, (ii) mevcut çalışmaların teori ve uygulamaya katkıları ve (iii) literatürdeki boşluklar ve geleceğe yönelik araştırma alanları. Bu kapsamlı analiz, ortak değer yaratmanın evrimini açıklığa kavuşturmakta ve gelecekteki araştırmalara yol gösterici içgörüler sunmaktadır. Sonuç olarak, çalışma literatüre özgün bir katkı sağlamakta ve Türkiye bağlamında bu alandaki boşluğu doldurmaya yönelik öncü bir adım olarak değerlendirilmektedir.

Anahtar Kelimeler

• Değer
• ortak değer yaratma
• endüstriyel pazar
• bibliyometrik analiz

A Bibliometric Analysis of Value Co-Creation and Future Research Agenda in Industrial Market

Öz

The concept of value co-creation in industrial markets, albeit strongly associated with the paradigm shift in marketing thought, has been insufficiently examined in the Turkish context. Addressing this gap, the present study employs a bibliometric analysis of 293 articles obtained from the Web of Science database to reveal the current state of the literature, trace its developmental trajectory, and identify prospective research focal points. The study investigates value co-creation in industrial markets through performance analysis and scientific mapping techniques across three dimensions: (i) the adopted orientations and achieved performance levels, (ii) the theoretical and practical contributions of current studies, and (iii) the research gaps and potential directions for future inquiry. This comprehensive analysis sheds light on the evolution of value co-creation in industrial markets and provides valuable insights for researchers. Consequently, the study offers an original contribution to the literature and represents a groundbreaking effort to address this gap within the Turkish context.

Anahtar Kelimeler

• Value
• value co-creation
• industrial market
• bibliometric analysis

Kaynakça

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