Compatibility of Firm Positioning Strategy and Website Content: Highest R&D Spending Firms in Turkey

Öz

Corporate websites are essential platforms through which firms introduce their goods and services on B2B and B2C level, express financial information for the stakeholders and share corporate values, purposes and activities. Due to its facilities, websites take part in firm positioning strategy. Accordingly this study aims to understand the innovation oriented positioning through corporate websites. The method applied in this study has been adapted from the 2QCV2Q Model developed by Mich and Franch (2000) to evaluate websites and top 30 firms with the highest Research and Development expenditures listed in Turkishtime (2015) have been analyzed. Within this context, this study presents a revised and updated method for the assessments of websites through positioning strategy framework. Findings indicate no direct relationship between website evaluation and R&D expenditure, though some common weaknesses have been put forward, such as information about management of the firms. Besides, publicly traded firms are recognized to facilitate websites more efficiently than non-publicly traded firms. Study contribute to both academia and practitioners as putting forward a new approach for 2QCV2Q Model and indicating the similarities and differences among the corporate websites through positioning perspective.

Anahtar Kelimeler

• Innovation,Positioning,Website Evaluation,Turkey,Research&Development

Firma Konumlandırma Stratejisinin Web Sitesi İçeriği ile Uyumluluğu: Türkiye’de En Yüksek Ar&Ge Harcaması Yapan Firmalar

Öz

Kurumsal web siteleri, firmaların ürünlerini ve hizmetlerini kurumlara ve son tüketiciye tanıttığı, paydaşlar için finansal bilgileri açıkladığı, kurumsal değerlerini, amacını ve etkinliklerini paylaştığı önemli platformlardır. Sağladığı faydalar sebebiyle, web siteleri konumlandırma stratejilerinin bir parçasıdır. Bu nedenle, bu çalışma inovasyon odaklı konumlandırmayı anlamayı amaçlamaktadır. Çalışmada, Mich ve Franch (2000) tarafından geliştirilen 2QCV2Q modeli web sitelerini değerlendirmek için uyarlanmıştır ve Turkishtime 2015 sıralamasında Ar-Ge’ye en fazla harcama yapan ilk 30 firmanın web siteleri incelenmiştir. Bu bağlamda, bu çalışma, konumlandırma stratejisi çerçevesinde web sitelerini değerlendirmek için gözden geçirilmiş ve güncellenmiş bir yöntem sunmaktadır. Bulgular, web sitesi değerlendirmesi ile Ar&Ge harcamaları arasında doğrudan bir ilişki olmadığını göstermekle birlikte; web sitesine yönelik bazı ortak zayıf noktaları ortaya çıkartmaktadır; örneğin yönetim alanında. Ayrıca, halka açık şirketlerin, halka açık olmayanlara kıyasla, web sitelerinden içerik açısından daha etkin faydalandığı görülmektedir. Çalışma, 5N1K modeli için yeni bir yaklaşım önermesi ve web sitelerinin benzerlik ve farklılıklarını konumlandırma çerçevesinden ortaya koyması açısından, hem akademisyenlere hem de uygulayıcılara katkıda bulunmaktadır.

Anahtar Kelimeler

• Yenilik,Konumlandırma,İnternet Sitesi Değerlendirme,Türkiye

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