MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ

Öz

Bu çalışmanın amacı, yeme-içme sektöründeki işletmelerin dijital dönüşüm sürecinde çevrimiçi dış kaynak kullanımının rekabet stratejileri ve müşteri gücü üzerindeki etkilerini analiz etmektir. Çalışma, bu bağlamda değişkenleri bütünleştirici özgün bir teorik model geliştirerek literatüre yeni bir perspektif kazandırmaktadır. Denizli ilindeki yemeksepeti.com platformunu kullanan 203 işletmeden elde edilen veriler, nicel yöntemlerle analiz edilmiştir. Genellikle çevrenin ve rekabet unsurlarının rekabet stratejilerine etkilerini araştıran stratejik yönetim literatürünün aksine, proaktif bir bakış açısıyla işletmelerin rekabet unsurları üzerindeki etkisini merkeze almaktadır. Bulgular, çevrimiçi dış kaynak kullanan işletmelerin rekabet avantajı için farklılaştırma stratejileri kararlarına ağırlık vermeleri gerektiği ve maliyet liderliği stratejisini benimseyen işletmelerin ise daha güçlü müşteri pazarlık gücüyle karşılaştığını göstermektedir.

Anahtar Kelimeler

• Maliyet Liderliği
• Farklılaştırma
• Müşterinin Gücü
• Dış Kaynak Kullanımı

THE MEDIATING ROLE OF ONLINE OUTSOURCING IN THE IMPACT OF COST LEADERSHIP AND DIFFERENTIAL STRATEGIES ON CUSTOMER POWER

Öz

The aim of this study is to analyze the effects of businesses in the food and beverage sector on the competition strategies and customer power of online outdoor use in the digital transformation process. The study develops a new perspective on the literature by developing an original theoretical model that integrates these variables. The data obtained from 203 enterprises using the Yemeksepeti.com platform in Denizli province were analyzed by quantitative methods. Unlike the strategic management literature, which usually investigates the effects of the environment and competitive elements on competition strategies, it centers the impact of businesses on the elements of competition from a proactive perspective. Findings show that businesses using online outsourcing should focus on differentiation strategies for the competitive advantage, and enterprises that adopt the cost leadership strategy face stronger customer bargaining power.

Anahtar Kelimeler

• Cost leadership
• Differentiation
• Customer
• Outsourcing

Kaynakça

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