E-MARKET TEDARİK ZİNCİRİNDE DİRENCİN KIRILMASI: E-PERAKENDE, LOJİSTİK VE KENTSEL PLANLAMA İŞBİRLİĞİ

Yıl 2011, Cilt: 4 Sayı: 8, 123 - 136, 01.12.2011

Ronan De Kervenoael İpek Koçoğlu Seda Uğurlu Burçin Bozkaya

Öz

Bu çalışma, e-market uygulamalarını mağaza sınırlarının dışına taşıyarak, e-lojistik optimizasyonu ve kentsel planlama imkânları sayesinde tüketicilerin gelişen metropoldeki sosyo-ekonomik ve mekânsal şartlarını göz önünde bulunduran sürdürülebilir verimlilikte bir e-dağıtım modeli oluşturmanın mümkün olduğunu savunmaktadır. Mevcut uygulamada, e-market tedarik zinciri sürecini yöneten üç ana aktör; eperakendeciler, lojistik firmaları ve şehir planlama uzmanları, işbirliği içinde ortak bir yapıda hareket etmedikleri sürece, e-market tedarik zincirinde çok tedarikçili dağıtım toplamalı bir e-market lojistik modelinin benimsenmesi mümkün olmayabilir. Bu çalışmanın amacı, süreci yöneten üç tarafın, gelişmekte olan bir ülkenin dinamik pazar yapısı içerisinde e-market dağıtım, planlama ve uygulama süreçlerine gösterdikleri dirençleri detaylı olarak incelemektir. Çalışmada, daha yenilikçi e-market fırsatlarına yönelik benimsenen direnme stratejileri dikkate alınmış, e-perakende, lojistik ve kentsel plan

Anahtar Kelimeler

E-perakendecilik, lojistik, kentsel planlama, gelişen pazar, direnç stratejileri.

THE EFFECT OF COMPETITIVE METHODS ON FIRM PERFORMANCE: A FIELD STUDY ON EXPORTER FIRMS OPERATING IN INEGOL

Öz

This chapter investigates the different patterns of resistance facing and deployed by online retailers, logistics firms and urban planners, in the case of online grocery logistics within an emerging market metropolis, and the role they play in supporting and preventing collaboration. Recent studies have shown that significant shifts in working practices are occurring towards improving online logistics management. These are paralleled by a need of cross-functional collaboration and integration between the geographically dispersed online trading partners. In turn, both aim at addressing the anticipated requirement for increased collaborative distribution service performance. Similarly, it is now recognized that collaborative business practices need to be grounded within the local level to leverage the evolution and sophistication of modern logistics, Information Communication Technologies ICT and supply chain operations. We argue that unless there is a substantial change in online operational practices, and within online retailers’ business organization, the last mile digital revolution leading to multiactor integration and multi-product sourcing provision in supply chain management SCM will take a significant amount of time to become a reality. Despite these ongoing challenges, we contend that multi-product sourcing provision and use of geodemographics offer large potential to design a sustainable online delivery model that takes into account choice from a demand side perspective while also recognizing the importance of local government’s regulatory authority. We draw from 29 in-depth interviews with experts in online retail, logistics and urban planning, in Istanbul, Turkey and investigate the different patterns of resistance to collaboration faced and deployed, to deliver advanced web-based collaborative process for online supermarket retailers

Anahtar Kelimeler

E-retailing, logistics, urban planning, emerging market, resistance strategies

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