COMPETITIVE INERTIA, FUNCTIONAL STRATEGIES AND TEMPORARY COMPETITIVE ADVANTAGE: A MODAL PROPOSITION

Öz

Organizations have to adapt themselves to their environments in order to survive. They try to survive and gain competitive advantage in a competitive, turbulent and unstable market resulting from rapid technological advances. However, in today’s highly dynamic and hyper competitive environment, it is difficult to adapt to the environment and obtain sustainable competitive advantage by using firm-level resources. Therefore, managers try to gain a competitive advantage by determining the most suitable strategy that is suitable for them and successfully adapts to these technological and industrial changes. If organizations do not take measures to maintain their competitive advantage by falling into inertia and do not support competitive inertia with innovations and functional strategies, it is inevitable for the organization to weaken and fall behinds of its competitors. The purpose of this study is to reveal the importance of functional strategies in terms of sectoral organization model, resource-based approach and guerrilla logic to conceptually evaluate relationships between competitive inertia, functional strategies and temporary competitive advantage in organizations and to gain temporary competitive advantage in hyper competition environments.

Anahtar Kelimeler

• Competitive inertia
• temporary competitive advantage
• functional strategies.

REKABETÇİ ATALET, İŞLEVSEL STRATEJİLER VE GEÇİCİ REKABET AVANTAJI: KAVRAMSAL BİR DEĞERLENDİRME

Öz

Örgütler, hayatta kalmak için çevreye uyum sağlamak zorundadır. Örgütler, hızlı teknolojik gelişmelerden kaynaklanan aşırı rekabetçi, çalkantılı ve dengesiz bir pazarda hayatta kalmaya ve rekabet avantajı elde etmeye çalışmaktadır. Fakat günümüzün oldukça dinamik ve aşırı rekabetçi çevresinde, firma düzeyinde kaynakları kullanarak çevreye uyum sağlamak ve sürdürülebilir rekabet avantajı elde etmek zordur. Bu nedenle yöneticiler, kendileri için uygun olan ve bu teknolojik ve endüstriyel değişikliklere başarılı bir şekilde uyum sağlayan en uygun stratejiyi belirleyerek rekabetçi bir avantaj elde etmeye çalışmaktadır. Eğer örgütler atalete düşerek elde ettikleri rekabet avantajını sürdürecek tedbirler almazlarsa ve rekabetçi ataleti, yeniliklerle ve işlevsel stratejilerle desteklemezlerse, örgütün zayıflaması ve rakipleri karşısında geri kalması kaçınılmazdır. Bu çalışmanın amacı, sektörel örgüt modeli, kaynak tabanlı yaklaşım ve gerilla mantığı çerçevesinde, örgütlerde rekabetçi atalet, işlevsel stratejiler ve geçici rekabet avantajı arasındaki ilişkileri kavramsal olarak değerlendirmek ve aşırı rekabet ortamlarında geçici rekabet avantajı elde etmede işlevsel stratejilerin önemini ortaya koymaktır.

Anahtar Kelimeler

• rekabetçi atalet
• işlevsel stratejiler
• geçici rekabet avantajı

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