The Role of Generic Strategies on Corporate Culture: Does the Differentiation Strategy Feed or Damage the Corporate Culture?

Öz

The aim of the study is to examine the relationship between the differentiation strategy from generic strategies and corporate culture, and to reveal how the businesses implementing this strategy are affected in terms of external adaptation and internal integration. Qualitative and qualitative research methods were used together in the research. Research sample consists of 75 enterprises in the ISO 500 that operate in Istanbul. 32 enterprises that apply differentiation strategy among these 75 enterprises were determined with the survey technique, which is one of the quantitative research methods, and in-depth interviews were made with the employees (58) of these 32 enterprises understanding the corporate culture. As a result of the research, it was determined that institutions implementing differentiation strategies adapted rapidly in the external process, but partially negatively affected the participation, consistency and mission dimensions of corporate culture due to customer and product oriented approach.

Anahtar Kelimeler

• Corporate Culture
• Generic Strategies
• Differentiation Strategy

Jenerik Stratejilerin Kurum Kültürü Üzerindeki Rolü: Farklılaşma Stratejisi, Kurum Kültürünü Besler mi, Zedeler mi?

Öz

Araştırmanın amacı jenerik stratejilerden farklılaşma stratejisi ile kurum kültürü arasındaki ilişkiyi ele alarak, bu stratejiyi uygulayan işletmelerin dışarı ile uyum ve kurum içi bütünleşme yönünde nasıl etkilendiklerini ortaya koymaktır. Araştırmada nitel ve nicel araştırma yöntemleri bir arada kullanılmıştır. Araştırma örneklemini; İstanbul içinde üretim faaliyetinde bulunan İSO 500’de yer alan 75 işletme oluşturmaktadır. Nicel araştırma yöntemlerinden anket tekniği ile bu 75 işletme içinde farklılaşma stratejisi uygulayan 32 işletme belirlenmiş, bu 32 işletmenin çalışanları (58) ile derinlemesine mülakatlar yapılmıştır. Araştırma sonucunda farklılaşma stratejisi uygulayan kurumların, dışarı ile adapte olma sürecinde hızlı uyum sağladıklarını, fakat kurum içi bütünleşme sürecinde müşteri ve ürün odaklılığa ilişkin yoğun sahiplenmenin katılımı, tutarlılığı ve misyonu kısmen olumsuz etkilediği saptanmıştır.

Anahtar Kelimeler

• Kurum Kültürü
• Jenerik Stratejiler
• Farklılaşma Stratejisi

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