A MARKETING ORIENTED APPROACH ON THE RESTRUCTURING CORPORATE GOVERNANCE AND SOCIAL RESPONSIBILITY STRATEGIES DURING COVID-19

Yıl 2020, Cilt: 4 Sayı: 7, 1 - 21, 29.10.2020

Özgür Çengel , Serdar Pirtini , Ilgın Çakıroğlu

Öz

Companies that adopt corporate governance practices and have a sense of social responsibility are expected to gain competitive advantage in the market. So they can survive in the market. While companies can carry out corporate social responsibility activities in order to gain a strategic advantage in the days of old; today, they are engaged in such activities in order to produce solutions by providing close contact with their customers, understanding their customers' desires and needs, and provide social benefits. With the Covid-19 pandemic process that affects the whole world, customers tend to have more expectations from companies regarding such a challenge facing society. Therefore, it can be said that corporate social responsibility activities have gained importance at this point. In this paper, the Covid-19 pandemic process was conceptually evaluated within the framework of corporate governance and social responsibility from marketing perspective and suggestions were made regarding the strategies that companies should implement and related sectors.

Anahtar Kelimeler

Covid-19, Corporate Governance, Corporate Social Responsibility, Marketing Strategies

COVID-19 SÜRECİNDE İŞLETMELERDE KURUMSAL YÖNETİM VE SOSYAL SORUMLULUK STRATEJİLERİNİN YENİDEN YAPILANDIRILMASI ÜZERİNE PAZARLAMA YÖNLÜ BİR YAKLAŞIM

Öz

Kurumsal yönetim uygulamalarını benimseyen ve sosyal sorumluluk anlayışına sahip firmaların pazarda rekabet avantajı elde etmesi beklenmektedir. Böylece pazarda varlıklarını sürdürebilirler. Firmalar önceleri stratejik bir avantaj elde edebilmek için kurumsal sosyal sorumluluk faaliyetlerini gerçekleştirebilirken; günümüzde müşterileri ile yakın temasta bulunarak, müşterilerinin istek ve ihtiyaçlarını anlayarak çözümler üretmek, toplumsal açıdan yarar sunmak adına bu tür faaliyetlerde bulunmaktadırlar. Tüm dünyayı etkisi altına alan Covid-19 pandemi süreci ile birlikte müşterilerin toplumun karşılaştığı bu tür bir zorluğa yönelik firmalardan beklentileri daha fazla olma eğilimindedir. Dolayısı ile kurumsal sosyal sorumluluk faaliyetlerinin bu noktada önem kazandığı söylenebilir. Bu çalışmada Covid-19 pandemi süreci kurumsal yönetim ve sosyal sorumluluk çerçevesinde pazarlama bakış açısı ile kavramsal açıdan değerlendirilerek, firmaların uygulamaları gereken stratejilere ve sektörlere dair öneriler getirilmeye çalışılmıştır.

Anahtar Kelimeler

Covid-19, Kurumsal Yönetim, Kurumsal Sosyal Sorumluluk, Pazarlama Stratejileri

Kaynakça

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