Browsing by Author "Gok, Osman"

Now showing 1 - 8 of 8

Citation - WoS: 1
Citation - Scopus: 1
Decision Influence of the Marketing Department in the Organization: An Emerging Country Perspective
(NOMOS VERLAGSGESELLSCHAFT MBH & CO KG, 2018) Osman Gok; Gungor Hacioglu; Sinem Peker; Hacioglu, Gungor; Gok, Osman; Peker, Sinem
The role and influence of the function of marketing within the organization has been the focus of scholarly research and practitioners' attention in the business literature. Despite its central role and locus in business organizations concerns remain about the contributions of marketing and the department has received insufficient acknowledgment from its constituents in the organization. Responding to calls for research in the area this study empirically examines the antecedents of the marketing department's influence and discusses the effects of an influential marketing department on firm performance. Our non-marketer weighted sample considers marketing to be an influential function within the organizations surveyed. The findings reveal that marketing capabilities constitute a critical set of competences for business success but the department's decision influence is not an influential factor for firm performance. The study includes an advanced emerging country perspective on the notion of marketing's influence within business organizations.
Citation - WoS: 11
Citation - Scopus: 11
Does Corporate Reputation Improve Stock Performance in an Emerging Economy ? Evidence From Turkey
(PALGRAVE MACMILLAN LTD, 2011) Osman Gok; Hakan Ozkaya; Ozkaya, Hakan; Gok, Osman
Corporate reputation has long been recognized as a valuable asset and several studies have investigated the relationship between reputation and various performance measures. However researchers have reached conflicting results for companies in developed countries indicating positive conditionally positive and even no relationship. This study finds that a portfolio of highly admired firms in an emerging economy earns about 10 percent less than that market's overall portfolio annually and discusses possible explanations for this finding.
Citation - WoS: 1
Citation - Scopus: 1
Evaluating popular city destinations' websites: A framework for website assessment
(Cognizant Communication Corporation 3 Hartsdale Road Elmsford NY 10523-3701, 2009) Gökçe Özdemir; Osman Gök; Ozdemir, Gokce; Gok, Osman
Information gathering has fundamental effects on travel-related decision-making process. When destinations use the Internet effectively they possibly enjoy more successful destination marketing processes more concentrated branding and promotion efforts as well as a diversified destination image. Websites of city destinations can contain various features including attractions accommodation and transportation information downloadable materials maps etc. A website design that is rich in content may attract prospective visitors stimulate repeat visit intentions and extend the duration of stay. This study primarily aims to analyze the features that are relevant to the contents of city destinations' websites and to generate a framework for website evaluation of city destinations.The Internet provides opportunities for virtually endless creative and diverse applications,however most city destinations' websites do not adequately engage in such efforts and they are almost identical with regard to the types of applications used for the content presentation. © 2015 Elsevier B.V. All rights reserved.
Marketing Distance Education Programs: Building a Customer Orientation
(IGI GLOBAL, 2011) Osman Gok; Emir Ozeren; Ozeren, Emir; Gok, Osman
This chapter attempts to put forward the customer orientation in designing online education (OE) services. The study also tries to reflect an in-depth understanding about the vital role of marketing practices on the online education programs (OEPs) and to show the online education administrators coordinators and practitioners the significance of building customer orientation for distance education courses. For this purpose this chapter ties the key titles of marketing area of knowledge and relevant literature on OEPs. Customer behavior in OE services positioning OEPs branding pricing and promoting of OE services designing a customer oriented online environment and managing customer interactions and people factor in OE services are the issues covered throughout the chapter. This marketing and customer orientation can be particularly significant for education industry where marketing applications and culture are not well established and appreciated. The chapter argues that OE service providers require well designed marketing strategies and should differentiate the institution and the programs from competition. Hence designing successful OEPs relies heavily on building an organization-wide customer orientation and a significant marketing perspective.
Citation - WoS: 8
Citation - Scopus: 14
Marketing performance measurement: marketing metrics in Turkish firms
(Vilnius Gediminas Tech Univ, 2013) Gungor Hacioglu; Osman Gök; Hacioglu, Gungor; Gok, Osman
This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition the study examines the effects of sectoral differences and market dynamism and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers' attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is as far as is known the first attempt at aiming to explore marketing metrics in Turkey and one of a limited number of studies in emerging economies. © 2013 Copyright Vilnius Gediminas Technical University (VGTU) Press Technika. © 2013 Elsevier B.V. All rights reserved.
Citation - WoS: 9
Citation - Scopus: 11
THE IMPACT OF MARKETING'S INNOVATION-RELATED CAPABILITIES ON A FIRM'S INNOVATION PERFORMANCE
(WORLD SCIENTIFIC PUBL CO PTE LTD, 2020) Osman Gok; Sinem Peker; Gok, Osman; Peker, Sinem
Innovation performance is a potential source of competitive advantage for any firm. A capable marketing department (MD) can contribute significantly to the market success of the new products and services offered. Therefore understanding the impact of marketing's innovation-related capabilities in the innovation process is an important area of inquiry to achieve a more innovative and competitive company. This study examines the relations among relevant MD capabilities marketing's decision influence on innovation development and a firm's innovation performance. The results indicate that the capabilities of the MD are strongly associated with the firm's innovation performance. Our findings also demonstrate that marketing capabilities have a positive relationship with the department's influence on innovation development. However the department's influence on innovation decisions has no effect on the firm's innovation performance. We proposed a moderated mediation model considering a set of firm-level and environmental contingency variables. Results reveal that the proposed model relationships are indifferent for all the sub-groups of moderators.
Citation - WoS: 9
Citation - Scopus: 10
The marketing department's reputation in the firm
(ELSEVIER SCI LTD, 2015) Osman Gok; Sinem Peker; Gungor Hacioglu; Hacioglu, Gungor; Gok, Osman; Peker, Sinem
The role effectiveness and credibility of the marketing function within a firm have been the focus of scholarly research and practitioners' attention in marketing and both researchers and practitioners argue that the marketing department's reputation has been besmirched in recent years. This study makes an initial attempt to empirically investigate antecedents and consequences of the marketing department's reputation within the firm. We put forward the notion that the marketing department's reputation is a key factor in the junction of the departmental influence and power-oriented research streams. The results indicate that the customer connection capability accountability and status of the marketing department are positively related to its reputation in the firm. Conversely the variable of the resources controlled by marketing is negatively associated with the department's reputation. The results further show that a reputable marketing department is associated with improved market performance regardless of the generic strategy pursued by the firm. Development of departmental capabilities is vital for marketing to be a respected department in the organization. Marketers also have to build favorable perceptions on and beyond their capabilities within the firm and upper echelons. (C) 2015 Elsevier Ltd. All rights reserved.
The Mediating Effect of Trust and Perceived Value on the Relationship between Corporate Image and Online Shopping Intention: A Study on Consumer Durables
(INST SUPERIOR ENTRE DOURO & VOUGA, 2023) Osman Gok; Pervin Ersoy; Gulmus Boruhan; Boruhan, Gulmus; Gok, Osman; Ersoy, Pervin
The study aims to reveal factors that affect customers' extension from the offline to the online channel and investigate how these factors influence consumers' behavior toward online channel adoption. We examine how offline corporate image trust and perceived value affect consumers' online shopping intentions. This study focuses on electrical appliances both brown and white goods. A convenience sampling method was followed for the data collection process using both an online and offline survey method. Data were collected from 219 consumers who had purchased an electric appliance (brown or white goods e.g. dishwasher refrigerator oven) within the last three months. Data were analyzed with structural equation modeling and mediation effects of offline perceived value and trust were tested with SPSS process macro. Our empirical results suggest that consumers' offline-based trust and value perceptions significantly drive their online shopping intentions for durable products. The findings also reveal that offline trust and perceived value mediate the relationship between corporate image and online shopping intention.