Sürdürülebilir Kurumsal Marka Kavramı Üzerine Bir Literatür Çalışması
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2020
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Abstract
Bu çalışmanın konusunu kurumsal sürdürülebilirlik ve kurumsal marka kavramlarının entegrasyonuile meydana gelen “sürdürülebilir kurumsal marka” kavramı oluşturmaktadır. Uluslararası literatürde bu kavram “sürdürülebilirliği temel değeri olarak vaad eden bir kurumsal marka” olarak tanımlanmıştır. Fakat bu tanım yüzeysel bulunarak bu çalışmada daha geniş kapsamlı bir tanım ve literatür taraması gerçekleştirilmiştir. Bu kavramın ulusal ve uluslararası literatürde çok detaylı olarak irdelenmemesi bu çalışmanın literatüre sağladığı özgün bir katkıdır. Dünya genelinde firmalarkurumsalmarkastratejilerinin temeline sürdürülebilirliği yerleştirmeye başlamıştır. Bu bağlamda sürdürülebilir kurumsal markayı farklı perspektiflerden irdeleyerek Türkiye’de sürdürülebilir kurumsal marka yaratmak isteyen firmalar için bir yol haritası oluşturulması amaçlanmaktadır. Bu durumun sürdürülebilir kurumsal marka olma hedefinde şirketler için bir araç olacağı düşünülmektedir
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0502 economics and business, 05 social sciences
Citation
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