Firma Konumlandırma Stratejisinin Web Sitesi İçeriği ile Uyumluluğu: Türkiye'de En Yüksek Ar&Ge Harcaması Yapan Firmalar
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Date
2017
Authors
Evla MUTLU KESİCİ
Gönenç DALGIÇ TURHAN
MURAT NAZLI
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Open Access Color
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Abstract
Kurumsal web siteleri firmaların ürünlerini ve hizmetlerini kurumlara ve son tüketiciye tanıttığı paydaşlar için finansal bilgileri açıkladığı kurumsal değerlerini amacını ve etkinliklerini paylaştığı önemli platformlardır. Sağladığı faydalar sebebiyle web siteleri konumlandırma stratejilerinin bir parçasıdır. Bu nedenle bu çalışma inovasyon odaklı konumlandırmayıanlamayı amaçlamaktadır. Çalışmada Mich ve Franch (2000) tarafından geliştirilen 2QCV2Q modeli web sitelerini değerlendirmek için uyarlanmıştır ve Turkishtime 2015 sıralamasında Ar-Ge'ye en fazla harcama yapan ilk 30 firmanın web siteleri incelenmiştir. Bu bağlamda bu çalışma konumlandırma stratejisi çerçevesinde web sitelerini değerlendirmek için gözden geçirilmiş ve güncellenmiş bir yöntem sunmaktadır. Bulgular web sitesi değerlendirmesi ile Ar&Ge harcamaları arasında doğrudan bir ilişki olmadığını göstermekle birlikte, web sitesine yönelik bazı ortak zayıf noktaları ortaya çıkartmaktadır, örneğin yönetim alanında. Ayrıca halka açık şirketlerin halka açık olmayanlara kıyasla web sitelerinden içerik açısından daha etkin faydalandığı görülmektedir. Çalışma 5N1K modeli için yeni bir yaklaşım önermesi ve web sitelerinin benzerlik ve farklılıklarını konumlandırma çerçevesinden ortaya koyması açısından hem akademisyenlere hem de uygulayıcılara katkıda bulunmaktadır.
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Gaziantep Üniversitesi Sosyal Bilimler Dergisi
Volume
16
Issue
3
Start Page
664
End Page
686
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