PERAKENDECİLİKTE PAZARLAMA KANALI STRATEJİSİ VE YAMYAMLIK ETKİSİ: PAZARLAMA VE TEDARİK ZİNCİRİ BAKIŞ AÇISIYLA KAVRAMSAL BİR DEĞERLENDİRME
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2016
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İnternetin etkileyici gelişimi küreselleşme ve teknolojinin yayılımı her sanayi ve iş modelini etkilemiştir.Çoklu kanal stratejisi küreselleşen dünyanın değişen dinamikleri ile başa çıkmak için perakendecilere rekabet avantajı sağlamalıdır. Ancak çoklu kanal stratejileri yamyamlık gibi dezavantajlı sonuçlara yol açabilir. Yamyamlık birden fazla dağıtım kanalına giriş nedeniyle firmanın Pazar payı kaybetmesi anlamına gelir. Çoklu kanal stratejileri nedeniyle mevcut yamyamlık *İzmir University of Economics Faculty of Business Department of Logistics Management isik.yumurtaci@ieu.edu.tr **Yaşar University Faculty of Economics and Administrative Sciences International Logistics Department gulmus.boruhan@yasar.edu.tr ***Yaşar University Faculty of Economics and Administrative Sciences International Logistics Department pervin.ersoy@yasar.edu.trliterature tartışmalıdır ve kavramın farklı bakış açılarından incelenmesi gereklidir. Bu çalışmada yamyamlık etkisi ortaya çıktığında yamyamlık etkisinin dezavantajlarını ortadan kaldırmak için teorik temele dayalı pazarlama ve tedarik zinciri bakış açısını bütünleştirerek bir kavramsal çerçeve sunulması amaçlanmaktadır. Ayrıca gelecek araştırmalar için araştırma önerileri de sunulmuştur
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