Publication: İş modelleri ve İstanbul Büyükşehir Belediyesi’nde bir uygulama
Abstract
Bugün rekabetin temeli yeni ürün üretmekten, yeni iş modelleri yaratmaya kaymıştır. İş modelleri işletmenin stratejisinden hareketle, nasıl değer yaratılacağını ve nakit akışı devamlılığının nasıl sağlanacağını gösteren bir modeldir. Stratejiden önemli farkı, bir model olduğu için, her işletmeye uygulanabilmesidir. Çalışmamız, temel olarak teorik ve ampirik olmak üzere iki kısımdan meydana gelmektedir. Teorik kısımda iş modelleri konusu incelenmiştir. Ampirik bölümde ise İstanbul Büyük Şehir Belediyesi(İBB)’ne bağlı İstanbul Deniz Otobüsleri(İDO) bünyesinde hizmet veren fakat bağımsız bir şirket olan Teknomar ve onun iş modeli deniz taksiciliği bir vaka araştırması olarak incelenmiştir. Bu inceleme sırasında İDO çalışanları ve Teknomar şirketinin genel müdürü, çalışanları, tedarikçileri ve müşterileri ile yapılandırılmış mülakat yöntemi ile görüşmeler yapılmıştır. Bu görüşme sonucu bir model oluşturulmuş, modelin nasıl kurulduğu gösterilmiş ve model test edilmiştir.
Nowadays, the base of the competition is shifting from manifacturing new product to creating new business models. Business models are developed from firms’ strategies. Business model is a model which shows how value is created and how cash flow is sustained. It is diffrent from strategy, because business models are implemented on firms as a model. On the other hand, strategy is unique for the firm. Our study is mainly a combination of two parts: Theorical and emprical. In the theoritical part the issue of business models is studied. In the emprical part of the study, Teknomar and it’s business model(Water Taxi) are analyzed as a case study. In addition to this, Water Taxi is operated by Teknomar. Teknomar is an independent firm that deals out within Istanbul Seabuses and Fast Ferries Inc.(İDO) in İstanbul Metropolitan Municipality(İBB). In Deniz Taksi Case study analysis we have interview with employees of İDO, General Manager, customers and employees of Teknomar. After the interviewed, a model is developed for Deniz Taksi and then it is tested. Furthermore, this study shows how a model can develop.
Nowadays, the base of the competition is shifting from manifacturing new product to creating new business models. Business models are developed from firms’ strategies. Business model is a model which shows how value is created and how cash flow is sustained. It is diffrent from strategy, because business models are implemented on firms as a model. On the other hand, strategy is unique for the firm. Our study is mainly a combination of two parts: Theorical and emprical. In the theoritical part the issue of business models is studied. In the emprical part of the study, Teknomar and it’s business model(Water Taxi) are analyzed as a case study. In addition to this, Water Taxi is operated by Teknomar. Teknomar is an independent firm that deals out within Istanbul Seabuses and Fast Ferries Inc.(İDO) in İstanbul Metropolitan Municipality(İBB). In Deniz Taksi Case study analysis we have interview with employees of İDO, General Manager, customers and employees of Teknomar. After the interviewed, a model is developed for Deniz Taksi and then it is tested. Furthermore, this study shows how a model can develop.