Publication: Kurumlar arası sürdürülebilir rekabet üstünlüğü elde etmede reklamın rolü
Abstract
Küreselleşme ve kapitalizmin yaygınlaşmasıyla birlikte ortaya çıkan yoğun rekabet, kurumlar için bir avantaj olduğu gibi dezavantaj da yaratmaktadır. Kurumlar arasında yaşanan rekabette, rekabetin sürdürülebilirliği oldukça önemli hale gelmiştir. Rekabette sürdürülebilirlik sağlamak için değişen şartlar göz önüne alınmalı ve kurum bu değişimlere ayak uydurmalıdır. Kendini geliştirmeyen kurumların piyasandan silindiği açık bir şekilde ortadadır. Sürdürülebilir rekabette iletişim stratejilerinin yeri oldukça önemlidir. Özellikle reklam, ulaştığı geniş hedef kitle açısından oldukça önemli hale gelmiştir. Reklam ortamlarının çeşitlenmesi kurumlar için oldukça büyük avantajlar ve kolaylıkları da beraberinde getirmiştir. Kurumlar arası sürdürülebilir rekabet üstünlüğü elde etmede reklamın rolü adlı bu çalışma, kurumların uyguladıkları iletişim stratejilerinden reklamın, sürdürülebilir rekabet üstünlüğü elde etmedeki rolünü incelemiştir. Yapılan çalışmada örnek uygulamalar incelenmiş ve hava taşımacılığından Türk Hava Yolları ve Atlas Jet firmaları üzerinde bir değerlendirme çalışması yapılmıştır. Reklam, rekabet, sürdürülebilirlik.
The competitiveness, that is emerged after the globalisation and capitalism has become widespread, is both advantage and disadvantage for the institutions. In terms of the competitiveness among the institution, sustainability is quite important. In order to enable sustainability in the competitiveness, the changing conditions should be taken into account and the institutions should keep up with the changes. It is a clear fact that the institutions, that doesn’t keep up with the changes, will be vanguished. Communication strategies have important role for sustainable competitiveness. In that regard, especially advertisement has become quite significant in terms of reaching huge target group. As the variety of the advertisement increases, it has come with a lot of advantages and privileges. This thesis, named as “The Role of the Advertisement for Sustainable Competitiveness among Institutions”, is focused on the the importance of the advertisement in terms of providing sustainable competitiveness. During the study, sample implementations has been examined and an evaluation study has been carried out on Turkish Airlines and Atlas Jet companies. Key words: Advertisement, competition and sustainability
The competitiveness, that is emerged after the globalisation and capitalism has become widespread, is both advantage and disadvantage for the institutions. In terms of the competitiveness among the institution, sustainability is quite important. In order to enable sustainability in the competitiveness, the changing conditions should be taken into account and the institutions should keep up with the changes. It is a clear fact that the institutions, that doesn’t keep up with the changes, will be vanguished. Communication strategies have important role for sustainable competitiveness. In that regard, especially advertisement has become quite significant in terms of reaching huge target group. As the variety of the advertisement increases, it has come with a lot of advantages and privileges. This thesis, named as “The Role of the Advertisement for Sustainable Competitiveness among Institutions”, is focused on the the importance of the advertisement in terms of providing sustainable competitiveness. During the study, sample implementations has been examined and an evaluation study has been carried out on Turkish Airlines and Atlas Jet companies. Key words: Advertisement, competition and sustainability