İŞLETME SINIRLARININ GİRİŞİMCİ FAALİYETLE YENİDEN YAPILANDIRILMASI: YENİ PAZAR OLUŞTURMA

Girişimci işletmeler, pazarı kendi istekleri doğrultusunda yönlendirebilmek için farkettikleri fırsatları belirleme ve değerlendirme faaliyetlerini bir araya getirmeli ve ikisini birlikte yürütmelidir (Mengüç ve Auh, 2008). Bu işletmeler, rakipler ve bir bütün halinde pazar tarafından sunulan değeri yoksayarak tüketicilerin değer fonksiyonunda sıçrama meydana getirmektedirler (Kumar, Sheer, ve Kotler, 2000). Sonuç olarak, yeni pazar alanları oluşturarak, mevcut pazardaki rekabeti ilgisiz kılmaktadırlar (Kim ve Mauborgne, 2005). Sınır kararları pazar oluşturma konusunun önemli bir bölümünü oluşturmakta ve girişimci işletmenin sınırları ile yeni pazarın sınırları birlikte oluşmakta/değişmektedir. Pazar oluşturma literatürüyle ilgili, kimlik sınırları ve işletmelerin pazardaki gücüne ilişkin sınırları olmak üzere iki temel sınır kararı mevcuttur. Kimlik ve güce ilişkin sınır kararları yoluyla işletmeler mevcut yasal sınırlarının ötesinde hareket edebilmekte ve eşanlı olarak pazarın sınırlarını ve tanımını yeniden oluşturmaktadır.

Anahtar Kelimeler:

İşletme sınırları, pazar oluşturma, kimlik sınırları, güç sınırları, alan teorisi

İŞLETME SINIRLARININ GİRİŞİMCİ FAALİYETLE YENİDEN YAPILANDIRILMASI: YENİ PAZAR OLUŞTURMA

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