SÜRDÜRÜLEBİLİRLİK RAPORLARININ KURUMSAL MARKA BAKIŞ AÇISI İLE ANALİZİ: ARÇELİK ÖRNEĞİ

Çalışmada, bir sürdürülebilirlik raporu örneği kullanılarak, kurumsal marka kavramlarının sürdürülebilirlik unsurlarıyla nasıl ilişkilendirildiği tartışılmıştır. Araştırmanın kurumsal sürdürülebilirliğe ilişkin değişkenleri, BİST Sürdürülebilirlik Endeksi’ne dâhil olma kriterlerini temel alan 54 adet unsurdan oluşmaktadır. Kurumsal markaya ilişkin değişkenler ise, Hatch ve Schultz’un (2003) vizyon, kültür ve imaj modelini temel alan 51 adet unsurdan oluşmaktadır. Buna göre, Arçelik firmasının 2015 yılına ait kurumsal sürdürülebilirlik raporu, ilk adımda toplam 105 unsura göre kodlanarak tematik içerik analizi yapılmış, bu analiz sonunda ortaya çıkan kavramlar arası yakınlık ilişkileri Semantik Ağ Analizi kullanılarak görselleştirilmiş ve kümeleme analizine tabii tutulmuştur. Analiz sonucunda 3 adet bulgu ortaya çıkmıştır. İlki; Arçelik’in sürdürülebilirlik raporunda, sürdürülebilirliğin ekonomik-sosyal boyutu ile çalışanları odak noktaya aldığı, sürdürülebilirliğin uygulamasını öncelikle onlar üzerinde gerçekleştirdiği ve çalışanlar vasıtasıyla diğer çoklu paydaşlara ulaşmakta olduğudur. İkincisi, sürdürülebilirliğin çevresel ve ekonomik boyutları ile müşteriler ve tedarikçilerin yakın ilişkide kullanılmasıdır. Sonuncusu, çalışanlar ve tedarikçiler arasında etik algı, müşterilere karşı ise çevreye duyarlı imaj oluşturmanın amaçlandığıdır. Bu çalışmanın alan yazına iki katkısı bulunmaktadır. Birincisi, sürdürülebilirlik raporlarının önceden belirlenen bir perspektiften (kurumsal marka) incelenmesi ve ikincisi kavram frekansları yerine analizde kavramlar arası ilişkilerin kullanılmasıdır.

Anahtar Kelimeler:

Kurumsal Sürdürülebilirlik, Kurumsal Marka, Kurumsal İmaj, Sürdürülebilirlik Raporlaması, Semantik Ağ Analizi, Kavramsal Haritalama

ANALYSIS OF SUSTAINABILITY REPORTS WITH CORPORATE BRAND PERSPECTIVE: EXAMPLE OF ARÇELİK

In this study, the conceptual relationship of corporate brand concepts with sustainability aspects are investigated within a sustainability report. The concept list on corporate sustainability consists of 54 aspects based on the criteria for inclusion in the BIST Sustainability Index. The concept list on corporate brand consist of 51 aspects based on the vision, culture and image model of Hatch and Schultz (2003). First, the corporate sustainability report of Arçelik was coded using a total of 105 aspects and the thematic content analysis was made. Then, co-occurrence relationship of concepts is displayed as networks and concept clusters are found using Semantic Network Analysis. We report three main findings. First; with the economic-social dimension of sustainability, Arçelik places its employees at the focal point, implementing sustainability on them first, and reaching out to multiple stakeholders through employees. Latter, the environmental and economic dimensions of sustainability and customers and suppliers are closely related. Finally, it is aimed to create an ethical perception between employees and suppliers and an environmentally friendly image to customers. This research has two contributions to the literature on analysis of sustainability reports: first, it specifies a certain perspective (corporate brand) in the analysis of reports and second, it proposes to analyze conceptual relationships rather than the frequency of concepts.

Keywords:

Corporate Sustainability, Corporate Brand, Corporate Image, Sustainability Reporting, Semantic Network Analysis, Conceptual Mapping,

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