Evla Mutlu KESİCİ, Murat NAZLI, Gönenç Dalgıç TURHAN

Firma Konumlandırma Stratejisinin Web Sitesi İçeriği ile Uyumluluğu: Türkiye’de En Yüksek Ar&Ge Harcaması Yapan Firmalar

Kurumsal web siteleri, firmaların ürünlerini ve hizmetlerini kurumlara ve son tüketiciye tanıttığı, paydaşlar için finansal bilgileri açıkladığı, kurumsal değerlerini, amacını ve etkinliklerini paylaştığı önemli platformlardır. Sağladığı faydalar sebebiyle, web siteleri konumlandırma stratejilerinin bir parçasıdır. Bu nedenle, bu çalışma inovasyon odaklı konumlandırmayı anlamayı amaçlamaktadır. Çalışmada, Mich ve Franch (2000) tarafından geliştirilen 2QCV2Q modeli web sitelerini değerlendirmek için uyarlanmıştır ve Turkishtime 2015 sıralamasında Ar-Ge’ye en fazla harcama yapan ilk 30 firmanın web siteleri incelenmiştir. Bu bağlamda, bu çalışma, konumlandırma stratejisi çerçevesinde web sitelerini değerlendirmek için gözden geçirilmiş ve güncellenmiş bir yöntem sunmaktadır. Bulgular, web sitesi değerlendirmesi ile Ar&Ge harcamaları arasında doğrudan bir ilişki olmadığını göstermekle birlikte; web sitesine yönelik bazı ortak zayıf noktaları ortaya çıkartmaktadır; örneğin yönetim alanında. Ayrıca, halka açık şirketlerin, halka açık olmayanlara kıyasla, web sitelerinden içerik açısından daha etkin faydalandığı görülmektedir. Çalışma, 5N1K modeli için yeni bir yaklaşım önermesi ve web sitelerinin benzerlik ve farklılıklarını konumlandırma çerçevesinden ortaya koyması açısından, hem akademisyenlere hem de uygulayıcılara katkıda bulunmaktadır.

Compatibility of Firm Positioning Strategy and Website Content: Highest R&D Spending Firms in Turkey

Corporate websites are essential platforms through which firms introduce their goods and services on B2B and B2C level, express financial information for the stakeholders and share corporate values, purposes and activities. Due to its facilities, websites take part in firm positioning strategy. Accordingly this study aims to understand the innovation oriented positioning through corporate websites. The method applied in this study has been adapted from the 2QCV2Q Model developed by Mich and Franch (2000) to evaluate websites and top 30 firms with the highest Research and Development expenditures listed in Turkishtime (2015) have been analyzed. Within this context, this study presents a revised and updated method for the assessments of websites through positioning strategy framework. Findings indicate no direct relationship between website evaluation and R&D expenditure, though some common weaknesses have been put forward, such as information about management of the firms. Besides, publicly traded firms are recognized to facilitate websites more efficiently than non-publicly traded firms. Study contribute to both academia and practitioners as putting forward a new approach for 2QCV2Q Model and indicating the similarities and differences among the corporate websites through positioning perspective.

Keywords:

Innovation, Positioning Website Evaluation, Turkey, Research&Development,

PDF

___

Ahmad, A., Rahman, O., and Khan, M. N. (2016). Consumer's perception of website service quality: An empirical study. Journal ofInternet Commerce 15(2), 125-141. Al-Mouh, N., and Al-Khalifa, H. S. (2016). Enhancing web accessibility by implementing context aware proxy. International Journal of Web Information Systems 12(2), 201-214. doi:10.1108/IJWIS-11-2015-0037.
Argyriou, E, Kitchen, P. ., and Melewar, T. C. (2006). The relationship between corporate websites and brand equity: conceptual framework and research agenda. International Journal ofMarket Research 48(5), 575-599. ISSN 1470-7853.
Bai, B., Law, R., and Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management 27(3), 391-402.
Bulicek, ., and Drdla, P. (2015). Quality of urban public transport websites according to extent of provided information. Transport 30(2), 202-216. doi:10.3846/164841422015.1048721.
Bulut, C., Mutlu, E. E., and Nazli, M. (2013). Innovation and entrepreneurship assessment initiatives: critical view. Proceedings for the 8th European Conference on Innovation and Entrepreneurship: ECIE 2013. Academic Conferences Limited.
Cengiz, G., and Akkuş, Ç. (2015). Erzurum ili turizm işletmeleri keb Kullanımı ve web sitelerinin değerlendirilmesi. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 29(3), 441.
Gentry, W. M. (1994). Taxes, financial decisions and organizational form: evidence from publicly traded partnerships. Journal ofPublic Economics 53(2), 223-244.
Chen, X., Huang, Q., and Davison, R. M. (2017). The role of website quality and social capital in building buyers" loyalty. International Journal of Information Management 37(1), 1563- 1574. doi:10.1016/j.ijinfomgt.2016.07.005.
Chiu, W., and Won, D. (2016). Relationship between sport website quality and consumption intentions application of bifactor model. Psychological Reports 118(1), 90- 106. doi:10.1177/0033294115625269.
Chuang, H. M., Chen, Y. S., Lin, C. Y., and Yu, P. C. (2016). Featuring the e-service quality of online website from varied perspective. Human-centric Computing and Information Sciences 6(6), 1-28. doi:10.1186/s13673-016-0058-1.
Chung, T., and Law, R. (2003). Developing performance indicator for hotel websites. International Journal of Hospitality Management 22(1), 119-125. doi:10.1016/S0278- 4319(02)00076-2.
Cooper, R. G. (1984). The performance impact of product innovation strategies. European Journal ofMarketing 18(5), 5-54. doi:10.1108/EUM0000000004787.
Coy, C. (2003). Media relations and the Internet: how Fortune 500 company web sites assist journalists in news gathering. Public Relations Review 29(1), 29-41. doi:10.1016/S0363- 8111(02)00196-0.
Ecer, F. (2014). hybrid banking websites quality evaluation model using AHP and COPRASG: Turkey case. Technological Ana' Economic Development Of Economy 20(4), 758-782. doi:10.3846/20294913.2014.915596
Edelweis, R., Motz, R., and Diaz, A. (2011). Modelling web site qualityDbased recommendation system. International Journal of Web Information Systems 7(4), 396-420. doi:10.1108/17440081111187574.
Favre-Bonte, V., and Tran, S. (2015). The contribution of the internet to the strategic positioning of small businesses in the tourism industry. International Journal of Entrepreneurship and Small Business 25(3). doi:10.1504/IJESB.2015.069698.
Faizan, A. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology 7(2), 213-228. doi:10.1108/JHTT02-2016-0010.
Gilligan, M. A., and Skrepnek, H. G. (2013). Original Research: An analysis of security price risk and return among publicly traded pharmacy corporations. Research In Social And Administrative Pharmacy 9(6), 828-840. doi:10.1016/j.sapharm.2012.10.001.
Gonzalez, E. M., Quesada, G., Davis, J., and Mora-Monge, A. C. (2015). Application of quality management tools in the evaluation of websites: The case of sports organizations. Quality Management Journal 22(1), 30-46.
Gunthorpe, L. D. (1997). Business ethics: quantitative analysis of the impact of unethical behavior by publicly traded corporations. Journal of Business Ethics 16(5), 537-543. doi:10.1023/A:1017985519237.
Huang, Z., and Cappel, J. J. (2012). comparative study of web site usability practices of Fortune 500 versus INC. 500 companies. Information Systems Management 29(2), 112-122. doi:10.1080/10580530.2012.661633.
Jain, K. R., and Rangnekar, S. (2015). Measuring website quality of the Indian Railways. International Journal OfEntrepreneurial Knowledge 3(l), 57-64. doi:10.1515/ijek-2015-0011.
Johnson, L. K., and Misic, M. M. (1999). Benchmarking: tool for web site evaluation and improvement. Internet Research 9(5), 383-392.
Jones, S. (2015). re-examination of Fortune 500 homepage design practices. IEEE Transactions On Professional Communication 58(1), 20-44. doi:10.1109/TPC.2015.2420371.
Jones, S., and DeGrow, D. (2011). Fortune 500 homepages: design trends. IEEE Transactions On Professional Communication, I, 12-18. doi: 10.1109/TPC.2010.2044621 . Kamanlioglu, E., and Emiroglu, D. I. (2009). Qualitative evaluation of web sites of firms in Turkish fishery sector. Ege Universitesi Su Urunleri Dergisi 26(1), 65-72.
Kang, D., Jang, W. and Park, Y. (2016). Evaluation of e-commerce websites using fuzzy hierarchical TOPSIS based on ES-QUAL. Applied Soft Computing 42, 53-65. doi:10.1016/j.asoc.2016.01.017.
Kim, D., Nam, Y., and Kang, S. (2010a). An analysis of corporate environmental responsibility on the global corporate web sites and their dialogic principles. Public Relations Review 6(3), 285-288. doi:10.1016/j.pubrev.2010.04.006.
Kim, S., Park, J. H., and Wertz, E. K. (2010b). Expectation gaps between stakeholders and web-based corporate public relations efforts: Focusing on Fortune 500 corporate web sites.
Public Relations Review 36(3), 215-221. doi: 10. 1016/j.pubrev.2010.04.001. Kim, S., and Stoel, L. (2014). Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services 11(2), 109-117. doi:10.1016/SO969- 6989(03)00010-9.
Kline, S. F., Morrison, A. M., and St John, A. (2004). Exploring bed breakfast websites: balanced scorecard approach. Journal of Travel Tourism Marketing 17(2-3), 253-267. doi:10.13001J073v17n02-19.
Kunz, M. B., and Ratliff, J. M. (2014). The state of sustainability of online reporting information of Fortune 500 corporations. International Journal of Business Research and Information Technology I(1), 92-113.
Kwon, Y. D., and Jeong, Seung R. (2015). content analysis for website usefulness evaluation: Utilizing text mining technique. Journal OfKorean Society For Internet Information 16(4), 81. doi:10.7472/jksii.2015.16.4.71.
Law, R., Shanshan Q., and Buhalis, D. (2010). Progress in tourism management: review of website evaluation in tourism research. Tourism Management 31(3), 297-313. doi:10.1016/j.tourman.2009.11.007
Lee, I. (2005). The Evolution of e-recruiting: content analysis of Fortune 100 career web sites. Journal OfElectronic Commerce In Organizations 3(3), 57.
Lee, Y., and Kozar, A. K. (2006). lnvestigating the effect of website quality on e-business success: An analytic hierarchy process approach. Decision Support Systems 42(3), 1383-1401.
Leite, P., Gonçalves, J., Teixeira, P., and Rocha, A. (2014). Towards model for the measurement of data quality in websites. New Review OfHypermedia And Multimedia 20(4), 301-316. doi:10.1080/13614568.2014.968638
Liu, C., Amett, P. K., Capella, M. L., and Beatty, C. R. (1997). Web sites of the Fortune 500 companies: Facing customers through home pages. Information And Management 31 (6), 335- 345. doi:10.1016/SO378-7206(97)00001-3.
Liu, C., and Amett, K. P. (2002). An examination of privacy policies in Fortune 500 Web sites.
American Journal ofBusiness 7(1), 13-22. doi:10.l108/19355181200200001. Liu, C., Amett, K. P., and Litecky, C. (2000). Design quality of websites for electronic commerce: Fortune 1000 webmasters' evaluations. Electronic Markets 10(2), 120-129.
Loiacono, E. T., Romano Jr., N. C., and McCoy, S. (2009). The state of corporate website accessibility. Communications ofthe ACM 52(9), 128-132. doi:10.l145/1562164.1562197 . Mich, L., and Franch, M. (2000). 2QCV2Q: Model for Web Site Analysis and Evaluation. Proc. Information Resources Management Association Int'l Conf (IRMA '00), Idea Group Publishing: 586-589.
Millstein, I., and MacAvoy, P. (1998). The active board of directors and performance of the large publicly traded corporation. Columbia Law Review 98(5), 1283-1322. doi:10.1111/j.1745-6622.1999.tb00510.x.
Mohammed, I., Basak, D. G., Schuckert, M., and Law, R. (2016). An empirical investigation of corporate identity communication on Hong Kong hotels" websites. Journal Of Hospitality Marketing and Management 25(6), 676-705. doi: 10.1080/19368623.2016. 1096875.
Murphy, J., Forrest, J. E., Wotring, E. C., and Brymer, A. R. (1996). Hotel management and marketing on the Internet: An analysis of sites and features. The Cornell Hotel anal Restaurant Administration Quarterly 7(3), 70-82.
Obal, M., and Kunz, W. (2013). Trust development in e-services: cohort analysis of Millennials and Baby Boomers. Journal of Service Management 24(1), 45-63. doi:10.1108/09564231311304189.
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1985). conceptual model of service quality and its implications for future research. Journal of Marketing, 41-50. doi:10.2307/1251430.
Perry, M., and Bodkin, C. D. (2002). Fortune 500 manufacturer web sites: Innovative marketing strategies or cyberbrochures? Industrial Marketing Management 31(2), 133-144. doi:10.1016/SOOl9-8501(01)00187-0.
Pollach, I. (2011). The readership of corporate websites: cross-cultural study. The Journal of Business Communication 48(l), 27-53. doi:10.1177/0021943610385657.
ty of service by shortening their browsing expected path length. Quality and Reliability Engineering International 32(6), 2017-2031. doi:10.1002/qre.2030.
Raj, S., Sharma, V. L., Singh, A. J., and Goel, S. (2016). Evaluation of quality and readability of health information websites identified through India's major search engines. Advances in Preventive Medicine 2016: 1-6. doi:10.1 155/2016/4815285.
Romano Jr., N. C. (2002). Customer relationship management for the web-access challenged: inaccessibility of Fortune 250 business web sites. International Journal of Electronic Commerce 7(2), 81-117.
Simeon, R. (1999). Evaluating domestic and international web-site strategies. Internet Research 9(4), 297-308. doi:10.l108/10662249910286842.
Smith, K. T., and Alexander, J. J. (2013). Which CSR-related headings do Fortune 500 companies use on their websites? Business Communication Quarterly 76(2), 155-171. doi:10.l177/1080569912471185.
Sullivan, J. (1999). What are the functions of corporate home pages? Journal of World Business 34(2), 193-210.
Sun, P., David A. C., and Rich H. (2015). Chinese customers" evaluation of travel website quality: decision-tree Analysis. Journal ofHospitality Marketing Management 25(4), 476- 97. doi:10.1080/19368623.2015.1037977.
Tang, L., Christine C. G., and Bijie B. (2015). Corporate social responsibility communication through corporate websites: comparison of leading corporations in the United States and China. International Journal of Business Communication 52(2), 205-227. doi:10.l177/2329488414525443.
Turkishtime (2015). Ar-Ge 250, retrieved from http://www.timakademi2023.org/backup/wpcontent/uploads/2013/07/ARGE-250-S0dif on 08 July 2016.
Usta, R. (2007). Türkiye'deki en büyük 100 sanayi işletmesinin web sitelerinin pazarlama iletişimi yönünden incelenmesi. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi 21 (2), 243-260.
Wells, J. D., Valacich, J. S., and Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS quarterly, 373- 396.
Williamson, 0. l., King, E. J., Lepak, P. D., and Sarma, A. (2010). Firm reputation, recruitment web sites, and attracting applicants. Human Resource Management 49(4), 669-687.
Young, J., and Foot, K. (2005). Corporate E-cruiting: The construction of work in fortune 500 recruiting Web sites. Journal Of Computer-Mediated Communication 11(1), 44-71. doi:10.l l/j.1083-6101.2006.tb00303.x.
Zhao, J. J., Allen D. T., and Melody W. A. (2006). User-interface design characteristics of Fortune 500 B2C e-commerce sites and industry differences. Delta Pi Epsilon Journal 48(l), 43-55.