İnci ERDOĞAN TARAKÇI, Mehmet BAŞ

“Ortada takılı kalma” ne zaman bir tehlike değildir?

Yeni IT-destekli ağ pazarlamasında rekabet giderek globalleşmekte ve müşterilerin ihtiyaç ve beklentileri hızla değişmektedir. Pazar bilgilerine erişilebilirliğin artması ile hem alıcılar hem de satıcılar için web üzerinden rakip ürün ve hizmetlerin kalitesi ve fiyatı hakkında bilgilere ulaşmak kolaylaşmıştır. Bu durum, küresel olarak rekabet edebilmek için hem maliyet etkin hem de farklılaştırılmış bir şekilde rekabet etmeyi gerekli kılmaktadır. Bu çalışmada, rekabet güçleri ve bu güçlerle başa çıkabilmek için uygulanan rekabet stratejileri detaylı olarak açıklanmakta ve ayrıca İnternetin ve küresel rekabetin işletmelerin strateji seçimlerindeki artan etkisi tartışılmaktadır. Bu çalışmada, “Ortada Takılı Kalma”nın IT-destekli ağ pazarlamasında bir tehlike oluşturmadığı ve küresel rekabette başarılı olmak için gerekli olduğu fikri desteklenmektedir.

Anahtar Kelimeler:

Pazarlama Stratejisi, İnternet, Ağ Pazarlaması, IT-Destekli Pazarlama, Ortada Takılı Kalma

When “Stuck in the Middle” is Not a Danger?

In the new IT-enabled network marketing, the competition goes to global and the needs and expectations of the customers change rapidly. It is easy to reach the information about the price and the quality of the competing products and services via the web by the increased accessibility and availability of market information for both buyers and sellers. It requires to compete in both cost effective and differentiated way to compete globally. In this study, the competitive forces and the competitive strategies to come up with these forces is explained in detailed and also the growing effect of the Internet and global competition on the strategy choice of the companies is discussed. This study supports the idea that being “stuck-in-the middle” is not a danger in IT-enabled network marketing and also it is necessary to be successful in the global competition.

Keywords:

Marketing Strategy, Internet, Network Marketing, IT-Enabled Marketing, Stuck In The Middle,

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