Çınar GARİP, Serdar PİRTİNİ, Burçin KAPLAN

Rekabet Avantajı Açısından Tedarik Zinciri Dayanıklılığı, Tedarik Zinciri Bütünleşmesi ve Yeşil Pazarlama Yönelimi İlişkileri Üzerine Bir Araştırma

Değişen rekabet şartları, rekabet avantajı sağlamayı zor bir süreç haline getirmiştir. Rekabet avantajı, tedarik zincirinin yapısından ve yeşil pazarlama anlayışından etkilenir hale gelmiştir. Yeşil pazarlama anlayışı tüketicileri ürünü satın almaya iten bir faktör haline gelmiştir. Yeşil pazarlama anlayışı böylelikle yeşil pazarlama yönelimi halini almıştır ve Türkçe olarak bu kavram ilk kez bu çalışmada kullanılmıştır. Tedarik zinciri ile ilgili en önemli değişkenler de tedarik zinciri bütünleşmesi ve tedarik zinciri dayanıklılığıdır. Bu çalışmanın temel amacı tedarik zinciri bütünleşmesi, yeşil pazarlama yönelimi, tedarik zinciri dayanıklılığı bağımsız değişkenlerinin rekabet avantajı bağımlı değişkenini nasıl etkilediğini incelemektir. Lojistik sektöründe faaliyet gösteren şirketlerden veri toplamak amacıyla şirketler hakkında yeterli bilgiye sahip olan ortak, sahip veya üst düzey yönetici ile irtibata geçilmiştir.

Anahtar Kelimeler:

Tedarik Zinciri Dayanıklılığı, Tedarik Zinciri Bütünleşmesi, Rekabet Avantajı, Yeşil Pazarlama Yönelimi

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