Serdar PİRTİNİ, Çınar GARİP, Burçin KAPLAN

TEDARİK ZİNCİRİ DAYANIKLILIĞI, TEDARİK ZİNCİRİ BÜTÜNLEŞMESİ VE YEŞİL PAZARLAMA YÖNELİMİNİN REKABET AVANTAJI ÜZERİNDEKİ ETKİSİ

Günümüzde değişen rekabet şartları nedeniyle rekabet avantajı sağlamak daha zor bir hal almış; bu süreçte rekabetavantajı, tedarik zinciri yapısından ve yeşil pazarlama anlayışından daha fazla etkilenmeye başlamıştır. Yeşil pazarlamaanlayışı tüketicilerin ürün satın alma kararlarını şekillendirmede söz sahibi bir faktör haline gelirken, anlayış zamanla yeşilpazarlama yönelimine dönüşmüştür. Tedarik zinciri ile ilgili en önemli değişkenler tedarik zinciri bütünleşmesi ve tedarikzinciri dayanıklılığıdır. Bu çalışmanın temel amacı tedarik zinciri bütünleşmesi, yeşil pazarlama yönelimi ve tedarik zinciridayanıklılığının rekabet avantajı üzerindeki etkilerini incelemektir. Çalışmanın örneklemini İstanbul’da faaliyet gösterenlojistik işletmeleri oluşturmaktadır. Veriler tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi eldeedilmiştir. Araştırmada işletmelerden veri toplamak amacıyla işletmeler hakkında yeterli bilgiye sahip olan ortak, sahip veyaüst düzey yöneticiler ile irtibata geçilmiştir. Elektronik posta ile gönderilen 250 anketten, 180 ankete geri dönülmüş; 164adet kullanılabilir anket çalışmaya dahil edilmiştir. Toplanan veriler SPSS paket programında analiz edilmiştir. Çalışmadafaktör analizi ve regresyon analizi kullanılmıştır. Çalışma sonunda görülmüştür ki; yeşil pazarlama yönelimi, tedarik zinciribütünleşmesi ve tedarik zinciri dayanıklılığı rekabet avantajı üzerinde pozitif yönlü ve anlamlı düzeyde etkili olduğu gibi;bu değişkenlerin alt boyutları da rekabet avantajı üzerinde etkilidir. İşletmelerin, rekabet avantajı sağlamada tedarik zinciriaktörleri ile partner anlayışını özümsemesi, müşteri ve tedarikçileri ile ortak hareket etmesi ve çevreye duyarlı bir yolbenimsemesi rekabet avantajı elde etmelerinde olumlu katkılar sağlayacaktır.

THE EFFECT OF SUPPLY CHAIN RESILIENCE, SUPPLY CHAIN INTEGRATION AND GREEN MARKETING ORIENTATION ON COMPETITIVE ADVANTAGE

Today it has become more difficult to gain competitive advantage due to the changing competition conditions; in this process competitive advantage started to be affected more by the structure of the supply chain and green marketing approches. Green marketing has become an influential factor in shaping consumer puchasing decisions, and this understanding has returned into green orientation over time. On the other hand supply chain integration and supply chain resilience are important variables of supply chain structure. The aim of this study is to examine the effects of supply chain integration, green marketing orientation and supply chain resilience on competitive advantage.The sampling of the study consists of logistics companies operating in Istanbul. The data were collected by sampling method, which is one of the non–random sampling methods. In the research, partners, owners or senior executives who have sufficient information about businesses were contacted to collect data. Out of 250 questionnaires sent by e-mail, 180 questionnaires were returned; 164 available questionnaires were included in the study. The collected data were analyzed with the help of SPSS package program. Factor analysis and regression analysis were used in the study. At the end of the study, it was seen that green marketing orientation, supply chain integration and supply chain resilience are both positive and significant effects on competitive advantage; The sub-dimensions of these variables also have an impact on competitive advantage. The fact that businesses absorb the understanding of partners with the supply chain actors, act in partnership with their customers and suppliers, and adopt an environmentally sensitive way in providing competitive advantage, will have a positive effect on achieving competitive advantage.

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