KÜÇÜK BALIK BÜYÜK BALIĞI YUTABİLİR Mİ? REKABET STRATEJİLERİNİN ANLAŞILMASINDA SUN TZU’NUN “SAVAŞ SANATI” TAKTİKLERİNDEN DERSLER

Rekabetin ve pazarın, savaş alanları ile özleştirilmesiyle birlikte, askeri stratejilerin işletmelerin rekabet stratejilerine uyarlanmasına yönelik çalışmaların giderek arttığı görülmektedir. Bu açıdan bakıldığında en eski ve en değerli askeri strateji eseri olan Savaş Sanatı kitabının yazarı olan asker ve strateji uzmanı Sun Tzu’nun ilkeleri, birçok işletmecilik alanında yararlanılmaya başlanmıştır. Rekabete ilişkin unsurları etkili bir şekilde bütünleştirmesinden dolayı, Sun Tzu’nun ilkeleri, işletmeler ve özellikle de rekabette dezavantajlı konumda görülen KOBİ’ler için rekabet stratejilerinin belirlenmesinde yararlı olacağı ileri sürülmektedir. Sun Tzu’ya göre herhangi bir eyleme geçmeden önce beş önemli faktörün detaylı bir şekilde incelenmesi gerekmektedir: yol (ahlaki etki), iklim, arazi, komutan ve disiplin. Stratejik durumsallık olarak tanımlanan bu beş faktör, stratejik liderlik uygulamaları ile birlikte işletmenin güçlü ve zayıf yönlerinin belirlenmesine yardımcı olmaktadır. Bunun sonucunda ise işletme sahip olduğu güçlü yönler ölçüsünde, “savaştan kaç” ya da “kazanmak için savaş” stratejilerinden birisini seçebilmektedir.

SMALL FISH CAN SWALLOW BIG FISH? UNDERSTANDING COMPETITION STRATEGIES TACTICAL LESSONS FROM SUN TZU'S BOOK "ART OF WAR"

As competition and the market begin to be compared to battlefields, it seems that the research of adapting military strategies to competition strategies is increasingly seen. From this point of view, the principles of Sun Tzu, the military and strategy expert who is the author of the oldest and most valuable military strategy book, "The Art of War", has begun to be used in many business areas. Since he integrates elements of the competition effectively, it is suggested that the principles of Sun Tzu will be useful in identifying competition strategies for businesses and especially SMEs which are seen as disadvantaged in competition According to Sun Tzu, before any action is taken, five important factors must be examined. They are the way (moral impact), weather, terrain, commander, and discipline. These five factors, identified as the strategic contingency, together with strategic leadership practices help identify the strengths and weaknesses of the business. As a result, the business can choose between "avoiding the fight" or "battle to win" strategies, to the extent that it has strengths.

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