Çağrı TOPAL, Bahtiyar Onur GEYİK

E-ticaretin Geleneksel Perakendecilik Üzerinden Kurumsal Muhafazası

Bu çalışma e-ticaret firmalarının geleneksel fiziksel mağaza açma süreçlerini bir kurumsal muhafaza işi olarak çözümlemektedir. Kurumsal muhafaza üzerine yapılan çalışmalar genellikle içsel süreçlere odaklanmakta, muhafaza edilecek kurumun yerine geçme olasılığı da olan bir başka dışsal kurumun etkisini görmezden gelmektedir. Bu çalışma, nispeten eski bir kurum olan geleneksel perakendeciliğin, nispeten yeni bir kurum olan e-ticaretin muhafazasına, müşteri, çalışan, tedarikçi, ve firma düzeylerinde işleyen sekiz farklı süreçle katkısını incelemektedir. İlkin, geleneksel mağazalar e-ticaret firmalarının somutlaşmasına yardım ederken müşteriye kişisel bir deneyim sunmaktadır. İkincisi, çalışanlar için yeni görevler ve sorumluluklar yaratan mağazalar, çalışanların stratejik ve operasyonel kararlara katılımını da kolaylaştırmaktadır. Üçüncü olarak, e-ticareti geleneksel bir görünüme kavuşturan, yeni satış kanalları sağlayan, ve ürün yelpazesini çeşitlendiren mağazalarla birlikte, tedarikçilerin e-ticaret konusundaki görece güvensizliği azalmakta ve piyasadaki görünürlükleri artmaktadır. Son olarak, firmalar mağazalar yardımıyla marka bilinirliği sağlamakta ve yeni pazarlama ve satış olanaklarıyla büyümeye devam etmektedirler. Dolayısıyla geleneksel perakendecilik e-ticaret firmalarının müşterileri, çalışanları ve tedarikçileriyle daha iyi ilişkiler geliştirmesine yol açarak piyasadaki konumlarını güçlendirirken, firmaların tanınırlığına ve büyümesine de doğrudan katkıda bulunmaktadır.

Anahtar Kelimeler:

kurumsal iş, kurumsal muhafaza, e-ticaret, geleneksel perakendecilik

Institutional Maintenance of E-Commerce through Traditional Retail

This study analyzes the process of opening traditional, physical retail stores by e-commerce companies as institutional work of maintenance. Past research examines internal mechanisms used to maintain institutions and ignores the question of how an external, alternative institution can contribute to the maintenance of another institution. This study shows that traditional retail as a relatively old institution helps maintain e-commerce as a relatively new institution through eight different mechanisms at four levels including customers, employees, suppliers, and companies themselves. For customers, traditional stores help concretize e-commerce companies and personalize customer experience. For employees, they create new tasks and responsibilities and increase their involvement in both strategic and daily decisions. For suppliers, they develop trust by making e-commerce companies a concrete entity to do business with and promote visibility by expanding sales channels and the product range. Lastly, for companies themselves, they increase brand awareness and result in growth through additional marketing and sales opportunities. Traditional retail thus strengthens the position of e-commerce companies in the market by facilitating better relations with their customers, employees, and suppliers as well as directly contributes to the company image and growth.

Keywords:

institutional work, institutional maintenance, e-commerce, traditional retail,

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