{"status":true,"post":{"id":27819,"user_id":25,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 15:36:26","created_at":"2021-08-05T21:00:00.000000Z","updated_at":"2022-10-24T12:36:26.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":27819,"is_featured":0,"title":"Rekabetteki de\u011fi\u015fim ve yeni f\u0131rsatlar","slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"home_title":null,"sub_title":null,"category_id":73,"description":null,"content":"  \t\t\t\t\t  \t\t\t\t\t<p style=\"text-align: right;\"><span class=\"large\"><strong>Salih Keskin<\/strong><\/span><br><span class=\"large\"> <strong>www.inovasyonuzmani.com<\/strong><\/span><\/p>  <p><span class=\"large\">\u2018De\u011fi\u015fim\u2019 kelimesinden \u00e7ok s\u0131k\u0131ld\u0131k; art\u0131k kimse duymak bile istemiyor ama i\u015fte, de\u011fi\u015fmeden de olmuyor.<\/span><\/p>  <p><span class=\"large\">Bizim burada \u00fcst\u00fcnde duraca\u011f\u0131m\u0131z de\u011fi\u015fim konusu ise rekabetteki de\u011fi\u015fim. De\u011fi\u015fen rekabetin nas\u0131l bir sonuca yol a\u00e7t\u0131\u011f\u0131na \u00f6rnek olarak \u2018Getir\u2019 firmas\u0131n\u0131n piyasa de\u011ferinin d\u00fcnyada da en \u00e7ok bilinen markam\u0131z T\u00fcrk Hava Yollar\u0131\u2019n\u0131 (THY) ge\u00e7mesini verebiliriz. 1933 y\u0131l\u0131nda kurulan, 30 bine yak\u0131n ki\u015fiyi istihdam eden ve y\u00fczlerce u\u00e7a\u011f\u0131 olan THY\u2019nin piyasa de\u011ferini neden daha kurulu\u015funun \u00fczerinden 10 y\u0131l bile ge\u00e7memi\u015f bir startup firmas\u0131n\u0131n ge\u00e7ti\u011fi konusu, rekabet d\u00fcnyas\u0131n\u0131n parametrelerini anlamak a\u00e7\u0131s\u0131ndan de\u011ferli ger\u00e7ekten.<\/span><\/p>  <p><span class=\"large\">Verilebilecek bir di\u011fer \u00f6rnek de Tesla. Firman\u0131n piyasa de\u011feri, Ford\u2019unkini ge\u00e7mi\u015f durumda. 1904 y\u0131l\u0131nda kurulan Ford firmas\u0131, altyap\u0131 ve know-how a\u00e7\u0131s\u0131ndan d\u00fcnyan\u0131n h\u00e2l\u00e2 en b\u00fcy\u00fcklerinden biri olmas\u0131na kar\u015f\u0131n 15 y\u0131ll\u0131k startup firmas\u0131 Tesla, piyasa de\u011feriyle Ford\u2019u ard\u0131nda b\u0131rakt\u0131.<\/span><\/p>  <p><span class=\"large\">Bu durumu nas\u0131l izah etmek gerekir?<\/span><\/p>  <p><span class=\"large\">\u0130zah\u0131 gayet a\u00e7\u0131k asl\u0131nda: Oyunun kurallar\u0131 ba\u015ftan a\u015fa\u011f\u0131 de\u011fi\u015fti ve geli\u015fmeler kar\u015f\u0131s\u0131nda da de\u011fi\u015fmeye devam ediyor. Bu de\u011fi\u015fimin kodlar\u0131n\u0131n da bilinmeyen bir taraf\u0131 yok.<\/span><\/p>  <p><span class=\"large\"><strong>REKABET \u00dcST\u00dcNL\u00dcKLER\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Son y\u00fcz y\u0131ll\u0131k s\u00fcre\u00e7te en \u00f6nemli rekabet \u00fcst\u00fcnl\u00fcklerine k\u0131saca g\u00f6z atal\u0131m:<\/span><\/p>  <ul>   <li><span class=\"large\">1960\u2019l\u0131 y\u0131llarda rekabette \u2018\u00fcretim \u00fcst\u00fcnl\u00fc\u011f\u00fc\u2019 \u00f6n plandayd\u0131. Ford firmas\u0131, i\u015fbu \u00fcst\u00fcnl\u00fc\u011f\u00fcyle verilebilecek en uygun \u00f6rneklerden biri.<\/span><\/li>   <li><span class=\"large\"> 1970\u2019li y\u0131llarda rekabette \u2018maliyet \u00fcst\u00fcnl\u00fc\u011f\u00fc\u2019 \u00f6nemli olmaya ba\u015flad\u0131 ve b\u00f6ylelikle d\u00fc\u015f\u00fck fiyatl\u0131 \u00fcr\u00fcnler \u00f6ne \u00e7\u0131kt\u0131.<\/span><\/li>   <li><span class=\"large\"> 1980\u2019li y\u0131llar\u0131n rekabetinde ise \u2018kalite\u2019 \u00f6n plandayd\u0131. Mercedes, Opel vb. markalar rekabette \u00f6ne ge\u00e7ti.<\/span><\/li>   <li><span class=\"large\"> 1990\u2019l\u0131 y\u0131llardaki rekabette \u2018\u00fcretim h\u0131z\u0131\u2019 \u00f6nemsenmeye ba\u015fland\u0131 ve tabii \u00c7in, t\u00fcm \u00fclkeler aras\u0131ndan s\u0131yr\u0131lan \u00fclke oldu, ki h\u00e2l\u00e2 konumunu koruyor.<\/span><\/li>   <li><span class=\"large\"> 2000\u2019li y\u0131llar\u0131n rekabetinde \u2018hizmet kalitesi\u2019 \u00f6ne \u00e7\u0131kt\u0131. Bu y\u00f6n\u00fcyle rekabette galip \u00e7\u0131kanlar aras\u0131ndan verilebilecek en iyi \u00f6rnek Google olabilir.<\/span><\/li>   <li><span class=\"large\"> 2000 y\u0131l\u0131 sonras\u0131ndaki rekabetin temel iki belirleyicisi ise \u2018verimlilik\u2019 ve \u2018inovasyon\u2019. Bu \u00f6zellikleriyle burada ad\u0131n\u0131 anmaya de\u011fer firma ise Tesla.<\/span><\/li>  <\/ul>  <p><span class=\"large\"><strong>3 FIRSAT ALANI<\/strong><\/span><\/p>  <p><span class=\"large\">Yeni d\u00fcnyan\u0131n rekabetinde \u00f6ne ge\u00e7mek i\u00e7in \u00fc\u00e7 f\u0131rsat alan\u0131n\u0131n birinde olmak gerekiyor:<\/span><\/p>  <p><span class=\"large\">1. Ya yeni bir \u00fcr\u00fcn\/hizmet sunacaks\u0131n\u0131z.<\/span><\/p>  <p><span class=\"large\">2. Ya mevcut \u00fcr\u00fcn\u00fc\/hizmeti daha \u00fcst\u00fcn bir \u015fekilde sunacaks\u0131n\u0131z.<\/span><\/p>  <p><span class=\"large\">3. Ya da piyasaya arz\u0131 yetersiz bir \u00fcr\u00fcn bulup sunacaks\u0131n\u0131z.<\/span><\/p>  <p><span class=\"large\">Firmalar\u0131n, sadece rekabet etmek i\u00e7in de\u011fil, ayn\u0131 zamanda yeni f\u0131rsat alanlar\u0131n\u0131 ele ge\u00e7irmek i\u00e7in de yine farkl\u0131la\u015fma, yani inovasyon, birinci \u00f6nceli\u011fi olmal\u0131.<\/span><\/p>  <p><span class=\"large\"><strong>HANG\u0130 ANA KONULARDA FARKLILA\u015eILAB\u0130L\u0130R?<\/strong><\/span><\/p>  <ul>   <li><span class=\"large\"> \u00dcr\u00fcn (Performans-Uygunluk-Dayan\u0131kl\u0131l\u0131k-D\u00fczenlilik-Stil-Tasar\u0131m)<\/span><\/li>   <li><span class=\"large\"> Hizmet (Teslim Etme-M\u00fc\u015fteri \u0130li\u015fkisi) <\/span><\/li>   <li><span class=\"large\"> Personel (Yeterlik-Nezaket-\u0130leti\u015fim Becerisi)<\/span><\/li>   <li><span class=\"large\"> \u0130maj (Semboller-Yaz\u0131l\u0131 ve G\u00f6rsel \u0130leti\u015fim Ara\u00e7lar\u0131-Atmosfer-Etkinlikler)<\/span><\/li>  <\/ul>  <p><span class=\"large\">Bu ana konular\u0131n bir de alt ba\u015fl\u0131klar\u0131 var.<\/span><\/p>  <ul>   <li><span class=\"large\">\u00dcr\u00fcnleri farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Sunumu farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Sat\u0131\u015f y\u00f6ntemini farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Yeni pazarlara girmek<\/span><\/li>   <li><span class=\"large\"> Maliyetleri azaltmak<\/span><\/li>   <li><span class=\"large\"> \u00dcretkenli\u011fi art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Da\u011f\u0131t\u0131m performans\u0131n\u0131 art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Pazarlama performans\u0131n\u0131 art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Yenilik\u00e7i \u00fcr\u00fcn \u00e7e\u015fitlili\u011fini art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Pazara \u00e7\u0131k\u0131\u015f s\u00fcresini k\u0131saltmak<\/span><\/li>   <li><span class=\"large\"> Teknolojinin h\u0131z\u0131na uyum sa\u011flamak<\/span><\/li>   <li><span class=\"large\"> Kaliteyi art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Fonksiyonelli\u011fi art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> \u0130maj\u0131 g\u00fc\u00e7lendirmek<\/span><\/li>   <li><span class=\"large\"> K\u00e2rl\u0131l\u0131\u011f\u0131 art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Yeni \u00fcretim y\u00f6ntemlerine ula\u015fmak<\/span><\/li>   <li><span class=\"large\"> Daha \u00e7evreci s\u00fcre\u00e7leri geli\u015ftirmek <\/span><\/li>   <li><span class=\"large\"> \u00dcretim s\u00fcre\u00e7lerini farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> \u0130nsan kaynaklar\u0131nda de\u011fi\u015fim ve fark\u0131ndal\u0131k olu\u015fturmak<\/span><\/li>  <\/ul>  \t\t\t\t","slug":"rekabetteki-degisim-ve-yeni-firsatlar","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Rekabetteki de\u011fi\u015fim ve yeni f\u0131rsatlar","meta_description":"Salih Keskin","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"view_count":1104,"cropped_1200x675":null,"user":{"id":25,"name":"SAL\u0130H","surname":"KESK\u0130N","email":"salih-keskin@gmail.com","slug":"salih-keskin","avatar":"\/front\/uploads\/avatar\/1733691600od1Wwxipsn5YGuj.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-20T05:32:50.000000Z","updated_at":"2024-12-18T09:48:39.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":27918,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":27819,"locale":"tr","category_id":73,"title":"Rekabetteki de\u011fi\u015fim ve yeni f\u0131rsatlar","home_title":null,"sub_title":null,"slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"subtitleuse":0,"description":null,"content":"  \t\t\t\t\t  \t\t\t\t\t<p style=\"text-align: right;\"><span class=\"large\"><strong>Salih Keskin<\/strong><\/span><br><span class=\"large\"> <strong>www.inovasyonuzmani.com<\/strong><\/span><\/p>  <p><span class=\"large\">\u2018De\u011fi\u015fim\u2019 kelimesinden \u00e7ok s\u0131k\u0131ld\u0131k; art\u0131k kimse duymak bile istemiyor ama i\u015fte, de\u011fi\u015fmeden de olmuyor.<\/span><\/p>  <p><span class=\"large\">Bizim burada \u00fcst\u00fcnde duraca\u011f\u0131m\u0131z de\u011fi\u015fim konusu ise rekabetteki de\u011fi\u015fim. De\u011fi\u015fen rekabetin nas\u0131l bir sonuca yol a\u00e7t\u0131\u011f\u0131na \u00f6rnek olarak \u2018Getir\u2019 firmas\u0131n\u0131n piyasa de\u011ferinin d\u00fcnyada da en \u00e7ok bilinen markam\u0131z T\u00fcrk Hava Yollar\u0131\u2019n\u0131 (THY) ge\u00e7mesini verebiliriz. 1933 y\u0131l\u0131nda kurulan, 30 bine yak\u0131n ki\u015fiyi istihdam eden ve y\u00fczlerce u\u00e7a\u011f\u0131 olan THY\u2019nin piyasa de\u011ferini neden daha kurulu\u015funun \u00fczerinden 10 y\u0131l bile ge\u00e7memi\u015f bir startup firmas\u0131n\u0131n ge\u00e7ti\u011fi konusu, rekabet d\u00fcnyas\u0131n\u0131n parametrelerini anlamak a\u00e7\u0131s\u0131ndan de\u011ferli ger\u00e7ekten.<\/span><\/p>  <p><span class=\"large\">Verilebilecek bir di\u011fer \u00f6rnek de Tesla. Firman\u0131n piyasa de\u011feri, Ford\u2019unkini ge\u00e7mi\u015f durumda. 1904 y\u0131l\u0131nda kurulan Ford firmas\u0131, altyap\u0131 ve know-how a\u00e7\u0131s\u0131ndan d\u00fcnyan\u0131n h\u00e2l\u00e2 en b\u00fcy\u00fcklerinden biri olmas\u0131na kar\u015f\u0131n 15 y\u0131ll\u0131k startup firmas\u0131 Tesla, piyasa de\u011feriyle Ford\u2019u ard\u0131nda b\u0131rakt\u0131.<\/span><\/p>  <p><span class=\"large\">Bu durumu nas\u0131l izah etmek gerekir?<\/span><\/p>  <p><span class=\"large\">\u0130zah\u0131 gayet a\u00e7\u0131k asl\u0131nda: Oyunun kurallar\u0131 ba\u015ftan a\u015fa\u011f\u0131 de\u011fi\u015fti ve geli\u015fmeler kar\u015f\u0131s\u0131nda da de\u011fi\u015fmeye devam ediyor. Bu de\u011fi\u015fimin kodlar\u0131n\u0131n da bilinmeyen bir taraf\u0131 yok.<\/span><\/p>  <p><span class=\"large\"><strong>REKABET \u00dcST\u00dcNL\u00dcKLER\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Son y\u00fcz y\u0131ll\u0131k s\u00fcre\u00e7te en \u00f6nemli rekabet \u00fcst\u00fcnl\u00fcklerine k\u0131saca g\u00f6z atal\u0131m:<\/span><\/p>  <ul>   <li><span class=\"large\">1960\u2019l\u0131 y\u0131llarda rekabette \u2018\u00fcretim \u00fcst\u00fcnl\u00fc\u011f\u00fc\u2019 \u00f6n plandayd\u0131. Ford firmas\u0131, i\u015fbu \u00fcst\u00fcnl\u00fc\u011f\u00fcyle verilebilecek en uygun \u00f6rneklerden biri.<\/span><\/li>   <li><span class=\"large\"> 1970\u2019li y\u0131llarda rekabette \u2018maliyet \u00fcst\u00fcnl\u00fc\u011f\u00fc\u2019 \u00f6nemli olmaya ba\u015flad\u0131 ve b\u00f6ylelikle d\u00fc\u015f\u00fck fiyatl\u0131 \u00fcr\u00fcnler \u00f6ne \u00e7\u0131kt\u0131.<\/span><\/li>   <li><span class=\"large\"> 1980\u2019li y\u0131llar\u0131n rekabetinde ise \u2018kalite\u2019 \u00f6n plandayd\u0131. Mercedes, Opel vb. markalar rekabette \u00f6ne ge\u00e7ti.<\/span><\/li>   <li><span class=\"large\"> 1990\u2019l\u0131 y\u0131llardaki rekabette \u2018\u00fcretim h\u0131z\u0131\u2019 \u00f6nemsenmeye ba\u015fland\u0131 ve tabii \u00c7in, t\u00fcm \u00fclkeler aras\u0131ndan s\u0131yr\u0131lan \u00fclke oldu, ki h\u00e2l\u00e2 konumunu koruyor.<\/span><\/li>   <li><span class=\"large\"> 2000\u2019li y\u0131llar\u0131n rekabetinde \u2018hizmet kalitesi\u2019 \u00f6ne \u00e7\u0131kt\u0131. Bu y\u00f6n\u00fcyle rekabette galip \u00e7\u0131kanlar aras\u0131ndan verilebilecek en iyi \u00f6rnek Google olabilir.<\/span><\/li>   <li><span class=\"large\"> 2000 y\u0131l\u0131 sonras\u0131ndaki rekabetin temel iki belirleyicisi ise \u2018verimlilik\u2019 ve \u2018inovasyon\u2019. Bu \u00f6zellikleriyle burada ad\u0131n\u0131 anmaya de\u011fer firma ise Tesla.<\/span><\/li>  <\/ul>  <p><span class=\"large\"><strong>3 FIRSAT ALANI<\/strong><\/span><\/p>  <p><span class=\"large\">Yeni d\u00fcnyan\u0131n rekabetinde \u00f6ne ge\u00e7mek i\u00e7in \u00fc\u00e7 f\u0131rsat alan\u0131n\u0131n birinde olmak gerekiyor:<\/span><\/p>  <p><span class=\"large\">1. Ya yeni bir \u00fcr\u00fcn\/hizmet sunacaks\u0131n\u0131z.<\/span><\/p>  <p><span class=\"large\">2. Ya mevcut \u00fcr\u00fcn\u00fc\/hizmeti daha \u00fcst\u00fcn bir \u015fekilde sunacaks\u0131n\u0131z.<\/span><\/p>  <p><span class=\"large\">3. Ya da piyasaya arz\u0131 yetersiz bir \u00fcr\u00fcn bulup sunacaks\u0131n\u0131z.<\/span><\/p>  <p><span class=\"large\">Firmalar\u0131n, sadece rekabet etmek i\u00e7in de\u011fil, ayn\u0131 zamanda yeni f\u0131rsat alanlar\u0131n\u0131 ele ge\u00e7irmek i\u00e7in de yine farkl\u0131la\u015fma, yani inovasyon, birinci \u00f6nceli\u011fi olmal\u0131.<\/span><\/p>  <p><span class=\"large\"><strong>HANG\u0130 ANA KONULARDA FARKLILA\u015eILAB\u0130L\u0130R?<\/strong><\/span><\/p>  <ul>   <li><span class=\"large\"> \u00dcr\u00fcn (Performans-Uygunluk-Dayan\u0131kl\u0131l\u0131k-D\u00fczenlilik-Stil-Tasar\u0131m)<\/span><\/li>   <li><span class=\"large\"> Hizmet (Teslim Etme-M\u00fc\u015fteri \u0130li\u015fkisi) <\/span><\/li>   <li><span class=\"large\"> Personel (Yeterlik-Nezaket-\u0130leti\u015fim Becerisi)<\/span><\/li>   <li><span class=\"large\"> \u0130maj (Semboller-Yaz\u0131l\u0131 ve G\u00f6rsel \u0130leti\u015fim Ara\u00e7lar\u0131-Atmosfer-Etkinlikler)<\/span><\/li>  <\/ul>  <p><span class=\"large\">Bu ana konular\u0131n bir de alt ba\u015fl\u0131klar\u0131 var.<\/span><\/p>  <ul>   <li><span class=\"large\">\u00dcr\u00fcnleri farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Sunumu farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Sat\u0131\u015f y\u00f6ntemini farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Yeni pazarlara girmek<\/span><\/li>   <li><span class=\"large\"> Maliyetleri azaltmak<\/span><\/li>   <li><span class=\"large\"> \u00dcretkenli\u011fi art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Da\u011f\u0131t\u0131m performans\u0131n\u0131 art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Pazarlama performans\u0131n\u0131 art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Yenilik\u00e7i \u00fcr\u00fcn \u00e7e\u015fitlili\u011fini art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Pazara \u00e7\u0131k\u0131\u015f s\u00fcresini k\u0131saltmak<\/span><\/li>   <li><span class=\"large\"> Teknolojinin h\u0131z\u0131na uyum sa\u011flamak<\/span><\/li>   <li><span class=\"large\"> Kaliteyi art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Fonksiyonelli\u011fi art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> \u0130maj\u0131 g\u00fc\u00e7lendirmek<\/span><\/li>   <li><span class=\"large\"> K\u00e2rl\u0131l\u0131\u011f\u0131 art\u0131rmak<\/span><\/li>   <li><span class=\"large\"> Yeni \u00fcretim y\u00f6ntemlerine ula\u015fmak<\/span><\/li>   <li><span class=\"large\"> Daha \u00e7evreci s\u00fcre\u00e7leri geli\u015ftirmek <\/span><\/li>   <li><span class=\"large\"> \u00dcretim s\u00fcre\u00e7lerini farkl\u0131la\u015ft\u0131rmak<\/span><\/li>   <li><span class=\"large\"> \u0130nsan kaynaklar\u0131nda de\u011fi\u015fim ve fark\u0131ndal\u0131k olu\u015fturmak<\/span><\/li>  <\/ul>  \t\t\t\t","slug":"rekabetteki-degisim-ve-yeni-firsatlar","orjinalimage":null,"news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"cropped_638x552":null,"cropped_310x208":null,"cropped_416x247":null,"cropped_197x247":null,"cropped_416x600":null,"cropped_1200x675":null,"tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Rekabetteki de\u011fi\u015fim ve yeni f\u0131rsatlar","meta_description":"Salih Keskin","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1104,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}