{"status":true,"post":{"id":32575,"user_id":5,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 21:04:49","created_at":"2022-04-21T21:00:00.000000Z","updated_at":"2022-10-24T18:04:49.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":32575,"is_featured":0,"title":"Y\u00fczy\u0131ll\u0131k markalar ve aile boyutu","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

PROF. DR. AHMET EMRE B\u0130LG\u0130L\u0130<\/strong><\/span><\/p>

Kendisi de ticari bir kurulu\u015ftan \u00f6te kamu yarar\u0131na \u00e7al\u0131\u015fan bir kurum olan ve y\u00fczy\u0131ll\u0131k markalar ailesinden say\u0131lan T\u00fcrkiye Turing ve Otomobil Kurumu, Y\u00fczy\u0131ll\u0131k Markalar Derne\u011fi ile ortak bir etkinlik s\u00fcreci ba\u015flatt\u0131. Turing \u0130stanbul merkezinde yap\u0131lan \u2018Y\u00fczy\u0131ll\u0131k Marka Sohbetleri\u2019 konferans dizisinde \u00c2sude Alkayl\u0131 moderat\u00f6rl\u00fc\u011f\u00fcnde reklamdan uzak \u015fekilde, bir\u00e7ok markan\u0131n orijinal hikayelerini bizatihi kahramanlar\u0131ndan dinlemenin ayr\u0131 bir \u00f6\u011fretici hazz\u0131 var. Ayn\u0131 zamanda derne\u011fin y\u00f6netim kurulu ba\u015fkanl\u0131\u011f\u0131n\u0131 da yapan Ey\u00fcp Sabri Tuncer\u2019in \u00fc\u00e7\u00fcnc\u00fc ku\u015fak temsilcisi Hasan Engin Tuncer\u2019in ifadesi ile kurucu dedelerinin \u2018\u015eirket k\u00e2r\u0131n\u0131n bir k\u0131sm\u0131n\u0131 \u00e7al\u0131\u015fanlara \u00f6deyin\u2019 talimat\u0131n\u0131 y\u00fczy\u0131ld\u0131r uygulad\u0131klar\u0131n\u0131 gururla ifade etmi\u015fti. <\/span>
<\/span>
Y\u00dcZYILLIK H\u0130KAYELER<\/strong><\/span>
<\/span>
Y\u00fczy\u0131ll\u0131k markalar asl\u0131nda bir\u00e7ok \u015feye tekab\u00fcl ediyor. Kayda de\u011fer olan; insan \u00f6mr\u00fcn\u00fc zorlayan bir zaman\u0131n ge\u00e7mi\u015f olmas\u0131 de\u011fil sadece. Bir ailenin uzun ve me\u015fakkatli hikayesi var arkas\u0131nda. Asl\u0131nda y\u00fczy\u0131ll\u0131k hikayeler var. Ama en \u00f6nemlisi; markay\u0131 in\u015fa eden ve ya\u015fatan s\u0131rlar\u0131 var. Kurucu ki\u015finin tavsiyeleri ve tabii ki tavsiyeyi dinleyen evlatlar\u0131 var. T\u00fcm hikaye asl\u0131nda bu d\u00f6ng\u00fc i\u00e7erisinde yer al\u0131yor, \u015firketi ya\u015fatarak ku\u015fkusuz. <\/span>
<\/span>
\u0130rili ufakl\u0131 ama bir as\u0131rd\u0131r ya\u015fayan bu markalar\u0131n esrar\u0131na bakt\u0131\u011f\u0131m\u0131zda, kurucu ki\u015finin zorluklar\u0131, zorluklar\u0131 nas\u0131l a\u015ft\u0131klar\u0131 ve b\u00fcy\u00fcd\u00fcklerinin hikayesini buluruz. Sonraki ku\u015fak temsilcilerinin ise kurucu ki\u015finin tavsiyelerine ne \u00f6l\u00e7\u00fcde sad\u0131k kald\u0131klar\u0131n\u0131 g\u00f6r\u00fcr\u00fcz. <\/span>
<\/span>
Aile ve \u015firket, de\u011ferleri birlikte ya\u015fad\u0131\u011f\u0131 m\u00fcddet\u00e7e marka ya\u015far, aksi durumda ya\u015fasa da ba\u015fka bir \u015feye d\u00f6n\u00fc\u015f\u00fcr, bunu biliriz.<\/span>
<\/span>
Y\u00fczy\u0131ll\u0131k markalar\u0131n i\u015fletme k\u00fclt\u00fcrleri ve de\u011ferleri \u0131\u015f\u0131\u011f\u0131nda her biri efsaneye d\u00f6n\u00fc\u015fm\u00fc\u015f \u2018y\u00fczy\u0131ll\u0131k hikayeler\u2019 var i\u015fin esas\u0131nda. <\/span>
<\/span>
Bunlar\u0131n t\u00fcm\u00fcne bakt\u0131\u011f\u0131m\u0131zda bir\u00e7ok ortak y\u00f6ne rastlar\u0131z. \u0130\u015fte bu markalar zaman\u0131n i\u00e7inden s\u00fcz\u00fcl\u00fcp gelen ve ya\u015fat\u0131lan bu de\u011ferlerle ayakta kal\u0131r. Bunlardan bir demet \u00e7\u0131karmak i\u015fin anla\u015f\u0131lmas\u0131 i\u00e7in yerinde olur.<\/span>
<\/span>
DE\u011eERLER MANZUMES\u0130<\/strong><\/span>
<\/span>
* Aile, i\u015fin \u00f6z\u00fcn\u00fc ve felsefesini olu\u015fturan ve devaml\u0131l\u0131\u011f\u0131n\u0131 sa\u011flayan en stratejik fakt\u00f6rd\u00fcr. <\/span>
<\/span>
* Gelenekle ba\u011f\u0131n\u0131 s\u00fcrd\u00fcrmek \u00f6nem ta\u015f\u0131r ve markan\u0131n miras\u0131 aile ve de\u011ferleri ile y\u00fcr\u00fcr.<\/span>
<\/span>
* G\u00fcven ve itibar en \u00f6nemli sermayedir, mutlaka korunmas\u0131 gerekir. <\/span>
<\/span>
* Gelecek vizyonu, ge\u00e7mi\u015fin deneyimi ve de\u011ferleri ile birlikte olu\u015fturulmal\u0131. <\/span>
<\/span>
* \u0130tibar y\u00f6netimi i\u015fin en \u00f6nemli noktas\u0131d\u0131r. \u0130tibar\u0131 y\u00f6netmek de adanm\u0131\u015fl\u0131k ister.<\/span>
<\/span>
* Hem gelenek\u00e7i hem de yenilik\u00e7i olmak m\u00fcmk\u00fcn ve bu markalar\u0131n ortak \u00f6zelli\u011fidir. <\/span>
<\/span>
* Marka, kurucu ailenin \u00e7ocu\u011fu gibi muamele g\u00f6rmeli. <\/span>
<\/span>
* Kendileri as\u0131rl\u0131k oldu\u011fu gibi tedarik\u00e7ileri veya m\u00fc\u015fterileri ile de k\u00f6kl\u00fc ili\u015fkiler geli\u015ftirirler ve s\u00fcrd\u00fcr\u00fcrler. <\/span>
<\/span>
* Markay\u0131 tehlikeye atabilecek hi\u00e7bir ili\u015fkiye olumlu bak\u0131lmaz. <\/span>
<\/span>
* Bu markalar aras\u0131nda sekt\u00f6r\u00fcne g\u00f6re \u00fclkenin \u2018k\u00fclt\u00fcr el\u00e7isi\u2019 misyonunu yerine getirenler de bulunur. <\/span>
<\/span>
* Alametifarika y\u00fczy\u0131ll\u0131k olmu\u015fsa toplum nezdinde de bir kar\u015f\u0131l\u0131\u011f\u0131 var demektir. <\/span>
<\/span>
* \u2018Her\u015fey kay\u0131tl\u0131 olacak, vergiler eksiksiz \u00f6denecek\u2019 t\u00fcr\u00fcnden devlete ve \u00e7al\u0131\u015fanlara kar\u015f\u0131 d\u00fcr\u00fcst bir tav\u0131r geli\u015ftirme esastand\u0131r.<\/span>
<\/span>
\u00dclke s\u0131n\u0131rlar\u0131n\u0131 a\u015farak ulusal ve uluslararas\u0131 d\u00fczeyde varl\u0131k g\u00f6steren y\u00fczy\u0131ll\u0131k bu kurumlar, rahmetli Haluk Dursun Hoca\u2019n\u0131n ifadesi ile asl\u0131nda onlar\u0131 var eden medeniyetin birer ta\u015f\u0131y\u0131c\u0131s\u0131 ve sembol\u00fc konumundad\u0131rlar. Hikayelere toplu olarak bak\u0131ld\u0131\u011f\u0131nda ise tecr\u00fcbe edilmi\u015f bir \u2018de\u011ferler manzumesi\u2019 g\u00f6r\u00fcr\u00fcz. Asl\u0131nda en \u00f6nemli kazan\u0131m da budur ve bunlar\u0131n ya\u015fat\u0131larak muhafazas\u0131d\u0131r. Bu kurulu\u015flarda de\u011ferlerin ortaya \u00e7\u0131kmas\u0131n\u0131n ana sebebi ise aile b\u00fcy\u00fcklerinin ve onlar\u0131n olu\u015fturdu\u011fu de\u011ferlerdir. Bunlar da yeni aile \u015firketleri i\u00e7in birer ilham kayna\u011f\u0131d\u0131rlar.<\/span><\/p> \t\t\t\t","slug":"yuzyillik-markalar-ve-aile-boyutu","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Y\u00fczy\u0131ll\u0131k markalar ve aile boyutu","meta_description":"PROF. DR. AHMET EMRE B\u0130LG\u0130L\u0130","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"view_count":1139,"cropped_1200x675":null,"user":{"id":5,"name":"AHMET EMRE","surname":"B\u0130LG\u0130L\u0130","email":"mcetiner@menemencioglu.net","slug":"prof-dr-ahmet-emre-bilgili","avatar":"\/front\/uploads\/avatar\/173369160076ryfup3NGA3Op4.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-09-15T09:39:41.000000Z","updated_at":"2024-12-18T10:21:44.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":32674,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":32575,"locale":"tr","category_id":73,"title":"Y\u00fczy\u0131ll\u0131k markalar ve aile boyutu","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

PROF. DR. AHMET EMRE B\u0130LG\u0130L\u0130<\/strong><\/span><\/p>

Kendisi de ticari bir kurulu\u015ftan \u00f6te kamu yarar\u0131na \u00e7al\u0131\u015fan bir kurum olan ve y\u00fczy\u0131ll\u0131k markalar ailesinden say\u0131lan T\u00fcrkiye Turing ve Otomobil Kurumu, Y\u00fczy\u0131ll\u0131k Markalar Derne\u011fi ile ortak bir etkinlik s\u00fcreci ba\u015flatt\u0131. Turing \u0130stanbul merkezinde yap\u0131lan \u2018Y\u00fczy\u0131ll\u0131k Marka Sohbetleri\u2019 konferans dizisinde \u00c2sude Alkayl\u0131 moderat\u00f6rl\u00fc\u011f\u00fcnde reklamdan uzak \u015fekilde, bir\u00e7ok markan\u0131n orijinal hikayelerini bizatihi kahramanlar\u0131ndan dinlemenin ayr\u0131 bir \u00f6\u011fretici hazz\u0131 var. Ayn\u0131 zamanda derne\u011fin y\u00f6netim kurulu ba\u015fkanl\u0131\u011f\u0131n\u0131 da yapan Ey\u00fcp Sabri Tuncer\u2019in \u00fc\u00e7\u00fcnc\u00fc ku\u015fak temsilcisi Hasan Engin Tuncer\u2019in ifadesi ile kurucu dedelerinin \u2018\u015eirket k\u00e2r\u0131n\u0131n bir k\u0131sm\u0131n\u0131 \u00e7al\u0131\u015fanlara \u00f6deyin\u2019 talimat\u0131n\u0131 y\u00fczy\u0131ld\u0131r uygulad\u0131klar\u0131n\u0131 gururla ifade etmi\u015fti. <\/span>
<\/span>
Y\u00dcZYILLIK H\u0130KAYELER<\/strong><\/span>
<\/span>
Y\u00fczy\u0131ll\u0131k markalar asl\u0131nda bir\u00e7ok \u015feye tekab\u00fcl ediyor. Kayda de\u011fer olan; insan \u00f6mr\u00fcn\u00fc zorlayan bir zaman\u0131n ge\u00e7mi\u015f olmas\u0131 de\u011fil sadece. Bir ailenin uzun ve me\u015fakkatli hikayesi var arkas\u0131nda. Asl\u0131nda y\u00fczy\u0131ll\u0131k hikayeler var. Ama en \u00f6nemlisi; markay\u0131 in\u015fa eden ve ya\u015fatan s\u0131rlar\u0131 var. Kurucu ki\u015finin tavsiyeleri ve tabii ki tavsiyeyi dinleyen evlatlar\u0131 var. T\u00fcm hikaye asl\u0131nda bu d\u00f6ng\u00fc i\u00e7erisinde yer al\u0131yor, \u015firketi ya\u015fatarak ku\u015fkusuz. <\/span>
<\/span>
\u0130rili ufakl\u0131 ama bir as\u0131rd\u0131r ya\u015fayan bu markalar\u0131n esrar\u0131na bakt\u0131\u011f\u0131m\u0131zda, kurucu ki\u015finin zorluklar\u0131, zorluklar\u0131 nas\u0131l a\u015ft\u0131klar\u0131 ve b\u00fcy\u00fcd\u00fcklerinin hikayesini buluruz. Sonraki ku\u015fak temsilcilerinin ise kurucu ki\u015finin tavsiyelerine ne \u00f6l\u00e7\u00fcde sad\u0131k kald\u0131klar\u0131n\u0131 g\u00f6r\u00fcr\u00fcz. <\/span>
<\/span>
Aile ve \u015firket, de\u011ferleri birlikte ya\u015fad\u0131\u011f\u0131 m\u00fcddet\u00e7e marka ya\u015far, aksi durumda ya\u015fasa da ba\u015fka bir \u015feye d\u00f6n\u00fc\u015f\u00fcr, bunu biliriz.<\/span>
<\/span>
Y\u00fczy\u0131ll\u0131k markalar\u0131n i\u015fletme k\u00fclt\u00fcrleri ve de\u011ferleri \u0131\u015f\u0131\u011f\u0131nda her biri efsaneye d\u00f6n\u00fc\u015fm\u00fc\u015f \u2018y\u00fczy\u0131ll\u0131k hikayeler\u2019 var i\u015fin esas\u0131nda. <\/span>
<\/span>
Bunlar\u0131n t\u00fcm\u00fcne bakt\u0131\u011f\u0131m\u0131zda bir\u00e7ok ortak y\u00f6ne rastlar\u0131z. \u0130\u015fte bu markalar zaman\u0131n i\u00e7inden s\u00fcz\u00fcl\u00fcp gelen ve ya\u015fat\u0131lan bu de\u011ferlerle ayakta kal\u0131r. Bunlardan bir demet \u00e7\u0131karmak i\u015fin anla\u015f\u0131lmas\u0131 i\u00e7in yerinde olur.<\/span>
<\/span>
DE\u011eERLER MANZUMES\u0130<\/strong><\/span>
<\/span>
* Aile, i\u015fin \u00f6z\u00fcn\u00fc ve felsefesini olu\u015fturan ve devaml\u0131l\u0131\u011f\u0131n\u0131 sa\u011flayan en stratejik fakt\u00f6rd\u00fcr. <\/span>
<\/span>
* Gelenekle ba\u011f\u0131n\u0131 s\u00fcrd\u00fcrmek \u00f6nem ta\u015f\u0131r ve markan\u0131n miras\u0131 aile ve de\u011ferleri ile y\u00fcr\u00fcr.<\/span>
<\/span>
* G\u00fcven ve itibar en \u00f6nemli sermayedir, mutlaka korunmas\u0131 gerekir. <\/span>
<\/span>
* Gelecek vizyonu, ge\u00e7mi\u015fin deneyimi ve de\u011ferleri ile birlikte olu\u015fturulmal\u0131. <\/span>
<\/span>
* \u0130tibar y\u00f6netimi i\u015fin en \u00f6nemli noktas\u0131d\u0131r. \u0130tibar\u0131 y\u00f6netmek de adanm\u0131\u015fl\u0131k ister.<\/span>
<\/span>
* Hem gelenek\u00e7i hem de yenilik\u00e7i olmak m\u00fcmk\u00fcn ve bu markalar\u0131n ortak \u00f6zelli\u011fidir. <\/span>
<\/span>
* Marka, kurucu ailenin \u00e7ocu\u011fu gibi muamele g\u00f6rmeli. <\/span>
<\/span>
* Kendileri as\u0131rl\u0131k oldu\u011fu gibi tedarik\u00e7ileri veya m\u00fc\u015fterileri ile de k\u00f6kl\u00fc ili\u015fkiler geli\u015ftirirler ve s\u00fcrd\u00fcr\u00fcrler. <\/span>
<\/span>
* Markay\u0131 tehlikeye atabilecek hi\u00e7bir ili\u015fkiye olumlu bak\u0131lmaz. <\/span>
<\/span>
* Bu markalar aras\u0131nda sekt\u00f6r\u00fcne g\u00f6re \u00fclkenin \u2018k\u00fclt\u00fcr el\u00e7isi\u2019 misyonunu yerine getirenler de bulunur. <\/span>
<\/span>
* Alametifarika y\u00fczy\u0131ll\u0131k olmu\u015fsa toplum nezdinde de bir kar\u015f\u0131l\u0131\u011f\u0131 var demektir. <\/span>
<\/span>
* \u2018Her\u015fey kay\u0131tl\u0131 olacak, vergiler eksiksiz \u00f6denecek\u2019 t\u00fcr\u00fcnden devlete ve \u00e7al\u0131\u015fanlara kar\u015f\u0131 d\u00fcr\u00fcst bir tav\u0131r geli\u015ftirme esastand\u0131r.<\/span>
<\/span>
\u00dclke s\u0131n\u0131rlar\u0131n\u0131 a\u015farak ulusal ve uluslararas\u0131 d\u00fczeyde varl\u0131k g\u00f6steren y\u00fczy\u0131ll\u0131k bu kurumlar, rahmetli Haluk Dursun Hoca\u2019n\u0131n ifadesi ile asl\u0131nda onlar\u0131 var eden medeniyetin birer ta\u015f\u0131y\u0131c\u0131s\u0131 ve sembol\u00fc konumundad\u0131rlar. Hikayelere toplu olarak bak\u0131ld\u0131\u011f\u0131nda ise tecr\u00fcbe edilmi\u015f bir \u2018de\u011ferler manzumesi\u2019 g\u00f6r\u00fcr\u00fcz. Asl\u0131nda en \u00f6nemli kazan\u0131m da budur ve bunlar\u0131n ya\u015fat\u0131larak muhafazas\u0131d\u0131r. Bu kurulu\u015flarda de\u011ferlerin ortaya \u00e7\u0131kmas\u0131n\u0131n ana sebebi ise aile b\u00fcy\u00fcklerinin ve onlar\u0131n olu\u015fturdu\u011fu de\u011ferlerdir. Bunlar da yeni aile \u015firketleri i\u00e7in birer ilham kayna\u011f\u0131d\u0131rlar.<\/span><\/p> \t\t\t\t","slug":"yuzyillik-markalar-ve-aile-boyutu","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":"Y\u00fczy\u0131ll\u0131k markalar ve aile boyutu","meta_description":"PROF. DR. AHMET EMRE B\u0130LG\u0130L\u0130","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1139,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}