{"status":true,"post":{"id":15209,"user_id":25,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-21 09:55:02","created_at":"2016-11-22T21:00:00.000000Z","updated_at":"2022-10-21T06:55:02.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":15209,"is_featured":0,"title":"Gelecek \u2018k\u00fc\u00e7\u00fck inovasyon\u2019larda","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><span class=\"large\">\u0130novasyon neden bu kadar \u00f6nemli hale geldi? Ve neden ciddi yat\u0131r\u0131mlar\u0131n yap\u0131ld\u0131\u011f\u0131 bir alan oldu?<\/span><\/p>  <p><span class=\"large\">Sorunun cevab\u0131n\u0131n birden fazla fakt\u00f6re ba\u011fl\u0131 oldu\u011funu s\u00f6yleyebiliriz. Ama as\u0131l cevap, son 15 y\u0131l\u0131n i\u00e7inde gizli.<\/span><\/p>  <p><span class=\"large\">Son 15 y\u0131l\u0131n b\u00fcy\u00fck inovasyonu olan \u2018internet,\u2019 b\u00fct\u00fcn d\u00fcnyay\u0131 \u015feffafla\u015ft\u0131r\u0131rken firmalar\u0131 bir anda ac\u0131mas\u0131z rekabetin i\u00e7ine itiverdi. Dayanma g\u00fcc\u00fc olmayanlar bu y\u00fcksek rekabetin i\u00e7inde elenmeye devam ediyor. \u0130nternete ba\u011fl\u0131 olarak piyasalarda ileri d\u00fczeyde \u2018de\u011fi\u015fim beklentisi\u2019 olu\u015fmaya ba\u015flad\u0131. <\/span><\/p>  <p><span class=\"large\"><strong>M\u0130LL\u0130 GEL\u0130R\u0130N Y\u00dcZDE 3\u2019\u00dc AR-GE\u2019YE<\/strong><\/span><\/p>  <p><span class=\"large\">\u0130novasyonun \u00f6nemli hale gelmesini; <\/span><\/p>  <ul>   <li><span class=\"large\">M\u00fc\u015fterinin bilgilenmesine<\/span><\/li>   <li><span class=\"large\">\u00dcr\u00fcn \u00f6mr\u00fcnde azalmalara<\/span><\/li>   <li><span class=\"large\">Hizmette y\u00fcksek beklentiye<\/span><\/li>   <li><span class=\"large\">\u00dcr\u00fcn ve hizmete olan sadakatin d\u00fc\u015fmesine<\/span><\/li>   <li><span class=\"large\">Markalara olan d\u00fc\u015fk\u00fcnl\u00fc\u011f\u00fcn azalmas\u0131na ba\u011flayabiliriz.<\/span><\/li>  <\/ul>  <p><span class=\"large\">\u00d6zellikle son 15 y\u0131lda bilgi ve ileti\u015fim teknolojilerinin h\u0131z kazanmas\u0131, uluslararas\u0131 ticaret a\u011flar\u0131n\u0131n \u00f6nce geli\u015fmesi, sonra sanal ticarete d\u00f6n\u00fc\u015fmesi ile birlikte ekonomiler uluslararas\u0131 arenada daha fazla s\u00f6z sahibi olabilmek a\u00e7\u0131s\u0131ndan inovasyona daha fazla yat\u0131r\u0131m yapma yoluna gitmek durumunda kald\u0131. \u0130lerlemi\u015f \u00fclkeler gayri safi yurti\u00e7i has\u0131lalar\u0131ndan y\u00fczde \u00fc\u00e7e yak\u0131n bir miktar\u0131 Ar-Ge ve inovasyona ay\u0131r\u0131yor. <\/span><\/p>  <p><span class=\"large\"><strong>REKABETTE EN ETK\u0130L\u0130 ENSTR\u00dcMAN<\/strong><\/span><\/p>  <p><span class=\"large\">Birincisi k\u00fc\u00e7\u00fck, yani art\u0131msal inovasyonlar. K\u00fc\u00e7\u00fck inovasyonlar, yap\u0131lan inovasyonlar\u0131n neredeyse y\u00fczde 99\u2019undan fazlas\u0131n\u0131 te\u015fkil eder. Yapmas\u0131 daha kolayd\u0131r ve rekabet g\u00fcc\u00fcn\u00fc art\u0131rmada \u00f6nemli bir enstr\u00fcmand\u0131r.<\/span><\/p>  <p><span class=\"large\">\u0130kincisi ise b\u00fcy\u00fck, yani \u00e7arp\u0131c\u0131 veya radikal inovasyonlar. B\u00fcy\u00fck inovasyonlar d\u00fcnyada \u00e7ok az ki\u015fiye ve\/veya kuruma nasip olmu\u015ftur. Mesela internet, jet motorlar\u0131, transistorlar b\u00fcy\u00fck inovasyonlar grubuna girer. B\u00fcy\u00fck inovasyon yapmak hem kolay de\u011fil hem de ciddi yan\u0131lma maliyetlerini kar\u015f\u0131lamay\u0131 gerektirir. <\/span><\/p>  <p><span class=\"large\">Firmalar\u0131m\u0131z yapt\u0131klar\u0131 i\u015fte k\u00fc\u00e7\u00fck k\u00fc\u00e7\u00fck yenilik, de\u011fi\u015fim ve farkl\u0131l\u0131klara odaklanmak suretiyle kendi piyasalar\u0131nda \u00e7arp\u0131c\u0131 etkiler olu\u015fturabilir. K\u00fc\u00e7\u00fck inovasyonlar\u0131n firma geneti\u011finde olu\u015fturdu\u011fu uzun s\u00fcreli etkilerin b\u00fct\u00fcn firmay\u0131 itekleyici motivasyonlara sebep oldu\u011fu biliniyor.<\/span><\/p>  <p><span class=\"large\">Kamu olarak da k\u00fc\u00e7\u00fck inovasyonlar yap\u0131lmas\u0131n\u0131 destekleyici stratejik politikalar <\/span><br><span class=\"large\"> geli\u015ftirmeliyiz.<\/span><\/p>  <p><span class=\"large\"><strong>K\u00dc\u00c7\u00dcK \u0130NOVASYONLARA HANG\u0130 YOLLARDAN G\u0130D\u0130L\u0130R?<\/strong><\/span><\/p>  <ul>   <li><span class=\"large\">Bir \u00fcr\u00fcn ve\/veya hizmeti renk olarak farkl\u0131la\u015ft\u0131rabilirsiniz. \u00d6rne\u011fin ING Bank sadece kurumsal renginden \u00f6t\u00fcr\u00fc d\u00fcnyada en fazla bilinen ikinci bankad\u0131r.<\/span><\/li>   <li><span class=\"large\">Sunum dilinde \u015fa\u015f\u0131rt\u0131c\u0131 \u00f6\u011feler kullan\u0131rs\u0131n\u0131z. Toyota kap\u0131 kapanma sesi \u00fczerine uzun s\u00fcre \u00e7al\u0131\u015ft\u0131 ve sonunda ba\u011f\u0131ml\u0131l\u0131k olu\u015fturan \u015fu anki kap\u0131 sesini \u00fcretti. Toyota\u2019n\u0131n kap\u0131 kapanma sesi patentlidir. Ayn\u0131 \u015fey Starbucks\u2019ta da kahve pi\u015firme sesi \u00fczerine yap\u0131ld\u0131. Baristalar\u0131n \u00fcretti\u011fi kahve pi\u015firme sesi patentlendi.<\/span><\/li>   <li><span class=\"large\">\u00dcr\u00fcn ve\/veya hizmetinizin bir y\u00f6n\u00fcn\u00fc daha da g\u00fc\u00e7lendirerek m\u00fc\u015fteride fark\u0131ndal\u0131k olu\u015fturman\u0131z m\u00fcmk\u00fcn. Dominos Pizza yar\u0131m saatte teslim slogan\u0131yla marka olan firmalardan biri. Benzer \u015fekilde Fedex, 24 saatte teslim slogan\u0131yla m\u00fc\u015fterilerinin zihninde rakiplerinden daha da \u00e7arp\u0131c\u0131 etki kurabildi.<\/span><\/li>   <li><span class=\"large\">Markala\u015fmada belli bir segmentasyonu hedef almak farkl\u0131la\u015fma yollar\u0131ndan biri. Segmentasyonda C grubunu hedefleyen B\u0130M marketleri, \u00fcr\u00fcn say\u0131s\u0131n\u0131 \u00e7ok s\u0131n\u0131rl\u0131 tutmak suretiyle di\u011fer marketlerin \u00f6n\u00fcne ge\u00e7meyi ba\u015fard\u0131. Market as\u0131l \u00e7arp\u0131c\u0131 etkisini hizmet sunumunda de\u011fil, kendi markas\u0131yla \u00fcrettirdi\u011fi \u00fcr\u00fcnler \u00fczerinden sa\u011flad\u0131.<\/span><\/li>   <li><span class=\"large\">M\u00fc\u015fteriye kademeli uygun fiyat politikas\u0131 uygulanabilir. \u00dclkemizde erken rezervasyonu ilk uygulayan firma \u00f6zelli\u011fine sahip Pegasus Havayollar\u0131\u2019n\u0131n b\u00fcy\u00fcme s\u00fcreci parmak \u0131s\u0131rt\u0131yor. Firman\u0131n hedef m\u00fc\u015fterileri y\u00fcksek fiyattan \u00f6t\u00fcr\u00fc hava yollar\u0131n\u0131 kullanamayan otob\u00fcs yolcular\u0131. Pegasus\u2019un takip etti\u011fi Ryanair Havayollar\u0131 ise bir s\u00fcreden beri ayakta yolcu al\u0131yor. Amac\u0131 fiyat konusunda m\u00fc\u015fterisini \u015fa\u015f\u0131rtacak kadar d\u00fc\u015f\u00fck seviyelere inmek.<\/span><\/li>   <li><span class=\"large\">Derin iskontolu i\u015f modeli. Mod\u00fcler sat\u0131\u015f mant\u0131\u011f\u0131n\u0131 i\u00e7eren modele \u00f6rnek, son y\u0131llarda araba markalar\u0131n\u0131n b\u00fcy\u00fck k\u0131sm\u0131n\u0131n yapt\u0131\u011f\u0131 \u015fekliyle \u00fcr\u00fcn \u00f6zelliklerinden b\u00fcy\u00fck k\u0131sm\u0131n\u0131n ana \u00fcr\u00fcnden elenmesi ve m\u00fc\u015fterinin iste\u011fine g\u00f6re ilave edilmesidir.<\/span><\/li>  <\/ul>  \t\t\t\t","slug":"gelecek-kucuk-inovasyonlarda","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Gelecek \u2018k\u00fc\u00e7\u00fck inovasyon\u2019larda","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":1127,"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":15308,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":15209,"locale":"tr","category_id":73,"title":"Gelecek \u2018k\u00fc\u00e7\u00fck inovasyon\u2019larda","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><span class=\"large\">\u0130novasyon neden bu kadar \u00f6nemli hale geldi? Ve neden ciddi yat\u0131r\u0131mlar\u0131n yap\u0131ld\u0131\u011f\u0131 bir alan oldu?<\/span><\/p>  <p><span class=\"large\">Sorunun cevab\u0131n\u0131n birden fazla fakt\u00f6re ba\u011fl\u0131 oldu\u011funu s\u00f6yleyebiliriz. Ama as\u0131l cevap, son 15 y\u0131l\u0131n i\u00e7inde gizli.<\/span><\/p>  <p><span class=\"large\">Son 15 y\u0131l\u0131n b\u00fcy\u00fck inovasyonu olan \u2018internet,\u2019 b\u00fct\u00fcn d\u00fcnyay\u0131 \u015feffafla\u015ft\u0131r\u0131rken firmalar\u0131 bir anda ac\u0131mas\u0131z rekabetin i\u00e7ine itiverdi. Dayanma g\u00fcc\u00fc olmayanlar bu y\u00fcksek rekabetin i\u00e7inde elenmeye devam ediyor. \u0130nternete ba\u011fl\u0131 olarak piyasalarda ileri d\u00fczeyde \u2018de\u011fi\u015fim beklentisi\u2019 olu\u015fmaya ba\u015flad\u0131. <\/span><\/p>  <p><span class=\"large\"><strong>M\u0130LL\u0130 GEL\u0130R\u0130N Y\u00dcZDE 3\u2019\u00dc AR-GE\u2019YE<\/strong><\/span><\/p>  <p><span class=\"large\">\u0130novasyonun \u00f6nemli hale gelmesini; <\/span><\/p>  <ul>   <li><span class=\"large\">M\u00fc\u015fterinin bilgilenmesine<\/span><\/li>   <li><span class=\"large\">\u00dcr\u00fcn \u00f6mr\u00fcnde azalmalara<\/span><\/li>   <li><span class=\"large\">Hizmette y\u00fcksek beklentiye<\/span><\/li>   <li><span class=\"large\">\u00dcr\u00fcn ve hizmete olan sadakatin d\u00fc\u015fmesine<\/span><\/li>   <li><span class=\"large\">Markalara olan d\u00fc\u015fk\u00fcnl\u00fc\u011f\u00fcn azalmas\u0131na ba\u011flayabiliriz.<\/span><\/li>  <\/ul>  <p><span class=\"large\">\u00d6zellikle son 15 y\u0131lda bilgi ve ileti\u015fim teknolojilerinin h\u0131z kazanmas\u0131, uluslararas\u0131 ticaret a\u011flar\u0131n\u0131n \u00f6nce geli\u015fmesi, sonra sanal ticarete d\u00f6n\u00fc\u015fmesi ile birlikte ekonomiler uluslararas\u0131 arenada daha fazla s\u00f6z sahibi olabilmek a\u00e7\u0131s\u0131ndan inovasyona daha fazla yat\u0131r\u0131m yapma yoluna gitmek durumunda kald\u0131. \u0130lerlemi\u015f \u00fclkeler gayri safi yurti\u00e7i has\u0131lalar\u0131ndan y\u00fczde \u00fc\u00e7e yak\u0131n bir miktar\u0131 Ar-Ge ve inovasyona ay\u0131r\u0131yor. <\/span><\/p>  <p><span class=\"large\"><strong>REKABETTE EN ETK\u0130L\u0130 ENSTR\u00dcMAN<\/strong><\/span><\/p>  <p><span class=\"large\">Birincisi k\u00fc\u00e7\u00fck, yani art\u0131msal inovasyonlar. K\u00fc\u00e7\u00fck inovasyonlar, yap\u0131lan inovasyonlar\u0131n neredeyse y\u00fczde 99\u2019undan fazlas\u0131n\u0131 te\u015fkil eder. Yapmas\u0131 daha kolayd\u0131r ve rekabet g\u00fcc\u00fcn\u00fc art\u0131rmada \u00f6nemli bir enstr\u00fcmand\u0131r.<\/span><\/p>  <p><span class=\"large\">\u0130kincisi ise b\u00fcy\u00fck, yani \u00e7arp\u0131c\u0131 veya radikal inovasyonlar. B\u00fcy\u00fck inovasyonlar d\u00fcnyada \u00e7ok az ki\u015fiye ve\/veya kuruma nasip olmu\u015ftur. Mesela internet, jet motorlar\u0131, transistorlar b\u00fcy\u00fck inovasyonlar grubuna girer. B\u00fcy\u00fck inovasyon yapmak hem kolay de\u011fil hem de ciddi yan\u0131lma maliyetlerini kar\u015f\u0131lamay\u0131 gerektirir. <\/span><\/p>  <p><span class=\"large\">Firmalar\u0131m\u0131z yapt\u0131klar\u0131 i\u015fte k\u00fc\u00e7\u00fck k\u00fc\u00e7\u00fck yenilik, de\u011fi\u015fim ve farkl\u0131l\u0131klara odaklanmak suretiyle kendi piyasalar\u0131nda \u00e7arp\u0131c\u0131 etkiler olu\u015fturabilir. K\u00fc\u00e7\u00fck inovasyonlar\u0131n firma geneti\u011finde olu\u015fturdu\u011fu uzun s\u00fcreli etkilerin b\u00fct\u00fcn firmay\u0131 itekleyici motivasyonlara sebep oldu\u011fu biliniyor.<\/span><\/p>  <p><span class=\"large\">Kamu olarak da k\u00fc\u00e7\u00fck inovasyonlar yap\u0131lmas\u0131n\u0131 destekleyici stratejik politikalar <\/span><br><span class=\"large\"> geli\u015ftirmeliyiz.<\/span><\/p>  <p><span class=\"large\"><strong>K\u00dc\u00c7\u00dcK \u0130NOVASYONLARA HANG\u0130 YOLLARDAN G\u0130D\u0130L\u0130R?<\/strong><\/span><\/p>  <ul>   <li><span class=\"large\">Bir \u00fcr\u00fcn ve\/veya hizmeti renk olarak farkl\u0131la\u015ft\u0131rabilirsiniz. \u00d6rne\u011fin ING Bank sadece kurumsal renginden \u00f6t\u00fcr\u00fc d\u00fcnyada en fazla bilinen ikinci bankad\u0131r.<\/span><\/li>   <li><span class=\"large\">Sunum dilinde \u015fa\u015f\u0131rt\u0131c\u0131 \u00f6\u011feler kullan\u0131rs\u0131n\u0131z. Toyota kap\u0131 kapanma sesi \u00fczerine uzun s\u00fcre \u00e7al\u0131\u015ft\u0131 ve sonunda ba\u011f\u0131ml\u0131l\u0131k olu\u015fturan \u015fu anki kap\u0131 sesini \u00fcretti. Toyota\u2019n\u0131n kap\u0131 kapanma sesi patentlidir. Ayn\u0131 \u015fey Starbucks\u2019ta da kahve pi\u015firme sesi \u00fczerine yap\u0131ld\u0131. Baristalar\u0131n \u00fcretti\u011fi kahve pi\u015firme sesi patentlendi.<\/span><\/li>   <li><span class=\"large\">\u00dcr\u00fcn ve\/veya hizmetinizin bir y\u00f6n\u00fcn\u00fc daha da g\u00fc\u00e7lendirerek m\u00fc\u015fteride fark\u0131ndal\u0131k olu\u015fturman\u0131z m\u00fcmk\u00fcn. Dominos Pizza yar\u0131m saatte teslim slogan\u0131yla marka olan firmalardan biri. Benzer \u015fekilde Fedex, 24 saatte teslim slogan\u0131yla m\u00fc\u015fterilerinin zihninde rakiplerinden daha da \u00e7arp\u0131c\u0131 etki kurabildi.<\/span><\/li>   <li><span class=\"large\">Markala\u015fmada belli bir segmentasyonu hedef almak farkl\u0131la\u015fma yollar\u0131ndan biri. Segmentasyonda C grubunu hedefleyen B\u0130M marketleri, \u00fcr\u00fcn say\u0131s\u0131n\u0131 \u00e7ok s\u0131n\u0131rl\u0131 tutmak suretiyle di\u011fer marketlerin \u00f6n\u00fcne ge\u00e7meyi ba\u015fard\u0131. Market as\u0131l \u00e7arp\u0131c\u0131 etkisini hizmet sunumunda de\u011fil, kendi markas\u0131yla \u00fcrettirdi\u011fi \u00fcr\u00fcnler \u00fczerinden sa\u011flad\u0131.<\/span><\/li>   <li><span class=\"large\">M\u00fc\u015fteriye kademeli uygun fiyat politikas\u0131 uygulanabilir. \u00dclkemizde erken rezervasyonu ilk uygulayan firma \u00f6zelli\u011fine sahip Pegasus Havayollar\u0131\u2019n\u0131n b\u00fcy\u00fcme s\u00fcreci parmak \u0131s\u0131rt\u0131yor. Firman\u0131n hedef m\u00fc\u015fterileri y\u00fcksek fiyattan \u00f6t\u00fcr\u00fc hava yollar\u0131n\u0131 kullanamayan otob\u00fcs yolcular\u0131. Pegasus\u2019un takip etti\u011fi Ryanair Havayollar\u0131 ise bir s\u00fcreden beri ayakta yolcu al\u0131yor. Amac\u0131 fiyat konusunda m\u00fc\u015fterisini \u015fa\u015f\u0131rtacak kadar d\u00fc\u015f\u00fck seviyelere inmek.<\/span><\/li>   <li><span class=\"large\">Derin iskontolu i\u015f modeli. Mod\u00fcler sat\u0131\u015f mant\u0131\u011f\u0131n\u0131 i\u00e7eren modele \u00f6rnek, son y\u0131llarda araba markalar\u0131n\u0131n b\u00fcy\u00fck k\u0131sm\u0131n\u0131n yapt\u0131\u011f\u0131 \u015fekliyle \u00fcr\u00fcn \u00f6zelliklerinden b\u00fcy\u00fck k\u0131sm\u0131n\u0131n ana \u00fcr\u00fcnden elenmesi ve m\u00fc\u015fterinin iste\u011fine g\u00f6re ilave edilmesidir.<\/span><\/li>  <\/ul>  \t\t\t\t","slug":"gelecek-kucuk-inovasyonlarda","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":"Gelecek \u2018k\u00fc\u00e7\u00fck inovasyon\u2019larda","meta_description":"Salih Keskin","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1127,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}