INNOVATION AND SUSTAINABILITY IN INTERNATIONAL MARKETS:   EVALUATION AT X CERAMIC COMPANY

Serpil Dural; Habibe Yelda Şener; Ercan Taşkın

Makale detayları

INNOVATION AND SUSTAINABILITY IN INTERNATIONAL MARKETS: EVALUATION AT X CERAMIC COMPANY

Yazarlar:

Serpil Dural | Habibe Yelda Şener | Ercan Taşkın

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

İşletme Bilimi Dergisi Vol.11 Issue 2, pp.113-131

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001289662

pISSN:

2148-0737

Anahtar kelimeler:

Özet:

 Aim: Businesses create value through RD activities, improve their marketing activities and turn to sustainable innovation to prevent the negative impacts of these activities on future generations. The value derived from sustainable innovation is sustainable development and marketing strategies for this development should be pursued. The purpose of the research; to determine the innovation-oriented strategic marketing objectives and tools of the international firm in the Kütahya ceramic industry, its sustainability value propositions, its internal and external factors affecting sustainable innovation, and how it is classified in terms of innovation characteristics. Method :Qualitative design was used in the research and judgmental sampling was used. In the research; firstly, primary data was collected through face-to-face interviews with the senior managers of the company, and then multiple data sources were utilized by analyzing internal records and secondary data, especially corporate web pages. Findings: In the research findings, the firm sees sustainable innovation as an investment; has different innovation-oriented strategic marketing objectives in different markets; that all internal and external factors are effective in the development of sustainable innovation; it has been determined that it can be classified in the system building stage, which aims at social change in terms of sustainable innovation features. Results: The result of the research conducted in the ceramic industry supports the literature.

 Aim: Businesses create value through RD activities, improve their marketing activities and turn to sustainable innovation to prevent the negative impacts of these activities on future generations. The value derived from sustainable innovation is sustainable development and marketing strategies for this development should be pursued. The purpose of the research; to determine the innovation-oriented strategic marketing objectives and tools of the international firm in the Kütahya ceramic industry, its sustainability value propositions, its internal and external factors affecting sustainable innovation, and how it is classified in terms of innovation characteristics. Method :Qualitative design was used in the research and judgmental sampling was used. In the research; firstly, primary data was collected through face-to-face interviews with the senior managers of the company, and then multiple data sources were utilized by analyzing internal records and secondary data, especially corporate web pages. Findings: In the research findings, the firm sees sustainable innovation as an investment; has different innovation-oriented strategic marketing objectives in different markets; that all internal and external factors are effective in the development of sustainable innovation; it has been determined that it can be classified in the system building stage, which aims at social change in terms of sustainable innovation features. Results: The result of the research conducted in the ceramic industry supports the literature.

 Aim: Businesses create value through RD activities, improve their marketing activities and turn to sustainable innovation to prevent the negative impacts of these activities on future generations. The value derived from sustainable innovation is sustainable development and marketing strategies for this development should be pursued. The purpose of the research; to determine the innovation-oriented strategic marketing objectives and tools of the international firm in the Kütahya ceramic industry, its sustainability value propositions, its internal and external factors affecting sustainable innovation, and how it is classified in terms of innovation characteristics. Method :Qualitative design was used in the research and judgmental sampling was used. In the research; firstly, primary data was collected through face-to-face interviews with the senior managers of the company, and then multiple data sources were utilized by analyzing internal records and secondary data, especially corporate web pages. Findings: In the research findings, the firm sees sustainable innovation as an investment; has different innovation-oriented strategic marketing objectives in different markets; that all internal and external factors are effective in the development of sustainable innovation; it has been determined that it can be classified in the system building stage, which aims at social change in terms of sustainable innovation features. Results: The result of the research conducted in the ceramic industry supports the literature.

 Amaç: İşletmeler, Ar-ge odaklı değer yaratan pazarlama faaliyetlerinin gelecek kuşaklar üzerinde olumsuz etkilerini önlemek için sürdürülebilir inovasyona yönelmektedir. Sürdürülebilir inovasyondan sağlanan değer, sürdürülebilir gelişmedir ve bu gelişmeye yönelik pazarlama stratejileri izlenmelidir. Araştırmanın amacı; Kütahya seramik sektöründeki uluslararası firmanın inovasyon odaklı stratejik pazarlama hedefleri ve araçlarını, sürdürülebilirlik değer önerilerini, bünyesi içindeki ve dışındaki sürdürülebilir inovasyona etki eden faktörleri ile inovasyon özellikleri bakımından nasıl sınıflandırıldığını belirmektir. Yöntem: Araştırmada nitel tasarımdan yararlanılmış ve yargısal örnekleme kullanılmıştır. Araştırmada; öncelikle firmanın üst düzey yöneticileri ile yüz yüze görüşmelerden birincil veriler toplanmış, sonrasında kurumsal web sayfaları başta olmak üzere firma içi kayıtlar ve ikincil verilerin analiziyle çoklu veri kaynaklarından yararlanılmıştır. Bulgular: Araştırma bulgularında, firmanın sürdürülebilir inovasyonu bir yatırım olarak gördüğü; farklı pazarlarda farklı inovasyon odaklı stratejik pazarlama hedeflerine sahip olduğu; sürdürülebilir inovasyonunun gelişiminde, tüm iç ve dış faktörlerin etkili olduğu; sürdürülebilir inovasyon özellikleri bakımından toplumsal değişimi hedefleyen sistem kurma aşamasında sınıflandırılabileceği belirlenmiştir. Sonuç: Seramik sektöründe yapılan araştırmanın sonucu, literatürü destekler niteliktedir.

Makale detayları

INNOVATION AND SUSTAINABILITY IN INTERNATIONAL MARKETS: EVALUATION AT X CERAMIC COMPANY

Yazarlar:

Serpil Dural | Habibe Yelda Şener | Ercan Taşkın

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

İşletme Bilimi Dergisi Vol.11 Issue 2, pp.113-131

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001289662

pISSN:

2148-0737

Sustainable Innovation

Ceramics Sector

Competitive AdvantageSürdürülebilir İnovasyon

Seramik Sektörü

Rekabet Avantajı

Sayı

Makale detayları

INNOVATION AND SUSTAINABILITY IN INTERNATIONAL MARKETS: EVALUATION AT X CERAMIC COMPANY

Yazarlar: Serpil Dural | Habibe Yelda Şener | Ercan Taşkın

Yayıncı: Sakarya University

Ana Başlıklar: İşletme

Dergi: İşletme Bilimi Dergisi Vol.11 Issue 2, pp.113-131

Belge Tipi: Makale

Yayın Tarihi: 8/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001289662

pISSN: 2148-0737

Sustainable Innovation

Ceramics Sector

Competitive AdvantageSürdürülebilir İnovasyon

Seramik Sektörü

Rekabet Avantajı

Sayı

Yazarlar:

Serpil Dural | Habibe Yelda Şener | Ercan Taşkın

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

İşletme Bilimi Dergisi Vol.11 Issue 2, pp.113-131

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001289662

pISSN:

2148-0737