Porter'in rekabet modelinin İstanbul'daki zincir otel işletmelerinde incelenmesi
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Dosyalar
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Gülay Bulgan
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İşletmelerin içinde bulundukları çevreye göre kendisini konumlandırarak rekabet üstünlüğünü nasıl elde edeceklerine ilişkin stratejik yaklaşımlardan biri endüstri temelli yaklaşımdır. Endüstri temelli yaklaşımın en önemli savunucusu ise Porter’dır. Bu çalışmanın amacı, Porter’ın üretim ve imalat işletmelerinin rekabet üstünlüğü için geliştirmiş olduğu model ve jenerik stratejilerin hizmet işletmeleri üzerinde geçerliliğini araştırmaktır. Bu nedenle, stratejik yönetim bakış açısı çerçevesinde İstanbul’daki yerli ve yabancı marka zincir otel işletmelerin yöneticileri rekabet üstünlüğü ve rekabet stratejilerini belirlerken otelcilik sektöründe Porter’in rekabette beş güç modeli ve üç jenerik stratejilerden hangilerini önceliklendirdikleri araştırılmıştır. Çalışmadaki üst düzey yöneticiler; koordinatör, genel müdür, genel müdür yardımcısı ve satış ve pazarlama müdürleridir. Araştırma evreni, İstanbul’daki yerli ve yabancı marka zincir otel işletmelerinden oluşmaktadır. İstanbul’daki yerli ve yabancı marka zincir otellerin toplam tesis sayısı 239 adettir. Bu otellerden örneklem olarak seçilen 152 adet tesisin üst düzey yöneticilerinden anket tekniği ile elde edilen veriler, SPSS 22.0 istatistiksel veri analiz programı kullanılarak analiz edilmiştir. Faktör analizi sonucunda elde edilen verilere göre, yerli ve yabancı marka zincir oteller rekabette önceliklendirdikleri ve kendilerini endüstride konumlandırdıkları alt faktörler şunlardır: Rakiplerin tehdidi, farklılaşarak odaklanma, müşteri ve tedarikçilerin pazarlık gücü ve maliyet liderliğidir.
One of the strategic approaches of the businesses as to the way of gaining competitive advantage by placing themselves according to the environment they are in is the industry-based approach. The most important defender of the industry-based approach is Porter. The purpose of this study is to research the effectiveness of the model and the generic strategies that Porter had developed for the competitive advantage of the production and manufacturing businesses on service businesses. For this reason, within the scope of strategic management viewpoint, which of Porter’s three generic strategies and five forces in competition are prioritized in lodging industry when the managers of the managers of local and foreign chained brand hotels in Istanbul determine the competitive advantage and competition strategies have been researched. Senior managers in the research are; coordinators, general directors, vice general directors and sales and marketing directors. Research area is composed of the local and foreign chained brand hotel businesses in Istanbul. The total number of the premises of the local and foreign chained brand hotels in Istanbul is 239. The data obtained through the survey method from the managers of 152 premises which were elected as samples were analyzed by using data analysis program. According to the data obtained as a result of factor analysis, the sub-factors that the local and foreign chained brand hotels prioritize and place themselves in are: Threats of the competitors, focusing by differentiating, bargaining force of the customers and suppliers, and cost leadership.
One of the strategic approaches of the businesses as to the way of gaining competitive advantage by placing themselves according to the environment they are in is the industry-based approach. The most important defender of the industry-based approach is Porter. The purpose of this study is to research the effectiveness of the model and the generic strategies that Porter had developed for the competitive advantage of the production and manufacturing businesses on service businesses. For this reason, within the scope of strategic management viewpoint, which of Porter’s three generic strategies and five forces in competition are prioritized in lodging industry when the managers of the managers of local and foreign chained brand hotels in Istanbul determine the competitive advantage and competition strategies have been researched. Senior managers in the research are; coordinators, general directors, vice general directors and sales and marketing directors. Research area is composed of the local and foreign chained brand hotel businesses in Istanbul. The total number of the premises of the local and foreign chained brand hotels in Istanbul is 239. The data obtained through the survey method from the managers of 152 premises which were elected as samples were analyzed by using data analysis program. According to the data obtained as a result of factor analysis, the sub-factors that the local and foreign chained brand hotels prioritize and place themselves in are: Threats of the competitors, focusing by differentiating, bargaining force of the customers and suppliers, and cost leadership.
Açıklama
Anahtar Kelimeler
Endüstri Temelli Yaklaşım, Rekabet Stratejisi, Yerli ve Yabancı Marka Zincir Oteller, Industry Based Approach, Competition Strategy, Local and Foreign Chained Brand Hotels
Kaynak
Uluslararası Global Turizm Araştırmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
3
Sayı
2
