İstanbul'daki yerli ve yabancı marka zincir otel işletmelerinin stratejik yönetim yaklaşımlarının karşılaştırılması
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Dosyalar
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
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Yayıncı
İstanbul Gedik Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Stratejik yönetim alan yazınına göre, işletmelerin rekabet üstünlüğü elde etmek ve sürdürmek için uygulayacakları iki temel stratejik yönetim yaklaşımı bulunmaktadır. Bu yaklaşımlardan birincisi işletmelerin içinde bulunduğu endüstriyi dikkate alan "Endüstri Temelli Yaklaşım"dır. Diğeri ise, işletmenin temel yeteneklerini başlangıç noktası olarak ele alan "Kaynak Temelli Yaklaşım"dır. İşletmelerin rekabet üstünlüğü elde etmek ve rekabet üstünlüğü anlayışını sürdürmek için stratejik yönetim yaklaşımlarından birini başlangıç noktası olarak ele almaları gerekmektedir. Küreselleşme, iletişim ve ulaşım teknolojilerinin gelişmesi, otel işletmeleri üzerinde rekabet etkisini güçlü bir şekilde göstermiştir. Ancak yerli ve yabancı marka zincir otellerin başarısında, rekabet üstünlüğü elde etmesinde ve rekabet üstünlüğü anlayışını sürdürmesinde hangi stratejik yönetim yaklaşımına öncelik verdikleri ile ilgili stratejik yönetim alan yazınında yapılan bir çalışmaya rastlanmamıştır. Bu nedenle çalışmamızda, İstanbul'daki yerli ve yabancı marka zincir otellerinin üst düzey yöneticilerin rekabet üstünlüğü anlayışında; hangi stratejik yönetim yaklaşımına daha çok kaynak ayırdıkları, hangisine daha çok öncelik verdikleri veya hangisini daha çok tercih ettikleri sorusunun yanıtı aranmıştır. Araştırmanın tasarımı; araştırmada analiz tekniği olarak nicel yöntem kullanılmıştır. 20 adet üst düzey yerli ve yabancı marka otel yöneticisi ile pilot çalışma yapılmıştır. Pilot çalışma ile ölçeklerin güvenilirlik analizi yapılmış olup, tez çalışmasının amacına ulaşabilmesi için geliştirilen kaynak temelli ve endüstri temelli yaklaşım ölçeğinin güvenilir olduğu görülmüştür. Araştırma evreni ise, İstanbul'daki yerli ve yabancı marka zincir otel işletmelerinden oluşmaktadır. İstanbul'daki yerli ve yabancı marka zincir otellerin toplam tesis sayısı 239 adettir. Araştırmaya katılan 152 adet tesisin üst düzey yöneticilerinden anket tekniği ile elde edilen veri, SPSS 22.0 istatistiksel veri analiz programı kullanılarak analiz edilmiştir. Faktör analizi sonucunda elde edilen alt boyutlar, fark analizleri ve korelasyon analizi yapılmıştır. Elde edilen sonuca göre; yerli ve yabancı marka zincir otel üst düzey yöneticilerin kaynak temelli yaklaşım algıları, endüstri temelli yaklaşım algılarına oranla daha yüksek olduğu ortaya çıkmıştır. Ancak, İstanbul'daki yerli ve yabancı marka zincir otel üst düzey yöneticilerin rekabet üstünlüğü anlayışında kaynak temelli ve endüstri temelli yaklaşımı birlikte önceliklendirdikleri görülmüştür. Araştırmada, yerli ve yabancı marka zincir otel işletmeleri ile bağımsız otel işletmeleri yatırımcılarına, üst düzey yöneticilerine ve diğer paydaşlara yararlı olacağı düşünülen sonuçlara ulaşılmıştır.
According to the strategic management literature, there are two main strategic management approaches that businesses will implement to achieve and maintain competitive advantage. The first of these approaches is the "Industry-Based Approach", which takes into account the industry in which the businesses operate. The other is the "Resource-Based Approach", which takes into account the basic capabilities of business as a starting point. Businesses should consider one of the strategic management approaches as a starting point to achieve competitive advantage and maintain its understanding of competitive advantage. Globalization and development of communication and transportation technologies have strongly influenced the competition in the hotel businesses. However, in the strategic management literature, there is no study conducted on which the strategic management approach the local and foreign brand chain hotels prioritize in achieving success, attaining competitive advantage and maintaining the understanding of competitive advantage. Therefore, in this study we looked for an answer on the question as to which strategic management approach the more resources are allocated, which approach they give more priority or which approach they prefer more in the understanding of competitive advantage of senior executives of local and foreign brand chain hotels in İstanbul. Research design; in the research, quantitative method was used as the analysis technique. A pilot study was conducted with 20 senior executives of local and foreign brand hotels. With the pilot study, reliability analysis of the scales was performed and it was found that the resource-based and industry-based approach scale which was developed to achieve the purpose of this thesis study is reliable. The research population consists of local and foreign brand chain hotel businesses located in Istanbul. The total facility number of local and foreign brand chain hotels in Istanbul is 239. The data obtained from senior executives of 152 participant facilities through the questionnaire method were analyzed using the SPSS 22.0 statistical data analysis software. Sub-dimensions, difference analysis and correlation analysis were performed as a result of the factor analysis. According to the findings, it was found that resource-based approach perceptions of senior local and foreign brand chain hotel executives were higher than their perceptions of industry-based approach. However, it was observed that senior executives of local and foreign brand chain hotels in İstanbul prioritize resource-based and industry-based approaches together in the understanding of competitive advantage. In this study, findings that are believed to be useful for local and foreign brand chain hotel business and independent hotel business investors, senior executives and other stakeholders were obtained.
According to the strategic management literature, there are two main strategic management approaches that businesses will implement to achieve and maintain competitive advantage. The first of these approaches is the "Industry-Based Approach", which takes into account the industry in which the businesses operate. The other is the "Resource-Based Approach", which takes into account the basic capabilities of business as a starting point. Businesses should consider one of the strategic management approaches as a starting point to achieve competitive advantage and maintain its understanding of competitive advantage. Globalization and development of communication and transportation technologies have strongly influenced the competition in the hotel businesses. However, in the strategic management literature, there is no study conducted on which the strategic management approach the local and foreign brand chain hotels prioritize in achieving success, attaining competitive advantage and maintaining the understanding of competitive advantage. Therefore, in this study we looked for an answer on the question as to which strategic management approach the more resources are allocated, which approach they give more priority or which approach they prefer more in the understanding of competitive advantage of senior executives of local and foreign brand chain hotels in İstanbul. Research design; in the research, quantitative method was used as the analysis technique. A pilot study was conducted with 20 senior executives of local and foreign brand hotels. With the pilot study, reliability analysis of the scales was performed and it was found that the resource-based and industry-based approach scale which was developed to achieve the purpose of this thesis study is reliable. The research population consists of local and foreign brand chain hotel businesses located in Istanbul. The total facility number of local and foreign brand chain hotels in Istanbul is 239. The data obtained from senior executives of 152 participant facilities through the questionnaire method were analyzed using the SPSS 22.0 statistical data analysis software. Sub-dimensions, difference analysis and correlation analysis were performed as a result of the factor analysis. According to the findings, it was found that resource-based approach perceptions of senior local and foreign brand chain hotel executives were higher than their perceptions of industry-based approach. However, it was observed that senior executives of local and foreign brand chain hotels in İstanbul prioritize resource-based and industry-based approaches together in the understanding of competitive advantage. In this study, findings that are believed to be useful for local and foreign brand chain hotel business and independent hotel business investors, senior executives and other stakeholders were obtained.
Açıklama
Sosyal Bilimler Enstitüsü, Uluslararası Ticaret Ana Bilim Dalı, Uluslararası Ticaret Bilim Dalı
Anahtar Kelimeler
Stratejik Yönetim, Kaynak Temelli Yaklaşım, Endüstri Temelli Yaklaşım, Rekabet Stratejisi, Yerli ve Yabancı Marka Zincir Oteller, Strategic Management, Resource-Based Approach, Industry-Based Approach, Competition Strategy, Local and Foreign Brand Chain Hotels
