Bir rekabet avantajı olarak inovatif ürünlerin tutundurulmasında halkla ilişkilerin rolü: Halkla ilişkiler ajansları açısından bir değerlendirme
Yükleniyor...
Dosyalar
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ege Üniversitesi, Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İnovasyon son zamanlarda gerek iş dünyasında gerekse akademik kaynaklarda sıkça yer bulan, adından söz ettiren bir kavram haline gelmiştir. Küreselleşen dünya koşulları beraberinde, pazar ve işletmelerin yapılarında değişimi getirmiştir. Bu değişim pazardaki rekabet koşulları ile birlikte zorunlu bir sürece dönüşmüştür. Çünkü rekabet; değişimi, sürekli gelişmeyi gerektiren, sonuç olarak inovasyonun varlığına ihtiyaç duyan bir kavramdır. Dolayısıyla rakiplerine karşı rekabet avantajı sağlamak isteyen her işletme yenilik sürecini, işletmenin tümüyle benimsemeli, bu kavramı örgüt kimliği ile bütünleştirmeli ve yenilikçi yapının sürdürülebilirliğini sağlayabilmelidir.
Halkla ilişkilerin yenilik sürecine katkısını şu şekilde açıklayabiliriz. Hedef kitle ve kurum arasında bir köprü vazifesi gören halkla ilişkiler aradaki bu iletişimin yönetimi için çeşitli katkılar sunmaktadır. Bu katkıları sunarken işletmenin inovatif çalışmalarını hedef kitleye, doğru araçlarla ve doğru iletişim stratejileri ile iletmek halkla ilişkilerin görev alanındadır ve işletmenin asıl amaçlarından hedef kitle ile doğru iletişim kurarak tüketici zihninde markanın konumlanabilmesi unsurunun oluşabilmesi adına yine halkla ilişkilerin varlığına ihtiyaç duyulmaktadır. Bunun sonucu olarak kurum imajı açısından destekleyici faaliyetler yürüterek yenilik sürecine katkıda bulunmak, halkla ilişkilerin çalışma alanlarından birisidir.
Çalışmanın araştırma bölümünde örgütlerde bir rekabet avantajı olarak inovasyonun halkla ilişkiler bakış açısından değerlendirilmesine yönelik nitel bir analiz uygulanmıştır. Araştırmada yenilikçi markalar, halkla ilişkiler açısından bir rekabet avantajı yaratıyor mu? Sorusuna yanıt aranmıştır. Yapılan görüşmelerin içerik analizi sonucu; inovasyon kavramı, inovatif markanın karakteristiği, rekabet avantajı, halkla ilişkilerin inovasyon kültürü yaratmadaki rolü ve örgütlerin karakteristiği başlıkları altında beş adet tema elde edilmiştir. Araştırmada ulusalda ve uluslararası pazarda çeşitli markalarla farklı deneyimlere sahip olmuş; halkla ilişkiler, marka İletişim ve reklam ajanslarında çalışan profesyoneller ile görüşülmüştür. Profesyonellere deneyimleri sonucunda yürüttükleri faaliyetlerde temelde inovatif markalarla çalışmanın ajans faaliyetlerine bir avantaj sağlayıp sağlamadığına yönelik olan, literatüre ve uzman görüşlerine dayanılarak üretilmiş sorular yöneltilmiştir. Ajanslar genel olarak inovatif olarak nitelenen işletmelerle daha özgür, daha yenilikçi ve yaratıcı çalışmalar yürütülebildikleri üzerinde durmuşlardır. Böylelikle bu araştırmada inovatif markaların hedef kitleye ulaşabilmeleri adına yürütülen faaliyetlerde daha başarılı oldukları, bu sürecin daha kolay aşama kaydettiği, inovatif markalarla çalışmanın yaratıcılık sürecine katkı sunarak işletmeyi ve ajansları başarıya daha çok yaklaştırdığı, dolayısıyla bu açıdan bir rekabet avantajı sağladığı sonucuna ulaşılmıştır.
In recent years, Innovation has become a concept that has been frequently mentioned and widely used in both the business world and the academic sources. Globalized world conditions have brought about changes in the structure of markets and enterprises. This changes has become a compulsory process with the competition conditions in the market. Because competition is a concept that requires change and continuous development and consequently requires existence of innovation. Therefore, any business that wants to provide a competitive advantage against its competitors should fully embrace the process of innovation, integrate this concept with the identity of the organization and ensure the sustainability of the innovative structure. We can explain the contribution of public relations to the innovation process as follows: Public relations, which serves as a bridge between the target group and the institution, provides various contributions for the management of this communication. While providing these contributions, it is in the duty of public relations to convey the innovative activities of the enterprise to the target group with the right tools and correct communication strategies. And from the main objectives of the enterprise, the existence of public relations is needed in order for the brand to be positioned in the consumer mind by establishing correct communication with the target group. As a result, contributing to the innovation process by carrying out supportive activities in terms of the corporate image is one of the working areas of public relations. In the research section of the study, a qualitative analysis was applied to evaluate the innovation from the point of view of public relations as a competitive advantage in organizations. In this research, "Are the ınnovative brands creating a competitive advantage in terms of public relations?" question has been sought. As a result of the content analysis of the interviews; five themes were obtained under the titles of “ınnovation concept", "characteristic of ınnovative brands", "competitive advantage", "role of public relations in creating ınnovation culture" and "characteristic of organizations". In this study, based on the experience and literature acquired in the field of brand communication and advertising agencies with the professionals working in the field of public relations with experience in both national and international markets, it was asked whether working with innovative brands provided an advantage to the company's activities. Agencies generally emphasized that they can carry out more free, more innovative and creative works with enterprises that are innovative. In this study, it is concluded that the innovative brands are more successful in the activities carried out in order to reach the target audience, this process is easier to reach, and working with innovative brands contributes to the creativity process and brings the enterprises and agencies closer to success and thus, they can provide a competitive advantage in this respect.
In recent years, Innovation has become a concept that has been frequently mentioned and widely used in both the business world and the academic sources. Globalized world conditions have brought about changes in the structure of markets and enterprises. This changes has become a compulsory process with the competition conditions in the market. Because competition is a concept that requires change and continuous development and consequently requires existence of innovation. Therefore, any business that wants to provide a competitive advantage against its competitors should fully embrace the process of innovation, integrate this concept with the identity of the organization and ensure the sustainability of the innovative structure. We can explain the contribution of public relations to the innovation process as follows: Public relations, which serves as a bridge between the target group and the institution, provides various contributions for the management of this communication. While providing these contributions, it is in the duty of public relations to convey the innovative activities of the enterprise to the target group with the right tools and correct communication strategies. And from the main objectives of the enterprise, the existence of public relations is needed in order for the brand to be positioned in the consumer mind by establishing correct communication with the target group. As a result, contributing to the innovation process by carrying out supportive activities in terms of the corporate image is one of the working areas of public relations. In the research section of the study, a qualitative analysis was applied to evaluate the innovation from the point of view of public relations as a competitive advantage in organizations. In this research, "Are the ınnovative brands creating a competitive advantage in terms of public relations?" question has been sought. As a result of the content analysis of the interviews; five themes were obtained under the titles of “ınnovation concept", "characteristic of ınnovative brands", "competitive advantage", "role of public relations in creating ınnovation culture" and "characteristic of organizations". In this study, based on the experience and literature acquired in the field of brand communication and advertising agencies with the professionals working in the field of public relations with experience in both national and international markets, it was asked whether working with innovative brands provided an advantage to the company's activities. Agencies generally emphasized that they can carry out more free, more innovative and creative works with enterprises that are innovative. In this study, it is concluded that the innovative brands are more successful in the activities carried out in order to reach the target audience, this process is easier to reach, and working with innovative brands contributes to the creativity process and brings the enterprises and agencies closer to success and thus, they can provide a competitive advantage in this respect.
