2021
DOI: 10.52642/susbed.929910
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Covid-19 Pandemi Sürecinde İşletmelerin İnovasyon Kümesinin Pazarlama ve Yönetim Perspektifinden Değerlendirilmesi

Abstract: Günümüzde üretim ve hizmet ortamlarındaki değişim sürekli hale gelmiştir. Yaşanan hızlı değişimler karşısında işletme yöneticileri, zorlu pazar şartlarında hayatta kalabilmek için sürdürülebilir bir gelişim yolu aramak zorundadır ve bu yol, inovasyon faaliyetlerinin sürekli hale getirilmesinden geçmektedir. Pazarlama karmasının en önemli unsurlarından olan ürün, ancak değişen müşteri taleplerine ve ihtiyaçlarına uygun hale getirildiği takdirde daha fazla tercih edilir hale gelmektedir. Bununla birlikte yalnızc… Show more

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Cited by 3 publications
(3 citation statements)
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“…On the one hand, necessary innovations were made to combat the epidemic's health problems, save lives, and plan the scarce resources at hand; on the other hand, the economic balance had to be maintained (Çırpan & Güner, 2021). At this point, innovative products, services, processes, and management styles have made it possible to manage systems more effectively (Akgün & Çini, 2021). Institutions and countries that have been successful in developing new products, adopting new management styles, and redesigning organizational and process systems in the new normal brought about by the pandemic have achieved a sustainable and inclusive recovery (Perker Cebeci & Karaman Akgün, 2021).…”
Section: Innovation Performance and The Importance Of Performance Mea...mentioning
confidence: 99%
“…On the one hand, necessary innovations were made to combat the epidemic's health problems, save lives, and plan the scarce resources at hand; on the other hand, the economic balance had to be maintained (Çırpan & Güner, 2021). At this point, innovative products, services, processes, and management styles have made it possible to manage systems more effectively (Akgün & Çini, 2021). Institutions and countries that have been successful in developing new products, adopting new management styles, and redesigning organizational and process systems in the new normal brought about by the pandemic have achieved a sustainable and inclusive recovery (Perker Cebeci & Karaman Akgün, 2021).…”
Section: Innovation Performance and The Importance Of Performance Mea...mentioning
confidence: 99%
“…In this process, business managers feel the need to innovate in order to survive in market conditions. This requirement arises from the need to innovate in line with customer expectations and to provide businesses with advantages in providing a competitive advantage (Akgun and Cini, 2021). Industrial companies tried different methods to adapt to new conditions in the days of uncertainty caused by the COVID-19 pandemic.…”
Section: Introductionmentioning
confidence: 99%
“…Innovation capabilities of companies are essential in terms of adapting to change and developing cooperation. Innovation capability provides a significant competitive advantage, especially in producing critical solutions in turbulent environments (Akgun and Cini, 2021). Considering the importance of digital innovation and cooperation strategies in coping with the extraordinary developments of the pandemic process, together with its reasons, makes this research up-to-date, functional, meaningful, and original.…”
Section: Introductionmentioning
confidence: 99%