Compatibility of Firm Positioning Strategy and Website Content: Highest R&D Spending Firms in Turkey

Year 2017, Volume: 16 Issue: 3, 664 - 686, 31.07.2017

Evla Mutlu Kesici , Murat Nazlı , Gönenç Dalgıç Turhan

https://doi.org/10.21547/jss.311944

Cited By: 1

Abstract

Corporate websites are essential
platforms through which firms introduce their goods and services on B2B and B2C
level, express financial information for the stakeholders and share corporate
values, purposes and activities. Due to its facilities, websites take part in
firm positioning strategy. Accordingly this study aims to understand the
innovation oriented positioning through corporate websites. The method applied
in this study has been adapted from the 2QCV2Q Model developed by Mich and
Franch (2000) to evaluate websites and top 30 firms with the highest Research
and Development expenditures listed in Turkishtime (2015) have been analyzed.
Within this context, this study presents a revised and updated method for the
assessments of websites through positioning strategy framework. Findings
indicate no direct relationship between website evaluation and R&D
expenditure, though some common weaknesses have been put forward, such as
information about management of the firms. Besides, publicly traded firms are
recognized to facilitate websites more efficiently than non-publicly traded
firms. Study contribute to both academia and practitioners as putting forward a
new approach for 2QCV2Q Model and indicating the similarities and differences
among the corporate websites through positioning perspective.

Keywords

Innovation, Positioning, Website Evaluation, Turkey, Research&Development

Firma Konumlandırma Stratejisinin Web Sitesi İçeriği ile Uyumluluğu: Türkiye’de En Yüksek Ar&Ge Harcaması Yapan Firmalar

Abstract

Kurumsal web siteleri,
firmaların ürünlerini ve hizmetlerini kurumlara ve son tüketiciye tanıttığı,
paydaşlar için finansal bilgileri açıkladığı, kurumsal değerlerini, amacını ve
etkinliklerini paylaştığı önemli platformlardır. Sağladığı faydalar sebebiyle,
web siteleri konumlandırma stratejilerinin bir parçasıdır. Bu nedenle, bu
çalışma inovasyon odaklı konumlandırmayı
anlamayı amaçlamaktadır. Çalışmada, Mich ve Franch (2000) tarafından geliştirilen
2QCV2Q modeli web sitelerini değerlendirmek için uyarlanmıştır ve Turkishtime
2015 sıralamasında Ar-Ge’ye en fazla harcama yapan ilk 30 firmanın web siteleri
incelenmiştir. Bu bağlamda, bu
çalışma, konumlandırma stratejisi çerçevesinde web sitelerini değerlendirmek
için gözden geçirilmiş ve güncellenmiş bir yöntem sunmaktadır. Bulgular, web
sitesi değerlendirmesi ile Ar&Ge harcamaları arasında doğrudan bir ilişki
olmadığını göstermekle birlikte; web sitesine yönelik bazı ortak zayıf
noktaları ortaya çıkartmaktadır; örneğin yönetim alanında. Ayrıca, halka açık
şirketlerin, halka açık olmayanlara kıyasla, web sitelerinden içerik açısından daha
etkin faydalandığı görülmektedir. Çalışma, 5N1K modeli için yeni bir yaklaşım
önermesi ve web sitelerinin benzerlik ve farklılıklarını konumlandırma çerçevesinden
ortaya koyması açısından, hem akademisyenlere hem de uygulayıcılara katkıda
bulunmaktadır.

Keywords

Yenilik, Konumlandırma, İnternet Sitesi Değerlendirme, Türkiye

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