İş Dünyasında “Nöro” Penceresi

Yıl 2022, Cilt: 1 Sayı: 9, 0 - 0, 29.03.2022

Rana Özyurt Kaptanoglu , Menekşe Kılıçarslan , Bora Gündüzyeli

Öz

Nöro terimleri günümüz literatüründe yeni bir kavram olmasına karşın hızla yayılmaktadır. Günümüz teknolojisi sayesinde nörobilim ile ilgili araştırmalar yapılırken beyinde var olan zengin bilgi birikimine ulaşılabilmektedir ve bu bilgiler doğrudan iş dünyasında kullanılabilmektedir. Günümüzde nörobilimciler beyin lokalizasyonunu hücresel, moleküler, davranışsal ve sistematik olmak üzere çok farklı analiz düzeylerinde inceleyebilmektedir.
Bu bilgiler ışığında çalışmada nöroekonomi, nöroyönetim, nöroiş, nöropazarlama, nörostrateji ve nöroliderlik kavramları ile ilgili tanımlamalar ve literatür araştırmasına yer verilmiştir. Kavramların nispeten yeni olması özellikle nörostrateji ve nöroyönetim konularına yönelik az kaynak olması ve Türkçe yayınların yok denecek kadar az olması ile çalışmanın Türkçe alan yazına katkıcı olacağı düşünülmektedir.

Anahtar Kelimeler

Nörobilim, Nöroekonomi, Nöroyönetim, Nöroiş, Nörostrateji, Nöroliderlik, Nöropazarlama.

The "Neuro" Window in Business

Öz

Although neuro terms are a new concept in today's literature, they are spreading rapidly. Thanks to today's technology, while conducting research on neuroscience, the rich knowledge in the brain can be accessed and this information can be used directly in the business world. Today, neuroscientists can examine brain localization at many different levels of analysis: cellular, molecular, behavioral and systematic.
In the light of this information, definitions and literature research on the concepts of neuroeconomics, neuromanagement, neurobusiness, neuromarketing, neurostrategy and neuroleadership are included. It is thought that the study will contribute to the Turkish literature, as the concepts are relatively new, there are few resources especially on neurostrategy and neuromanagement, and there are hardly any Turkish publications.

Anahtar Kelimeler

Neuroscience, Neuroeconomy, Neuromanagement, Neurobusiness, Neuroleadership, Neuromarketing

Kaynakça

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