THE EFFECTS OF NETWORK ORGANIZATIONS ON THE MARKETING PERFORMANCE OF LOGISTICS SERVICE PROVIDERS: CASE STUDY

Yıl 2015, Cilt: 7 Sayı: 2, 202 - 226, 24.12.2015

N. Gülfem Gidener Özaydın D. Ali Deveci

https://doi.org/10.18613/deudfd.84148

Öz

Following the effects of
globalization on businesses and supply chain advancements, the logistics
service providers that serve these businesses and supply chains have developed
network organizations to enable them to offer their customers cost effective
and high quality international services. To gain leverage whilst competing with
multi national logistics companies in international scale, small and medium
size enterprises have played a particularly specific role in developing these
network organizations which provided them with various benefits. This study
aims to clarify the logistics network organizations and their effects on the marketing
performances of their members. After the case study method was utilized, it was
found out that network organizations have a positive effect on most of the
marketing performance indicators of logistics service providers.

Anahtar Kelimeler

Logistics service providers, network organizations, logistics network organizations, marketing, marketing performance

LOJİSTİK HİZMET SAĞLAYICI İŞLETMELERİN PAZARLAMA PERFORMANSI ÜZERİNE AĞ ORGANİZASYONLARININ ETKİLERİ: ÖRNEK OLAY ÇALIŞMASI

Öz

İşletmelerin küreselleşmesi ve tedarik zincirlerinin gelişmesi ile birlikte bu işletme ve zincirlere hizmet veren lojistik hizmet sağlayıcı işletmeler müşterilerine uluslararası ölçekte maliyet etkin ve kaliteli hizmet verebilmek için kendi aralarında ağ organizasyonları oluşturmuşlardır. Esasen küçük ve orta büyüklükteki lojistik işletmelerin çok uluslu lojistik işletmeler ile uluslararası pazarlarda rekabet edebilmek için geliştirdikleri bu ağ organizasyonları, üye işletmelere çeşitli faydalar sağlamaktadır. Bu çalışma, lojistik işletmeler arası ağ organizasyonları ve bunlara üye olan işletmelerin pazarlama performansları üzerine etkilerini değerlendirmeyi amaçlamaktadır. Örnek olay çalışması yöntemi kullanılarak yapılan bu araştırmada ağ organizasyonlarının lojistik hizmet sağlayıcı işletmelerin pazarlama performanslarını oluşturan değişkenlerin çoğu üzerinde olumlu etkilerinin olduğu saptanmıştır

Anahtar Kelimeler

Lojistik hizmet sağlayıcı işletmeler, ağ organizasyonu, lojistik işletmeler arası ağ organizasyonları, pazarlama, pazarlama performansı

Kaynakça

• Abdul-Rashid, A. & Sing-Sing, W. (2011). Business networks and internationalisation of contractors from developing countries: An explorative study. Engineering, Construction and Architectural Management, 18 (3), 282-296.
• Altuntaş, C. & Öztürkoğlu, Y. (2013). Forwarding agent selection throughout global freight forwarder networks: A fuzzy TOPSIS analysis. in Proceedings of XI. International Logistics and Supply Chain Congress, Kayseri, Turkey, 7-9 November, 2013, pp. 37-48.
• Armutlu, C. E. (2006). İlişkisel pazarlamanın teorik temelleri: Etkileşim ve şebeke yaklaşımları. Ticaret ve Turizm Eğitim Fakültesi Dergisi, 2 (1), 1-16.
• Björkman, I. & Forsgren, M. (2000). Nordic international business research: A review of its development. International Studies of Management & Organization, 30 (1), 6-25.
• -
• Carbone, V. & Stone, M. A. (2005). Growth and relational strategies used by the European logistics service providers: Rationale and outcomes. Transportation Research Part E: Logistics and Transportation Review, 41(6), 495-510.
• Cavusgil, S. T. & Zou, S. (1994). Marketing strategy-performance relationship: An investigation of the empirical link in export market ventures. Journal of Marketing, 58 (1), 1-21.
• Chang, S.H., Chen, C.H. & Ho, Y.C. (2012). A study of marketing performance evaluation system for notebook distributors. International Journal of Business and Management, 7 (13), 85-93.
• Clark, B.H., Abela, A.V. & Ambler, T. (2006). An information processing model of marketing performance measurement. Journal of Marketing Theory and Practice. 14 (3), 191-208.
• Coviello, N., Winklhofer, H. & Hamilton, K. (2009). Marketing practices and performance of small service firms. Journal of Service Research. 9 (1), 38-58.
• Cravens, D. W. & Piercy, N. F. (1994). Relationship marketing and collaborative networks in service organizations. International Journal of Service Industry Management, 5(5), 39-53.
• Çırpan, H. & Koyuncu, M. (1998). İşletme kültürünün alt kademe yöneticileri üzerindeki etkisi: Bir örnek olay çalışması. Öneri, 2 (9), 223-230.
• Çiçek, R. & Demirer, O. (2009). Geleneksel uluslararasılaşma teorisine karşı çıkan yeni bir uluslararasılaşma modeli: Global doğan işletmeler. Akademik Bakış, 16, 69 – 80.
• Denktaş Şakar, G. (2010). Mode choice decisions and the organisational buying process in multimodal transport: A triangulated approach, Doctoral dissertation, Cardiff University.
• Erkutlu, H. & Eryiğit, S. (2001). Uluslararasılaşma süreci. İktisadi ve İdari Bilimler Fakültesi Dergisi, 3 (3), 1-15.
• Kotler, P. & Keller, K. (2011). Marketing Management, 14th Edition. Prentice Hall.
• Krajewska, M.A. & Kopfer, H. (2006). Collaborating freight forwarding enterprises. OR Spectrum, 28(3), 301-317.
• Krajewska, M.A., Kopfer, H., Laporte, G., Ropke, S. & Zaccour, G. (2008). Horizontal cooperation among freight carriers: request allocation and profit sharing. Journal of the Operational Research Society, 59 (11), 1483- 1491.
• Lages, L.F., Lancastre, A. & Lages, C. (2008), The B2B-RELPERF scale and scorecard: Bringing relationship marketing theory into business-to-business practice. Industrial Marketing Management, 37(6), 686-97.
• Lemoine, W. & Dagnæs, L. (2002). Globalization and networking organisation of European freight, forwarding and logistics provider. In 2nd International Conference on Co-operation & Competition, Approaches to the Organization of the Future, Vaxjo University, Sweden.
• Miles, R.E. & Snow, C.C. (1995). The new network firm: A spherical structure built on a human investment philosophy. Organizational Dynamics, 23 (4), 5-18.
• Miller, N. J., Besser, T. L. & Weber, S. S. (2010). Networking as marketing strategy: a case study of small community businesses. Qualitative Market Research: An International Journal, 13(3), 253-270.
• Mone, S.D., Pop, M. D. & Racolta-Paina, N. D. (2013). The “what” and “how” of marketing performance management. Management and Marketing Challenges for the Knowledge Society, 8(1), 129-146.
• Rutahobya, L. & Jaensson, J. E. (2004). Small firms’ internationalization for development in Tanzania: exploring the network phenomenon. International Journal of Social Economics, 31(1/2), 159-72.
• Schmoltzi, C. & Wallenburg, C.M. (2011). Horizontal cooperations between logistics service provider: motives, structure, performance. International Journal of Physical Distribution & Logistics Management, 41 (6), 552-576
• Wallenburg, C.M & Raue, J. S. (2011). Conflict and its governance in horizontal cooperations of logistics service providers. International Journal of Physical Distribution & Logistics Management, 41(4), 385-400.
• Yıldırım, A. & Şimşek, H. (2003). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin.
• Yin, R. K. (1984). Case Study Research: Design and Methods. Beverly Hills, CA: Sage.
• Young, S., Bell, J.D. & Crick, D. (1999). The Resource-based Perspective and Small Firm Internationalisation: An Exploratory Approach, in C. Miller, R. Grant, and C. Choi, (Eds), International Business, Emerging Issues and Emerging Markets, pp. 79-101. London: Macmillan Press.
• Internet Kaynakları:
• http://www.con5con.com (Erişim Tarihi:10.03.2014)
• http://www.tops-logistics.com (Erişim Tarihi: 10.03.2014)
• http://www.wcaworld.com. (Erişim Tarihi: 12.03.2014)
• http://www.wcaadvancedprofessionals.com (Erişim Tarihi: 12.03.2014)
• http://www.noveltrans.com (Erişim Tarihi: 26.03.2014)
• http://www.halicint.com (Erişim Tarihi: 26.03.2014)
• http://www.kita.com.tr (Erişim Tarihi: 26.03.2014)