Endüstriyel pazarlarda yeniliğin benimsenmesi ve benimsetilmesine yönelik bir model önerisi(Ostim makine imalat sanayiinde faaliyette bulunan Kobi`lerde bir uygulama)

Abstract

Bu c;all~manln amaCl, endiistriyel pazarlardaki potansiyel allCllarln yeniligibenimsemelerini saglayan degi~kenler ve yeniligi geli~tiren firmalarln bu yeniligipotansiyel allcllara benimsetebilmek ic;in uyguladlklarl pazarlama stratejilerini incelemeyeyoneliktir. Bu temel amac; c;erc;evesinde, endiistriyel pazarlarda yeniligin benimsenmesi vebenimsetilmesine ili~kin degi~kenlerin belirlenmesi ve bu degi~kenlerin gec;erliliklerininara~tlrllmaSl ic;in bir model geli~tirilmi~ ve geli~tirilen modele yonelik anket AnkaraoSTiM'de (Ortadogu Sanayi ve Ticaret Merkezi) makine imalat sanayisinde faaliyettebulunan i~letmelere uygulanml~tlr.Ula~llan bulgulara gore, yeniligi benimseyen firmalarln ozelliklerinin (Yenilikozellikleri, ileti~im agl katlllml, rekabetc;i c;evre ve bilgi siirecinin ozellikleri) yeniligibenimseme diizeyini etkiledigi ortaya C;lkarllml~tlr. Bunun yanl Slra, yeniligi benimseyenfirmalarln ozelliklerinden merkezile~me ile firmalarln yeniligi benimseme diizeyleriaraslnda ters bir ili~ki oldugu saptanml~tlr. Diger taraftan, benimseyen degi~kenlerindenfirma biiyiikliigu ve faaliyet Ylllarlnln benimseme diizeyini etkilemedigi sonucunavarllml~tlr. Buna ilaveten, yeniligi benimseme diizeyi ile yenilik geli~tirme siireci araslndaili~ki bulunamaml~tlr. Yenilikc;i firmanln pazarlama stratejilerinden sadece fuarlardaverdikleri bilgi ve yenilikler hakklnda yaptlklarl reklamlar ile yeniligi benimseme diizeyiaraslnda ili~ki bulunmu~tur. Diger taraftan, yeniligi benimseyip daha sonra pazara sunanfirmalarln yeniligi benimseme diizeyleri ile yenilik geli~tirme siireci araslnda ili~ki ortayaC;lkmaml~tlr. Son olarak, yeniligi benimseyip pazara sunan firmalarln pazarlamastratejilerinden sadece satl~ elemanlarlnln yapllan yenilikler hakklnda allcllara bilgivermesi ve mektup, katalog veya e-maillere allcllara bilgi vermesi ile yeniligi benimsemediizeyi araslnda ili~ki oldugu sonucuna varllml~tlr.

The scope of the study is to examine the variables affecting the potential purchasersin the industrial markets to adopt the innovations and the marketing strategies applied bythe firms developing the innovations. Within the framework of this basic scope, todetermine the adoption of the innovations in industrial markets and to determine thevariables related to this adoption as well as to examine the validity of these variables weredetermined, hence a model has been developed and the questionnaire related to this modeldeveloped has been applied to the enterprises in Ankara OSTiM (Middle East Trade andIndustry Center) functioning in machinery manufacturing industry.According to the findings achieved, it is found out that the characteristics of thefirms adopting the innovation (characteristics of the innovation and the informationprocess, access to communication network and competitive environment) have certainimpacts on the adoption level of the innovation. In addition, a reverse relationship has beendetermined between the adoption level of the firms and the centralization characteristics ofthe firms adopting the innovation. Moreover, no relation has been determined between theinnovation adoption level and innovation development process. Furthermore, a relation hasbeen found between the advertisements done related to the innovation and the informationprovided in the fairs among the marketing strategies of the innovative firms, and theinnovation adoption level. On the other hand, no relation has been found between theinnovation adoption level of the firms who have already adopted the innovation and put itinto practice in the market and the innovation development level. Finally, a relation hasbeen determined between providing information to the purchasers via letters, catalogs ande-mails comprising the information about the innovation by only the sales staff among themarketing strategies of the firms who have adopted and put it into practice in the marketand the innovation adoption level.