{"id":1119,"date":"2019-09-18T13:40:23","date_gmt":"2019-09-18T13:40:23","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=1119"},"modified":"2019-09-18T13:42:57","modified_gmt":"2019-09-18T13:42:57","slug":"surdurulebilir-is-modelleri-onem-kazaniyor","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=1119","title":{"rendered":"\u201cS\u00fcrd\u00fcr\u00fclebilir \u0130\u015f Modelleri \u00d6nem Kazan\u0131yor\u201d"},"content":{"rendered":"\t\t
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Bug\u00fcn i\u015f d\u00fcnyas\u0131nda yo\u011fun bir rekabet ya\u015fan\u0131yor. Bu rekabet ortam\u0131nda, geli\u015fen teknolojilerle beraber artan \u00fcr\u00fcn \u00e7e\u015fitlili\u011finin ve tabi t\u00fcketicilerin talep ve beklentilerindeki de\u011fi\u015fimlerin etkisi de olduk\u00e7a b\u00fcy\u00fck\u2026 \u015eirketlerin pazar paylar\u0131n\u0131 artt\u0131rmak ve rekabette \u00fcst\u00fcnl\u00fck sa\u011flamak ad\u0131na s\u00fcrd\u00fcr\u00fclebilir i\u015f modellerini benimsemeleri ve pazarlama stratejilerini de buna g\u00f6re \u015fekillendirmeleri \u00f6nem kazand\u0131. Prof. Dr. Zeynep G\u00fcrhan Canl\u0131, \u201cT\u00fcketici davran\u0131\u015flar\u0131n\u0131 anlayarak \u00fcr\u00fcn ve hizmet sunmak, pazarlama odakl\u0131 bir stratejidir ve \u015firketin ekonomik a\u00e7\u0131dan s\u00fcrd\u00fcr\u00fclebilirli\u011fini sa\u011flar\u201d diyor.
\u00a0<\/strong><\/span><\/h3>

\"\"Ko\u00e7 \u00dcniversitesi \u0130ktisadi ve \u0130dari Bilimler Fak\u00fcltesi\u2019nde Migros Pazarlama K\u00fcrs\u00fcs\u00fc Profes\u00f6r\u00fc olan Zeynep G\u00fcrhan Canl\u0131, kurumsal sorumluluk dersleri veriyor ve marka ili\u015fkileri, marka geni\u015flemeleri, kurumsal imaj, \u015firket krizleri, kurumsal sosyal sorumluluk, t\u00fcketici davran\u0131\u015flar\u0131 ve kapsay\u0131c\u0131 i\u015f modelleri \u00fczerine ara\u015ft\u0131rmalar yap\u0131yor. Zeynep G\u00fcrhan Canl\u0131 ile s\u00fcrd\u00fcr\u00fclebilir i\u015f modellerinin markalar ve t\u00fcketiciler a\u00e7\u0131s\u0131ndan nas\u0131l geli\u015ftirilmesi gerekti\u011fini konu\u015ftuk. <\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilirlik kavram\u0131n\u0131 genel hatlar\u0131yla nas\u0131l tan\u0131mlars\u0131n\u0131z?<\/strong><\/span>
S\u00fcrd\u00fcr\u00fclebilirlik kavram\u0131, \u015firketler a\u00e7\u0131s\u0131ndan ekonomik, sosyal ve \u00e7evresel boyutlar\u0131yla incelenebilir. Do\u011faya ve do\u011fal kaynaklara zarar vermeden ve bulundu\u011fu sosyal \u00e7evreye katk\u0131da bulunarak \u015firketin ekonomik a\u00e7\u0131dan uzun vadede karl\u0131 i\u015f modelleri yarat\u0131p uygulamas\u0131n\u0131 kapsar.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilir geli\u015fme ve t\u00fcketim aras\u0131nda nas\u0131l bir ili\u015fki kurulabilir?<\/strong><\/span>
S\u00fcrd\u00fcr\u00fclebilir geli\u015fme, bilin\u00e7li bir t\u00fcketim anlay\u0131\u015f\u0131 ile sa\u011flanabilir. Sat\u0131n alma ve t\u00fcketim s\u00fcre\u00e7lerinde \u00fcr\u00fcn ve hizmetlerin \u00e7evre ve toplum \u00fczerindeki etkilerini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz ve bu bilin\u00e7le t\u00fcketti\u011fimiz zaman, s\u00fcrd\u00fcr\u00fclebilir geli\u015fme sa\u011flayabiliriz.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilir t\u00fcketim ve \u00fcretim bi\u00e7imlerini nas\u0131l a\u00e7\u0131klars\u0131n\u0131z?<\/strong><\/span>
\u00dcretimde s\u00fcrd\u00fcr\u00fclebilirlik, kapsay\u0131c\u0131 ve \u00e7evreye duyarl\u0131 i\u015f modelleri ile sa\u011flanabilir. T\u00fcketirken de \u00fcr\u00fcn\u00fcn hangi ko\u015fullarda, nas\u0131l \u00fcretildi\u011fi ara\u015ft\u0131r\u0131larak tercihler \u015fekillenebilir. T\u00fcketiciler sertifika alm\u0131\u015f \u00fcr\u00fcnleri tercih edebilirler. \u00d6rne\u011fin, vegan sertifikas\u0131, organik \u00fcretim sertifikas\u0131, enerji kullan\u0131m sertifikas\u0131 gibi… Ayr\u0131ca \u015firketlerin ve markalar\u0131n s\u00fcrd\u00fcr\u00fclebilirlik raporlar\u0131 da bu konularda bilgi verebilir.<\/span><\/p>

Markalar\u0131n s\u00fcrd\u00fcr\u00fclebilir olmas\u0131 neyi ifade eder ya da ba\u015fka bir deyi\u015fle, s\u00fcrd\u00fcr\u00fclebilir marka stratejileri neler olmal\u0131d\u0131r?<\/strong><\/span>
S\u00fcrd\u00fcr\u00fclebilir marka stratejileri, de\u011fer zinciri analizi ile ba\u015flar. Hammadde sa\u011flanmas\u0131ndan sat\u0131\u015f sonras\u0131 servise kadar \u015firketin etkiledi\u011fi ve etkilendi\u011fi sosyal, ekonomik ve \u00e7evresel fakt\u00f6rler incelenerek bu s\u00fcre\u00e7lerde kapsay\u0131c\u0131 ve duyarl\u0131 \u00e7al\u0131\u015fmalarla strateji geli\u015ftirilebilir. Do\u011fal kaynaklar\u0131n korunmas\u0131, insan ve hayvan haklar\u0131na duyarl\u0131l\u0131k, yoksullu\u011fun azalt\u0131lmas\u0131 gibi hedefler, i\u015f hedefleriyle birlikte \u00e7al\u0131\u015f\u0131l\u0131r. Birle\u015fmi\u015f Milletlere ba\u011fl\u0131 t\u00fcm uluslar\u0131n ortakla\u015fa karar verdi\u011fi 17 S\u00fcrd\u00fcr\u00fclebilir Kalk\u0131nma Hedefi bu konuda yol g\u00f6sterici ve te\u015fvik edici hedefler olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor.<\/span><\/p>

\"\"T\u00fcketici davran\u0131\u015flar\u0131n\u0131 anlayarak \u00fcr\u00fcn ve hizmet sunmak, s\u00fcrd\u00fcr\u00fclebilir bir strateji midir? Bu \u00e7er\u00e7evede s\u00fcrd\u00fcr\u00fclebilir t\u00fcketime nas\u0131l bir etkide bulundu\u011funu s\u00f6yleyebilirsiniz?<\/strong><\/span>
T\u00fcketici davran\u0131\u015flar\u0131n\u0131 anlayarak \u00fcr\u00fcn ve hizmet sunmak, pazarlama odakl\u0131 bir stratejidir ve \u015firketin ekonomik a\u00e7\u0131dan s\u00fcrd\u00fcr\u00fclebilirli\u011fini sa\u011flar. Bu s\u00fcre\u00e7te sosyal ve \u00e7evresel etkile\u015fimler g\u00f6z ard\u0131 edilirse uzun vadede s\u00fcrd\u00fcr\u00fclebilirlikten s\u00f6z edemeyiz.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilir pazarlama nedir? T\u00fcketim ve \u00fcretime nas\u0131l bir etkisi vard\u0131r?<\/strong><\/span>
Pazarlama, strateji ve taktiklerin t\u00fcketici, \u00e7evre ve toplum odakl\u0131 geli\u015ftirilmesini ifade eder. Yaln\u0131zca pazarlama stratejisi olarak de\u011fil \u015firket stratejisi olarak kabul edilirse \u00fcretimde ve t\u00fcketimde s\u00fcrd\u00fcr\u00fclebilir d\u00fczeylere yakla\u015f\u0131l\u0131r.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilir faaliyetler kurumsal imaja ve t\u00fcketicilerdeki marka alg\u0131s\u0131na nas\u0131l bir katk\u0131da bulunur?<\/strong><\/span>
Olumlu etkisi vard\u0131r. Yaln\u0131z i\u00e7ten bir yakla\u015f\u0131m\u0131n\u0131z yoksa \u015firketinizin yapt\u0131\u011f\u0131 i\u015fler sadece g\u00f6z boyama olarak anla\u015f\u0131labilir.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Bug\u00fcn i\u015f d\u00fcnyas\u0131nda yo\u011fun bir rekabet ya\u015fan\u0131yor. Bu rekabet ortam\u0131nda, geli\u015fen teknolojilerle beraber artan \u00fcr\u00fcn \u00e7e\u015fitlili\u011finin ve tabi t\u00fcketicilerin talep ve beklentilerindeki de\u011fi\u015fimlerin etkisi de olduk\u00e7a b\u00fcy\u00fck\u2026 \u015eirketlerin pazar paylar\u0131n\u0131 artt\u0131rmak ve rekabette \u00fcst\u00fcnl\u00fck sa\u011flamak ad\u0131na s\u00fcrd\u00fcr\u00fclebilir i\u015f modellerini benimsemeleri ve pazarlama stratejilerini de buna g\u00f6re \u015fekillendirmeleri \u00f6nem kazand\u0131. Prof. Dr. Zeynep G\u00fcrhan Canl\u0131, \u201cT\u00fcketici […]<\/p>\n","protected":false},"author":1,"featured_media":1120,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[28],"tags":[],"class_list":{"0":"post-1119","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-surdurulebilirlik"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/09\/zeynep_gurhan_canli_rop-1.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\n\u201cS\u00fcrd\u00fcr\u00fclebilir \u0130\u015f Modelleri \u00d6nem Kazan\u0131yor\u201d - GPD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gidaperakendecileri.org\/?p=1119\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cS\u00fcrd\u00fcr\u00fclebilir \u0130\u015f Modelleri \u00d6nem Kazan\u0131yor\u201d - GPD\" \/>\n<meta property=\"og:description\" content=\"Bug\u00fcn i\u015f d\u00fcnyas\u0131nda yo\u011fun bir rekabet ya\u015fan\u0131yor. Bu rekabet ortam\u0131nda, geli\u015fen teknolojilerle beraber artan \u00fcr\u00fcn \u00e7e\u015fitlili\u011finin ve tabi t\u00fcketicilerin talep ve beklentilerindeki de\u011fi\u015fimlerin etkisi de olduk\u00e7a b\u00fcy\u00fck\u2026 \u015eirketlerin pazar paylar\u0131n\u0131 artt\u0131rmak ve rekabette \u00fcst\u00fcnl\u00fck sa\u011flamak ad\u0131na s\u00fcrd\u00fcr\u00fclebilir i\u015f modellerini benimsemeleri ve pazarlama stratejilerini de buna g\u00f6re \u015fekillendirmeleri \u00f6nem kazand\u0131. 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Bu rekabet ortam\u0131nda, geli\u015fen teknolojilerle beraber artan \u00fcr\u00fcn \u00e7e\u015fitlili\u011finin ve tabi t\u00fcketicilerin talep ve beklentilerindeki de\u011fi\u015fimlerin etkisi de olduk\u00e7a b\u00fcy\u00fck\u2026 \u015eirketlerin pazar paylar\u0131n\u0131 artt\u0131rmak ve rekabette \u00fcst\u00fcnl\u00fck sa\u011flamak ad\u0131na s\u00fcrd\u00fcr\u00fclebilir i\u015f modellerini benimsemeleri ve pazarlama stratejilerini de buna g\u00f6re \u015fekillendirmeleri \u00f6nem kazand\u0131. Prof. Dr. Zeynep G\u00fcrhan Canl\u0131, \u201cT\u00fcketici […]","og_url":"https:\/\/www.gidaperakendecileri.org\/?p=1119","og_site_name":"GPD","article_published_time":"2019-09-18T13:40:23+00:00","article_modified_time":"2019-09-18T13:42:57+00:00","og_image":[{"width":1298,"height":918,"url":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/09\/zeynep_gurhan_canli_rop-1.jpg","type":"image\/jpeg"}],"author":"ph16171887571_m2ho1594","twitter_card":"summary_large_image","twitter_misc":{"Written by":"ph16171887571_m2ho1594","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.gidaperakendecileri.org\/?p=1119#article","isPartOf":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=1119"},"author":{"name":"ph16171887571_m2ho1594","@id":"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/2a9973560de07919114aa1faead0a371"},"headline":"\u201cS\u00fcrd\u00fcr\u00fclebilir \u0130\u015f Modelleri \u00d6nem Kazan\u0131yor\u201d","datePublished":"2019-09-18T13:40:23+00:00","dateModified":"2019-09-18T13:42:57+00:00","mainEntityOfPage":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=1119"},"wordCount":735,"image":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=1119#primaryimage"},"thumbnailUrl":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/09\/zeynep_gurhan_canli_rop-1.jpg","articleSection":["S\u00fcrd\u00fcr\u00fclebilirlik"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.gidaperakendecileri.org\/?p=1119","url":"https:\/\/www.gidaperakendecileri.org\/?p=1119","name":"\u201cS\u00fcrd\u00fcr\u00fclebilir \u0130\u015f Modelleri \u00d6nem Kazan\u0131yor\u201d - 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