{"id":2860,"date":"2021-02-11T20:16:15","date_gmt":"2021-02-11T20:16:15","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=2860"},"modified":"2021-02-11T20:17:30","modified_gmt":"2021-02-11T20:17:30","slug":"mckinsey-paydas-kapitalizmi-raporunu-yayinladi","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=2860","title":{"rendered":"McKinsey, Payda\u015f Kapitalizmi Raporunu Yay\u0131nlad\u0131"},"content":{"rendered":"\t\t
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McKinsey & Company, \u2018Payda\u015f Kapitalizmi\u2019 raporunu yay\u0131nlad\u0131. \u0130\u015f d\u00fcnyas\u0131nda ya\u015fanan geli\u015fmelerin de\u011ferlendirildi\u011fi raporda; payda\u015f kapitalizminin hem g\u00fcndeme geli\u015f nedenleri hem de i\u015f liderleri i\u00e7in sundu\u011fu olumlu de\u011fi\u015fim f\u0131rsatlar\u0131 anlat\u0131l\u0131yor. Payda\u015f kapitalizmini benimseyen \u015firketlerin k\u00e2rl\u0131l\u0131\u011f\u0131n\u0131n ve \u015firket de\u011ferinin artt\u0131\u011f\u0131na dikkat \u00e7eken McKinsey & Company T\u00fcrkiye \u00dclke Direkt\u00f6r\u00fc Can Kendi, \u201cBurada \u00f6nemli olan, \u015firketlerin somut ve ula\u015f\u0131labilir hedefler koyarak \u00e7al\u0131\u015fmaya ba\u015flamas\u0131, elde edilen sonu\u00e7lar\u0131n d\u00fczenli olarak ba\u011f\u0131ms\u0131z kurumlarca \u00f6l\u00e7\u00fclmesi ve payda\u015flara sunulmas\u0131d\u0131r. Bug\u00fcn t\u00fcketiciler ve genel olarak toplum, i\u015f d\u00fcnyas\u0131ndan daha fazlas\u0131n\u0131 bekliyor. Bu beklentiye samimiyetle cevap veren \u015firketler de ba\u015far\u0131l\u0131 sonu\u00e7lara imza at\u0131yor\u201d dedi.<\/strong><\/span><\/h3>

Y\u00f6netim dan\u0131\u015fmanl\u0131\u011f\u0131 firmas\u0131 McKinsey & Company, bu y\u0131l ellincisi d\u00fczenlenen Davos Zirvesi\u2019nde g\u00fcndeme gelen payda\u015f kapitalizmi konusunu ele alan bir rapor yay\u0131nlad\u0131. \u2018Payda\u015f Kapitalizminin Durumu\u2019 ba\u015fl\u0131kl\u0131 raporda, D\u00fcnya Ekonomik Forumu Kurucu Ba\u015fkan\u0131 Dr. Klaus Schwab taraf\u0131ndan y\u0131llar sonra yeniden g\u00fcndeme getirilen bu kavrama neden ihtiya\u00e7 duyuldu\u011fu ele al\u0131nd\u0131. \u0130\u015f d\u00fcnyas\u0131nda ya\u015fanan geli\u015fmelerin detayl\u0131 \u015fekilde de\u011ferlendirildi\u011fi raporda; payda\u015f kapitalizminin i\u015f liderleri i\u00e7in olumlu bir de\u011fi\u015fim f\u0131rsat\u0131 sundu\u011fu vurgulan\u0131yor. McKinsey, payda\u015f kat\u0131l\u0131m\u0131n\u0131 ger\u00e7ekle\u015ftirmeyi hedefleyen \u015firketlere rehberlik edecek 5 ilkeyi payla\u015f\u0131yor. Bunlar; y\u00f6netim kurulunu s\u00fcrece dahil etmek, \u00e7evresel hedefler belirleyip takip etmek, t\u00fcm tedarik\u00e7ilerin geli\u015fimi i\u00e7in \u00e7al\u0131\u015fmak, t\u00fcketicilerin ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131larken uzun vadeli faydaya odaklanmak ve \u00e7al\u0131\u015fanlara sayg\u0131 duyup geleceklerine yat\u0131r\u0131m yapmak. <\/span><\/p>

Serbest piyasa ekonomisi, insanl\u0131\u011f\u0131n son nesillerde sahip oldu\u011fu refah\u0131n ve artan ya\u015fam kalitesinin elde edilmesinde \u00f6nemli bir rol oynad\u0131. Bug\u00fcn d\u00fcnyada ortalama ya\u015fam beklentisinin 72,6 y\u0131la y\u00fckseldi\u011fi hesaplan\u0131yor. Yaln\u0131zca \u00c7in ve Hindistan’da, ekonomi politikalar\u0131n\u0131 piyasa odakl\u0131 ilkelere kayd\u0131rmaya ba\u015flamas\u0131ndan bu yana, 1,2 milyardan fazla insan\u0131n a\u015f\u0131r\u0131 yoksulluktan kurtuldu\u011fu a\u00e7\u0131klan\u0131yor. B\u00f6ylesine olumlu sonu\u00e7lara ra\u011fmen, bir\u00e7ok toplumda kapitalizm fikrine ve i\u015f d\u00fcnyas\u0131n\u0131n rol\u00fcne kar\u015f\u0131 bir \u00f6fke ve g\u00fcvensizlik oldu\u011fu da biliniyor. Bu durumu, d\u00fcnya genelinde 34 bin ki\u015finin kat\u0131l\u0131m\u0131yla haz\u0131rlanan 2020 Edelman Trust Barometresi de say\u0131larla ortaya koyuyor. Bu rapora g\u00f6re, ankete kat\u0131lanlar\u0131n y\u00fczde 56\u2019s\u0131, kapitalizmin k\u00fcresel olarak iyilikten \u00e7ok zarar verdi\u011fine inan\u0131yor. Bununla birlikte ayn\u0131 raporda, ankete kat\u0131lanlar\u0131n y\u00fczde 92\u2019si, \u201cE\u011fitim, otomasyon ve g\u00f6\u00e7 gibi konularda, \u015firketlerin konu\u015fmas\u0131 gerekir\u201d diyor. Bu s\u00fcrece CEO\u2019lar\u0131n liderlik etmesini bekleyenlerin oran\u0131 ise y\u00fczde 74’\u00fc buluyor.<\/span><\/p>

Payda\u015f Kapitalizmi Uzun Vadede Kazand\u0131r\u0131yor<\/span><\/strong>
Liderlerin, yaln\u0131zca hissedarlara de\u011fil ayn\u0131 zamanda m\u00fc\u015fterilerine, tedarik\u00e7ilerine, \u00e7al\u0131\u015fanlar\u0131na ve topluma hizmeti, misyon edinmeleri gerekiyor. McKinsey, \u00e7o\u011fu CEO\u2019nun teoride kat\u0131ld\u0131\u011f\u0131n\u0131 belirtti\u011fi bu fikri, sahiplenerek uygulamalar\u0131n\u0131n da iki nedenden dolay\u0131 \u015fart oldu\u011funun alt\u0131n\u0131 \u00e7iziyor. Bunlardan birincisi; \u015firketlerin bu konudaki taahh\u00fctleri, kamuoyu taraf\u0131ndan takip edilip \u00f6l\u00e7\u00fclebiliyor. S\u00f6zlerin yerine getirilmemesi, olumsuzluklara yol a\u00e7abiliyor. \u0130kincisi ise payda\u015f kapitalizmini uygulayan \u015firketlerin uzun vadede daha iyi performans g\u00f6sterdi\u011fine dair her ge\u00e7en g\u00fcn say\u0131lar\u0131 artan kan\u0131tlar bulunuyor.<\/span><\/p>

McKinsey Global Enstit\u00fcs\u00fc (MGI) taraf\u0131ndan 2001 ile 2015 y\u0131llar\u0131 aras\u0131nda ger\u00e7ekle\u015ftirilen ve ABD\u2019de halka a\u00e7\u0131k 615 b\u00fcy\u00fck ve orta \u00f6l\u00e7ekli \u015firketin incelendi\u011fi bir \u00e7al\u0131\u015fma da bu kan\u0131tlar aras\u0131nda yer al\u0131yor. Zira bu \u015firketler i\u00e7inde payda\u015f kapitalizmiyle ilgili uzun vadeli g\u00f6r\u00fc\u015fe sahip olanlar\u0131n; kazan\u00e7, gelir, yat\u0131r\u0131m ve i\u015f b\u00fcy\u00fcmesinde di\u011ferlerinden daha iyi performans g\u00f6sterdi\u011fi ortaya \u00e7\u0131k\u0131yor. Ba\u015fka bir McKinsey ara\u015ft\u0131rmas\u0131 da g\u00fc\u00e7l\u00fc \u00e7evresel, sosyal ve kurumsal y\u00f6netim normlar\u0131na sahip \u015firketlerin, be\u015f fakt\u00f6r arac\u0131l\u0131\u011f\u0131yla daha y\u00fcksek performans ve kredi notlar\u0131 kaydetti\u011fi sonucuna var\u0131yor. McKinsey bu fakt\u00f6rleri; \u00fcst d\u00fczey b\u00fcy\u00fcme, daha d\u00fc\u015f\u00fck maliyetler, daha az yasal m\u00fcdahale, daha y\u00fcksek verimlilik ve son olarak da optimize edilmi\u015f yat\u0131r\u0131m\u0131 ve varl\u0131k kullan\u0131m\u0131 olarak tan\u0131ml\u0131yor.<\/span><\/p>

Payda\u015f Kat\u0131l\u0131m\u0131n\u0131 Sa\u011flamak \u0130steyen \u015eirketlere 5 \u0130lkesel Tavsiye<\/span><\/strong>
McKinsey, bir y\u0131ldan fazla s\u00fcredir \u00e7e\u015fitli sekt\u00f6rlerdeki i\u015f liderleri, aktivistler, akademisyenler, \u00e7al\u0131\u015fanlarla yapt\u0131\u011f\u0131 g\u00f6r\u00fc\u015fmeler ve ger\u00e7ekle\u015ftirdi\u011fi ara\u015ft\u0131rmalar sonucunda elde etti\u011fi verilerle, payda\u015f kat\u0131l\u0131m\u0131n\u0131 ger\u00e7e\u011fe d\u00f6n\u00fc\u015ft\u00fcrmek isteyen \u015firketlere be\u015f ilkesel tavsiyede bulunuyor.<\/span><\/p>

McKinsey\u2019e g\u00f6re; ilk madde olarak, y\u00f6netim kurulunun s\u00fcrece dahil edilmesi gerekiyor. Zira \u015firketlerin uzun vadeli \u00e7\u0131karlar\u0131n\u0131n sorumlulu\u011funu ta\u015f\u0131yan y\u00f6netim kurullar\u0131, bu \u00e7er\u00e7evede stratejiyi belirleyip y\u00f6netiyor. Raporda; payda\u015f kat\u0131l\u0131m\u0131n\u0131n ger\u00e7ekle\u015fmesi i\u00e7in, ba\u011fl\u0131l\u0131\u011f\u0131n bu \u00f6zellikleri nedeniyle, y\u00f6netim kuruldan ba\u015flamas\u0131 gerekti\u011fi vurgulan\u0131yor. Bunu sa\u011flamak i\u00e7in, iki farkl\u0131 ayn\u0131 zamanda birbirini tamamlayan yakla\u015f\u0131m \u00f6neriliyor. Bunlardan biri; yaln\u0131zca hissedarlar yerine daha geni\u015f bir payda\u015f yelpazesinin endi\u015felerini ve \u00f6nceliklerini yans\u0131tabilecek, \u00e7e\u015fitli deneyim, beceri ve ilgi alanlar\u0131na sahip ba\u011f\u0131ms\u0131z \u00fcyelerin y\u00f6netim kuruluna al\u0131nmas\u0131. Di\u011fer yakla\u015f\u0131m ise; kurumsal y\u00f6netim ilkelerinin, hissedarlar yerine payda\u015flar\u0131 dikkate alarak yeniden belirlenmesi. Uzun vadeli sonu\u00e7lar\u0131yla, ba\u015far\u0131l\u0131 \u00f6rnekleri olsa da bu yakla\u015f\u0131mlar\u0131 benimsemek \u015firketler i\u00e7in kolay olmuyor. McKinsey; bir ge\u00e7i\u015f s\u00fcreci ad\u0131m\u0131 olarak, y\u00f6netim kurullar\u0131n\u0131n en az\u0131ndan \u00e7al\u0131\u015fanlardan ve toplum liderlerinden haber almak i\u00e7in \u2018dinleme oturumlar\u0131\u2019 ba\u015flatmalar\u0131n\u0131 \u00f6neriyor.<\/span><\/p>

\u00c7evresel Hedefler Belirleyin ve Takip Edin<\/span><\/strong>
McKinsey, payda\u015f de\u011ferine sahip \u015firketlerin somut, ula\u015f\u0131labilir ve \u00f6l\u00e7\u00fclebilir hedefler yay\u0131nlayarak ilkeleri uygulamaya koymay\u0131 taahh\u00fct etmesini, ikinci ilke olarak a\u00e7\u0131kl\u0131yor. Bir maratona benzetilen \u00e7evresel performans\u0131 iyile\u015ftirmenin, e\u011fitim ve ba\u011fl\u0131l\u0131k gerekti\u011fi vurgulan\u0131yor. \u00c7evresel s\u00fcrd\u00fcr\u00fclebilirli\u011fe \u00f6ncelik vermek; enerji, ambalaj gibi maliyetleri d\u00fc\u015f\u00fcrerek \u015firketlerin kazan\u00e7 sa\u011flamas\u0131na da imk\u00e2n sunuyor. BP ve Shell gibi \u015firketlerin, 2050 y\u0131l\u0131na kadar \u2018s\u0131f\u0131r emisyon\u2019 hedeflerine \u00f6rnekler aras\u0131nda yer verilen raporda; Danimarka’n\u0131n en b\u00fcy\u00fck enerji sa\u011flay\u0131c\u0131s\u0131, \u00d8rsted Enerji\u2019nin ba\u015far\u0131s\u0131n\u0131 anlat\u0131l\u0131yor. 2008 y\u0131l\u0131nda kulland\u0131\u011f\u0131 enerji kaynaklar\u0131n\u0131n y\u00fczde 85’i k\u00f6m\u00fcr olan \u015firket, 10 y\u0131ll\u0131k bir plan haz\u0131rl\u0131yor. 2019 y\u0131l\u0131na kadar enerji kaynaklar\u0131n\u0131 y\u00fczde 85\u2019i yenilenebilir olacak \u015fekilde d\u00f6n\u00fc\u015ft\u00fcrece\u011fini a\u00e7\u0131kl\u0131yor. Sonu\u00e7 olarak \u015firket bu hedefine bir y\u0131l \u00f6ncesinde ula\u015f\u0131yor. Bu d\u00f6n\u00fc\u015f\u00fcmle, 2009-2019 y\u0131llar\u0131 aras\u0131nda; gelirlerini y\u00fczde 43, k\u00e2r\u0131n\u0131 y\u00fczde 140 ve i\u015fletme de\u011ferini de y\u00fczde 472 art\u0131r\u0131yor.<\/span><\/p>

Payda\u015f kapitalizmini ger\u00e7ekle\u015ftirebilmenin \u00fc\u00e7\u00fcnc\u00fc maddesi; alt y\u00fcklenici ve tedarik\u00e7ilerin uygulamalar\u0131n\u0131 da iyile\u015ftirmeyi hedeflemekten ge\u00e7iyor. \u015eirketlere bunu sa\u011flamak i\u00e7in uzmanl\u0131klar\u0131ndan ve ekonomik g\u00fc\u00e7lerinden yararlanmas\u0131 \u00f6neriliyor. Bir \u015firketin sorumluluk duygusunun, yaln\u0131zca ekonomik ve \u00e7evresel a\u00e7\u0131dan de\u011fil, ayn\u0131 zamanda t\u00fcketiciler, y\u00fckleniciler ve \u00e7al\u0131\u015fanlar\u0131 \u00fczerindeki etkisi a\u00e7\u0131s\u0131ndan da operasyonlar\u0131n\u0131n \u00f6tesine ge\u00e7mesi gerekti\u011fi vurgulan\u0131yor.<\/span><\/p>

T\u00fcketicilerin Uzun Vadeli \u0130htiya\u00e7lar\u0131n\u0131 Kar\u015f\u0131lay\u0131n<\/span><\/strong>
Payda\u015f kapitalizminde \u015firketler, sunduklar\u0131 \u00fcr\u00fcn ve hizmetlerle t\u00fcketiciler \u00fczerinde uzun vadede olumlu etkiler yaratmaya davet ediliyor. \u0130svi\u00e7reli g\u0131da \u015firketi Nestle\u2019nin, kahvalt\u0131l\u0131k gevreklerde kullan\u0131lan \u015feker miktar\u0131n\u0131 azaltarak tam tah\u0131llar ve vitaminler eklemesi, raporda bu ilkeye \u00f6rnek olarak yer al\u0131yor. Di\u011fer bir \u00f6rnek de LEGO Grubu\u2019nun kurdu\u011fu vak\u0131fla, \u00e7ocuk geli\u015fiminde ve yarat\u0131c\u0131l\u0131kta oyunun rol\u00fcne y\u00f6nelik ara\u015ft\u0131rmalar olarak sunuluyor. LEGO Vakf\u0131, \u015firket k\u00e2r\u0131n\u0131n y\u00fczde 25\u2019ini bu ara\u015ft\u0131rmalar i\u00e7in kullan\u0131yor.<\/span><\/p>

\u00c7al\u0131\u015fanlar\u0131n de\u011ferli bir kaynak oldu\u011funa inanmak ve onlara yat\u0131r\u0131m yapmak payda\u015f kapitalizminde be\u015finci ilke olarak yerini al\u0131yor. Bu ilke sayesinde \u015firketler, uzun vadede, olas\u0131 i\u015fe al\u0131mlar i\u00e7in daha \u00e7ekici hale geliyor. \u00c7al\u0131\u015fan memnuniyeti, ba\u011fl\u0131l\u0131\u011f\u0131 ve \u00fcretkenli\u011fi y\u00fckseliyor.<\/span><\/p>

\u201cSomut, Ula\u015f\u0131labilir Hedeflerin Yan\u0131 S\u0131ra Ba\u011f\u0131ms\u0131z \u00d6l\u00e7\u00fcmleme ve Raporlama Gerekiyor\u201d<\/span><\/strong>
Raporla ilgili yapt\u0131\u011f\u0131 a\u00e7\u0131klamada, payda\u015f kapitalizminin geni\u015f bir uygulama alan\u0131 oldu\u011funu belirten McKinsey & Company T\u00fcrkiye \u00dclke Direkt\u00f6r\u00fc Can Kendi; \u201cPayda\u015f kapitalizmi fikrini benimseyen \u015firketler, ba\u015fta tepkilerle kar\u015f\u0131la\u015fabilir. K\u0131sa vadeli yat\u0131r\u0131mc\u0131lar, bu \u015firketlerin getirilerinin yeterince iyi olmad\u0131\u011f\u0131na inanabilir. Fakat McKinsey olarak ger\u00e7ekle\u015ftirdi\u011fimiz uzun vadeli ara\u015ft\u0131rmalar, payda\u015f kapitalizmini benimseyen \u015firketlerin k\u00e2rl\u0131l\u0131\u011f\u0131n\u0131 da \u015firket de\u011ferini de katlayarak art\u0131rd\u0131\u011f\u0131n\u0131 ortaya koyuyor. Bug\u00fcn t\u00fcketiciler ve genel olarak toplum, i\u015f d\u00fcnyas\u0131ndan daha fazlas\u0131n\u0131 bekliyor. 2020 y\u0131l\u0131nda haz\u0131rlanan Edelman Trust Barometresi\u2019nde g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi; ankete kat\u0131lanlar\u0131n y\u00fczde 92\u2019si, \u015firketlerin; e\u011fitim, otomasyon ve g\u00f6\u00e7 gibi konularda konu\u015fmas\u0131 ve y\u00fczde 74’\u00fc de CEO’lar\u0131n bu s\u00fcrece liderlik etmesi gerekti\u011fini savunuyor. \u0130\u015f ekosistemi geli\u015fiyor, COVID-19 salg\u0131n\u0131nda ya\u015fananlar ve \u2018yeni normal\u2019 bu geli\u015fimi daha da h\u0131zland\u0131r\u0131yor. Buna direnmeye \u00e7al\u0131\u015fanlar kendilerini rekabette dezavantajl\u0131 konumda buluyor. Bu beklentiye samimiyetle cevap veren \u015firketler ise ba\u015far\u0131l\u0131 sonu\u00e7lara imza at\u0131yor\u201d dedi.<\/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":"

McKinsey & Company, \u2018Payda\u015f Kapitalizmi\u2019 raporunu yay\u0131nlad\u0131. \u0130\u015f d\u00fcnyas\u0131nda ya\u015fanan geli\u015fmelerin de\u011ferlendirildi\u011fi raporda; payda\u015f kapitalizminin hem g\u00fcndeme geli\u015f nedenleri hem de i\u015f liderleri i\u00e7in sundu\u011fu olumlu de\u011fi\u015fim f\u0131rsatlar\u0131 anlat\u0131l\u0131yor. Payda\u015f kapitalizmini benimseyen \u015firketlerin k\u00e2rl\u0131l\u0131\u011f\u0131n\u0131n ve \u015firket de\u011ferinin artt\u0131\u011f\u0131na dikkat \u00e7eken McKinsey & Company T\u00fcrkiye \u00dclke Direkt\u00f6r\u00fc Can Kendi, \u201cBurada \u00f6nemli olan, \u015firketlerin somut ve ula\u015f\u0131labilir […]<\/p>\n","protected":false},"author":2,"featured_media":2861,"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":[23,32],"tags":[],"class_list":{"0":"post-2860","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2021\/02\/paydas-kapitalizmi.jpg","author_info":{"display_name":"H\u00fcnkar G\u00f6rel","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=2"},"yoast_head":"\nMcKinsey, Payda\u015f Kapitalizmi Raporunu Yay\u0131nlad\u0131 - 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=2860\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"McKinsey, Payda\u015f Kapitalizmi Raporunu Yay\u0131nlad\u0131 - GPD\" \/>\n<meta property=\"og:description\" content=\"McKinsey & Company, \u2018Payda\u015f Kapitalizmi\u2019 raporunu yay\u0131nlad\u0131. \u0130\u015f d\u00fcnyas\u0131nda ya\u015fanan geli\u015fmelerin de\u011ferlendirildi\u011fi raporda; payda\u015f kapitalizminin hem g\u00fcndeme geli\u015f nedenleri hem de i\u015f liderleri i\u00e7in sundu\u011fu olumlu de\u011fi\u015fim f\u0131rsatlar\u0131 anlat\u0131l\u0131yor. 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