{"id":769,"date":"2019-08-26T14:42:07","date_gmt":"2019-08-26T14:42:07","guid":{"rendered":"https:\/\/new.gidaperakendecileri.org\/?p=769"},"modified":"2019-08-26T14:45:11","modified_gmt":"2019-08-26T14:45:11","slug":"prof-dr-acar-baltas-iyi-lider-degisim-yaratir-iz-birakir","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=769","title":{"rendered":"Prof. Dr. Acar Balta\u015f: \u201c\u0130yi Lider De\u011fi\u015fim Yarat\u0131r, \u0130z B\u0131rak\u0131r\u201d"},"content":{"rendered":"\t\t
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T\u00fcrkiye\u2019nin ilk n\u00f6ro-psikologlar\u0131ndan olan Prof. Dr. Acar Balta\u015f, insan\u0131 ve de\u011fi\u015fimi merkeze alan \u00e7al\u0131\u015fmalar\u0131yla \u00f6zg\u00fcn \u00e7\u00f6z\u00fcmler ger\u00e7ekle\u015ftirip uyguluyor. \u0130\u015f ya\u015fam\u0131nda g\u00f6zlenebilir tutum de\u011fi\u015fikli\u011fi ve \u00f6l\u00e7\u00fclebilir sonu\u00e7lar elde etmeyi ama\u00e7layan Acar Balta\u015f\u2019a g\u00f6re g\u00fcn\u00fcm\u00fczde iyi lider, kurumlar\u0131 gelece\u011fe ta\u015f\u0131yan, dolay\u0131s\u0131yla s\u00fcreklili\u011fi g\u00fcvence alt\u0131na alan, h\u0131zla de\u011fi\u015fen d\u00fcnyan\u0131n taleplerine uyum sa\u011flayarak ayakta kalmas\u0131n\u0131 sa\u011flayan bir \u00e7ekim merkezi. \u201c\u0130yi lider de\u011fi\u015fim yarat\u0131r, iz b\u0131rak\u0131r\u201d diyen Acar Balta\u015f\u2019\u0131n n\u00f6ro-marketing hakk\u0131ndaki g\u00f6r\u00fc\u015fleri de son derece farkl\u0131 ve ilgi \u00e7ekici. <\/strong><\/h3>

R\u00f6portaj: Aliye Sema <\/b><\/p>

\"\"<\/strong><\/h3>

Y\u00fcksek\u00f6\u011frenimini \u0130stanbul \u00dcniversitesi Edebiyat Fak\u00fcltesi Psikoloji B\u00f6l\u00fcm\u00fc\u2019nde tamamlad\u0131ktan sonra Cerrahpa\u015fa T\u0131p Fak\u00fcltesi\u2019nde y\u00fcksek beyin fonksiyonlar\u0131 konusunda doktora yaparak klinik n\u00f6ro-fizyoloji alan\u0131nda T\u0131p Bilimleri Doktoru unvan\u0131n\u0131 alan Balta\u015f Grubu Y\u00f6neticisi Prof. Dr. Acar Balta\u015f, T\u00fcrkiye\u2019nin ilk n\u00f6ro-psikologlar\u0131ndan biri. E\u015fi Prof. Dr. Zuhal Balta\u015f\u2019la kurucusu oldu\u011fu, i\u015f hayat\u0131nda g\u00f6zlenebilir zihniyet de\u011fi\u015fikli\u011fi ve \u00f6l\u00e7\u00fclebilir i\u015f sonu\u00e7lar\u0131 i\u00e7in kurum ve \u00e7al\u0131\u015fan etkinli\u011fini hedefleyen Balta\u015f Grubu\u2019nu y\u00f6neten Acar Balta\u015f ile g\u00fcn\u00fcm\u00fczde iyi liderin \u00f6zelliklerini, perakende sekt\u00f6r\u00fcnde nelerin de\u011fi\u015fmesi gerekti\u011fini ve n\u00f6ro-marketing\u2019i konu\u015ftuk.<\/p>

Balta\u015f Grubu\u2019nun \u00e7al\u0131\u015fmalar\u0131 hakk\u0131nda bilgi verir misiniz?<\/strong>
1980’lerde ba\u015flad\u0131\u011f\u0131m\u0131z seminerlerden bu yana, \u00e7a\u011fda\u015f psikoloji biliminin bulgular\u0131na dayanan ve T\u00fcrk k\u00fclt\u00fcr de\u011ferlerinden kaynaklanan \u00f6zg\u00fcn \u00e7\u00f6z\u00fcmler geli\u015ftiriyoruz ve uyguluyoruz. Hizmetlerimizle i\u015f hayat\u0131nda g\u00f6zlenebilir tutum de\u011fi\u015fikli\u011fi ve \u00f6l\u00e7\u00fclebilir i\u015f sonu\u00e7lar\u0131 elde etmeyi ama\u00e7l\u0131yoruz. T\u00fcrk toplumunun k\u00fclt\u00fcrel \u00f6zelliklerini ve d\u00fc\u015f\u00fcnce yap\u0131s\u0131n\u0131 temel alan ve fark olu\u015fturan bir yakla\u015f\u0131ma sahibiz. \u0130nsan beyninin i\u015fleyi\u015fiyle ilgili n\u00f6ro-psikolojik bilgi birikimiyle insan ve de\u011fi\u015fimin dinamiklerini y\u00f6netiyoruz. Se\u00e7me, yerle\u015ftirme ve y\u00fckseltmelerde isabetli de\u011ferlendirmeler i\u00e7in bilimsel temele dayal\u0131 yeni ku\u015fak \u00f6l\u00e7\u00fcm ara\u00e7lar\u0131 ve tekniklerini kullan\u0131yoruz. \u00c7a\u011fda\u015f yakla\u015f\u0131mlar\u0131 benimseyerek e-\u00f6\u011frenme, ters y\u00fcz, mobil ve ko\u00e7luk yoluyla \u00f6\u011fretme modellerini kullan\u0131yoruz.<\/p>

G\u00fcn\u00fcm\u00fczde \u201ciyi lider\u201d sizce nas\u0131l bir liderdir?<\/strong>
\u0130yi lider; kurumlar\u0131 gelece\u011fe ta\u015f\u0131yan, dolay\u0131s\u0131yla s\u00fcreklili\u011fi g\u00fcvence alt\u0131na alan, h\u0131zla de\u011fi\u015fen d\u00fcnyan\u0131n taleplerine uyum sa\u011flayarak ayakta kalmas\u0131n\u0131 sa\u011flayan bir \u00e7ekim merkezidir. Liderin varl\u0131k nedeni, h\u0131zla de\u011fi\u015fen d\u00fcnyada y\u00f6netmek, \u201cidare etmek\u201d, ba\u015fka deyi\u015fle stat\u00fckoyu korumak de\u011fil, etkilemek ve sonucu de\u011fi\u015ftirmektir. \u00d6zetlersek, iyi lider; de\u011fi\u015fim yarat\u0131r, birle\u015ftirir, harekete ge\u00e7irir, iz b\u0131rak\u0131r. G\u00fcn\u00fcm\u00fczde de\u011fi\u015fen liderlik \u00f6zellikleri; \u00e7ekinilen de\u011fil yakla\u015f\u0131lan bir lider olmay\u0131, \u00e7ok konu\u015fan bir lider olmak yerine, soru soran, dinleyen, anlayan ve etkili konu\u015fan bir lider olmay\u0131, g\u00fc\u00e7le de\u011fil anlam duygusuyla y\u00f6neten, farkl\u0131 ku\u015faklar\u0131n deneyimini farkl\u0131 alanlardaki bilgi birikimini birle\u015ftiren bir lider olmay\u0131 ve insanlarda farkl\u0131 olan\u0131 g\u00f6rerek ki\u015fiselle\u015ftirerek y\u00f6netmeyi gerektirmektedir.<\/p>

Perakende sekt\u00f6r\u00fc a\u00e7\u0131s\u0131ndan bakt\u0131\u011f\u0131m\u0131zda beden dilinin \u00f6nemi nedir?<\/strong>
Perakende sekt\u00f6r\u00fc sadece m\u00fc\u015fteriye mevcut \u00fcr\u00fcn\u00fc satmakla s\u0131n\u0131rl\u0131 kalacak \u015fekilde d\u00fc\u015f\u00fcn\u00fclemez. Ayn\u0131 zamanda m\u00fc\u015fteriyle sa\u011flam, kal\u0131c\u0131 ve kaliteli bir ili\u015fki kurmaya dayan\u0131r. Bunun da tek yolu do\u011fru ileti\u015fim kurmakt\u0131r. \u0130leti\u015fim, ses tonu, beden dili ve kelimelerden olu\u015fan bir b\u00fct\u00fcnd\u00fcr. Beden dilinin \u00f6nemi, m\u00fc\u015fterinin s\u00f6zl\u00fc ve s\u00f6zs\u00fcz mesajlar\u0131n\u0131 do\u011fru anlamakta ve ona do\u011fru mesajlar vermekte yatar.<\/p>

Kurumlara psikolojik dan\u0131\u015fmanl\u0131k yap\u0131yorsunuz. S\u00fcre\u00e7 i\u00e7erisinde nelere dokunuyorsunuz, kurum ad\u0131na neler de\u011fi\u015fiyor?<\/strong>
Logomuzda da yer bulan yakla\u015f\u0131m\u0131m\u0131z \u201cinsan ve de\u011fi\u015fim\u201di merkezine al\u0131yor. Bireyden ba\u015flayarak kurumu olmak istedi\u011fi konuma getirecek bir de\u011fi\u015fim yolculu\u011funa arac\u0131l\u0131k ediyoruz. Verdi\u011fimiz dan\u0131\u015fmanl\u0131k hizmetleriyle bilimsel bilginin ger\u00e7ek hayatta etkin bir bi\u00e7imde uygulanabilmesini, do\u011fru kararlara ve verimli i\u015f \u00e7\u0131kt\u0131lar\u0131na d\u00f6n\u00fc\u015febilmesini ama\u00e7l\u0131yoruz. Bunu yaparken sundu\u011fumuz se\u00e7me, yerle\u015ftirme ve y\u00fckseltme hizmetleri ki\u015filik \u00f6zelliklerini temel alarak i\u015fe al\u0131m s\u00fcrecini y\u00f6netmeye ve mevcut \u00e7al\u0131\u015fan\u0131n kariyer planlamas\u0131n\u0131n olu\u015fturulmas\u0131na destek veriyor. E\u011fitim ve geli\u015fim programlar\u0131m\u0131z, kazan\u0131lan bilgi ve becerilerin i\u015f ortam\u0131na aktar\u0131lmas\u0131n\u0131 sa\u011flayan \u00f6l\u00e7me ve izleme \u00e7al\u0131\u015fmalar\u0131 sunuyor. Dan\u0131\u015fmanl\u0131k hizmetlerimiz \u015firketlerin kurumsalla\u015fma, b\u00fcy\u00fcme, birle\u015fme ve yeniden yap\u0131lanma ihtiya\u00e7lar\u0131 do\u011frultusunda \u015fekilleniyor. Bu kapsamda, insan kaynaklar\u0131 ve organizasyonel yap\u0131land\u0131rma projeleri y\u00fcr\u00fct\u00fcyoruz.<\/p>

Bug\u00fcn\u00fcn \u00e7al\u0131\u015fanlar\u0131n\u0131n b\u00fcy\u00fck bir k\u0131sm\u0131n\u0131 Y Ku\u015fa\u011f\u0131 bireyleri olu\u015fturuyor. Arkadan da zorlayan bir Z Ku\u015fa\u011f\u0131 geliyor. \u00c7a\u011f\u0131n ko\u015fullar\u0131na g\u00f6re, \u00e7al\u0131\u015fan mutlulu\u011funu sa\u011flamak ve verimi artt\u0131rmak i\u00e7in i\u015fletmeler neler yapmal\u0131?<\/strong>
Birincisi; ku\u015fak ismi olarak hangi kavram\u0131 kullan\u0131rsak kullanal\u0131m, herkesin ihtiyac\u0131 sayg\u0131 g\u00f6rmektir. \u00d6nceki ku\u015faklara d\u00fc\u015fen, kendinden sonra gelenlerin sayg\u0131dan neyi anlad\u0131klar\u0131n\u0131 anlamaya \u00e7al\u0131\u015fmakt\u0131r. \u0130kincisi; onlar\u0131n birikiminden yararlanacak \u015fekilde ba\u011f kurmakt\u0131r. Bu da y\u00f6netim literat\u00fcr\u00fcne ters mentorluk gibi yeni kavramlar\u0131n yerle\u015fmesine yol a\u00e7m\u0131\u015ft\u0131r.<\/p>

Perakende sekt\u00f6r\u00fcnde gerekli g\u00f6rd\u00fc\u011f\u00fcn\u00fcz de\u011fi\u015fimler nelerdir?<\/strong>
Birincisi; i\u015f terkini bir kader olarak g\u00f6rmemek ve sekt\u00f6r ortalamas\u0131n\u0131n alt\u0131nda i\u015f terki olu\u015fturmay\u0131 hedeflemektir. \u0130kincisi; mevcut personeli en ba\u015fta birinci kademe y\u00f6neticilerinden ba\u015flayarak e\u011fitmektir.<\/p>

Son olarak, n\u00f6romarketing hakk\u0131nda neler d\u00fc\u015f\u00fcn\u00fcyorsunuz?<\/strong>
Bug\u00fcn hala insanlar\u0131n beyin taramalar\u0131na bakarak ne yalan s\u00f6ylediklerini ne de \u00e2\u015f\u0131k olduklar\u0131n\u0131 anlayabiliyoruz. Bu konuda elde edilen bilgiler, \u00e7ok genel ve kaba. Bunlara bak\u0131larak bilimsel do\u011frulara hen\u00fcz var\u0131lam\u0131yor. Beyinde “sat\u0131n al” d\u00fc\u011fmesi hen\u00fcz bulunmu\u015f de\u011fil. B\u00fct\u00fcn bunlar\u0131n \u00f6tesinde EEG g\u00f6r\u00fcnt\u00fclerinden yola \u00e7\u0131karak insanlarla ilgili kararlar vermek “ahlaki” de\u011fil. Bu konuda sinirbilimci Molly Crockett\u2019in s\u00f6z\u00fcne kat\u0131l\u0131yorum ve okurlara tavsiye ediyorum: “E\u011fer birisi size \u00fczerinde beyin olan bir \u015fey satmak isterse s\u00f6zlerine kanmay\u0131n. Onlardan kan\u0131t isteyin. Zor sorular sorun. Cevaplar basit ve tek y\u00f6nl\u00fc olmamal\u0131. \u00c7\u00fcnk\u00fc beyin basit de\u011fildir.”<\/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":"

T\u00fcrkiye\u2019nin ilk n\u00f6ro-psikologlar\u0131ndan olan Prof. Dr. Acar Balta\u015f, insan\u0131 ve de\u011fi\u015fimi merkeze alan \u00e7al\u0131\u015fmalar\u0131yla \u00f6zg\u00fcn \u00e7\u00f6z\u00fcmler ger\u00e7ekle\u015ftirip uyguluyor. \u0130\u015f ya\u015fam\u0131nda g\u00f6zlenebilir tutum de\u011fi\u015fikli\u011fi ve \u00f6l\u00e7\u00fclebilir sonu\u00e7lar elde etmeyi ama\u00e7layan Acar Balta\u015f\u2019a g\u00f6re g\u00fcn\u00fcm\u00fczde iyi lider, kurumlar\u0131 gelece\u011fe ta\u015f\u0131yan, dolay\u0131s\u0131yla s\u00fcreklili\u011fi g\u00fcvence alt\u0131na alan, h\u0131zla de\u011fi\u015fen d\u00fcnyan\u0131n taleplerine uyum sa\u011flayarak ayakta kalmas\u0131n\u0131 sa\u011flayan bir \u00e7ekim merkezi. 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