\u00dcz\u00fclerek ifade edebilirim ki, bir\u00e7ok \u015firket ve KOB\u0130\u2019mizin \u00f6zellikle \u00fcst y\u00f6neticisi \u2018Daha ba\u015fka nas\u0131l ba\u015far\u0131l\u0131 olunabilir ki, ben k\u00fc\u00e7\u00fckl\u00fc\u011f\u00fcmden beri bu sekt\u00f6rde yeti\u015ftim, sekt\u00f6r\u00fc \u00e7ok iyi biliyorum ve bu i\u015f ba\u015fka t\u00fcrl\u00fc yap\u0131lamaz\u2019 d\u00fc\u015f\u00fcncesine sahip.<\/p>\n
Yar\u0131m y\u00fczy\u0131ld\u0131r, her 10 y\u0131lda bir farkl\u0131 bir konuda ba\u015far\u0131y\u0131 yakalamak zorunda olan \u015firketler i\u00e7in ba\u015far\u0131 g\u00f6stergeleri s\u00fcrekli de\u011fi\u015fmektedir. T\u00dcS\u0130AD\u2019\u0131n yay\u0131nlar\u0131 aras\u0131nda olan \u201cYeni Rekabet Stratejileri ve T\u00fcrk Sanayisi\u201d ba\u015fl\u0131kl\u0131 dok\u00fcmanda bu ba\u015far\u0131 g\u00f6stergeleri detayl\u0131 bir \u015fekilde a\u00e7\u0131klanm\u0131\u015ft\u0131r.<\/p>\n
1960\u2019l\u0131 y\u0131llara kadar \u015firketleri ba\u015far\u0131ya g\u00f6t\u00fcren konu verimlili\u011fi art\u0131rmaktan ge\u00e7iyordu. II. D\u00fcnya Sava\u015f\u0131 sonras\u0131 talebin arz\u0131n \u00e7ok \u00fczerinde olmas\u0131 nedeni ile yo\u011fun rekabet ortam\u0131na hen\u00fcz girmemi\u015f \u015firketler, daha verimli olma ba\u015far\u0131s\u0131n\u0131 g\u00f6sterdiklerinde, do\u011fal olarak ba\u015far\u0131y\u0131 da yakal\u0131yordu.<\/p>\n
1970\u2019lerde, \u00fcretim arz\u0131n\u0131n talebe yakla\u015fmas\u0131 ve yeni rakiplerin pazarlara girmesi nedeni ile daha ucuza \u00fcretebilmek g\u00fcndeme geldi. Art\u0131k, maliyetleri d\u00fc\u015f\u00fcrebilen ve daha ucuza satabilen \u015firketler ba\u015far\u0131l\u0131 kabul ediliyordu. Hala, talep arz\u0131n \u00fczerinde idi ve \u00fcretilen her \u015feyi, kalitesine bakmadan, almaya haz\u0131r bir m\u00fc\u015fteri kitlesi vard\u0131.<\/p>\n
1980\u2019li y\u0131llarda \u00fcr\u00fcn kalitesini art\u0131rmak \u015firketlerin ba\u015far\u0131 g\u00f6stergesi haline geldi. Japonya\u2019da ba\u015flayan, ABD\u2019de devam eden ve t\u00fcm d\u00fcnyaya yay\u0131lan kalite r\u00fczg\u00e2rlar\u0131 ba\u015far\u0131ya do\u011fru esiyordu. Bu arada, toplam kalite konusunda d\u00fcnya liderlerinden olan Deming\u2019in daha 1960\u2019l\u0131 y\u0131llarda, Devlet \u0130statistik Enstit\u00fcs\u00fc\u2019ne istatistik konular\u0131nda dan\u0131\u015fmanl\u0131k yapmak \u00fczere defalarca T\u00fcrkiye\u2019ye geldi\u011fini, \u00f6zge\u00e7mi\u015fini yazd\u0131\u011f\u0131 kendi sitesinden \u00f6\u011freniyor ve talih ku\u015funun defalarca kafam\u0131za kondu\u011funu, ancak bizim bundan yararlanamad\u0131\u011f\u0131m\u0131z\u0131 \u00fcz\u00fcnt\u00fc ile \u00f6\u011freniyoruz.<\/p>\n
1990\u2019l\u0131 y\u0131llar\u0131n ba\u015far\u0131 g\u00f6stergesi ise, \u015firketlerin h\u0131zl\u0131 ve esnek olmas\u0131ndan ge\u00e7iyordu.<\/p>\n
Berlin Duvar\u0131 do\u011frudan do\u011fruya, h\u0131zl\u0131 hareket edemeyen ve de\u011fi\u015fime an\u0131nda ayak uyduramayan \u015firketlerin \u00fczerine y\u0131k\u0131l\u0131yordu. H\u0131zl\u0131 ve esnek olabilmek, \u00fcretim arz\u0131n\u0131n h\u0131zla artt\u0131\u011f\u0131, k\u00fcreselle\u015fme nedeni ile rekabetin giderek yo\u011funla\u015ft\u0131\u011f\u0131 d\u00fcnyam\u0131zda en \u00f6nemli ba\u015far\u0131 kriteri oluyordu.<\/p>\n
2000\u2019li y\u0131llar\u0131n ba\u015far\u0131 g\u00f6stergesi ise \u2018benzersiz\u2019 olmaktan ge\u00e7mektedir. Yeni y\u00fczy\u0131l\u0131n bir numaral\u0131 ger\u00e7e\u011fi olan \u2018benzersiz olmak\u2019, sadece yarat\u0131c\u0131 g\u00fcc\u00fcn ortaya \u00e7\u0131karabilece\u011fi \u00f6zg\u00fcn stratejilerden ge\u00e7mektedir. \u2018Rakiplerimize oranla farkl\u0131 bi\u00e7imde ba\u015far\u0131l\u0131 olma\u2019 olarak da tan\u0131mlad\u0131\u011f\u0131m\u0131z stratejiye olan ihtiya\u00e7 her ge\u00e7en g\u00fcn daha fazla artmaktad\u0131r. Y\u00fczlerce ulusal, binlerce k\u00fcresel rakip aras\u0131nda \u2018benzersiz\u2019 olunabilir mi? Bu soruya b\u00fct\u00fcn \u015firketlerimiz \u2018evet\u2019 cevab\u0131 verebilir mi bilmiyorum ama bu var olu\u015f ve yok olu\u015f sava\u015f\u0131d\u0131r. Ulusal ve uluslararas\u0131 rakiplerine g\u00f6re farkl\u0131 \u015fekilde ba\u015far\u0131l\u0131 olmak isteyen b\u00fct\u00fcn \u015firketlerimizin bu konuda ba\u015far\u0131l\u0131 olaca\u011f\u0131n\u0131 s\u00f6ylemek m\u00fcmk\u00fcn de\u011fildir. Ancak, ba\u015far\u0131l\u0131 olanlar bu \u015fekilde d\u00fc\u015f\u00fcnenler aras\u0131ndan \u00e7\u0131kacakt\u0131r.<\/p>\n
\u00dcz\u00fclerek ifade edebilirim ki, bir\u00e7ok \u015firket ve KOB\u0130\u2019mizin \u00f6zellikle \u00fcst y\u00f6neticisi \u2018Daha ba\u015fka nas\u0131l ba\u015far\u0131l\u0131 olunabilir ki, ben k\u00fc\u00e7\u00fckl\u00fc\u011f\u00fcmden beri bu sekt\u00f6rde yeti\u015ftim, sekt\u00f6r\u00fc \u00e7ok iyi biliyorum ve bu i\u015f ba\u015fka t\u00fcrl\u00fc yap\u0131lamaz\u2019 d\u00fc\u015f\u00fcncesine sahip. Tepe y\u00f6neticisinin b\u00f6yle d\u00fc\u015f\u00fcnmesi halinde, o \u015firketin strateji \u00fcretmesi imk\u00e2ns\u0131zd\u0131r.<\/p>\n
Do\u011fru d\u00fc\u015f\u00fcnce \u015fekli \u2018Biz bulabiliriz veya bulamay\u0131z ama bu i\u015f mutlaka daha farkl\u0131 bir \u015fekilde de yap\u0131larak ba\u015far\u0131ya ula\u015f\u0131labilir\u2019 \u015feklindedir. ABD paten enstit\u00fcs\u00fc ba\u015fkan\u0131 yirminci y\u00fczy\u0131l\u0131n ba\u015f\u0131nda \u2018Yap\u0131labilecek b\u00fct\u00fcn icatlar yap\u0131ld\u0131, art\u0131k pek fazla icat kalmad\u0131\u2019 diyebilmi\u015ftir. Oysa sadece yirminci y\u00fczy\u0131lda bulunan icatlar\u0131n say\u0131s\u0131, daha \u00f6nceki b\u00fct\u00fcn d\u00f6nemlerin toplam\u0131ndan fazla olmu\u015ftur.<\/p>\n
Unutulmamal\u0131d\u0131r ki, 2000\u2019li y\u0131llar rakiplerimize g\u00f6re \u2018benzersiz\u2019 olma becerisini bulabilme y\u0131llar\u0131d\u0131r. Ya benzersiz olan \u00fcr\u00fcn veya hizmeti bulur, yapt\u0131\u011f\u0131m\u0131z i\u015fin tad\u0131n\u0131 \u00e7\u0131kar\u0131r\u0131z veya di\u011fer binlerce rakibimiz gibi yaparak, hayatta kalmak i\u00e7in \u00e7\u0131rp\u0131n\u0131r dururuz.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u00dcz\u00fclerek ifade edebilirim ki, bir\u00e7ok \u015firket ve KOB\u0130\u2019mizin \u00f6zellikle \u00fcst y\u00f6neticisi \u2018Daha ba\u015fka nas\u0131l ba\u015far\u0131l\u0131 olunabilir ki, ben k\u00fc\u00e7\u00fckl\u00fc\u011f\u00fcmden beri bu sekt\u00f6rde yeti\u015ftim, sekt\u00f6r\u00fc \u00e7ok iyi biliyorum ve bu i\u015f ba\u015fka t\u00fcrl\u00fc yap\u0131lamaz\u2019 d\u00fc\u015f\u00fcncesine sahip. Yar\u0131m y\u00fczy\u0131ld\u0131r, her 10 y\u0131lda bir farkl\u0131 bir konuda ba\u015far\u0131y\u0131 yakalamak zorunda olan \u015firketler i\u00e7in ba\u015far\u0131 g\u00f6stergeleri s\u00fcrekli de\u011fi\u015fmektedir. T\u00dcS\u0130AD\u2019\u0131n […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/60"}],"collection":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=60"}],"version-history":[{"count":2,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/60\/revisions"}],"predecessor-version":[{"id":62,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/60\/revisions\/62"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=60"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=60"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=60"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}