House of Quality

Partnerships between companies receive a great deal of attention from top managers and researchers at the time of their formation. This attention results largely from the common perception that the initial structuring of partnerships and establishment of common goals determines partnership outcomes and success. In Alliance Advantage, Doz and Hamel shift the focus away from deal making to the internal processes within the partnership and the unfolding interactions among partners that play an important and relatively unexplored role in shaping outcomes. Focusing on the underlying reasons why companies enter alliances and the processes by which they continually learn from their interactions and re-evaluate common--and individual--goals, the authors paint a sophisticated picture of alliance dynamics over time. The authors challenge organizations to define their objectives for alliance formulation and consider whether their own corporate culture provides an "alliance ready" atmosphere.

Alliance advantage : the art of creating value through partnering

The mass customization decade: An updated review of the literature

Review: Mobile marketing research: The-state-of-the-art

Purpose – Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.Design/methodology/approach – The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.Findings – The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.Research limitations/implications – This research adds to the growing body of evi...

Innovative mobile marketing via smartphones

This study analyses the possible significant impacts of mobile phone technology developments on marketing and determines those target mobile phone users who have the most positive attitudes towards mobile marketing tools. The survey results, conducted on 418 mobile phone users, show that the mobile phone users’ adaptation to mobile shopping is low; however, mobile phone users have positive attitudes towards mobile marketing tools — mobile advertising, mobile discount coupons, mobile entertainment, location-based mobile services, mobile internet and mobile banking. The survey results suggest that target segment/segments can be determined for mobile marketing strategies. Managerial implications and recommendations are also offered that may work to increase mobile commerce and marketing adaptation rates.

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Attitudes towards mobile marketing tools: A study of Turkish consumers

Advances in information and communication technologies are not only offering new marketing channels to companies but also significantly influencing the ways in which companies conduct their businesses and marketing activities. This paper analyses the possible significant impacts of mobile phone technology developments on marketing, and offers insights into mobile commerce and mobile marketing, which have not previously been investigated in Turkey. In the survey, mobile phone users' attitudes towards mobile commerce and mobile marketing and their intentions to benefit from mobile phones are searched. The empirical results show that the mobile phone users' adoption of mobile shopping is low, and apart from mobile shopping, mobile phone users have positive attitudes towards mobile advertising, entertainment, discount coupons and mobile marketing. Moreover, the demographics characteristics (age, income, occupation and employment) of mobile phone users who have more positive attitudes towards mobile marketing tools are determined and managerial implications and recommendations are also given to increase mobile commerce and marketing adoption rates.

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Consumers’ attitudes towards mobile marketing and mobile commerce in consumer markets*

Tourists’ Perception and Satisfaction of Shopping in Alanya Region: A Comparative Analysis of Different Nationalities

Ulusal ve/veya Uluslararasi Pandemi donemlerinin (salginlarin) genel yasam kosullari yaninda egitim/ogretim hayatina onemli etkileri vardir. Ozellikle 2019 yilinda Cin’in Wuhan sehrinde ortaya cikan Corona virusunun (COVID-19) egitim/ogretim alanlarina etkilerinden dolayi ogretimde dijital donusum ve cevrimici egitim konulari daha fazla gundeme gelmeye baslamistir. Bu cercevede, Corona virusu salgini nedeniyle 15 Mart 2020’den itibaren Milli Egitim Bakanligi’na bagli okullarla birlikte universitelerde yuzyuze egitim ve ogretime ara verilmesi, uzaktan ogretim (Cevrimici ogretim, E-ogrenme) faaliyetlerinin oldukca populer bir konu haline gelmesine neden olmustur. Bu donemde ogrencilerin cevrimici ogretime hazir bulunup bulunmamasindan ziyade, ogrencilerin/hocalarin cevrimici ogretime olumlu tutum icinde ve yeterli teknik kapasiteye sahip oldugu varsayimiyla cevrimici ogretim teknolojilerine yatirim yapilmaya baslanmistir. Bu calismanin temel amaci; Pamukkale Universitesinde cevrimici ogretim baslamadan once, ogrencilerin cevrimici ogretime hazir olma durumunu Hung (2010) Cevrimici Ogrenmeye Hazir Bulunuslugu olcegi ile analiz etmektir. Arastirma sonuclarina gore; ogrencilerin cevrimici ogrenim icin hazir bulunusluluklarin oldugu, ancak cevrimici ogrenme kontrolu acisindan kendilerini yetersiz bulduklari, cevrimici ogrenime hazir bulunuslulugun lisans ogrencilerinin siniflari ve daha onceden cevrimici ogrenim deneyimlerinin olup olmamasina gore farklilastigi belirlenmistir.

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Öğretimde dijital dönüşüm ve öğrencilerin çevrimiçi öğrenmeye hazır bulunuşluğu: Pandemi döneminde Pamukkale Üniversitesi öğrencileri üzerinde bir araştırma

Bu calismanin amaci, pazarlama bolumu yoneticilerinin dikkatlerini mobil iletisim teknolojilerindeki gelismelerin sonucu olarak ortaya cikan mobil pazarlama ve mobil reklam uygulamalarina cekmektir. Calismanin kavramsal analiz bolumunde mobil pazarlama, mobil reklamlarin onemi aciklanmis ve mobil reklam araclari (SMS, MMS ve Bluetooth Reklamlari) analiz edilmistir. Arastirma bolumunde ise mobil telefon kullanicilarinin mobil reklam araclarina yonelik tutumlarinin karsilastirmali olarak belirlendigi pilot arastirma sonuclari aciklanmistir. 158 mobil telefon kullanicisi uzerinde yapilan tanimlayici arastirma sonuclarina gore; mobil telefon kullanicilarinin SMS, MMS ve Bluetooth araciligiyla gelen yazili, sesli ve goruntulu mobil reklam mesajlarina karsi olumlu bir tutuma sahip oldugu sonucuna varilmistir. Sonuc ve oneriler bolumunde mobil reklam programlarinin basarisinin arttirilmasina yonelik onerilerde bulunulmustur

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Süleyman Barutçu

Papers

Attitudes towards mobile marketing tools: A study of Turkish consumers

Consumers’ attitudes towards mobile marketing and mobile commerce in consumer markets*

Tourists’ Perception and Satisfaction of Shopping in Alanya Region: A Comparative Analysis of Different Nationalities

Öğretimde dijital dönüşüm ve öğrencilerin çevrimiçi öğrenmeye hazır bulunuşluğu: Pandemi döneminde Pamukkale Üniversitesi öğrencileri üzerinde bir araştırma

Mobil Reklamlar ve Mobil Reklam Araçlarına Yönelik Tutumlar