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https://hdl.handle.net/20.500.12511/4373

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International marketing strategies for SMEs in the digital world
(IGI Global, 2024) Divrik, Bahar
Digital technologies have totally changed the business world and Small and Medium Enterprises (SMEs) have truly been affected by this change. SMEs, which are the main actors of the world economy as they are main providers of production, employment, and foreign currency. Before the introduction of digital tools, SMEs were not able to compete with multinational companies mainly because of their limited resources. The digital technologies have enabled SMEs to compete with multinational companies in the international markets. Formulating the right international marketing strategies is crucial for SMEs to be successful in international markets in the digital era.
Meeting customer expectations in Islamic Tourism: Effects of Islamic business ethics
(IGI Global, 2023) Baykal, Elif
Changing consumer behaviour and increasing consumer demands in many contemporary markets have affected the Muslim world as well. The ever-increasing Muslim population has become more affluent and more demanding with the rise of modernization, especially after the 1980s. Contemporary Muslims' increased demands for better recreation and vocation facilities necessitated the birth of a new sector is referred to as Islamic tourism in this chapter. Increase in the market penetration of Islamic tourism has brought about new anxieties regarding ethical issues in this newly emerging industry. In this chapter, Islamic tourism has been considered as an alternative tourism approach. It creates a niche market for Muslim tourist with religious sensitivities and Islamic tourism and ethics in this unique sector has been handled in detail.
Evaluation and importance of business ethics in terms of organizational culture
(IGI Global, 2023) Adıgüzel, Zafer
Business ethics is a scientific discipline that analyzes and explains norms and values that guide the business world. When the books and academic researches about business ethics are examined, it is understood that interest in business ethics has started to increase. Among the most important reasons for business interest, ethics is the impact of economic development and globalization. The story of the economy and the adaptation to the global market with each passing day has brought unethical practices to the agenda. It is considered that models that improve the decision-making mechanisms of managers against corrupt practices are deemed necessary. In the study, many studies have been cited as references to explain business ethics' individual and organizational factors. It aims to contribute to the literature with the results and results of the academic research conducted on these models.
Business ethics: The changing face of working life
(IGI Global, 2023) Yılmaz, Neslihan
Ethics is about the behaviors that people enact on a social scale and that have consequences affecting others and the thinking processes that shape them. Business life is a part of social life and it has to develop principles compatible with value judgments in society. Increasing professional corruption is a situation where there is a complexity of values within the society and utilitarianism overcomes everything over time, and an ethical process is required. This can only be achieved through effective leadership.
Personalization of marketing for today and the future: The role of artificial intelligence
(IGI Global, 2024) Pınarbaşı, Fatih
Advances in artificial intelligence significantly impact the marketing industry as a whole, including customers, enterprises, and the market environment. The intersection of artificial intelligence with particular marketing topics, such as personalization, offers significant potential for both present and future marketing. This study aims to examine the personalization concept within AI intersections perspective; with that aim, a literature review methodology is used. Seven intersection areas are presented in the study: advanced customer segmentation and targeting, predictive analytics for personalized marketing, emotion recognition and sentiment analysis, context-aware personalization, dynamic content generation and customization, intelligent recommendation systems, and personalized customer service and chatbots. Each intersection area contains one example business case. The study also includes solutions and recommendations, and future research directions.
Effect of spiritual leadership on intention to quit: Mediator effect of person-organization fit
(IGI Global, 2023) Baykal, Elif
Spiritual leadership is a holistic leadership approach through which organizational members can experience their connection with their spiritual realities. With the help of spiritual leadership, employees can find the inner motivation to show the necessary altruism to serve for the common good and vision. Thus, they find the opportunity to experience meaning in their workplace. This study has focused on spiritual leadership and its possible effects on person-organization fit and turnover intentions among Turkish academicians. Moreover, in this study, the mediator effect of person-organization fit in the relationship between spiritual leadership and turnover intentions has been examined. The research model has been investigated among academicians from various Turkish universities. In the related field research, 190 usable surveys were obtained, and the research data has been examined in SPSS 20. Results showed spiritual leadership has a negative effect on turnover intentions and person-organization fit acts as a mediator in this relationship.
Assessing the intersection of artificial intelligence and digital advertising
(IGI Global, 2023) Pınarbaşı, Fatih
The advancements in artificial intelligence are among the factors influencing the components of various topics within the marketing and advertising industry. The usability of artificial intelligence and related technologies in sub-contexts within the scope of digital advertising generates the opportunity for various research questions. This study aims to conclude the future of the subjects based on assessing intersections between digital advertising and artificial intelligence. Following the purpose of the study, a literature review has been used, and three main intersection points in the field of AI and digital advertising are included. Three main section points concluded in the study refer to AI's contribution to analytics and decision making, advertising content production with the help of AI, and implementation of digital advertising with the help of AI, advertising measurement and optimization. Solutions and recommendations, and future research directions are also presented in the study.
Country-of-origin effect and digital marketing: Evaluating current and future of marketing
(IGI Global, 2023) Pınarbaşı, Fatih
The country-of-origin effect, which has been researched extensively in marketing literature, has lately been impacted in several ways by digital marketing and associated actions. This study aims to address the issue's current state in a variety of ways and to draw future conclusions about its many aspects. The study examines the country-of-origin effect and digital marketing concepts together by including the intervention topics of two concepts and the future of the topics for the next years. For the intervention side of two topics, four topics are concluded in the study: the effect of COO on digital marketing strategy and decisions, the effect of digital marketing on COO-related consumer constructs, the indirect effects of COO on consumers and digital marketing relationships, and the effect of COO on macro environment concepts. For the future of the topics, three topics are included in the study: increasing usage of existing digital marketing activities for COO, the employment of AI-supported content generation systems, and the potential of using AI-supported research and analysis.
Boosting human capital via spiritual leadership: An exmaple from Turkey
(IGI Global, 2023) Baykal, Elif
The related field research was conducted with the participation of 360 people. The respondents are working in public and private institutions in the service sector. During the analysis and analysis of the research data, SPSS (statistical package for the social sciences) program was used, and the data were analysed. With the factor analysis made, the questions were examined in detail within the scope of six sub-dimensions of spiritual leadership behavior patterns and the data were analysed. According to the results of the research, it has been observed that there may be changes in the attitudes and opinions of some of the dimensions of spiritual leadership behaviors based on the age, gender, marital status, educational status, sector, position, working time in the institution where they are currently working, and total years worked. Moreover, this study is illuminating regarding the positive effects of spiritual leadership on human capitals of white collar employees in Turkey.
Framing effects on renewable energy news
(Springer Science and Business Media Deutschland GmbH, 2023) Yazıcı, Merve; Güner Gültekin, Duygu
The use and development of renewable energy technologies and sources have become a significant policy incentive in many countries across the globe. Promoting renewable energy was already instituted in most nations, but many legal and institutional barriers and public ambivalence remained. Thus, it has become necessary to encourage discussion on the issue. Press came into action to provide the required information and insight. However, the literature proved that the media was never utterly objective in this regard. Instead, the studies indicated that the focus of the news, articles, and reports represented a priori stance on the issues and served as promotional materials to support that previously embraced perspective. Scholars addressed two leading indicators of the frames embedded in national media. The most prevailing one is the current economic and political context. Forces such as the socio-economic situation, eco-political agenda and even international relations have influenced the farming employed by the press to either promote or degrade renewable energy technologies.
Impact of green human resources management on job satisfaction
(Springer Science and Business Media Deutschland GmbH, 2023) Baykal, Elif; Yılmaz, Ayşe Öykü; Koktekin, Seray Kayra
Green Human Resources Management is the continuation of the Human Resources Management approach in a sustainable and encouraging way. With the pressure created by the increasing global competition with the pandemic period and the increasing environmental awareness of people in this period, the interest in sustainability and green management have increased. However, with the emerging concept of green management, companies have started to include green practices in their business functions. One of the most important of these green practices is human resources management. By recruiting employees who adopt a green understanding and will maintain this understanding in business life, they will contribute to their companies’ adoption of green business management principles. When the literature review about the concept of green human resources is made, it is seen that there are not enough resources about the effect of GHRM on the job satisfaction of the employees. Job satisfaction is the feeling that is felt as a result of the success or failure of the employees as a result of the work they do, as a result of their material and moral coinciding with their personal values. Starting from this concept, it is thought that people who aim to work in a more sustainable and green company may have higher job satisfaction when they work in companies that attach importance to these practices. Based on these concepts and practices, this research was conducted to measure the effect of green human resources management on job satisfaction.
The role of data mining in digital transformation
(Springer Science and Business Media Deutschland GmbH, 2023) Özsürünç, Recep
As technologies develop in social and business life, approaches change. Different technologies bring about physical and mental transformations. It is possible to do any work more easily with the development of technologies. But this is possible for the one who adapts those technologies. Digital transformation has created many opportunities for companies to adapt to technological transformation. Easier access to customers, the ability to sell products without physical locations, and the acceleration of cancellation and return processes are great opportunities for companies. Taking advantage of these opportunities is possible by completing the digital transformation process. In this chapter, the role and importance of data mining, which are the most important steps of the digital transformation process, are mentioned. Since the digital transformation process requires digitization, “data” has become the most important digital asset of firms. If the data mining processes are texisting data. Effective use of data mining, which is the most important pillar of digital transformation, is possible with a full understanding of data mining. Therefore, the data mining process is explained in detail.
Ensuring islamic balanced leadership through Islamic workplace spirituality: A system theory approach
(Nova Science Publishers, Inc., 2020) Baykal, Elif
Islamic teachings overlap considerably with the teachings of workplace spirituality and the teachings of the balanced leadership perspective. Having in mind this assumption, in this study, basic premises of spiritual leadership and workplace spirituality will be explained, and the main functions of Islamic workplace spirituality will be clarified with a system theory approach. Moreover, balanced leadership approach and Islamic balanced leadership approach will be compared, and the possibility of creating Islamic balanced leadership through system theory approach will be discussed.
PESTEL analysis-based evaluation of marketing strategies in the European banking sector: An application with IT2 Fuzzy DEMATEL
(IGI Global, 2019) Dinçer, Hasan; Pınarbaşı, Fatih
This chapter evaluates the marketing strategies in European banking sector. In this context, six dimensions of PESTEL analysis (politic, economic, sociological, technologic, environmental, and legal) are taken into the consideration. On the other side, interval type-2 fuzzy DEMATEL approach is used to weight the importance of these dimensions. The findings show that technological and political factors have the highest importance. Therefore, it is recommended that technological innovations in the banking sector should be followed by European banks. Within this framework, these banks should design a market research department to follow these developments in the market so that new products and services can be identified. Therefore, technological development should be adopted in the strategy development process. In addition, interest rates defined by the central bank should also be considered by these banks. Hence, adopting marketing strategies according to the interest rate policy of the central banks provides a competitive advantage to the European banks.
Ensuring islamic balanced leadership through Islamic workplace spirituality: A system theory approach
(De Gruyter, 2023) Baykal, Elif
Islamic teachings overlap considerably with the teachings of workplace spirituality and the teachings of the balanced leadership perspective. Having in mind this assumption, in this study, basic premises of spiritual leadership and workplace spirituality will be explained, and the main functions of Islamic workplace spirituality will be clarified with a system theory approach. Moreover, balanced leadership approach and Islamic balanced leadership approach will be compared, and the possibility of creating Islamic balanced leadership through system theory approach will be discussed.
Understanding e-WOM evolution in social media with network analysis
(IGI Global, 2021) Pınarbaşı, Fatih
Today's consumer is in constant interaction with the environment thanks to social media and technology. Consumers who communicate more with each other have pushed businesses to take action on this issue. In this study, network analysis will be processed by marketing approach. Previous studies focus on different aspects of network analysis while examining methodological details. There are a few integrated studies regarding to network analysis from marketing perspective. This study aims to fill this research gap with integrated approach combining marketing scenarios with network analysis methods and social media data. Study consists of two main parts: theoretical background and methodology sections. Theoretical background includes electronic word of mouth, social media and customer networks, network analysis parts. Methodology section includes four different cases regarding to network analysis, social media, and web. Businesses corporating network analysis to their marketing decision-making process can improve their marketing knowledge regarding to changing marketing environment.
Family firms and the effects of organizational culture on their innovation
(IGI Global, 2022) Baykal, Elif
Owing to the fact that sustainability and the financial performance of businesses are important work outcomes in family firms, in this chapter for both reaching work and family related goals and ensuring sustainibility, it is proposed that family firms as in the case with their non-family counterparts will prefer to exploit innovativeness in attaining their financial goals. The main objective of this chapter is understanding innovative inclinations and preferences of family firms and examining the relationship between innovativeness and organizational cultures of these companies. And it is suggested that organizational culture will act as a catalyzer in this relationship. In the chapter, innovativeness in family firms has been examined in detail. Main types of organizational cultures regarding innovation in family firms have been explained in detail, and an approach that suggests that organizational climate is closely related with the innovativeness of family firms has been adopted.
Succession in family business through authentic leadership
(IGI Global, 2022) Baykal, Elif
Family businesses are the kind of organizations that are characterized by overlapping systems of ownership, management, governance, and family values. In family firms, the family is the main asset of the business, and family members are strictly bound to the firm. Due to the dominance of a specific family, the success of the company is closely linked to the proper administration of the duality in the industry, the existence of family and business simultaneously. This fact distinguishes family firms from other companies. Furthermore, managerial and ownership priorities of the owner family are maintained through intergenerational succession. And, the existence of multiple stakeholders and their conflicting demands necessitate a transparent and authentic leadership approach in this delicate process. In this chapter, it is proposed that in family firms, intergenerational succession is more convenient and less painful, in case an authentic leader who gives importance to high levels of awareness, transparency, and morality is in power.
Meeting customer expectations in Islamic tourism: Effects of Islamic business ethics
(IGI Global, 2021) Baykal, Elif
Changing consumer behaviour and increasing consumer demands in many contemporary markets have affected the Muslim world as well. The ever-increasing Muslim population has become more affluent and more demanding with the rise of modernization, especially after the 1980s. Contemporary Muslims ' increased demands for better recreation and vocation facilities necessitated the birth of a new sector is referred to as Islamic tourism in this chapter. Increase in the market penetration of Islamic tourism has brought about new anxieties regarding ethical issues in this newly emerging industry. In this chapter, Islamic tourism has been considered as an alternative tourism approach. It creates a niche market for Muslim tourist with religious sensitivities and Islamic tourism and ethics in this unique sector has been handled in detail.
Strategy development to improve the business performance of nuclear energy companies
(Springer Science and Business Media Deutschland GmbH, 2021) Yüksel, Serhat; Di?nçer, Hasan; Çağlayan, Çağatay; Uluer, Gülsüm Sena
In this study, it is aimed to develop strategies to increase the performance of nuclear energy companies. In this context, criteria based on a balanced scorecard have been determined. In order to determine which criteria are more important for nuclear energy companies, an analysis was carried out with the fuzzy DEMATEL approach. According to the results of the analysis, it has been determined that technological development issues are of vital importance for these companies. Similarly, customer satisfaction and cost analysis are other important criteria. On the other hand, the importance weight of qualified personnel is lower than the others. It is understood that nuclear energy companies should follow technological developments effectively. Otherwise, there is a risk of losing significant competitive advantages in this sector. Continuous changes occur in technological applications for nuclear energy generation. The most striking of these applications is that thorium is preferred instead of uranium in the energy production process. In this way, the risk of explosion of the nuclear power plant is eliminated. In addition, radioactive waste generated as a result of nuclear power generation is significantly reduced. It is inevitable to use this technology in nuclear energy production in the future. Therefore, it will be very difficult for nuclear energy companies that do not have this technology to survive in the market.

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