{"id":3921,"date":"2017-01-26T21:41:52","date_gmt":"2017-01-26T18:41:52","guid":{"rendered":"https:\/\/test1.xsights.co.uk\/?p=3921"},"modified":"2023-04-27T14:12:26","modified_gmt":"2023-04-27T11:12:26","slug":"kurumsal-markayi-yonetmek","status":"publish","type":"post","link":"https:\/\/www.xsights.co.uk\/tr\/kurumsal-markayi-yonetmek\/","title":{"rendered":"Kurumsal Markay\u0131 Y\u00f6netmek"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">G\u00fcn\u00fcm\u00fczde \u015firketlerin sundu\u011fu \u00fcr\u00fcn ve hizmetlerin \u00e7ok h\u0131zl\u0131 taklit edilebilmesi, \u00fcr\u00fcnlerini tercih eden kitle davran\u0131\u015flar\u0131n\u0131n, s\u00fcrekli de\u011fi\u015fim g\u00f6stermesi rekabet ko\u015fullar\u0131n\u0131n kronikle\u015fmesi, kurumlara \u00fcr\u00fcn bazl\u0131 marka y\u00f6netiminin \u00f6tesinde, kurumsal marka y\u00f6netimi ile fark yaratabilme imkan\u0131 sa\u011flamaktad\u0131r.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00fcrd\u00fcr\u00fclebilir rekabet avantaj\u0131n\u0131, sadece \u00fcr\u00fcn veya hizmet farkl\u0131la\u015ft\u0131rmayla ger\u00e7ekle\u015ftiremeyece\u011fini anlayan kurumlar, sunduklar\u0131 \u00fcr\u00fcn ve hizmetlerin arkas\u0131ndaki kurumsal markalar\u0131yla da sa\u011flam durmay\u0131 tercih etmektedirler.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gelinen bu noktada, kurumsal markay\u0131 \u015firketin temelinde yatan de\u011ferlerin bir yans\u0131mas\u0131 olarak g\u00f6rmek, hem kurum hem de \u00e7al\u0131\u015fanlar nezdinde harika sonu\u00e7lar vermi\u015ftir ve vermeye devam etmektedir. Dolay\u0131s\u0131yla, kurumsal marka; bir \u015firketi hedef kitlesine verdi\u011fi mesaj\u0131n \u00f6tesinde, \u015firketin t\u00fcm payda\u015flar\u0131 taraf\u0131ndan benimsenen de\u011ferlerin bir yans\u0131mas\u0131 olarak kar\u015f\u0131m\u0131za \u00e7\u0131kmaktad\u0131r. Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k, bug\u00fcne kadar 20\u2019nin \u00fczerinde kurumun de\u011ferlerini birlikte belirleyip, kurumsal markalar\u0131n\u0131 bu de\u011ferlere g\u00f6re h\u0131zland\u0131rm\u0131\u015ft\u0131r. Bu \u00e7al\u0131\u015fmalardan elde edilen sonu\u00e7larla kurumsal itibar stratejisine yol \u00e7izmek, \u00e7al\u0131\u015fan markas\u0131n\u0131 g\u00fc\u00e7lendirmek, ba\u015far\u0131l\u0131 ticari sonu\u00e7lar\u0131 anlaml\u0131 bir oranda artt\u0131rmak m\u00fcmk\u00fcn olmu\u015ftur. Bunun da \u00f6tesinde, markan\u0131n ileti\u015fimi art\u0131k sadece \u00fcr\u00fcn seviyesinde de\u011fil, kurumsal seviyede de yap\u0131lmas\u0131 gereklili\u011fi anla\u015f\u0131lm\u0131\u015f, kurum k\u00fclt\u00fcr\u00fcndeki yerine alm\u0131\u015ft\u0131r. B\u00f6ylelikle entegre ve \u00e7ok payda\u015fl\u0131 bir anlay\u0131\u015fla, markan\u0131n hedef kitlesi hekimlerden ba\u015fka; fikir liderleri, sa\u011fl\u0131k \u00e7al\u0131\u015fanlar\u0131, eczac\u0131lar, ecza depolar\u0131, medya mensuplar\u0131, \u015firketin ortaklar\u0131, tedarik\u00e7ileri, \u00e7al\u0131\u015fanlar\u0131, kamuoyu ve devlet kurumlar\u0131 olarak geni\u015f bir \u00e7apta tan\u0131mlanm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kurumun de\u011ferlerinin, kat\u0131l\u0131mc\u0131 y\u00f6netimle belirlenmesi, kurumsal markay\u0131 y\u00f6netmenin en temel ad\u0131m\u0131d\u0131r. Kurumsal markay\u0131 y\u00f6netmek ad\u0131na kurumsal de\u011ferlerin belirlenmesinin ard\u0131ndan bu de\u011ferlerin, kurumun att\u0131\u011f\u0131 her ad\u0131mda, i\u00e7inde bulundu\u011fu her \u00e7al\u0131\u015fmada tutarl\u0131 bir \u015fekilde uygulanabilir olmas\u0131 gerekmektedir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu a\u00e7\u0131dan bakt\u0131\u011f\u0131m\u0131zda, kurumsal markay\u0131 y\u00f6netmek \u00e7ayc\u0131dan, Genel M\u00fcd\u00fcre kadar t\u00fcm \u00e7al\u0131\u015fanlar\u0131n g\u00f6revi olarak kar\u015f\u0131m\u0131za \u00e7\u0131kmaktad\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Olu\u015fturulan de\u011ferler, i\u00e7 kurumsal ileti\u015fim vas\u0131tas\u0131yla, kurum i\u00e7inde benimsendi\u011finde \u015firketin sonraki ad\u0131mlar\u0131 \u00e7ok daha kolay olacakt\u0131r. \u00d6rne\u011fin, geleneksel kavramlar\u0131 temel alan kurum k\u00fclt\u00fcr\u00fc yaratan bir \u015firket, modern sanatlar\u0131 konu alan bir sponsorluk f\u0131rsat\u0131yla kar\u015f\u0131la\u015ft\u0131\u011f\u0131 zaman, hi\u00e7 teredd\u00fcts\u00fcz zaman\u0131n\u0131 ve enerjisini kendi de\u011ferlerine uygun ba\u015fka bir projeye y\u00f6nlendirebilecektir. Ayn\u0131 \u015fekilde, kurumsal de\u011ferlerini do\u011fru bir \u015fekilde i\u00e7selle\u015ftiren bir \u015firkette, olas\u0131 kriz durumlar\u0131nda, kap\u0131daki g\u00fcvenlik g\u00f6revlisinden, Genel M\u00fcd\u00fcre kadar t\u00fcm personel ne yapaca\u011f\u0131n\u0131 ve nas\u0131l davranmas\u0131 gerekti\u011fini bilir durumda olacakt\u0131r. Kurumsal markan\u0131n, de\u011ferleriyle olan tutarl\u0131l\u0131\u011f\u0131n\u0131 ve devaml\u0131l\u0131\u011f\u0131n\u0131 sa\u011flamak t\u00fcm organizasyona yay\u0131lan bir g\u00f6rev olmakla birlikte, uygulamalar\u0131n ka\u011f\u0131t \u00fczerinde kalmas\u0131n\u0131 engellemek ad\u0131na kararl\u0131 y\u00f6neticilere b\u00fcy\u00fck sorumluluk d\u00fc\u015fmektedir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu hassasiyeti sa\u011flam\u0131\u015f, ba\u015far\u0131l\u0131 kurumlar aras\u0131ndaki rekabet kurumsal de\u011ferler \u00fczerinden yap\u0131lmaktad\u0131r. \u015e\u00fcphesiz; evrensel, h\u00fcmanistik, kapsay\u0131c\u0131 de\u011ferlerle ilerleyen kurumlar, \u00f6zellikle de pharma sekt\u00f6r\u00fcnde, \u00f6n\u00fcm\u00fczdeki y\u0131llarda ciddi bir rekabet avantaj\u0131 sa\u011flayacaklard\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c7i\u011fdem Penn \u2013 Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k A.\u015e. \/ Genel M\u00fcd\u00fcr<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bo\u011fazi\u00e7i \u00dcniversitesi\u2019nden mezun olduktan sonra e\u011fitimine London School of Economics de Sosyal Psikoloji e\u011fitimiyle devam etmi\u015ftir. De\u011fi\u015fim Y\u00f6netimi \u00fczerine Master tezi yay\u0131nlanm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Londra\u2019da uluslararas\u0131 ara\u015ft\u0131rma \u015firketlerinde y\u00f6neticilik deneyimi kazanm\u0131\u015ft\u0131r. \u00c7i\u011fdem Penn pazarlama, sat\u0131\u015f, ileti\u015fim, kurumsal sosyal sorumluluk ve insan kaynaklar\u0131 konular\u0131nda bir\u00e7ok proje y\u00f6netmi\u015f ve bu konularda \u00e7e\u015fitli kurum ve kurulu\u015flara ara\u015ft\u0131rma sonu\u00e7lar\u0131na dayanan, stratejik, sonu\u00e7 odakl\u0131 dan\u0131\u015fmanl\u0131k vermi\u015ftir.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1525\" height=\"1150\" src=\"https:\/\/test1.xsights.co.uk\/wp-content\/uploads\/2023\/02\/kurumsal-markayi-yonetmek-img.jpg\" alt=\"\" class=\"wp-image-3922\" srcset=\"https:\/\/www.xsights.co.uk\/wp-content\/uploads\/2023\/02\/kurumsal-markayi-yonetmek-img.jpg 1525w, https:\/\/www.xsights.co.uk\/wp-content\/uploads\/2023\/02\/kurumsal-markayi-yonetmek-img-300x226.jpg 300w, https:\/\/www.xsights.co.uk\/wp-content\/uploads\/2023\/02\/kurumsal-markayi-yonetmek-img-1024x772.jpg 1024w, https:\/\/www.xsights.co.uk\/wp-content\/uploads\/2023\/02\/kurumsal-markayi-yonetmek-img-768x579.jpg 768w\" sizes=\"(max-width: 1525px) 100vw, 1525px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>G\u00fcn\u00fcm\u00fczde \u015firketlerin sundu\u011fu \u00fcr\u00fcn ve hizmetlerin \u00e7ok h\u0131zl\u0131 taklit edilebilmesi, \u00fcr\u00fcnlerini tercih eden kitle davran\u0131\u015flar\u0131n\u0131n, s\u00fcrekli de\u011fi\u015fim g\u00f6stermesi rekabet ko\u015fullar\u0131n\u0131n kronikle\u015fmesi, kurumlara \u00fcr\u00fcn bazl\u0131 marka y\u00f6netiminin \u00f6tesinde, kurumsal marka y\u00f6netimi ile fark yaratabilme imkan\u0131 sa\u011flamaktad\u0131r.&nbsp; S\u00fcrd\u00fcr\u00fclebilir rekabet avantaj\u0131n\u0131, sadece \u00fcr\u00fcn veya hizmet farkl\u0131la\u015ft\u0131rmayla ger\u00e7ekle\u015ftiremeyece\u011fini anlayan kurumlar, sunduklar\u0131 \u00fcr\u00fcn ve hizmetlerin arkas\u0131ndaki kurumsal markalar\u0131yla da sa\u011flam [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":2699,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bizden-haberler"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/3921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/comments?post=3921"}],"version-history":[{"count":0,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/3921\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media\/2699"}],"wp:attachment":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media?parent=3921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/categories?post=3921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/tags?post=3921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}