Türk ayakkabı firmalarının rekabet stratejilerinde tasarımın rolü
The role of design in the competitive strategies of the Turkish footwear firms
- Tez No: 335787
- Danışmanlar: PROF. DR. ÖZLEM ER
- Tez Türü: Doktora
- Konular: Endüstri Ürünleri Tasarımı, Industrial Design
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2013
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Fen Bilimleri Enstitüsü
- Ana Bilim Dalı: Endüstri Ürünleri Tasarımı Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 324
Özet
Bu çalışmada Türk ayakkabı sektöründe yer alan firmaların rekabet stratejilerinde tasarımın rolü incelenmiştir. Firmaların rekabet stratejilerinde tasarımın nasıl bir rol oynadığını, İstanbul?da kendi markaları ile üretim gerçekleştiren önde gelen on ayakkabı firmasının derinlenmesine incelendiği örnek olay çalışmaları ile araştırılmıştır. Rekabet stratejileri konusunda teorik çerçeve işletme ve yönetim bilimleri konusunda otorite olarak kabul edilen Michael Porter?ın ?jenerik stratejiler? kategorizasyonuna dayanmaktadır. Çalışma sonucunda ayakkabı firmalarının rekabet stratejilerinde tasarımı ne amaçla ve nasıl kullandıkları ortaya koyulmuştur. Bu çerçevede farklılaşma, odaklanma ve maliyet liderliği olarak ele alınan üç jenerik rekabet stratejisinde tasarım yaklaşımları ortaya çıkan kavramlarla tanımlanmıştır. Bu çalışmayla ayakkabı sektöründe faaliyet gösteren firmaların rekabet stratejileri, tasarım yaklaşımları ele alınmış ve örnek olay çalışması gerçekleştirilmiştir. Çalışma kapsamında nitel araştırma ve veri toplama yöntemleri kullanılmıştır. Çalışma içeriği itibariyle bir durumu ortaya koymak, olayı etkileyen ilişkiler, bağlantılar ve değişkenlerin ortaya çıkartılması amaçlanmıştır. Bu kapsamda da araştırmaya dahil olan bireylerin görüşleri, deneyimleri ve akatarımları önem kazanmıştır. Bu nedenle de bir durumun derinlemesine, ayrıntılı bir biçimde çalışılmasına elvermesi açısından nitel araştırma yöntemi tercih edilmiştir. Araştırmanın ilk aşamasında ulusal ve uluslararası alanda sektörle ilgili, ticaret ve endüstri ile ilintili kurum ve kuruluşların rapor, çalışmaların incelenmesi ve literatür taraması yapılmıştır. İkinci aşamada Türk ayakkabı sektöründe yer alan ve İstanbul?da kendi markasıyla üretim yapan firmalardan oluşan bir örneklem seçilmiştir. Örnek Olay çalışması şeklinde ele alınan Türkiye Ayakkabı Sanayicileri Derneğine üye, İstanbul?da markalı üretim yapan ayakkabı firmalarının rekabet stratejileri incelenmiştir. Firmalarda tasarımın farklı stratejilerde nasıl ve ne amaçla uygulandığı karşılaştırmalı örnek olay analiziyle ortaya konularak benzerlik ve farklılıklar belirlenmiştir. Araştırma sonucunda ortaya çıkan bulguların, gelişmekte olan Türk ayakkabı sektöründeki firmaların rekabet stratejilerinde tasarımın nasıl bir rol oynayabileceği konusunda model oluşturması hedeflenmiştir. Bu çeşit bir çalışmayla sektörde varlık gösteren firmaların durumlarını analiz edip, nasıl bir yapılanmaya gidilmesi gerektiğini öne çıkartılarak, sektörün ve firmaların gerekli çıkarımları yapmalarına fayda sağlamak amaçlanmıştır
Özet (Çeviri)
The footwear sector comprising mostly labour intensive mid to small size enterprises is one of the leading sectors creating employment in Turkey. The footwear market reaching USD 300 billion volume worldwide, has a market size of USD 4.5 billion in Turkey according to the information provided as at October 2012. Worldwide, Turkey is ranked within top ten countries in terms of footwear production capacity. Turkish footwear producers which were ranked as 30th with respect to worldwide footwear export have realised an export of USD 450 million in 2011. According to Turkish Footwear Industry Association 2012 February statistical data Turkish Footwear sector has an important place in the national economy with its 18,500 firms and 240,000 employees. Considering all, footwear sector which has a long history in the Turkish industry with its traditional focus on craftman base and experience has a significant growth potential with specific areas to develop further. Although possessing several advantages, the local footwear sector has not achieved the expected success in the global arena. The footwear sector itself presents a major advantage for Turkey considering its key location against the emerging countries competing in this arena. The leading emerging countries in the footwear sector having the same standing as Turkey have differentiated themselves in the competition through ?design? and its applications. The Turkish footwear sector has to formulate new competitive strategies since its market share has been declining in the global competitive environment due to the competition imposed on by the emerging countries with cheap labour advantage and focusing on the development of their footwear sector. The role of the design in the competition and its impact on the Turkish footwear sector presents an important issue for further study. How the design factor which is predominantly utilized in the competition by the leading countries in the footwear sector, is used by the Turkish footware producers? The aim of this research is to analyze the competitive strategies used by the local Turkish firms and thereby deduce conclusions on how and for which purposes the design factor is used. The theoretical framework used in this research has been based on Michael Porter?s `generic strategies? categorization, worldwide known authority on the competitive strategies in the management and business disciplines. In this research the purposes are; (i) to identify the competition strategies and its applications which are used by the Turkish footware producers, (ii) to analyze within which context of their strategies the local Turkish footware producers use the design factor, (iii) to determine how the competitive strategies of the Turkish footware producers are reflected on the design process, (iv) to undertake a case study through identifying the applications of the design factor in the Turkish footwear sector.xxii The research aims to provide conclusions on how and for which purposes the footwear firms use the design factor in their competitive strategies. Within this framework, the design approaches used in the three generic competitive strategies, differentiation, focus and cost leadership have been defined through several concepts arisen from this analysis. Through this research, the competitive strategies and the design approaches of the firms have been analyzed and a sample case study has been undertaken. The role of the design in the development of firms? competitive strategies has been researched through detailed sample case studies of ten leading footwear firms operating in Istanbul with their own brands. Within the sampling, the competitive strategies of the footware producers which are members to Turkish Footwear Industry Association and manufacturing their own brand in Istanbul have been analyzed. The similarities and differences among the companies with respect to how the design factor is implemented in their strategies are determined. The findings based on this research are aimed to provide the developing Turkish footware producers with a model on how to implement the design factor in their competitive strategies. For the purpose of the research, qualitative research and data gathering methods have been used. In accordance with the content of the research it is aimed to identify an outcome and other related factors and contributing issues. Accordingly, the opinions, the experiences and other assistances of the parties included in the case studies have been of great importance. Therefore, qualitative research method which enables the analysis of such cases has been selected. In the first stage of the research, reports, papers, researches published by local and global business and industry related institutions and enterprises have been analysed and a literature search has been undertaken. In the second stage, a sampling has been selected among the Turkish footwear producers which manufacture in İstanbul with their own brand. Since the research subject is design and how it is used in the Turkish footwear firms, a restriction was needed to narrow the broad area of research. In order to narrow the research area some criterias are selected; (i) to be a member of Turkish Footwear Industry Association, (ii) to manufacture in Istanbul with their own brand. Ten footwear firms are selected on the basis of these criterias and multiple case study design method is used. Interviews were conducted with the designers and the authorities of the firms selected and open-ended questions derived from the case study protocol were raised. Within the content of the research footwear exhibitions held in İstanbul were visited and some meetings were arranged with the participants. The datas and observations gathered from the exhibitions gave insights about the Turkish footwear sector. In addition two trips to footwear factories were carried out and the production area, research, development and design processes were observed through these visits. The analysis of different production techniques and technologies made contribution to the research. The introduction part of the research consists of the scope, the purpose, the research methods used and the significance of the study. The second chapter covers the literature research undertaken on the footwear sector; mainly world footwear sector and the leading countries. In this chapter the status analysis is made about the footwear sector in general. The third chapter covers the literature research about footwear concept, the history of footwear and footwear design. In this part, xxiii contemporary footwear design and production techniques are analyzed through the observations beyond the literature research. The fourth chapter covers the literature research about competitiveness, strategy and the linkage of design with these terms. The value chain terminology which is widely known in the globalisation of competition and footwear sector is further discussed in this chapter. In addition, Michael Porter?s generic competitive strategies which provide the basis for this research are analysed in this section. In the fifth chapter, the research method, the selection of the cases, the sampling methods and the methods used in the collection and analysis of the data are discussed. In the sixth chapter the ten case studies are covered. Each case study consists of eight main topics that are; the historical development of the firms, the mission-vision and core competencies of the firms, the target market, the branding strategies, the design and product development processes, the production, the sales and marketing and the competitive strategies of the firms. In the seventh chapter the cross-case analysis of the case studies is carried out. Through the main topics of the case studies, the cross-case analysis is performed and tables showing the outcomes, the similarities and the differences are determined. In the final chapter the datas from the cross-case studies are evualated and associated with the literature research and put forward the role of design in the competitive strategies of the Turkish footwear firms. As for the conclusion the design approaches of the firms that use three generic competitive strategies are put forward through the tables. The role of design is categorized according to the terms of value, image, production and process. The datas indicate that the firms categorized under the differentiation strategy define the role of design by value and image through added value, quality, customer satisfaction, communication, uniqueness, firm/product image, brand, corporate identity, interaction, style, aesthetic and form. The firms categorized under the focus strategy define the role of design by image, value and process through firm/product image, brand, corporate identity, interaction, style, aesthetic, form, added value, quality, customer satisfaction, communication, uniqueness, technology, innovation, product development and timing. The firms categorized under the cost leadership strategy define the role of design by process and production through technology, innovation, product development, timing, cost, standardization, materials, productivity, simplicity, adaptation and production-oriented. The role of design shows differences with respect to the competitive strategies of the firms as seen in the different fields of industry. To achieve competitive advantage the regarded thing is to betray the core competencies of the firms and head towards that field. Furthermore, the footwear firms should analyse their core compentencies in their value chain and focus on that expertise. As observed in the successful reference countries in the footwear production, in order to perform well in this competitive sector, Turkish footwear firms have to undertake their own analysis and discover their value added operations and keep them in-house and outsource the operations that need more expertise.
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