Yazar "Zerenler M." seçeneğine göre listele

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    Customer relationship management as a tool for sustainable competitive advantage and exemplar companies with worldwide success
    (2013) Celep E.; Zerenler M.; Şahin E.
    In the recent years, due to the existence of innumerable companies, it has become quite difficult to gain advantage in competitiveness. Considering the fact that differentiated activities, strategies and policies of companies or the company resources can easily be imitated by the rivals and the advantage can be lost; the gained advantage in competitiveness should not be for short term and has to carry the necessary qualities for sustainability (Güleş and Bülbül, 2005). In this way, the companies can have a long term relationship with their customers which will bring customer loyalty and long term profit. In addition to the customer loyalty, there are some other conditions that the companies should meet to be preferred. These can be listed as reducing the costs in the production phase; flexibility in meeting the changing needs and demands of the customers fastly and punctually and putting the quality first. The approach of focusing on the customers to secure advantage in competitiveness, brought the approach of Customer Relationship Management. At this point, collecting information about the customers and using them in order to produce unique products and services has become one of the main conditions of an effective and sustainable supremacy in the competition. In this paper, exemplar companies which gained speed, quality and flexibility in their products and services due to their successful implementation of CRM will be analyzed in detail in order to explain the effect of successful CRM implementations in the protection of long-term advantage in competitiveness.
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    Impact of intellectual capital on exportation performance: Research on the Turkish automotive supplier industry
    (2008) Zerenler M.; Gozlu S.
    Intellectual capital is a concept emphasizing the fact that the nonmaterial can create more values than the material, and also envisioning that business enterprises can create values through the development of employee relations, creativity, and innovation. The connection between increasing structural and functional performance of exportation and the accumulation of acquired intellectual capital of a business enterprise in today's databased competitive environment is a highly important issue. The purpose of this research is to determine the impact of acquired intellectual accumulation of business enterprises on their exportation performance, which operate in the Turkish automotive supplier industry following an export-based production policy. A survey has been conducted to achieve this goal on 107 enterprises active in automotive supplier industry that appear in "The Research of Most Exporting Companies in Turkey," annually published by The Turkish Exporters Council. It has been determined by this research that the exportation performance of a business enterprise is greatly affected by its intellectual accumulation. The improvement of exportation performance of business enterprises, possessing accumulation of intellectual capital, is more positive as compared to the ones without it, in the aspects of structural, employee, and customer capital. © 2008 by The Haworth Press. All rights reserved.
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    Issues influencing electronic commerce activities of SMEs: A study of the Turkish Automotive Supplier Industry
    (IGI Global, 2010) Zerenler M.; Gözlü S.
    This study aims to investigate the issues of electronic commerce activities in small and medium sized enterprises as a consequence of organizational change initiated by the adoption of information technologies. The fundamental issues influencing electronic commerce practices of SMEs are their insufficiency of cognitive learning and organizational strategy, financial and distribution problems specific to SMEs, limitations of supply chain management, reluctance of organizational culture for electronic change, problems of information technologies usage, insufficiency of human resource, resistance of top management to organizational change as required by the adoption of information technologies, integration problems of new technologies with the existing systems, lack of confidence on the side of customers towards electronic commerce. A study of the Turkish Automotive Supplier Industry has revealed that electronic commerce has been adopted and its benefits are accepted. However, the industry has to overcome some technical and managerial difficulties to implement it more efficiently and effectively. © 2011, IGI Global.