{"id":113538,"date":"2020-05-13T18:04:53","date_gmt":"2020-05-13T15:04:53","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=113538"},"modified":"2020-05-13T18:06:23","modified_gmt":"2020-05-13T15:06:23","slug":"is-hayati-yeni-dunya-duzeninde-itibar-yonetimi-nasil-olmali","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/is-hayati-yeni-dunya-duzeninde-itibar-yonetimi-nasil-olmali\/","title":{"rendered":"(Turkish) \u0130\u015f Hayat\u0131: Yeni D\u00fcnya D\u00fczeninde \u0130tibar Y\u00f6netimi Nas\u0131l Olmal\u0131?"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

<\/p>\n

Dijital d\u00fcnyan\u0131n, tercihlerin belirlenmesinde g\u00fcn ge\u00e7tik\u00e7e daha ciddi bir rol oynamaya ba\u015flad\u0131\u011f\u0131 ve marka yat\u0131r\u0131mlar\u0131n\u0131n, k\u00fcresel rekabette \u00f6ne \u00e7\u0131kabilmek i\u00e7in \u00f6neminin her ge\u00e7en g\u00fcn artt\u0131\u011f\u0131 g\u00fcn\u00fcm\u00fcz ko\u015fullar\u0131nda \u201cMarka \u0130tibar\u0131\u201d ilk s\u0131raya yerle\u015fmi\u015f bulunmakta. T\u00fcm d\u00fcnya, pandeminin yol a\u00e7t\u0131\u011f\u0131 kriz d\u00f6nemini atlatmaya \u00e7al\u0131\u015f\u0131rken, markalar da stratejilerini yeniden \u015fekillendirme a\u015famas\u0131na geldi.<\/h1>\n

Pandemi d\u00f6nemi<\/strong> sonras\u0131nda bir\u00e7ok yeni giri\u015fim ve markan\u0131n olu\u015faca\u011f\u0131n\u0131n ayak sesleri de bug\u00fcnden duyulmakta. Gazeteci-Yazar Nihat Demirkol<\/strong> moderat\u00f6rl\u00fc\u011f\u00fcnde \u0130tibar Y\u00f6netimi<\/strong> Dan\u0131\u015fman\u0131 Salim Kad\u0131be\u015fegil<\/strong>\u2019i a\u011f\u0131rlayan EG\u0130AD \u2013 Ege Gen\u00e7 \u0130\u015f \u0130nsanlar\u0131 Derne\u011fi<\/strong>, online webinar ile \u201cCovid-19 D\u00f6neminde Markalar ve \u015eirketlerin \u0130tibar\u0131<\/strong>\u201d ba\u015fl\u0131\u011f\u0131n\u0131 tart\u0131\u015fmaya a\u00e7t\u0131.<\/p>\n

\"\"2019 Aral\u0131k ay\u0131ndan<\/strong> bu yana t\u00fcm d\u00fcnyay\u0131 etkisi alt\u0131na alarak k\u00fcresel ekonomik dengeleri<\/strong> alt \u00fcst eden koronavir\u00fcs markalar\u0131n gelece\u011fi \u00fczerinde de b\u00fcy\u00fck rol oynamakta. Kurumlar\u0131n k\u00e2r, ciro ve ihracat rakamlar\u0131<\/strong>n\u0131 tart\u0131\u015ft\u0131\u011f\u0131 g\u00fcnlerde en az bu rakamlar kadar \u00f6nemli bir ba\u015fl\u0131k \u2018Marka \u0130tibar\u0131\u2019<\/strong> oldu. Bu noktada, Marka ve \u015eirketlerin \u0130tibar\u0131<\/strong>n\u0131 korumak amac\u0131yla \u00fcyelerini konunun uzmanlar\u0131yla biraraya getiren EG\u0130AD, \u0130tibar Y\u00f6netimi Dan\u0131\u015fman\u0131<\/strong> Salim Kad\u0131be\u015fegil<\/strong>\u2019i konuk etti. Video konferans yoluyla<\/strong> bir araya gelen Kad\u0131be\u015fegil, \u201c\u0130tibar Y\u00f6netimi\u201d<\/strong> kavram\u0131n\u0131n \u00f6nemi ve \u00f6zellikle kriz d\u00f6nemleri<\/strong>nde i\u015f d\u00fcnyas\u0131 temsilcilerinin bu konuda yapmas\u0131 gerekenlere ili\u015fkin bilgiler verdi. Seminerin a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 yapan EG\u0130AD<\/strong> Y\u00f6netim Kurulu Ba\u015fkan\u0131 Mustafa Aslan<\/strong>, D\u00fcnyan\u0131n belirsizlik i\u00e7inde oldu\u011fu ve ekonomik s\u0131k\u0131nt\u0131larla kar\u015f\u0131 kar\u015f\u0131ya<\/strong> kald\u0131\u011f\u0131 bu d\u00f6nemi, \u015firketlerin en az hasarla ve itibarlar\u0131n\u0131 koruyarak<\/strong> atlatmalar\u0131n\u0131n daha b\u00fcy\u00fck \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 vurgulad\u0131.<\/p>\n

\u0130nsanl\u0131\u011fa Zarar Veren Markalar\u0131n Kullan\u0131m\u0131 Azalacak<\/strong><\/h2>\n

Son d\u00f6nemlerde D\u00fcnya genelinde t\u00fcketicilerin markalara ve \u015firketlere<\/strong> bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131n de\u011fi\u015fmekte oldu\u011funu hat\u0131rlatan Aslan, daha adil ve s\u00fcrd\u00fcr\u00fclebilir<\/strong> bir d\u00fcnya i\u00e7in hassasiyetin artmakta oldu\u011funa i\u015faret ederek, \u201cKriz sonras\u0131 bence bu art\u0131\u015f s\u00fcrecek. Hatta daha radikal de\u011fi\u015fimler<\/strong> olacak. T\u00fcketicilerin gezegene, insanl\u0131\u011fa zarar verdi\u011fini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fc markalar\u0131n kullan\u0131m\u0131n\u0131 azaltaca\u011f\u0131n\u0131 tahmin ediyorum. \u015eirketler de g\u00fcn\u00fc kurtarmak i\u00e7in yapt\u0131klar\u0131 g\u00f6stermelik sosyal sorumluluk kampanyalar\u0131<\/strong> yerine daha ger\u00e7ek\u00e7i i\u015fler yapmak zorunda kalacaklar\u201d dedi. Covid-19<\/strong>\u2019un, D\u00fcnya i\u00e7in adeta yeni bir d\u00f6nemin ba\u015flang\u0131c\u0131n\u0131 temsil etmekte oldu\u011funu belirten EG\u0130AD Ba\u015fkan\u0131 Mustafa Aslan<\/strong>, \u201c\u0130nsano\u011flunun t\u00fcm al\u0131\u015fkanl\u0131klar\u0131 ve ya\u015fam bi\u00e7imi<\/strong> yeniden tasarlanmaya ba\u015fland\u0131. Evden \u00e7al\u0131\u015fma \u00f6zellikle bili\u015fim altyap\u0131s\u0131 sa\u011flam i\u015fletmelerde \u00f6nceden de kullan\u0131l\u0131yordu. Bu kriz \u00f6ncesinde evden veya uzaktan \u00e7al\u0131\u015fma \u00f6rnekleri<\/strong> art\u0131yordu ama sonras\u0131nda bunun bir patlama \u015feklinde devam edece\u011fini tahmin ediyorum. Daha esnek \u00e7al\u0131\u015fma saatleri<\/strong> d\u0131\u015f\u0131nda, ofis kurallar\u0131n\u0131n, organizasyonlar\u0131n, alt \u00fcst ili\u015fkilerinin ve giyim ku\u015fam ve benzeri detaylar\u0131<\/strong>n de\u011fi\u015fece\u011fi yeni bir i\u015f d\u00fcnyas\u0131na do\u011fru gidece\u011fiz. \u015eirketlerin mevcut \u00e7al\u0131\u015fanlar\u0131n\u0131n yeterlili\u011fini sorgulayaca\u011f\u0131 bir d\u00f6neme ge\u00e7i\u015f yapmam\u0131z \u00e7ok olas\u0131. \u00c7al\u0131\u015fanlar\u0131n teknoloji yetkinlikleri<\/strong> ile sosyal yetkinliklerini<\/strong> geli\u015ftirmeleri b\u00fcy\u00fck \u00f6nem kazanacak. Duygusal zeka, yarat\u0131c\u0131l\u0131k, yeniden \u00f6\u011frenme, giri\u015fimcilik, empati kurma, ileri ileti\u015fim<\/strong> ile teknolojiyi kullanma, ileri veri analizi ve teknoloji geli\u015ftirme<\/strong> gibi yetkinlikler \u00f6n plana \u00e7\u0131kacak\u201d dedi.<\/p>\n

Ahlaki De\u011ferler \u015eirketlerin Omurgas\u0131na Oturtulmal\u0131d\u0131r<\/strong><\/h2>\n

\u0130tibar Y\u00f6netimi Dan\u0131\u015fman\u0131 Salim Kad\u0131be\u015fegil<\/strong> ise, \u00e7al\u0131\u015fan\u0131n ve toplumun g\u00f6z\u00fcndeki de\u011ferini kaybetmemenin itibarl\u0131 \u015firket olmak i\u00e7in \u00e7ok \u00f6nemli oldu\u011funu vurgulayarak, \u201cDo\u011fal kaynaklar\u0131 t\u00fcketti\u011fimiz ve yerine yenisini koyamad\u0131\u011f\u0131m\u0131z s\u00fcre\u00e7lerden ge\u00e7mekteyiz. Yeni y\u00fczy\u0131la 1.2 milyar<\/strong> n\u00fcfusla ba\u015flad\u0131k ve \u015fu anda 8 milyara dayanm\u0131\u015f<\/strong> durumday\u0131z. Ahlaki de\u011ferleri g\u00fcndeme getirmeden t\u00fcketim \u00e7\u0131lg\u0131nl\u0131\u011f\u0131 i\u00e7ine girdik. K\u00fcresel krizler<\/strong> bize hi\u00e7bir \u015fey \u00f6\u011fretmedi. Yapmam\u0131z gereken bunlardan ders \u00e7\u0131kartarak gelece\u011fi planlamakt\u0131r. Devletler tarih i\u00e7inde toprak kazanarak k\u00fcreselle\u015fti, sanayi devrimi ile birlikte ise \u015firketler ve markalar<\/strong> k\u00fcreselle\u015fti. Para bir de\u011fer oldu. Adil olmak, etik olmak gibi meseleler<\/strong> hal\u0131n\u0131n alt\u0131na s\u00fcp\u00fcr\u00fcld\u00fc. Asl\u0131nda sorumluluklar\u0131m\u0131z\u0131n bilincinde \u015firketleri y\u00f6netiyor olmal\u0131yd\u0131k. Bunun i\u00e7in de de\u011ferlerimizin, g\u00fcnl\u00fck hayat\u0131n i\u00e7indeki kararlara yans\u0131mas\u0131 gerekir. \u0130tibarl\u0131 \u015firket demek, toplum taraf\u0131ndan be\u011fenilen ve takdir edilen \u015firket olma<\/strong> meselesidir\u201d dedi. Bu noktada Etik Ticareti<\/strong>n g\u00fcndeme geldi\u011fini ve \u00e7ok \u00f6nemli oldu\u011funu vurgulayan Salim Kad\u0131be\u015fegil<\/strong>, bu anlay\u0131\u015fla y\u00f6netilen \u015firketlerin daha \u00e7ok tercih edildi\u011fini belirterek, \u201cGelece\u011fi tasarlaman\u0131n yolu toplumu merkeze alan modelleme<\/strong> ile m\u00fcmk\u00fcn olacakt\u0131r. Art\u0131k \u015firketlerin y\u00f6netim kurullar\u0131nda sivil toplum kurulu\u015flar\u0131ndan temsilcilerin olmas\u0131n\u0131 isteyece\u011fiz. Sivil toplumun<\/strong> \u00e7ok \u00f6nemli bir g\u00fcc\u00fc var\u201d diye konu\u015ftu. Bu d\u00f6nemde mesainin \u00e7al\u0131\u015fanlar\u0131<\/strong> sadece bir insan kayna\u011f\u0131 de\u011fil, insan k\u0131ymeti olarak bakmak ve bu k\u0131ymeti<\/strong> \u015firketin entelekt\u00fcel sermayesinin<\/strong> omurgas\u0131na oturtman\u0131n \u00e7ok \u00f6nemli oldu\u011funa vurgu yapan Kad\u0131be\u015fegil, \u201c\u00c7\u00fcnk\u00fc bunlar\u0131n hepsi ayn\u0131 ailenin bireyleridir. Finans politikalar\u0131ndaki \u00f6ncelikler<\/strong> ve y\u00f6netilme tarz\u0131 da bir itibar<\/strong> g\u00f6stergesidir. Her bir karar\u0131n arkas\u0131nda adil, etik, sorumlu ve hesap<\/strong> verilebilir ilkeleri ile donat\u0131lm\u0131\u015f davran\u0131\u015flar\u0131n olmas\u0131, \u015firketlerin itibarlar\u0131 ile \u00e7ok yak\u0131ndan<\/strong> ili\u015fkilidir\u201d diye konu\u015ftu.<\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language. Dijital d\u00fcnyan\u0131n, tercihlerin belirlenmesinde g\u00fcn ge\u00e7tik\u00e7e daha ciddi bir rol oynamaya ba\u015flad\u0131\u011f\u0131 ve marka yat\u0131r\u0131mlar\u0131n\u0131n, k\u00fcresel rekabette \u00f6ne \u00e7\u0131kabilmek i\u00e7in \u00f6neminin her […]<\/p>\n","protected":false},"author":1,"featured_media":113540,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[51,53,52,157],"tags":[71910,67254,71911,71904,52674,52259,71906,71905,59509,71907,68947,71648,70082,71908,71909,70619],"views":101,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/113538"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=113538"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/113538\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/113540"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=113538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=113538"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=113538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}