Author/Authors
mutlu kesici, evla yaşar university - dept. of business, turkey , nazli, murat yaşar university - dept. of tourism management, turkey , dalgiç turhan, gönenç yaşar university - dept. of business engineering, turkey
Title Of Article
Compatibility of Firm Positioning Strategy and Website Content: Highest R D Spending Firms in Turkey
شماره ركورد
19792
Abstract
Corporate websites are essential platforms through which firms introduce their goods and services on B2B and B2C level, express financial information for the stakeholders and share corporate values, purposes and activities. Due to its facilities, websites take part in firm positioning strategy. Accordingly this study aims to understand the innovation oriented positioning through corporate websites. The method applied in this study has been adapted from the 2QCV2Q Model developed by Mich and Franch (2000) to evaluate websites and top 30 firms with the highest Research and Development expenditures listed in Turkishtime (2015) have been analyzed. Within this context, this study presents a revised and updated method for the assessments of websites through positioning strategy framework. Findings indicate no direct relationship between website evaluation and R D expenditure, though some common weaknesses have been put forward, such as information about management of the firms. Besides, publicly traded firms are recognized to facilitate websites more efficiently than non- publicly traded firms. Study contribute to both academia and practitioners as putting forward a new approach for 2QCV2Q Model and indicating the similarities and differences among the corporate websites through positioning perspective.
From Page
664
NaturalLanguageKeyword
Innovation , Positioning , Website Evaluation , Turkey , Research Development
JournalTitle
Gaziantep University Journal Of Social Sciences
To Page
686
JournalTitle
Gaziantep University Journal Of Social Sciences
Link To Document