Cilt 1 Sayı 2 (2016): Turkish Journal of Marketing
Makaleler

KONGO-BRAZZAVILLE?DE MARKALAMA HİZMETLERİ İÇİN TİCARİ SİCİL DOĞAÇLAMA MODELİ

Alain Michael MOMO
Cape Peninsula University of TechnologyCape Town-South Africa
Biyografi

Yayınlanmış 02.06.2017

Anahtar Kelimeler

  • Pazarlama,, IS Doğaçlama, Ulusal Markalama, DTI Kongo-Brazzaville, Normatif Model

Nasıl Atıf Yapılır

KONGO-BRAZZAVILLE?DE MARKALAMA HİZMETLERİ İÇİN TİCARİ SİCİL DOĞAÇLAMA MODELİ. (2017). Turkish Journal of Marketing, 1(2), 163-194. https://doi.org/10.30685/tujom.v1i2.12

Öz

Kongo marka adının uzun süredir yatırımcıları cezbedememesi yıkım anlamına gelmektedir. Araştırma problemi, gelişmekte olan ülkelerde markalama hizmetlerinin Bilgi Sistemlerinde (IS) oynayabileceği potansiyel role rağmen, Kongo-Brazzaville Ticaret ve Sanayi Bakanlığının (DTI) çevrimiçi ticari sicil için normatif bir modelinin olmayışıdır. Böyle bir eksiklik Kongo marka adının bir yatırım bölgesi olarak gelişmesini engellemektedir. Bu çalışmanın amacı markalama hizmetlerinde çevrimiçi ticari sicil için normatif bir model önermektedir. Bu çalışma Kongo-Brazzaville Ticaret ve Sanayi Bakanlığında karma yöntem kullanılarak yürütülmüştür. Bulgular, katılımcıların 75%?inin erkek, 25%?inin kadın olduğunu ortaya koymuştur. Bu değişken normatif bir modelin yokluğunda, DTI Kongo?nun yeniden markalama için çevrimiçi ticari sicil sistemini benimseme niyetinin büyük ölçüde erkek çalışanların e-ticarete karşı olumlu tutumlarına dayandığı sonucuna yol açmaktadır. Katılımcıların 81,8%?i IS doğaçlamasının iş dünyasında e-ticaretin kullanılmasının artışı ve DTI Kongo?daki mevcut total boşluk arasındaki açıkları kapatacağı konusunda hem fikir olmuşlardır. Bu çalışmanın ana kısıtlaması DTI Kongo için herhangi bir özel e-ticaret teknolojisi önerisinde bulunmamasıdır. Ancak bir kurum olarak DTI Kongo, farklı e-ticaret teknolojilerinin avantaj ve dezavantajlarını değerlendirmeli ve daha sonra en uygun olana karar vermelidir. Özgünlük açısından, DTI Kongo?daki geleneksel ticari sicil hizmetlerinin çevrimiçi hizmetlerle değiştirilmesi, bu çalışmanın marka kişiliği, sürdürülebilirliği ve çevreci tedarik zinciri teorilere olan gerçek katkısını kâğıt geri dönüşümlerinin yapılmasından çok daha etkili bir biçimde yansıtacaktır.  

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