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  • 1.
    Bisson, Christophe
    et al.
    Kadir Has University, Turkey .
    De Kervenoal, Ronan
    Sabanci University, Turkey;Aston Business School, UK .
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Social e-Atmospherics in Practice (or not): A French and Turkish Web Designers’ Perspectives2009Conference paper (Refereed)
    Abstract [en]

    Little is known about the development of social e-atmospherics. And yet, e-atmospherics have motivated an emerging body of research which reports that both better layouts and ‘recognized’ atmospherics encourage consumers to modify their shopping habits. While the literature has analyzed mainly the functional (design) aspect of e-atmospherics, little has been done in terms of linking its characteristics’ to social (co-) creation. This paper attempts to redress the imbalance by exploring the anatomy from a website designer perspective of the social dimension of design in relation to e-atmospherics, which includes factors such as the aesthetic design of space and the influence of visual cues as a socially constructed meaning. We identify the challenges that web designers as social agents, who interact within intangible social reference sets, restricted by social standards, value, beliefs, status and duties, face daily within their work. We aim to review the current understanding of the importance and voluntary integration of social cues displayed by web designers from a mature market and an emerging market, and provides an analysis based recommendation towards the development of an integrated e-social atmospheric framework. Results report exploratory findings from questionnaires with 10 French and 16 Turkish web designers. These allow us to re-interpret the web designers’ reality regarding social e-atmospherics. We contend that by comprehending (before any consumer/client input) social capital, daily micro practices, habits and routine of designers, a deeper understanding of social e-atmospherics possible functions in the future will be unpacked.

  • 2.
    Bisson, Christophe
    et al.
    Kadir Has University, Istanbul, Turkey .
    De Kervenoal, Ronan
    Sabanci University, Istanbul, Turkey and Aston Business school, UK .
    Özturkcan, Selcen
    Özyeğin University, Istanbul, Turkey.
    Social e-Atmospherics in Practice (or not): A French and Turkish Web Designers’ Perspectives2009Conference paper (Refereed)
    Abstract [en]

    Little is known about the development of social e-atmospherics. And yet, e-atmospherics have motivated an emerging body of research which reports that both better layouts and ‘recognized’ atmospherics encourage consumers to modify their shopping habits. While the literature has analyzed mainly the functional (design) aspect of e-atmospherics, little has been done in terms of linking its characteristics’ to social (co-) creation. This paper attempts to redress the imbalance by exploring the anatomy from a website designer perspective of the social dimension of design in relation to e-atmospherics, which includes factors such as the aesthetic design of space and the influence of visual cues as a socially constructed meaning. We identify the challenges that web designers as social agents, who interact within intangible social reference sets, restricted by social standards, value, beliefs, status and duties, face daily within their work. We aim to review the current understanding of the importance and voluntary integration of social cues displayed by web designers from a mature market and an emerging market, and provides an analysis based recommendation towards the development of an integrated e-social atmospheric framework. Results report exploratory findings from questionnaires with 10 French and 16 Turkish web designers. These allow us to re-interpret the web designers’ reality regarding social e-atmospherics. We contend that by comprehending (before any consumer/client input) social capital, daily micro practices, habits and routine of designers, a deeper understanding of social e-atmospherics possible functions in the future will be unpacked.

  • 3.
    Bozkaya, Burcin
    et al.
    Sabanci University, Turkey.
    de Kervenoael, Ronan
    Sabanci University, Turkey.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Premium e-grocery: exploring value in logistics integrated service solutions2009In: Paper presented at the International Conference for Prospects for Research in Transport and Logistics on a Regional – Global Perspective, Istanbul, Turkey, February 12-14, 2009, Elsevier, 2009Conference paper (Refereed)
    Abstract [en]

    E-grocery is gradually becoming viable or a necessity for many families. Yet, most e-supermarkets are seen as providers of low value “staple” and bulky goods mainly. While each store has a large number of SKU available, these products are mainly necessity goods with low marginal value for hedonistic consumption. A need to acquire diverse products (e.g., organic), premium priced products (e.g., wine) for special occasions (e.g., anniversary, birthday), or products just for health related reasons (e.g., allergies, diabetes) are yet to be served via one-stop e-tailers. In this paper, we design a mathematical model that takes into account consumers’ geo-demographics and multi-product sourcing capacity for creating critical mass and profit. Our mathematical model is a variant of Capacitated Vehicle Routing Problem with Time Windows (CVRPTW), which we extend by adding intermediate locations for trucks to meet and exchange goods. We illustrate our model for the city of Istanbul using GIS maps, and discuss its various extensions as well as managerial implications.

  • 4.
    Bozkaya, Burcin
    et al.
    Sabancı University, Istanbul, Turkey.
    de Kervenoael, Ronan
    Sabancı University, Istanbul, Turkey.
    Özturkcan, Selcen
    Özyeğin University, Istanbul, Turkey.
    Premium E-Grocery: Exploring Value in Logistics Integrated Service Solutions2009Conference paper (Refereed)
    Abstract [en]

    E-grocery is gradually becoming viable or a necessity for many families. Yet, most e-supermarkets are seen as providers of low value “staple” and bulky goods mainly. While each store has a large number of SKU available, these products are mainly necessity goods with low marginal value for hedonistic consumption. A need to acquire diverse products (e.g., organic), premium priced products (e.g., wine) for special occasions (e.g., anniversary, birthday), or products just for health related reasons (e.g., allergies, diabetes) are yet to be served via one-stop e-tailers. In this paper, we design a mathematical model that takes into account consumers’ geo-demographics and multi-product sourcing capacity for creating critical mass and profit. Our mathematical model is a variant of Capacitated Vehicle Routing Problem with Time Windows (CVRPTW), which we extend by adding intermediate locations for trucks to meet and exchange goods. We illustrate our model for the city of Istanbul using GIS maps, and discuss its various extensions as well as managerial implications.

  • 5.
    Celebi, Dilay
    et al.
    Istanbul Technical University, Turkey.
    Bayraktar, Demet
    Istanbul Technical University, Turkey.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Multi criteria classification for spare parts inventory2008In: Paper presented at the 38th Computer and Industrial Engineering Conference, Beijing, China, October 31-November 2, 2008, 2008, p. 1780-1787Conference paper (Refereed)
    Abstract [en]

    Maintenance operations directly influence the performances of railway vehicles and play a crucial role in railway services to provide uninterrupted and high quality service to passengers. With the exception of preventive activities, the demand of spare parts for maintenance tasks is usually random; hence, the fast and secure management of the spare parts inventory is an important factor for the successful execution of the maintenance process. The purpose of this research is to extend the classical ABC analysis by developing a multi-criteria inventory classifi- cation approach for supporting the planning and designing of a maintenance system. Relevant classification criteria and control characteristics of maintenance spare parts are identified and selected and discussed in terms of their effects on maintenance operations, purchasing characteristics, positioning of materials, responsibility of control, and control principles.

  • 6.
    Celebi, Dilay
    et al.
    Istanbul Technical University, Turkey.
    Bayraktar, Demet
    Istanbul Technical University, Turkey.
    Özturkcan, Selcen
    Sabancı University, Turkey.
    Multi Criteria Classification for Spare Parts Inventory2008Conference paper (Refereed)
    Abstract [en]

    Maintenance operations directly influence the performances of railway vehicles and play a crucial role in railway services to provide uninterrupted and high quality service to passengers. With the exception of preventive activities, the demand of spare parts for maintenance tasks is usually random; hence, the fast and secure management of the spare parts inventory is an important factor for the successful execution of the maintenance process. The purpose of this research is to extend the classical ABC analysis by developing a multi-criteria inventory classifi- cation approach for supporting the planning and designing of a maintenance system. Relevant classifi- cation criteria and control characteristics of maintenance spare parts are identified and selected and discussed in terms of their effects on maintenance operations, purchasing characteristics, positioning of materials, responsibility of control, and control principles.

  • 7.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Activating e-bank users: exploring the potential impact of e-atmospherics and experiential marketing2008In: Consumer behaviour / [ed] Jim Blythe, London: Delmar Cengage Learning, 2008Chapter in book (Other academic)
    Abstract [en]

    Secured bank was established as a private commercial bank in the mid 1950's with currently over $40 billion in assets. It is now the third largest bank in Turkey with over 10.2 millions customers, 489 branches, and 2000 ATMs. Since 1999, a call centre and an Internet transaction site are available using state-of-the art technology. Secured bank is the leader in foreign trade, financing 25% of Turkey's exports and 19% of its imports; cash management, custody and Internet banking and manages the fastest growing credit card loyalty reward program in Turkey. Secured bank has long been renowned for its services' innovation. The culture of innovation that enhances customer expectations is at the centre of both their business and marketing strategies. It was the first to offer multi-currency cash management, Internet and telephone banking, Shop & Miles (the first frequent flyer program credit card), Flexi Card (the first credit card in Europe to allow customers to create their ideal credit card, customized to their specific financial needs) and Minibank (an innovative banking program for kids).

  • 8.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Activating e-bank users: exploring the potential impact of e-atmospherics and experiential marketing2009In: Services marketing: concepts, strategies and cases / [ed] K. Douglas Hoffman, John E.G. Bateson, Emma H. Wood & Alexandra J. Kenyon, London: Delmar Cengage Learning, 2009, p. 560-562Chapter in book (Other academic)
  • 9.
    De Kervenoael, Ronan
    et al.
    Sabanci University, Turkey.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Dimensionalizing e-grocery shopping 'in practice': an illustration through Turkish consumers' front-loading activities2007In: Paper presented at the 3rd International Conference on Business, Management, and Economics (ICBME 2007), Izmir, Turkey, 13-17 June, 2007, 2007Conference paper (Refereed)
    Abstract [en]

    Two supermarkets in Turkey offer mechanisms to encourage consumers to shop online. Little is, however, available to comprehend Turkish household purchasing arrangements, processes and practices for tangible goods such as groceries. Our theoretical perspective draws on body of research covering areas such as intra-household economy and relationships, consumer decision making process, and e-tailing. We surmise that, due to the nature of the products/services, e-grocery shopping is bringing new complexities for consumers. These socially embedded practices should also be understood within the domestic/household context. We present the case for a re-conceptualisation of the practices that surround e-grocery in an emerging country situation. Technology mediated household organisation is reviewed in the context of diverse technological generations and access types. Household internal dynamics, coping mechanisms, the need for ever changing experiences are explored. Critical thresholds in information processing, and household organization are identified. Strategic recommendations are then formulated and plans for future research presented.

  • 10.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey;Aston Business School, UK.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Grey market e-shopping and trust building practices in China2008In: Trust and new technologies: marketing and management on the Internet and mobile media / [ed] Teemu Kautonen & Heikki Karjaluoto, Edward Elgar Publishing, 2008, p. 56-73Chapter in book (Refereed)
  • 11.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey;Aston Business School, UK.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    ‘It’s in Her Eyes’ A ‘barometer’ for EU accession through female perceptions of role portrayals in advertising: a crosscultural study of Ukraine and Turkey2007In: Paper presented at the 36th European Marketing Academy (EMAC) Conference, Reykjavik, Iceland, May 25-27, 2007, 2007Conference paper (Refereed)
    Abstract [en]

    This article examines female response to gender role portrayals in advertising for Ukraine and Turkey. Being both new potential EU candidates, we argue that gender stereotype could also be used as a ‘barometer’ of progress and closure towards a more generally accepted EU behaviour against women. While their history remains different, both from a political and society values point of views, constraints are currently being faced that require convergence or justification of practices and understanding. Principal components analysis is employed over 290 questionnaires to identify the underlying dimensions. Results indicate overall similarities in perceptions, fragmentation within groups, but seem to provide divergence regarding thresholds.

  • 12.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey;Aston Business School, UK.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Bisson, Christophe
    Yeditepe University, Turkey.
    The influence of social E-Atmospherics in practice: a website content analysis perspective2008In: Paper presented at the 7th International Marketing Trends Congress, Venice, Italy, January 25-26, 2008, 2008Conference paper (Refereed)
    Abstract [en]

    E-atmospherics have been often analyzed in terms of functional features, leaving its characteristics' link to social capital co-creation as a fertile research area. Prior research have demonstrated the capacity of e-atmospherics' at modifying shopping habits towards deeper engagement. Little is known on how processes and cues emerging from the social aspects of lifestyle influence purchasing behavior. The anatomy of social dimension and ICT is the focus of this research, where attention is devoted to unpack the meanings and type of online mundane social capital creation. Taking a cross-product/services approach to better investigate social construction impact, our approach also involves both an emerging and a mature market where exploratory content analysis of landing page are done on Turkish and French web sites, respectively. We contend that by comprehending social capital, daily micro practices, habits and routine, a better and deeper understanding on e-atmospherics incumbent and potential effects on its multi-national e-customer will be acquired.

  • 13.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey;Aston Business School, UK.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Cetin, Seda
    Sabanci University, Turkey.
    Soylu, Yesim
    Sabanci University, Turkey.
    Adopting the experiential values propositions as e-atmospherics: an illustration through the case of e-banking2008In: Paper presented at the 15th International EIRASS Conference on recent advances in Retailing and Services Science (EIRASS), Zagreb, Croatia, July 14-17, 2008, 2008Conference paper (Refereed)
    Abstract [en]

    For a couple of years now, the Columbia Business School and in particular Bernd Schmitt have been advocating for more work to be done regarding 'experiential marketing'. Taking the case of e-atmospherics in Turkish e-banking practices, we revisit the theory of strategic experiential modules which are sense, feel, think, act and relate. Two major ebanking experience providers' types of communication, product design, retail presence and epresence have been unpacked. These are Garanti Bank, who's known with its many award winning web site, and Akbank who has a standard web site. The Turkish banking at the border of the EU and under global influences has expended and liberalized dramatically over the last decade making the most of new technologies, hence offering an interesting perspective in a non-homogenous society where the technological divide remains important. First a qualitative content analysis of both bank's homepages is conducted. This is followed by 43 online surveys, where 18 is Garanti Bank consumer, 19 is Akbank consumer and 6 is both Garanti and Akbank consumer, to explore how e-atmospherics experiential features currently recognized by users. Our findings indicate that experiential marketing in e-banking can be expected to be the key to greater online migration of consumers and differentiation among the players. Yet, while the first two steps sense and feel are explicitly developed by both players, act and relate still remain poor. Moreover, 'think' is discovered to be a key moderator where both banks seem to lack clear strategy.

  • 14.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey;Aston Business School, UK.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Eryarsoy, Enes
    Sabanci University, Turkey.
    Kasap, Nihat
    Sabanci University, Turkey.
    Categorizing ‘intention to use’ e-government services through mobile phone: the importance of front loading activities2008In: Paper presented at the International Conference on Information Resources Management (Conf-IRM), Niagara Falls, Ontario, Canada, May 18-20, 2008, 2008Conference paper (Refereed)
    Abstract [en]

    E-government has often been heralded as the new way forwards for emerging countries. While many such countries are already offering e-government services and are gearing up for further growth, little is actually known of the forming stages that are necessary to ensure a greater rate of success and avoid the traditional failure traps linked to new technology and information system adoption and diffusion. We situate our research in the case of mobile phone as a reflection of the current market situation in emerging countries. We contend, in this paper, that more research is needed to understand future intention to use e-government services through mobile phone technology. Front loading activities both from a government and technology perspectives are required to facilitate the decision making process by users.

  • 15.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey;Aston Business School, UK.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Hallsworth, Alan
    Surrey University, UK.
    Canning, Catherine
    Glasgow Caledonian University, UK .
    Capturing loyalty across garment ranges: the case of supermarket children's clothing in the UK2008In: Paper presented at the 15th International EIRASS Conference on recent advances in Retailing and Services Science (EIRASS), Zagreb, Croatia, July 14-17, 2008, 2008Conference paper (Refereed)
    Abstract [en]

    In recent years, the UK clothing and fashion industry has undergone some major changes. While the demise of traditional high street brands such as C&A have been widely heralded in the media, a new phenomenon has dramatically changed the children's garment landscape with the emergence of supermarkets as viable alternative providers. In a world where fashion is the prerogative of a substantial majority of the population, image, social status, personality, identity and self expression are so crucial and modelled around key top brands, the main UK supermarket chains seem - rather against the odds - to have created a new, socially-acceptable type of fashion consumption. Have supermarkets own label brands really moved from 'me too' to suitable everyday prestige alternatives? In addition, while parents control purchases for the smallest children, are they convinced to stay loyal across the age ranges - without somehow stigmatizing themselves or their children? Our exploratory research encompasses supermarket stores that are located on the outskirts of town - not accessible by walking from city centres - as a reflection of current spatial change in shopping patterns in the UK. Fifty nine interviews conducted in two ASDA and two TESCO stores in Devon and in Glasgow were analyzed. Our theoretical perspective draws on a body of research covering areas such as intra-household economy and relationships, children and childhood imagery, the consumer decision making process, and retailing. We surmise that, due to the nature of the products/services, clothing shopping is, in effect, bringing new complexities for consumers which have yet to be addressed by most retailers' marketing strategies. While ease of access (through linked grocery shopping) price and quality are perceived as the main decision factors, we reveal that style and design, commendation by word of mouth, refund policies and assortment/variety also linked to multiplicity of usage are greatly influencing parental choice. We highlight the increasing importance of browsing as a modern improvisation choice practice (planned impulse buying). We then provide a re-definition of 'taste and style' and another view of what it could be to be a good parent. Supermarket clothing ranges are perceived as a way to help in grounding, forming and assessing future clothing consumptions.

  • 16.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey.
    Ozturkcan, Selcen
    Ozyegin University, Turkey.
    Palmer, Mark
    Aston University, UK .
    Online Social Capital: Understanding E-Impulse Buying in Practice2009In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 16, no 4, p. 320-328Article in journal (Refereed)
    Abstract [en]

    Socially constructed marketing imageries (e.g. e-atmospherics) help consumers while making choices and decisions. Still, human and retailing technology interactions are rarely evaluated from a social practice perspective. This article explores the potential impact of socially constructed e-atmospherics on impulse buying. A framework with three interrelated factors, namely social acoustic, co-construction and mundane language enactment is analysed. The way these allow for e-social norms to organically emerge is elaborated through a set of propositions. Retailing implications are subsequently discussed.

  • 17.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Turkey.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Soopramanien, Didier
    Lancaster University, UK.
    Anticipating e-grocery services pre-purchase practices: contrasting trajectories in households’ organisation2007In: Paper presented at the 14th International EIRASS Conference on recent advances in Retailing and Services Science (EIRASS), San Francisco, USA, June 29-July 2, 2007, 2007Conference paper (Refereed)
    Abstract [en]

    Supermarkets offer multiple mechanisms to encourage consumers to shop online. Little is, however, available to comprehend household purchasing arrangements, processes and practices before going online. Our theoretical perspective draws on body of research covering areas such as intra-household economy and relationships, consumer decision making process, and retailing. We surmise that, due to the nature of the products/services, e-grocery shopping is, in effect, bringing new complexities for consumers which have yet to be addressed by most retailers’ e-strategies. Nowadays, there is simply no single member whom is ‘in sole charge of grocery shopping’. New e-grocery pre-purchase procedures should, however, be adapted to the chosen channel. These socially embedded practices should also be understood within the domestic/household context. In this paper, we present the case for a re-conceptualisation of the pre-purchase practices that surround e-grocery. Technology mediated household organisation is reviewed in the context of multiple equipment, diverse technological generations and access types, and household members’ geographical locations. We then, provide a theoretical analysis in the perspective of consumers’ daily life established social practices and cultural norms and routines, constrained by the repetitive aspects of grocery shopping. Household internal dynamics, coping mechanisms, the need for ever changing experiences are explored. The multifaceted aspects of information gathering and sharing are unpacked including foreseen usage of grocery in specific social circumstances (conspicuity of food consumption) and perspectives (timing, logistic, and alternatives). Critical thresholds in information processing, and household organization are identified. Strategic recommendations are then formulated and plans for future research presented.

  • 18.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey.
    Özturkcan, Selcen
    Sabanci University, Istanbul, Turkey.
    Activating E-Bank Users: Exploring the Potential Impact of E-Atmospherics and Experiential Marketing2009In: Services Marketing: Concepts, Strategies and Cases / [ed] K. Douglas Hoffman, John E.G. Bateson, Emma H. Wood & Alexandra J. Kenyon, London: Cengage Learning , 2009, p. 560-562Chapter in book (Other academic)
  • 19.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey.
    Özturkcan, Selcen
    Sabanci University, Istanbul, Turkey.
    Activating E-Bank Users: Exploring the Potential Impact of E-Atmospherics and Experiential Marketing2008In: Consumer Behaviour / [ed] Jim Blythe, London: Cengage Learning , 2008Chapter in book (Other academic)
  • 20.
    De Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey .
    Özturkcan, Selcen
    Sabanci University, Istanbul, Turkey.
    Dimensionalizing E-Grocery Shopping 'in Practice': An Illustration Through Turkish Consumers' Front-Loading Activities2007Conference paper (Refereed)
    Abstract [en]

    Two supermarkets in Turkey offer mechanisms to encourage consumers to shop online. Little is, however, available to comprehend Turkish household purchasing arrangements, processes and practices for tangible goods such as groceries. Our theoretical perspective draws on body of research covering areas such as intra-household economy and relationships, consumer decision making process, and e-tailing. We surmise that, due to the nature of the products/services, e-grocery shopping is bringing new complexities for consumers. These socially embedded practices should also be understood within the domestic/household context. We present the case for a re-conceptualisation of the practices that surround e-grocery in an emerging country situation. Technology mediated household organisation is reviewed in the context of diverse technological generations and access types. Household internal dynamics, coping mechanisms, the need for ever changing experiences are explored. Critical thresholds in information processing, and household organization are identified. Strategic recommendations are then formulated and plans for future research presented.

  • 21.
    de Kervenoael, Ronan
    et al.
    Sabancı University, Istanbul, Turkey and Aston Business School .
    Özturkcan, Selcen
    Sabancı University, Istanbul, Turkey.
    ‘It’s in Her Eyes’ A ‘barometer’ for EU accession through female perceptions of role portrayals in advertising: a Crosscultural study of Ukraine and Turkey2007Conference paper (Refereed)
    Abstract [en]

    This article examines female response to gender role portrayals in advertising for Ukraine and Turkey. Being both new potential EU candidates, we argue that gender stereotype could also be used as a ‘barometer’ of progress and closure towards a more generally accepted EU behaviour against women. While their history remains different, both from a political and society values point of views, constraints are currently being faced that require convergence or justification of practices and understanding. Principal components analysis is employed over 290 questionnaires to identify the underlying dimensions. Results indicate overall similarities in perceptions, fragmentation within groups, but seem to provide divergence regarding thresholds.

  • 22.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey and Aston Business School, UK.
    Özturkcan, Selcen
    Sabanci University, Istanbul, Turkey.
    Bisson, Christophe
    Yeditepe University, Istanbul Turkey.
    The influence of social E-Atmospherics in practice: A website content analysis perspective2008Conference paper (Refereed)
    Abstract [en]

    E-atmospherics have been often analyzed in terms of functional features, leaving its characteristics' link to social capital co-creation as a fertile research area. Prior research have demonstrated the capacity of e-atmospherics' at modifying shopping habits towards deeper engagement. Little is known on how processes and cues emerging from the social aspects of lifestyle influence purchasing behavior. The anatomy of social dimension and ICT is the focus of this research, where attention is devoted to unpack the meanings and type of online mundane social capital creation. Taking a cross-product/services approach to better investigate social construction impact, our approach also involves both an emerging and a mature market where exploratory content analysis of landing page are done on Turkish and French web sites, respectively. We contend that by comprehending social capital, daily micro practices, habits and routine, a better and deeper understanding on e-atmospherics incumbent and potential effects on its multi-national e-customer will be acquired.

  • 23.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey and Aston Business School UK.
    Özturkcan, Selcen
    Sabanci University, Istanbul, Turkey.
    Cetin, Seda
    Sabanci University, Istanbul, Turkey.
    Soylu, Yesim
    Sabanci University, Istanbul, Turkey.
    Adopting the Experiential Values Propositions as E-atmospherics: An Illustration through the Case of E-banking2008Conference paper (Refereed)
    Abstract [en]

    For a couple of years now, the Columbia Business School and in particular Bernd Schmitt have been advocating for more work to be done regarding 'experiential marketing'. Taking the case of e-atmospherics in Turkish e-banking practices, we revisit the theory of strategic experiential modules which are sense, feel, think, act and relate. Two major ebanking experience providers' types of communication, product design, retail presence and epresence have been unpacked. These are Garanti Bank, who's known with its many award winning web site, and Akbank who has a standard web site. The Turkish banking at the border of the EU and under global influences has expended and liberalized dramatically over the last decade making the most of new technologies, hence offering an interesting perspective in a non-homogenous society where the technological divide remains important. First a qualitative content analysis of both bank's homepages is conducted. This is followed by 43 online surveys, where 18 is Garanti Bank consumer, 19 is Akbank consumer and 6 is both Garanti and Akbank consumer, to explore how e-atmospherics experiential features currently recognized by users. Our findings indicate that experiential marketing in e-banking can be expected to be the key to greater online migration of consumers and differentiation among the players. Yet, while the first two steps sense and feel are explicitly developed by both players, act and relate still remain poor. Moreover, 'think' is discovered to be a key moderator where both banks seem to lack clear strategy.

  • 24.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey and Aston Business School, UK .
    Özturkcan, Selcen
    Sabanci University, Istanbul, Turkey.
    Eryarsoy, Enes
    Sabanci University, Istanbul, Turkey.
    Kasap, Nihat
    Sabanci University, Istanbul, Turkey.
    Categorizing ‘intention to use’ e-government services through mobile phone: the importance of front loading activities2008Conference paper (Refereed)
    Abstract [en]

    E-government has often been heralded as the new way forwards for emerging countries. While many such countries are already offering e-government services and are gearing up for further growth, little is actually known of the forming stages that are necessary to ensure a greater rate of success and avoid the traditional failure traps linked to new technology and information system adoption and diffusion. We situate our research in the case of mobile phone as a reflection of the current market situation in emerging countries. We contend, in this paper, that more research is needed to understand future intention to use e-government services through mobile phone technology. Front loading activities both from a government and technology perspectives are required to facilitate the decision making process by users.

  • 25.
    de Kervenoael, Ronan
    et al.
    Sabanci University, İstanbul, Turkey and Aston Business School.
    Özturkcan, Selcen
    Sabanci University, İstanbul, Turkey.
    Hallsworth, Alan
    Surrey University, UK.
    Canning, Catherine
    Glasgow Caledonian University .
    Capturing Loyalty across Garment Ranges: The Case of Supermarket Children's Clothing in the UK2008Conference paper (Refereed)
    Abstract [en]

    In recent years, the UK clothing and fashion industry has undergone some major changes. While the demise of traditional high street brands such as C&A have been widely heralded in the media, a new phenomenon has dramatically changed the children's garment landscape with the emergence of supermarkets as viable alternative providers. In a world where fashion is the prerogative of a substantial majority of the population, image, social status, personality, identity and self expression are so crucial and modelled around key top brands, the main UK supermarket chains seem - rather against the odds - to have created a new, socially-acceptable type of fashion consumption. Have supermarkets own label brands really moved from 'me too' to suitable everyday prestige alternatives? In addition, while parents control purchases for the smallest children, are they convinced to stay loyal across the age ranges - without somehow stigmatizing themselves or their children? Our exploratory research encompasses supermarket stores that are located on the outskirts of town - not accessible by walking from city centres - as a reflection of current spatial change in shopping patterns in the UK. Fifty nine interviews conducted in two ASDA and two TESCO stores in Devon and in Glasgow were analyzed. Our theoretical perspective draws on a body of research covering areas such as intra-household economy and relationships, children and childhood imagery, the consumer decision making process, and retailing. We surmise that, due to the nature of the products/services, clothing shopping is, in effect, bringing new complexities for consumers which have yet to be addressed by most retailers' marketing strategies. While ease of access (through linked grocery shopping) price and quality are perceived as the main decision factors, we reveal that style and design, commendation by word of mouth, refund policies and assortment/variety also linked to multiplicity of usage are greatly influencing parental choice. We highlight the increasing importance of browsing as a modern improvisation choice practice (planned impulse buying). We then provide a re-definition of 'taste and style' and another view of what it could be to be a good parent. Supermarket clothing ranges are perceived as a way to help in grounding, forming and assessing future clothing consumptions.

  • 26.
    de Kervenoael, Ronan
    et al.
    Sabanci University, Istanbul, Turkey.
    Özturkcan, Selcen
    Ozyegin University, Istanbul, Turkey .
    Palmer, Mark
    Aston University, Birmingham, UK .
    Online Social Capital: Understanding E-Impulse Buying in Practice2009In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 16, no 4, p. 320-328Article in journal (Refereed)
    Abstract [en]

    Socially constructed marketing imageries (e.g. e-atmospherics) help consumers while making choices and decisions. Still, human and retailing technology interactions are rarely evaluated from a social practice perspective. This article explores the potential impact of socially constructed e-atmospherics on impulse buying. A framework with three interrelated factors, namely social acoustic, co-construction and mundane language enactment is analysed. The way these allow for e-social norms to organically emerge is elaborated through a set of propositions. Retailing implications are subsequently discussed.

  • 27.
    de Kervenoael, Ronan
    et al.
    Sabanci University, İstanbul, Turkey .
    Özturkcan, Selcen
    Sabanci University, İstanbul, Turkey.
    Soopramanien, Didier
    Lancaster University Management School, Lancaster, UK .
    Anticipating e-grocery services pre-purchase practices: Contrasting trajectories in households’ organisation2007Conference paper (Refereed)
    Abstract [en]

    Supermarkets offer multiple mechanisms to encourage consumers to shop online. Little is, however, available to comprehend household purchasing arrangements, processes and practices before going online. Our theoretical perspective draws on body of research covering areas such as intra-household economy and relationships, consumer decision making process, and retailing. We surmise that, due to the nature of the products/services, e-grocery shopping is, in effect, bringing new complexities for consumers which have yet to be addressed by most retailers’ e-strategies. Nowadays, there is simply no single member whom is ‘in sole charge of grocery shopping’. New e-grocery pre-purchase procedures should, however, be adapted to the chosen channel. These socially embedded practices should also be understood within the domestic/household context. In this paper, we present the case for a re-conceptualisation of the pre-purchase practices that surround e-grocery. Technology mediated household organisation is reviewed in the context of multiple equipment, diverse technological generations and access types, and household members’ geographical locations. We then, provide a theoretical analysis in the perspective of consumers’ daily life established social practices and cultural norms and routines, constrained by the repetitive aspects of grocery shopping. Household internal dynamics, coping mechanisms, the need for ever changing experiences are explored. The multifaceted aspects of information gathering and sharing are unpacked including foreseen usage of grocery in specific social circumstances (conspicuity of food consumption) and perspectives (timing, logistic, and alternatives). Critical thresholds in information processing, and household organization are identified. Strategic recommendations are then formulated and plans for future research presented.

  • 28.
    Duvan, Bora Selcen
    et al.
    Renault Turkey, Turkey.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Used car remarketing2009In: Paper presented at the International Conference on Social Sciences (ICSS) 2009, Izmir, Turkey, September 10-13, 2009, 2009Conference paper (Refereed)
    Abstract [en]

    Car manufacturers and dealers have tended to exclude used cars from their businesses thinking that the focus of dealers’ sales efforts should be on new cars, which carry higher price tags targeting wealthier buyers. Dealers and original equipment manufacturers (OEMs) have been aiming to push the new car inventory to the market with applicable incentives. However, used cars have started to add more to dealers’ bottom lines than sales of higher-status new cars. Improved quality and reliability of used cars have initiated a devoted customer base. As a result, manufacturers started to consider the crucial role of used vehicle management in improving residual values, new car sales and manufacturer brand equity.

  • 29.
    Duvan, Bora Selcen
    et al.
    Renault Turkey.
    Özturkcan, Selcen
    Ozyegin University, Turkey.
    Used Car Remarketing2009Conference paper (Refereed)
    Abstract [en]

    Car manufacturers and dealers have tended to exclude used cars from their businesses thinking that the focus of dealers’ sales efforts should be on new cars, which carry higher price tags targeting wealthier buyers. Dealers and original equipment manufacturers (OEMs) have been aiming to push the new car inventory to the market with applicable incentives. However, used cars have started to add more to dealers’ bottom lines than sales of higher-status new cars. Improved quality and reliability of used cars have initiated a devoted customer base. As a result, manufacturers started to consider the crucial role of used vehicle management in improving residual values, new car sales and manufacturer brand equity.

  • 30.
    Elms, Jonathan
    et al.
    Lancaster University, UK.
    Dunphy, Claire
    Lancaster University, UK.
    de Kervenoae, Ronan
    Sabanci University, Turkey;Aston Business School, UK .
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    “It’s in his eyes”: the negotiation and interpretation of masculinity using the Dolce et Gabbana’s 2005 print advertising campaign2007In: Paper presented at the 4th Workshop on Interpretive Consumer Research (EIASM), Marseilles, France, April 26-27, 2007, 2007Conference paper (Refereed)
    Abstract [en]

    The concept of 'masculinity' has over more years received increased attention within consumer research discourse suggesting the potential of a 'crisis of masculinity', symptomatic of a growing feminisation, or 'queering' of visual imagery and consumption (e.g. Patterson & Elliott, 2002). Although this corpus of research has served to enrich the broader gender identity debate, it is, arguably, still relatively underdeveloped and therefore warrants further insight and elaboration. The aim of this paper is, therefore, to explore how masculinity is represented and interpreted by men using the Dolce et Gabbana men's 2005 print advertising campaign. The rationale for using this particular campaign is that it is one of the most homoerotic, provocative, and well publicised campaigns to cross over from the 'gay' media to more mainstream UK men's magazines. Masculinity, and what it means to be 'masculine', manifests itself within particular ideological, moral, cultural and hegemonic discourses. Masculinity is not a homogenous term which can be simply reduced, and ascribed, to those born as 'male' rather than 'female'. One may exhibit different degrees of masculinity or femininity, depending on social-cultural situation regardless of biological sex (Eagly 1987; Putreve, 2001). Fischer and Arnold (1994) suggest, for example, that masculine and feminine identities are 'orthogonal' rather than 'bi-polar' concepts, entangled and enmeshed together in a dialectical relationship. Therefore, it is more appropriate to consider multiple masculinities, which are plural, transient and ephemeral. As Askegaard (1991) maintains socio-cultural identity concerns' questions such as "who are we and who are the others?" and "how are we related to each other?". Advertising images, and imagery, attempt to answer some of these questions, through the continual negotiation of both individually and culturally accepted masculinities. Masculinity is not merely a 'visual' concept but advertisers have begun to represent 'visions of masculinity' to entice male consumers (e.g. Schroeder & Borgerson, 1998; Schroeder & Zwick, 2004). The portrayal of masculinity through the representation of male body has emerged from that of the muscle bound, rugged, 'cowboy', the stereotypical 'heterosexual masculinity' of the 1960s, to the 'New Man' of the 1980s: a more sensitive man who is in touch with his 'feminine' emotional side (Patterson & Elliott, 2002). The 'New Man' has been recently reinvented, taking the form of the 'metrosexual male' - the 'straight' man who dresses 'gay' - which is increasingly been used as a marketing ploy to target products, particularly clothes and cosmetics, at younger men (Simpson, 2002). This, in turn, has led to increased men's participation in the wider cultural arenas of consumption as well as encouraging visual consumption where 'men gaze at men' (e.g. Patterson & Elliott, 2002). A convenience sample of sixteen in-depth interviews was conducted with self-identified 'straight' men, between the ages of 18 and 24. Within the interview context, each respondent was asked to construct of collage of their masculine self ideals using images from men's magazines. Following the logic of 'photo-elicitation' and 'auto-driving' (Heisley & Levy, 1991), respondents were then given a copy of the Dolce et Gabanna print ads, which they were asked to describe in detail. Our findings would suggest that, for these men the visual images contained within the ads were largely rejected as representative of a singular, hegemonic, notion of 'masculinity'. The men voiced varying degree of distaste of the use and representation of the male models displaying interest and intrigue in each other in various state of undress with little, or no, reference to women within the ads. These models were not axiomatically considered as not being 'masculine' but were defended as "definitely not being 'gay'". A further concurrent theme was the continuous need for the men to demonstrate and reinforce their own masculinity by discursively 'proving' themselves as heterosexual men. Our tentative conclusions argue that masculinity manifests itself in not only what is included in the ads, and what is not, but also, more importantly, in the intangible spirit or character of the visual imagery. This masculine spirit is expressed visually via physical body image, but more insightful interpretation of masculinity is embodied within body language and gaze, as illustrated in Figure 1.

  • 31.
    Elms, Jonathan
    et al.
    Lancaster University Management School, UK.
    Dunphy, Claire
    Lancaster University Management School, UK.
    de Kervenoae, Ronan
    Sabanci University, Istanbul, Turkey & Aston Business School, UK .
    Özturkcan, Selcen
    Sabanci University, Istanbul, Turkey.
    “It’s in His Eyes”: The Negotiation and Interpretation of Masculinity using the Dolce et Gabbana’s 2005 Print Advertising Campaign2007Conference paper (Refereed)
    Abstract [en]

    The concept of 'masculinity' has over more years received increased attention within consumer research discourse suggesting the potential of a 'crisis of masculinity', symptomatic of a growing feminisation, or 'queering' of visual imagery and consumption (e.g. Patterson & Elliott, 2002). Although this corpus of research has served to enrich the broader gender identity debate, it is, arguably, still relatively underdeveloped and therefore warrants further insight and elaboration. The aim of this paper is, therefore, to explore how masculinity is represented and interpreted by men using the Dolce et Gabbana men's 2005 print advertising campaign. The rationale for using this particular campaign is that it is one of the most homoerotic, provocative, and well publicised campaigns to cross over from the 'gay' media to more mainstream UK men's magazines. Masculinity, and what it means to be 'masculine', manifests itself within particular ideological, moral, cultural and hegemonic discourses. Masculinity is not a homogenous term which can be simply reduced, and ascribed, to those born as 'male' rather than 'female'. One may exhibit different degrees of masculinity or femininity, depending on social-cultural situation regardless of biological sex (Eagly 1987; Putreve, 2001). Fischer and Arnold (1994) suggest, for example, that masculine and feminine identities are 'orthogonal' rather than 'bi-polar' concepts, entangled and enmeshed together in a dialectical relationship. Therefore, it is more appropriate to consider multiple masculinities, which are plural, transient and ephemeral. As Askegaard (1991) maintains socio-cultural identity concerns' questions such as "who are we and who are the others?" and "how are we related to each other?". Advertising images, and imagery, attempt to answer some of these questions, through the continual negotiation of both individually and culturally accepted masculinities. Masculinity is not merely a 'visual' concept but advertisers have begun to represent 'visions of masculinity' to entice male consumers (e.g. Schroeder & Borgerson, 1998; Schroeder & Zwick, 2004). The portrayal of masculinity through the representation of male body has emerged from that of the muscle bound, rugged, 'cowboy', the stereotypical 'heterosexual masculinity' of the 1960s, to the 'New Man' of the 1980s: a more sensitive man who is in touch with his 'feminine' emotional side (Patterson & Elliott, 2002). The 'New Man' has been recently reinvented, taking the form of the 'metrosexual male' - the 'straight' man who dresses 'gay' - which is increasingly been used as a marketing ploy to target products, particularly clothes and cosmetics, at younger men (Simpson, 2002). This, in turn, has led to increased men's participation in the wider cultural arenas of consumption as well as encouraging visual consumption where 'men gaze at men' (e.g. Patterson & Elliott, 2002). A convenience sample of sixteen in-depth interviews was conducted with self-identified 'straight' men, between the ages of 18 and 24. Within the interview context, each respondent was asked to construct of collage of their masculine self ideals using images from men's magazines. Following the logic of 'photo-elicitation' and 'auto-driving' (Heisley & Levy, 1991), respondents were then given a copy of the Dolce et Gabanna print ads, which they were asked to describe in detail. Our findings would suggest that, for these men the visual images contained within the ads were largely rejected as representative of a singular, hegemonic, notion of 'masculinity'. The men voiced varying degree of distaste of the use and representation of the male models displaying interest and intrigue in each other in various state of undress with little, or no, reference to women within the ads. These models were not axiomatically considered as not being 'masculine' but were defended as "definitely not being 'gay'". A further concurrent theme was the continuous need for the men to demonstrate and reinforce their own masculinity by discursively 'proving' themselves as heterosexual men. Our tentative conclusions argue that masculinity manifests itself in not only what is included in the ads, and what is not, but also, more importantly, in the intangible spirit or character of the visual imagery. This masculine spirit is expressed visually via physical body image, but more insightful interpretation of masculinity is embodied within body language and gaze, as illustrated in Figure 1.

  • 32.
    Fis, Ahmet Murat
    et al.
    Özyeğin University, Turkey.
    Ozturkcan, Selcen
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gur, Faik
    Özyeğin University, Turkey.
    Being a woman entrepreneur in Turkey: life role expectations and entrepreneurial self-efficacy2019In: SAGE Open, ISSN 2158-2440, E-ISSN 2158-2440, Vol. 9, no 2, p. 1-19Article in journal (Refereed)
    Abstract [en]

    Two major competing life roles, work, and family, are reported to dominate people’s efforts in constructing a life. Here, we aim to explore whether and how attributed life roles and related coping strategies of current and aspiring women entrepreneurs meaningfully differentiate and whether the existence of entrepreneurs in their families affects the formation of these different clusters. In our empirical, two-part exploratory study conducted in the emerging economy setting of Turkey, first, we utilize the survey results of 234 women entrepreneurs to explore the issue, and then in the second part of the study, we administer face-to-face interviews to draw out some critical insights. We end up with three different clusters differentiating in their responses to challenges and effect of these on their entrepreneurial self-efficacy beliefs. We believe our study may shed some light on understanding nonhomogeneous women response to roles and challenges in society and women’s entrepreneurial journey.

  • 33.
    Gümüş, Burcu
    et al.
    Istanbul Bilgi University, Turkey.
    Varnalı, Kaan
    Istanbul Bilgi University, Turkey.
    Ozturkcan, Selcen
    Istanbul Bilgi University, Turkey.
    Adoption of Really New Products: Retro Appearance and the Bandwagon Effect2014In: Marketing theory challenges in emerging markets / [ed] Maja Szymura-Tyc, Katowice: Publishing House of the University of Economics , 2014, p. 23-Conference paper (Refereed)
    Abstract [en]

    The literature has paid far too little attention to the potential impact of retro appearance and bandwagon effect on the adoption of really new products. By integrating the retro appearance and bandwagon perspectives, we aim to contribute to the understanding of adoption of really new products. We purport that retro appearance and peer effect – familiar product appearances and observing peer usage – may attenuate the negative prejudgments towards really new products associated with perceived risks and facilitate adoption.

  • 34.
    Gümüş, Burcu
    et al.
    Istanbul Bilgi University, Turkey.
    Varnalı, Kaan
    Istanbul Bilgi University, Turkey.
    Özturkcan, Selcen
    Istanbul Bilgi University, Turkey.
    Adoption of Really New Products: Retro Appearance and the Bandwagon Effect2014In: Marketing theory challenges in emerging markets / [ed] Maja Szymura-Tyc, 2014, p. 23-Conference paper (Refereed)
    Abstract [en]

    The literature has paid far too little attention to the potential impact of retro appearance and bandwagon effect on the adoption of really new products. By integrating the retro appearance and bandwagon perspectives, we aim to contribute to the understanding of adoption of really new products. We purport that retro appearance and peer effect – familiar product appearances and observing peer usage – may attenuate the negative prejudgments towards really new products associated with perceived risks and facilitate adoption.

  • 35. Koçaş, Cenk
    et al.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Ekonometrik Rekabet Modelleme ve Pazar Tepki Analizi: (Econometric modelling of competitive markets and market response)2008Book (Other academic)
  • 36. Koçaş, Cenk
    et al.
    Özturkcan, Selcen
    Ekonometrik Rekabet Modelleme ve Pazar Tepki Analizi [Econometric Modelling of Competitive Markets and Market Response]2008Book (Other academic)
  • 37.
    Oncul, Selmin D.
    et al.
    Istanbul Technical University, Turkey.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Bayraktar, Demet
    Istanbul Technical University, Turkey.
    Celebi, Dilay
    Istanbul Technical University, Turkey.
    A review of timetabling and resource allocation models for light-rail transportation systems2009In: Paper presnted at the International Conference for Prospects for Research in Transport and Logistics on a Regional – Global Perspective, Istanbul, Turkey, February 12-14, 2009, 2009Conference paper (Refereed)
    Abstract [en]

    This paper surveys the relevant operations research literature on timetabling and resource allocation problems with a special attention paid to the transportation systems. The purpose of this review is to define the critical objectives, determine the key components and identify the key issues for developing a comprehensive mathematical model for timetabling of light rail transit vehicles in sequence with the assignment of drivers as an available resource. In doing so, the implications of the emerging timetabling research is discussed, components of the mathematical models proposed are reviewed, and the extend they reflect real business practices are analyzed. Finally, fundamental issues and primary elements of a simple model in association with general timetabling and resource allocation problems are presented.

  • 38.
    Oncul, Selmin D.
    et al.
    Istanbul Technical University, Istanbul, Turkey.
    Özturkcan, Selcen
    Özyeğin University, Istanbul, Turkey.
    Bayraktar, Demet
    Istanbul Technical University, Istanbul, Turkey.
    Celebi, Dilay
    Istanbul Technical University, Istanbul, Turkey.
    A Review of Timetabling and Resource Allocation Models for Light-Rail Transportation Systems2009Conference paper (Refereed)
    Abstract [en]

    This paper surveys the relevant operations research literature on timetabling and resource allocation problems with a special attention paid to the transportation systems. The purpose of this review is to define the critical objectives, determine the key components and identify the key issues for developing a comprehensive mathematical model for timetabling of light rail transit vehicles in sequence with the assignment of drivers as an available resource. In doing so, the implications of the emerging timetabling research is discussed, components of the mathematical models proposed are reviewed, and the extend they reflect real business practices are analyzed. Finally, fundamental issues and primary elements of a simple model in association with general timetabling and resource allocation problems are presented.

  • 39.
    Ozturkcan, Selcen
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Call to Redefine Human-Robot Interaction: From Social Robots to Gun Shooting Humanoids2018Manuscript (preprint) (Other academic)
    Abstract [en]

    This paper reviews the human-robot interactionliterature in the scope of recent technological progress. Itgives various examples of emerging human-robotinteraction and calls upon a re-definition of the interactionconcept.

  • 40.
    Ozturkcan, Selcen
    Florida Atlantic University, USA;Cankaya University, Turkey .
    Cultural recognition in one-to-one Internet advertising2002Conference paper (Refereed)
    Abstract [en]

    Even though the world is interconnected through a complex web of transnational networks and the freer flow of trade, the challenges of making local adjustments in marketing activities are more acute now then ever before. Internet is helping to eliminate the distance between nations and between consumers. However, it appears that the emphasis is still on treating customers worldwide as part of one homogenous segment. For example, English is still taken as the net Latin by many firms and predominates most of net communications. Marketers need to take the Internet seriously to reconsider the potential as well as the limitation it possesses in realizing the impact of cultural differences. Apart from language, which is an important element in culture, knowledge of traditions and customs of a specific culture and integration of this knowledge with advertising activities on the internet would differentiate the marketing activity from the similar ones that are being run as well as resulting in higher attention and better interpretation levels. This paper focuses on the use of the Internet for reaching micro segments that recognize cultural differences in the global market place. Doing so, it emphasizes the importance of realizing the differences in language, religion, and specific tastes in advertising activities on the Internet. The varying contributions of these elements to interpretations of messages are determined and policies to be implemented for higher attention rates are suggested. In addition, the challenges exist there of on the Internet, such as presence of inhomogeneous infrastructure facilities and specific consumer concerns are explored throughout the paper. The differences in consumer concerns are sough and the changing availability of Internet, telephony, computer, and legal issues are studied. Finally, the types of firms and industries that can utilize the provided policies for capturing cultural differences are examined. Internet is a very important tool both in terms of communicating messages to micro segments and also for targeting specifically these segments. However, strategies to be implemented in Internet advertisement should be given special emphasis in order to tailor them according to the varieties in cultures. Global Internet advertising mainly promises a potential for services businesses. Both the businesses themselves and the advertisement activities are open to adjustments. Cultural differences can easily be recognized in the activities of services marketing on the Internet due to their flexible natures.

  • 41.
    Ozturkcan, Selcen
    Istanbul Bilgi University, Turkey.
    Effie 2013 Kazananlar Kitabi: (Effie 2013 Award Winners Book)2014Book (Other academic)
  • 42.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Experiential practises via digital services2009In: Presented at the eChallenges Conference, Istanbul, Turkey, October 21-23, 2009, 2009Conference paper (Refereed)
  • 43.
    Ozturkcan, Selcen
    Jönköping University, Sweden;Bahcesehir University, Turkey.
    Game prosumption2018In: Encyclopedia of computer graphics and games / [ed] Newton Lee, Cham: Springer, 2018Chapter in book (Refereed)
  • 44. Ozturkcan, Selcen
    Globalization and economic growth2002In: Paper presented at the 11th Annual IMDA Conference, Antalya, Turkey, July 20-24, 2002, 2002Conference paper (Refereed)
    Abstract [en]

    Globalization describes the ongoing global trend toward the freer flow of trade and investment across borders and the resulting integration of the international economy. Because it expands economic freedom and spurs competition, globalization is believed to raise the productivity and living standards of people in countries that open themselves to the global marketplace. Globalization has evolved since Columbus and de Gama sailed from Europe more than 500 years ago. This paper surveys the economic growth associated with globalization. Doing so, it investigates the dynamics between openness, poverty, inequality, and globalization. It also explores the methods that could have been utilized by the developing countries.

  • 45.
    Ozturkcan, Selcen
    Istanbul Technical University, Turkey.
    Identification in hyper-loyalty brand communities2005In: Paper presented at the 2nd Annual Management Congress at Mugla University, Mugla, Turkey, February 17, 2005, 2005Conference paper (Refereed)
    Abstract [en]

    For decades, marketers sought "the strategy" for building brand loyalty. When they succeeded in achieving extreme brand loyalty with customers, marketers simply followed the same template for other products and brands without bothering to examine the deeper, phenomenological processes involved with such loyal consumer behavior. Extreme brand loyalty can be thought of as consumer communities (Muniz & O'Guinn, 2001) created around and directed by particular brands--hyperloyalty as defined by McAlexander and Schouten (1998), and Ebstein, Betou, Storakers and Torner (1999). It is critical to comprehend the underlying motives that exist in the marketplace for longterm sustained competitive advantage. Hunt (2002) states that effectiveness and efficiency are the keys for advantageous resources, but are these two criteria sufficient for a full and complete understanding of consumer hyper-loyalty?

  • 46.
    Ozturkcan, Selcen
    Sabanci University, Turkey.
    Identification in hyper-loyalty brand communities2007In: The making of cult brands / [ed] Swapna Gopalan, Hyderabad, India: Icfai University Press, 2007Chapter in book (Refereed)
  • 47.
    Ozturkcan, Selcen
    Özyeğin University, Turkey.
    Internalization, objectivation and externalization: formation of hyper-loyal brand communities2009In: Building brand loyalty: issues and perspectives / [ed] Kalai Selvan N., Hyderabad, India: Icfai University Press, 2009, p. 55-63Chapter in book (Refereed)
  • 48.
    Ozturkcan, Selcen
    Linnaeus University, School of Business and Economics, Department of Marketing.
    PASHA Bank Turkey: an international marketing strategy for an investment and corporate bank2019In: SAGE Business Cases Originals, Sage Publications, 2019Chapter in book (Other academic)
    Abstract [en]

    PASHA Holding OJSC was based in Baku, Azerbaijan, with subsidiaries in insurance, banking, property development, construction, and tourism. Its most important subsidiary was PASHA Bank OJSC, which offered all major financial services. Being the largest private bank in its market by total equity, PASHA Bank launched Baku-based financial institutions in Georgia and Turkey in 2013 and 2015, respectively. Swift growth that spread to three countries demanded a strategy around the dynamic capabilities of the markets. This case focuses on the development of the PASHA Bank Turkey’s marketing strategy, encompassing business insights valuable for emerging markets regarding geographical expansion and integration into the international financial system.

  • 49.
    Ozturkcan, Selcen
    Jönköping University, Sweden.
    PASHA Bank Turkey: an inter-regional marketing strategy2018Other (Other academic)
    Abstract [en]

    PASHA Holding OJSC was based in Baku, Azerbaijan, with subsidiaries in insurance, banking, property development, construction, and tourism sectors. The most important subsidiary of the holding was PASHA Bank OJSC since its establishment in 2007. It offered all major financial services, including investment banking, trade financing and asset management. Being the largest private bank in its original market by total equity, PASHA Bank launched Baku-based financial institutions in Georgia and Turkey as of year 2013 and 2015, respectively. Swift growth that spread to three countries demanded for a strategy to align and differentiate the dynamic capabilities of the markets and efforts. This case focuses on the development of the PASHA Bank Turkey’s Marketing Strategy, and its learning outcomes encompass business insights valuable for emerging markets regarding geographical expansion, and integration to international financial system.

  • 50.
    Ozturkcan, Selcen
    Istanbul Bilgi University, Turkey.
    Technology acceptance of students: an analysis of 100% online graduate program2014In: Presented at the 3rd European Conference on Social and Behavioral Sciences, Rome, Italy, February 6-8, 2014, 2014Conference paper (Refereed)
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