Yıl: 2015 Cilt: 7 Sayı: 1 Sayfa Aralığı: 1 - 21 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context

Öz:
Bu çalışma üretim ve ekonomi bazlı marka değeri oluşum süreci kav- ramsallaştırmalarını sorgulamaktadır. Günümüz global ekonomik siste- mi geleneksel kapitalist ekonomi, gösterge ekonomisi ve yeni etik eko- nomi gibi farklı ekonomik sistemler ve onların değer mantıklarını bir arada bulundurduğundan, değer oluşumu süreçleri yeni bir bakış açısı ile incelenmelidir. Bu çalışmada bir ikonik İngiliz markasının oluşumu vakası üzerinden marka değerinin doğrusal bir üretim mantığı yerine, firmanın alakalı olduğu iç ve dış global ağlarda bulunan aktörlerin ve paydaşların etkileşimi vasıtası ile oluştuğunu örnekliyoruz. Bu çalışma gelecekte yapılacak olan marka değer yaratımı ile ilgili çalışmalarda pazar antropolojisi, değer kavramının antropolojik yaklaşımı ve global ticaret ağları perspektifinin sentezi için bir çağrı yapmaktadır.
Anahtar Kelime:

Konular: İşletme İktisat

Değer Kavramının Karmaşıklığını ve Küresel Ağ Bağlamında Oluşumunu Anlamak: Küresel bir Moda Markası Değerinin Oluşumu Örneği

Öz:
This study problematizes the conceptualization of brand value formation process which is rooted in the productionist and economistic perspecti- ves. Juxtaposition of different economıc systems such asthe traditional capitalist economy, the sign economy and thenew ethical economy and their value logics in contemporary global economic system necessitates shifts in the perspective on value formation. Utilizing a case study of value creation process of a British iconic fashion brand, we demonst- rate that brand value is not created in a linear chain of production but occurs in global networks within and outside the company s immediate network of relations and stakeholders. Study calls for further research for brand value creation processes by synthesizing anthropology of mar- kets perspective, the anthropological theory of value approach and the global networks approach.
Anahtar Kelime:

Konular: İşletme İktisat
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA KARABABA E, KJELDGAARD D (2015). Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. , 1 - 21.
Chicago KARABABA EMİNEGÜL,KJELDGAARD Dannie Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. (2015): 1 - 21.
MLA KARABABA EMİNEGÜL,KJELDGAARD Dannie Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. , 2015, ss.1 - 21.
AMA KARABABA E,KJELDGAARD D Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. . 2015; 1 - 21.
Vancouver KARABABA E,KJELDGAARD D Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. . 2015; 1 - 21.
IEEE KARABABA E,KJELDGAARD D "Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context." , ss.1 - 21, 2015.
ISNAD KARABABA, EMİNEGÜL - KJELDGAARD, Dannie. "Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context". (2015), 1-21.
APA KARABABA E, KJELDGAARD D (2015). Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. Tüketici ve Tüketim Araştırmaları Dergisi, 7(1), 1 - 21.
Chicago KARABABA EMİNEGÜL,KJELDGAARD Dannie Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. Tüketici ve Tüketim Araştırmaları Dergisi 7, no.1 (2015): 1 - 21.
MLA KARABABA EMİNEGÜL,KJELDGAARD Dannie Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. Tüketici ve Tüketim Araştırmaları Dergisi, vol.7, no.1, 2015, ss.1 - 21.
AMA KARABABA E,KJELDGAARD D Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. Tüketici ve Tüketim Araştırmaları Dergisi. 2015; 7(1): 1 - 21.
Vancouver KARABABA E,KJELDGAARD D Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context. Tüketici ve Tüketim Araştırmaları Dergisi. 2015; 7(1): 1 - 21.
IEEE KARABABA E,KJELDGAARD D "Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context." Tüketici ve Tüketim Araştırmaları Dergisi, 7, ss.1 - 21, 2015.
ISNAD KARABABA, EMİNEGÜL - KJELDGAARD, Dannie. "Understanding the Complexity of Value and Its Co-Constitution in a Global Network: Insights from a Global Fashion Brand Value Constitution Context". Tüketici ve Tüketim Araştırmaları Dergisi 7/1 (2015), 1-21.