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Contemporary Approaches in Humanities

Edited By Hasan Arslan, Mehmet Ali Içbay, Günther Löschnigg and Rasim Yilmaz

This book presents a collection of papers written by researchers, teachers, administrators, analysts and graduate students working and doing research in the field of social sciences. The scientific studies include a wide range of topics from the analysis of social science textbooks to the teacher image in newspapers, the relationship between self-efficacy and cognitive level and the role of organizational silence on the loneliness of academics in work life.

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The Relationship between Market Oriented Approach and Supply Chain Management within the Scope of Evolving Competition Concept (Esra Ciğerci)

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Esra Ciğerci*

The Relationship between Market Oriented Approach and Supply Chain Management within the Scope of Evolving Competition Concept

1. Introduction

In today’s world, developments in the economical, social, technological, etc. areas have not only led markets to become globalised, but also led competition to become more difficult and complicated. Efforts of change and development in businesses’ merely traditional functions, for example in production, technology or quality, are not decent any more (Karahan and Varinli, 2002). Therefore, businesses have been facing the difficulty of finding and searching for different methods to develop effective strategies and to achieve competitive supremacy. The businesses that achieve supremacy both in the national and global fields depends upon the fact that they supply the increasing demands and desires of the customers in a different and economic way than their opponents do. As well, they can meet these demands and wishes and, more importantly, they create new demands and wishes too. This situation forces businesses to be more flexible, creative, and innovative (Papatya, 2006). The “Big fish eats little fish” concept, which was true for the competition once, has given place to the “Fast fish eats slow fish” concept. The businesses which are faster in terms of supplying the demands and wishes of the customers are now more successful than their opponents. Achieving this goal is only possible with a market oriented supply chain management.

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