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

IMPROVISATIONAL MODEL OF BUSINESS REGISTRATION FOR BRANDING SERVICES IN CONGO-BRAZZAVILLE

Journal Name:

  • Turkish Journal of Marketing

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Protracted Congo brand name’s inability to attract investors spells ruin. The research problem is that despite the potential role that can play Information Systems (IS) improvisation in service branding in developing countries, Department of Trade and Industry (DTI) of Congo-Brazzaville does not have a normative model for online business registration. Such insufficiency stunts Congo’s brand name as investment destination. The study purpose is to propose a normative model of online business registration for service branding. The study was conducted at the DTI Congo-Brazzaville using a mixed methodology. Findings reveal that 75% of respondents were male and 25% female. This variable leads to a conclusion that in the absence of normative model, the intention to adopt an online business registration system for re-branding DTI Congo is largely based on male employees’ favourable attitudes towards e-commerce. 81.8% of respondents agreed that IS improvisation will close the gaps between the growing usage of e-commerce in the business world and the current total vacuum of it at DTI Congo. The major limitation is that the study does not recommend any specific e-commerce technology to DTI Congo, but as an institution, DTI Congo should evaluate the pros and cons of different e-commerce technologies, and then decide on the most appropriate one. In terms of originality, replacing brick-and-mortar business registration service by the online one at DTI Congo reflects a true contribution of this study to theories of brand personality, sustainability and green supply chain in a way far more impactful than recycling papers in the bin.
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Abstract (Original Language): 
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 erk ek çalışanların e -ticarete k arşı olumlu tutumlarına dayandığı sonucuna yol açmak tadır. Katılımcıların 81,8%’i IS doğaçlamasının iş dünyasında e -ticaretin k ullanılmasının artışı ve DTI Kongo’dak i mevcut total boşluk arasındaki açıkları k apatacağı k onusunda hem fik ir olmuşlardır. Bu çalışmanın ana k ısıtlaması DTI Kongo için herhangi bir özel e-ticaret tek nolojisi önerisinde bulunmamasıdır. Ancak bir kurum olarak DTI Kongo, fark lı e-ticaret tek nolojilerinin avantaj ve dezavantajlarını değerlendirmeli ve daha sonra en uygun olana k arar vermelidir. Özgünlük açısından, DTI Kongo’dak i gelenek sel ticari sicil hizmetlerinin çevrimiçi hizmetlerle değiştirilmesi, bu çalışmanın mark a k işiliği, sürdürülebilirliği ve çevreci tedarik zinciri teorilere olan gerçek k atk ısını k âğıt geri dönüşümlerinin yapılmasından çok daha etk ili bir biçimde yansıtacak tır.
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