Otel İşletmelerinde İş Modeli İnovasyonunda Stratejik Bir Yaklaşım Olarak İnovasyon Radarı: Swissotel Büyük Efes İzmir Örnek Olay Çalışması

Demet BAĞIRAN ÖZŞEKER; Hülya KURGUN; O.Avşar KURGUN

Yazarlar

Demet BAĞIRAN ÖZŞEKER
Hülya KURGUN
O.Avşar KURGUN

Anahtar Kelimeler:

Turizm sektöründe inovasyon- Otel işletmelerinde inovasyon- İş modeli- İş modeli inovasyonu- İnovasyon radarı

Öz

Çalışmanın amacı, otel işletmelerinde iş modeli inovasyonunun nasıl
gerçekleştirilebileceği ve bütüncül bir inovasyon stratejisine geçiş için gerekli
değişikliklerin nasıl uygulanabileceğinin keşfedilmesidir. Bu amaçla, örnek olay olarak ele
alınan Swissotel Büyük Efes İzmir’in RADAR grubu yöneticilerine Chen ve Sawhney
(2010) tarafından geliştirilen İnovasyon Radarı Ölçeği uygulanmış ve ilgili yöneticilerle
ölçekte yer alan bazı soruları derinlemesine görüşmek üzere mülakat yapılmıştır. İş
modelindeki hangi fonksiyonel alanların şuana kadar inovasyonun odak noktası olduğunu
ve hangi alanların henüz kullanılmamış inovasyon potansiyeline sahip olduğunu
değerlendirmek için işletmenin mevcut inovasyon performansı ölçülmüştür. Araştırma
bulguları, örnek olay işletmesinin iş modeli inovasyonunun 10 boyutu üzerine yüksek
düzeyde odaklanarak inovasyon yaptığını, “çözümler ve süreçler” boyutlarının ise
inovasyon açısından gelişim fırsatları sunan boyutlar görünümünde olduğunu
göstermektedir. Ayrıca bulgulardan yararlanılarak, Canvas modeline (Osterwalder &
Pigneur, 2010) göre işletmenin mevcut iş modeli de yapılandırılmıştır. Çalışma, otel
yöneticilerine, iş modeli inovasyonunu stratejik olarak nasıl gerçekleştirebileceklerine
ilişkin önerilerin sunulması açısından özgün değer taşımaktadır.

Referanslar

Accorhotels Group. (2017, 14 Nisan). Thecamp: At the heart of the innovation! 07 Temmuz 2018 tarihinde https://www.accorhotels.group/en/Actualites/2017/02/15/the-camp-innovation-place adresinden erişilmiştir.

Accorhotels Group. (2018a). Local services. 10 Temmuz 2018 tarihinde https://www.accorhotels.group/en/innovation/travels-and-lifestyle/local-services adresinden erişilmiştir.

Accorhotels Group. (2018b). 10 Temmuz 2018 tarihinde https://www.accorhotels.group/en/group/who-weare/chairman-and-ceo-message adresinden erişilmiştir.

Accorhotels Group. (2018, 20 Mart). Take off! 07 Temmuz 2018 tarihinde https://www.accorhotels.group/en/Actualites/2018/03/20/take-off-2018 adresinden erişilmiştir.

Aldebert, B., Dang, R. J., & Longhi, C. (2011). Innovation in the tourism industry: The case of Tourism. Tourism management, 32(5), 1204-1213.

Ambrož, R., & Omerzel, D. G. (2017). Business model innovation in tourism: How to survive in Higly Competitive Environments. Academica Turistica, 10(2), 175-183.

Amit, R., & Zott, C. (2012). Creating value through business model innovation. Mit Sloan Management Review, 53(3), 41-49.

Birkinshaw, J., Hamel, G., & Mo, M. J. (2008). Management innovation. Academy of Management Review, 33(4), 825-845.

Brown, T. J., & Tracy, A. S. (2012). Exploratory, Descriptive, and Casual Research Designs, MR (1st ed.). South Western: Cengage Learning.

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism management, 29(4), 609-623.

Carayannis, E. G., Sindakis, S., & Walter, C. (2015). Business Model Innovation as lever of organizational sustainability. Journal of Technology Transfer, 40(1), 85-104.

Casadesus-MasanellR., & Ricart, J. E. (2010). Fromstrategy to business models and onto tactics. Long Range Planning, 43, 195-215.

Chen, J., & Sawhney, M. (2010, January). Defining and measuring business innovation: The innovation radar. Working Paper, DOI: 10.13140/RG.2.2.22863.07846.

Chesbrough, H. (2007). Business model innovation: It’s not just about technology anymore. Strategy & Leadership, 35(6), 12-17.

Chesbrough, H. (2010). Business model innovation: Opportunities and barriers. Long Range Planning, 43(2-3),354-363.

Chesbrough, H. W. (2003). Open innovation: The new imperative for creating and profiting from technology.

Boston, Massachusetts: Harvard Business School Press.

Chesbrough,H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: Evidence from Xerox corporation’s technology. Industrial and Corporate Change, 11(3), 529-555.

CrowdWorx. (2018). The innovation radar-A framework for a structured approach to innovation. CrowdWorx White Paper Series. 27 Haziran 2018 tarihinde https://www.brainguide.de/upload/publication/3c/2cvtk/59b2625d24a133e7b8b6962ca6abaad7_1422632907.pdf adresinden erişildi.

De Prato, G., Nepelski, D., & Piroli, G. (2015). Innovation radar: Identifying innovations and innovators with high potential in ICT FP7, CIP & H2020 Projects (JRC Scientific and Policy Reports). EUR 27314 EN. Seville:JRC-IPTS.

Djellal, F., & Gallouj, F. (2001). Patterns of innovation organisation in service firms: postal survey results and theoretical models. Science and Public Policy, 28(1), 57-67.

Drejer, I. (2004). Identifying innovation in surveys of services: a Schumpeterian perspective. Research Policy, 33(3), 551-562.

Drucker, P. F. (2018). The daily Drucker. New York: Routledge.

Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.

Euchner, J., & Ganguly, A. (2014). Business model innovation in practice: A systematic approach to business model innovation can help capture value and reduce risks. Research-Technology Management, 57(6), 33–39.

Fang, M. (2013). On business model innovation of service industry in post-crisis era. İçinde Y. Yang & M. Ma (Eds.), Proceedings of the 2nd International Conference on Green Communications and Networks 2012 (GCN 2012): Volume 4, (ss. 9-16). Berlin Heidelberg: Sprinder-Verlag.

Foss, N. J., & Saebi, T. (2017). Fifteen years of research on Business model innovation: How far have we come, and where should we go? Journal of Management, 43(1), 200-227.

Gebauer, J., & Ginsburg, M. (2003). The US wine industry and the internet: An analysis of success factors for online business models. Electronic Markets, 13(1), 59-66.

Göral, R. Akgöz, E., & Topuz, Ç. (2013, 05-08 Aralık). Turizm işletmelerinde yeşil iş modeli inovasyonu yönetim araci olarak yeşil inovasyon radarı. İçinde 14. Ulusal Turizm Kongresi Turizmde Yenilik Bildiri Kitabı (ss. 39-54). Kayseri: Erciyes Üniversitesi Turizm Fakültesi Yayınları.

Grant Thornton. (2015). Business model innovation: Hotels’ roadmap to 2020. 10 Temmuz 2018 tarihinde https://www.grantthornton.co.uk/globalassets/1.-member-firms/united-kingdom/pdf/publication/2016/businessmodel-innovation-hotels-roadmap-to-2020.pdf adresinden erişilmiştir.

Henne, J. (2014, July 3). Business model dynamics in the tourism industry. Paper presented at the 1st IBA Bachelor Thesis Conference, Enschede, The Netherlands.

Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism management, 31(1), 1-12.

Hoffman, K., Parejo, M., Bessant, J., & Perren, L. (1998). Small firms, R&D, technology and innovation in the UK: A literature review. Technovation, 18(1), 39-55.

Johnson, M. W., Christensen, C. C., & Kagermann, H. (2008). Reinventing your business model. Harvard Business Review, 86(12), 50-59.

Kreinberger, N., Thinnes, F., & Timmermans, N. (2014). White paper: Business models for tourism: Identifying business models for the re-use of cultural objects for tourism. Austria: Europeana Creative

Lambert, S. C., & Davidson, R. A. (2012). Applications of the business model in studies of enterprise success, innovation and classification: An analysis of empirical research from 1996 to 2010. European Management Journal, 31(6), 668-681.

Linder, J., & Cantrell, S. (2000). Changing business models: Surveying the landscape. Cambridge, MA: Accenture Institute for Strategic Change.

Lindgardt, Z., Reeves,M., Stalk, G., & Deimler, M. S. (2009, December). Business model innovation: When the game gets tough, change the game. The Boston Consulting Group. 10 Temmuz 2018 tarihinde https://www.bcg.com/documents/file36456.pdf adresinden erişilmiştir.

Magretta, J. (2002). Why business models matter. Harvard Business Review, 80(5), 86–92.

Martinez-Ros, E., & Orfila-Sintes, F. (2009). Innovation activity in the hotel industry. Technovation, 29, 632-641.

Matzler, K., Bailom, F., Friedrich, S., & Kohler, T. (2013). Business model innovation: Coffee triumphs for Nespresso. Journal of Business Strategy, 34(2), 30-37.

Montaguti, F., & Mingotto, E. (2016). Innovative business models within niche tourist markets: Shared identity, authenticity and flexible networks. The case of three Italian SMEs. Journal of Tourism Research, 6(2), 57-68.

Mooi, E., & Sarstedt, M. (2011). A Concise guide to market research: The process, data and methods using IBM SPSS statistics. Berlin, Heidelberg: Springer-Verlag.

Mosleh, A., Nosratabadi, S., & Bahrami, P. (2015). Recognizing the business models types in tourism agencies: Utilizing the cluster analysis. International Business Research, 8(2), 173-180.

Najmaei, A. (2011, August 19-21). Dynamic business model innovation: An analytical archetype. Paper presented at the 3rd International Conference on Information and Financial Engineering IPEDR, Shanghai, China.

Nilsson-Andersen, P., & Andersen, J. B. (2012). Green business model innovation in the tourism and experience economy: Cases from Austria, Portugal, Denmark, Finland, Mexico, Norway, Sweden, Iceland, Russia and South Korea. Oslo: Nordic Innovation Publication.

Nordic Innovation. (2011, 16 Mart). The innovation radar. 27 Haziran 2018 tarihinde http://nordicinnovation.org/en-GB/projects/mmi-measured-and-managed-innovation-programme/theinnovation-radar/ adresinden erişilmiştir.

Novelli, M., Schmitz, B., & Spencer, T. (2006). Networks, clusters and innovation in tourism: A UK experience. Tourism management, 27(6), 1141-1152.

OECD. (2005). Oslo manual: Guidelines for collection and interpreting technological innovation data. Paris: OECD.

OECD. (2013). Green innovation in tourism services. OECD Tourism Papers, 2013/01, OECD Publishing.

http://dx.doi.org/10.1787/5k4bxkt1cjd2-en.

OECD & Avrupa Birliği. (2005). Oslo kılavuzu: Yenilik verilerinin toplanması ve yorumlanması için ilkeler (3.baskı), Çev. Türkiye Bilimsel ve Teknolojik Araştırma Kurumu (TÜBİTAK). İstanbul: OECD ve Eurostat Ortak Yayımı.

OECD/European Commission/Nordic Innovation. (2012). The future of eco-innovation: The role of business models in green transformation. Copenhagen, Denmark: OECD-Nordic Innovation.

Osterwalder, A. (2004). The business model ontology: A proposition in a design science approach. Doctoral dissertation, University of Lausanne, Switzerland

Osterwalder, A., & Pigneur, Y. (2003, September). Modeling value propositions in e-Business. In Proceedings of the 5th international conference on Electronic commerce (pp. 429-436). ACM.

Osterwalder, A., & Pigneur, Y. (2010). Business model generation. New Jersey: John Wiley & Sons, Inc.

Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: Origins. Communications of Association for Information System, 16(1), 1-27.

Roberts, P. W., & Amit, R. (2003). The dynamics of innovative activity and competitive advantage: The case of Australian retail banking. Organization Science, 14(2), 107-122.

Saur-Amaral, I., Soares, R. R., & Proença, J. F. (2018). Business model innovation: Towards a conceptual framework. Tourism & Management Studies, 14(1), 80-93.

Sawhney, M. Wolcott, R.C., & Arroniz, I. (2006). The 12 Different Ways for Companies to innovate. MIT Sloan Management Review, 47(3), 74-82.

Souto, J. E. (2015). Business model innovation and business concept innovation as the context of incremental innovation and radical innovation. Tourism Management, 51, 142-155.

Stamboulis, Y., & Skayannis, P. (2003). Innovation strategies and technology for experience-based tourism. Tourism management, 24(1), 35-43.

Sundbo, J., Orfila-Sintes, F., & Sørensen, F. (2007). The innovative behaviour of tourism firms-Comparative studies of Denmark and Spain. Research policy, 36(1), 88-106.

Swissotel Hotels & Resorts (2018a). Swissotel hakkında. 10 Temmuz 2018 tarihinde https://www.swissotel.com.tr/about-swissotel/ adresinden erişilmiştir.

Swissotel Hotels & Resorts (2018b). Heyecanlandıracak haber duyurusu - Fairmont, Raffles ve Swissôtel'in Accorhotels ile birleşmesi. 10 Temmuz 2018 tarihinde https://www.swissotel.com.tr/news/announcements/frhiaccor-hotels-merger/ adresinden erişilmiştir.

Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2–3), 172-194.

Tether, B. S., & Tajar, A. (2008). The organisational-cooperation mode of innovation and its prominence amongst European service firms. Research policy, 37(4), 720-739.

Tikkanen, H., Lamberg, J. A., Parvinen, P., & Kallunki, J. P. (2005). Managerial cognition, action and the business model of the firm. Management Decision, 43(5/6), 789-809.

Timmers, P. (1998). Business models for electronic markets. ElectronicMarkets, 8(2), 3–8.

Verma, D. P. S., & Varma, G. (2003). On-line pricing: Concept, methods and current practices. Journal of Services Research, 3(1), 135–155.

Wensveen, J. G., & Leick, R. (2009). The long-haul low-cost carrier: A unique business model. Journal of Air Transport Management, 15(3), 127–133.

Williams, A. M., & Shaw, G. (2011). Internalization and innovation in tourism. Annals of Tourism Research, 38(1), 27-51.

Yıldırım, A. & Şimşek, H. (2011). Sosyal bilimlerde nitel araştırma yöntemleri (8. Baskı). Ankara: Seçkin Yayıncılık.

Yin, R. K. (2009). Case study research: Design and methods (5. cilt/Applied Social Research Methods). Thousand Oaks, CA: Sage.

Yip, G. S. (2004). Using strategy to change your business model. Business Strategy Review, 15(2), 17-24.

Yunus, M., Moingeon, B., & Lehmann-Ortega, L. (2010). Building social business models: Lessons from the Grameen experience. Long Range Planning, 43(2/3), 308-325.

Zott, C., Amit, R., & Massa, L. (2010). The business model: Theoretical roots, recent developments, and future research. IESE Business School Working paper, No. 862, University of Navarra, Pamplona.