International Logistics Management

The broad span of Logistics Management encompasses control of time, place, movement, energy (efforts, labor), as well as the positioning, stance and movement of products, materials, commodities, and people. This study coins the term Stance Logistics to focus on the stance and movement of people within the range of Logistics principles. The philosophy behind this is to enhance the required sensitivity with respect to management and control of time, place, movement, motion, stance and energy in material and nonmaterial exchanges and in all types of human encounters. Stance Logistics includes not only the “on foot” (pedestrian) or “in-vehicle” (automated) movements and public behaviour in stopping, standing, and positioning, but also individual predisposition of physical and mental response, and awareness (aesthesia). This essay describes the application of the scientific principles of Logistics to the personal experiences of people. Current Logistics literature includes mostly models developed on pedestrian and evacuation movement behaviour [1]. To the author’s knowledge, however, there is nothing documented on the issue of personal individual Logistics Stance. Behaviours, especially that of blocking other people’s ways and passages, intervening, rudeness and queue-jumping in various environmental settings have not been extensively studied, if at all, whether during walking, pausing, stopping, face-to-face encounters, standing or waiting in lines and lanes or waiting for an elevator or metro train door to open. This study seeks underlying clues to increase sensitivity and awareness of people’s movement particularly in public areas by shedding light on Logistics behaviours of people. When combined with applicable models of pedestrian movements and integrated with the general principles of Logistics, Stance Logistics can serve as an important guide to facilitate the daily activities of many people. It is believed that, this exploratory study will pave the way for further research to produce promising results on the aspects of this new concept of Stance Logistics. Keywords: Logistics, Stance Logistics, Logistics Sensitivity, Pedestrian movement, personal space.

ABSTRACT
The broad span of Logistics Management encompasses control of time, place, movement, energy (efforts, labor), as well as the positioning, stance  and movement of products, materials, commodities, and people. This study coins the term Stance Logistics  to focus on the stance and movement of people within the range of Logistics principles. The philosophy behind  this is to enhance  the required  sensitivity with respect to  management and control of time, place,movement ,motion,stance and energy in material and nonmaterial exchanges and in all types of human encounters. Stance Logistics includes not only the “on foot” (pedestrian) or “in-vehicle” (automated) movements and public behavior in stopping, standing, and positioning, but also individual predisposition of physical and mental response, and awareness (aesthesia). This essay describes the application of the scientific principles of Logistics to the personal experiences of people. Current Logistics literature includes  mostly  models developed on pedestrian and evacuation movement behavior [1].To the author’s knowledge, however, there is nothing documented on the issue of personal individual  Logistics Stance. Behaviors,especially that of blocking other people’s ways and  passages ,intervening ,rudeness and queue- jumping in various environmental settings have not been extensively studied, if at all, whether during walking, pausing,  stopping , face-to-face  encounters ,standing or waiting in lines and lanes  or waiting for an elevator or metro train door to open.
This study seeks underlying clues to increase sensitivity and awareness of people’s movement particularly in public areas  by shedding light on Logistics behaviors of people. When combined with  applicable models of pedestrian movements and integrated with the general principles of Logistics, Stance Logistics  can serve as an important guide to facilitate the daily activities of many people. It is believed that , this exploratory study will pave the way for further research to produce promising results on the aspects of this  new concept of Stance Logistics.
Key words:Logistics,Stance Logistics,Logistics Sensitivity, Pedestrian movement,Pedestrian Logistics

PROMISE MANAGEMENT AND THE ROLE OF LOGISTICS IN BRANDING

Ömer Baybars Tek
Yaşar University, Faculty of Economics and Administrative Sciences
Department of International Logistics. İzmir, Turkey

Abstract

Main focus of the paper is first to  bring a new explanation for the concept of Promise Management  through  the model of  Dual Marketing Subfunctions. And secondly, setting out from this new model  showing how  logistics submix  could be used for  brand building. Marketing Strategy is choosing of potential target customers and preparing Marketing Mix or Value Offer (the mix of poduct, promotion, price and place, 4Ps, and in the case of services and retailing services, 7Ps) for these customers. Logistics is the major part of the Place submix.  Actually the breakdown of the concept of Value Offer or Proposal can be expanded into two interrelated marketing subfunctions;(1) Obtaining demand (promising to sell) (2) Servicing demand (fulfilling demand, keeping promise, satisfying customers, delivery, logistics). Marketing management, in a sense, is Promise Management.  Products, and/or the Value Offers, even persons, could be transformed into a brand through appropriate conduct of Promise Management. “The Promise” consists not only the “obtaining demand subfunction” but also the “keeping promise” part or the “logistics subfunction” of marketing. In other words Value Offer could gain worth through the collaboration of whole 4Ps where logistics is the lifeblood and main driver.  “Brand name” is a sub element of product submix which is a part of the Promise (obtaining demand) and of Value Offer as well. Brand name alone is not the brand. For a brand name to rise up to what is called  the  ulterior brand, the firm  should go the extra miles.A brand name turns to be a brand only after the whole Value Offer is accepted and demanded by customers  many times over and over again, making the brand name identical with the Value Offer. Branding, a strategic process, starts with a promise to  provide a Value Offer to potential customers and keeping the promise by fulfilling the promise properly. Through this many repeat customers and thereby sustainable brand equity could be created. Therefore Brand equity is comprised of repeated orders and repurchases of satisfied customers over time  because the firm continues to keep its value promises uninterruptedly.  Achieving and maintaining a position superior than competitors is at the heart of “strategic marketing” and “Promise Management”.  Underneath this whole process lies the trust created in customers through successful Promise management which also includes continuous renewal of the value Offer over time.  Since “Fulfilling Promise” or “delivery/ logistics” is the equally important half of the Promise, ceteris paribus, mainly the strategic role of logistics will be brought into focus in this paper.  The purpose is to clarify the role of logistics in Promise Management and branding through a new and simplified model.
This is a descriptive but theoretical  study that brings a new, persusasive and conclusive explanation to the concept of Promise Management . This descriptive model which is focused on the role of logistics in branding  could be regarded as a preliminary contribution to the branding not taken up so far in depth.

Key words:  Logistics, marketing, marketing subfunctions, promise management

The word is getting more polluted each day. Fortunately, consumers are now more aware and concern about environmental issues. Customers are expecting the same sensitivity to the environment in both the marketing and the production strategies of the companies. The main aim of this chapter is to develop a framework for understanding the integration of green marketing concept with the marketing mix both in the form of 4P's (price, place, promotion, product) and 4C's (communication, costs, convenience customer). This chapter will take up the environment friendly measures to be taken by marketing organizations. In addition to the green marketing sub-mix, some important strategies, including green logistics and reverse logistics topics, is handled extensively with the aim of completing the framework of the green marketing.

s-Events hold an important role for the profit and non-profit activities. Today, Event Management has become a scientific discipline. Inherently, Events involve some uncertainties. Therefore the organization of Event Management and their components must be planned and managed effectively. In this sense, one of the most important constituents of Event Management is " Event Logistics ". Event Logistics concerns managing people, materials, goods, information etc.. through the entire process that consists Pre Event, On Event and Post Event. Event Logistics includes almost all components of regular Logistics such as warehousing, handling, site selection, order processing, packaging and containerization, routing, transportation, etc. Recent years Event Management has taken great strides in Turkey. Now, it is the time to put this knowledge into practice and test on a real Event. The aim of this paper is to explore descriptively such a logistical guide to be considered for Expo 2020 Event.

Globalization is transforming the branding activities in ways never been imagined a century ago. As companies reach out across borders and are inspired to become more globalized, competition has become more challenging. The pressures of international competition make it difficult for companies to build winning global branding strategies. Global branding is one of the fundamental topics that has been discussed in the literature from different viewpoints, yet, ignoring the phenomenon which is called “Worldwide Brand” or “World Brand”. A “Worldwide Brand” is one that is available in many countries and its positioning, marketing communications strategy and brand personality are essentially the same but allows for regional customization or glocalization. The aim of this study is, thus, to explore the “World Brand” phenomenon in-depth and to compare a few examples regarding global branding implications both from Turkey and the world. This comparative study will employ a descriptive approach which will, firstly, take a brief inventory of international Turkish firms that have already made their way into the world markets in one way or another and thus headed to be “World-class” firms. The study will also try to find out the cross cultural dynamics and motivations of Turkish brands that try to expand on global markets. Initial considerations on “market development” strategies of Turkish brands are summarized. Finally, the limitations of the study and suggestions for further research are presented.

Sports have evolved into a more professional and industrial sector in the last decades and the usage of analytical decision making methods in sports clubs has gained importance than ever. Decision makers in sports clubs have to make many decisions about their logistics activities. In sports clubs, decision making of transportation of a team to the games is a complex problem that needs to be solved carefully. In this study, a Multi-Criteria Decision Making method has been proposed to solve the transportation problem of sports clubs. This problem has not been addressed for sports clubs in the literature. In this study, a two-step method is proposed to solve the problem. Analytic Hierarchy Process (AHP) is used to determine the criteria weights and ELECTRE is used to order transportation alternatives from the best to the worst. To test the proposed method, a real-life case study is presented.

Sporun endüstriyelleşmesinden sonra, stadyumlar sadece bir oyun alanı olmaktan çok daha fazlası haline gelmiştir. Buna göre, bir stadyum için en iyi yeri seçmek spor kulüpleri için önemli bir problemdir. Bu çalışmada, stadyum yeri alternatiflerini değerlendirmek için iki aşamalı bir Çok Kriterli Karar Verme modeli geliştirilmiştir. Birinci aşamada, kriter ağırlıklarının belirlenmesi için Analitik Hiyerarşi Süreci (AHS) kullanılmıştır. İkinci aşamada alternatifleri değerlendirmek için TOPSIS yöntemi kullanılmıştır. Alternatifleri değerlendirmek üzere dört ana kriter belirlenmiştir:(1) stadyumların kapasiteleri,(2) inşaat maliyetleri,(3) ulaşılabilirlik,(4) uzaklık. Önerilen model, İzmir’de yapılan üç yeni stadyum inşaatında vaka analizi ile sınanmıştır.
With the industrialization of the sports, stadiums started to mean more than a venue for playing games. Therefore, choosing the best location of a stadium is an important problem for the sports clubs. In this paper, a two-step hierarchical multi-criteria decision-making model has been developed to evaluate stadium locations. In the first step, Analytic Hierarchy Process (AHP) has been used to determine the criteria weights. In the second step, TOPSIS has been used to evaluate the alternatives. Four main criteria have been identified to evaluate alternatives:(1) stadium capacity,(2) construction cost,(3) accessibility and (4) distances. As a case study, the proposed model has been applied to three new stadium constructions in Izmir, Turkey.

Günümüzde, artan küreselleşmenin bir
sonucu olarak, dış ticarette en yaygın kullanılan
taşımacılık modu olan denizyolu taşımacılığının
önemi de son derece artmıştır. Üretimin Batı
pazarlarından, Doğu pazarlarına kaymasıyla birlikte,
Doğu pazarlarında üretilen ürünlerin, Batı
pazarlarına ulaştırılması için yeni yollar arayışına
girilmiştir. Türkiye, Doğu ve Batı arasında bir köprü
görevi gördüğünden, doğru stratejik adımlarla,
gelecekte bir lojistik üssü olma potansiyeline
sahiptir. Dünya konteyner ticaretinin giderek artması
ile birlikte Türkiye de konteyner taşımacılığı
pazarından önemli miktarda pay almaya başlamış ve
konteyner ticaretindeki payını artırmak için
çalışmalar ve yatırımlar yapmaya başlamıştır. Bu
doğrultuda, bu çalışmanın amacı, Türkiye’nin en
önemli limanlarından olan Aliağa ve İzmir
Limanlarını ve bölgenin gelecekteki lojistik
potansiyelini özellikle konteyner taşımaları
açısından incelemektir.

Nowadays, as a result of
increasing globalization, the importance of marine
transportation, which is the most widely used mode of
transportation in foreign trade, has increased
considerably. With the shift of the production from
Western markets to the Eastern markets, new routes are
being sought for the transportation of the products from
Eastern markets to the Western markets. Because
Turkey acts as a bridge between East and West, with the
right strategic steps, Turkey has the potential to become
a logistics center in the future. In this context, the
objective of this study is to examine the Aliağa and
İzmir Ports, which are among the most important ports
in Turkey, and the future logistics potential of the region
in terms of container transportation.

Since 2008, private shopping sites have been amongst the leading business models in the world. However, with the growing number of these companies, there are some problems which are declared by the customers through online platforms. Hence, this study provides evidence from Turkey through the examination of the customer complaints from the leading
private shopping sites. In this regard, 1,014 customer complaints were analyzed for the period of three months (April, May and June 2013) from the popular online platform “sikayetvar.com”. The findings reveal that private shopping sites have same types of customer complaints which occur mainly due to problems in the logistics capabilities of the companies.
However, number of complaints differs significantly according to private shopping sites and months. This study contributes to literature through identification of variations in the number and category of complaints across months and among private shopping sites. Additionally, it provides managerial implications for private shopping sites to improve the logistics capabilities and other facilities.

Urbanization has been evolved both in developed and emerging countries in the world. Increase of urban population, mobility, the usage of internet and computerized systems, environmental friendly applications are likely to lead dynamic changes in the community life and also life style. Increasing of the car usage and the need for carriage induce rapid growth of traffic intensity which cause some transportation problems especially in the road transportation industry in the world. Intelligent Transport Systems (ITS) have been developed to solve probable problems caused by the modern transportation environment through the adaption of innovative technologies recently. ITS are the advanced integration systems which plan, manage and control all the relations of passengers, drivers, vehicles, road operators, managers and the environment. Furthermore, the aims of these systems are to deal with traffic congestion, traffic and road status, pedestrians, vehicles, roads, traffic jam, pollution and accidents for efficient and safety transportation management by using computer, electronics and communication technologies in many countries.
With the increased problems of the traffic congestion in the metropolitan cities in Turkey, the road transportation management has become a vital research topic to overcome its major problems immediately. By this reason, Intelligent Transport Systems are considered as new promising applications to solve these problems in Turkey. In line with this aim, the purpose of this paper is to shed light on the usage, benefits and importance of these systems with available applications in Turkey especially Turkish road transportation industry.