BUSINESS METRICS TO MEASURE THE SUCCESS OF SMEs: AN APPROACH FOR CRAFTING AN EFFECTIVE BUSINESS MODEL INNOVATION TOOL
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Abstract
Pazar payına sahip olabilmek ve pazardaki liderliği sürdürebilmek açısından özellikle de KOBİ’ler tarafından dikkate alınması gereken çok yönlü bakış açılarına ihtiyaç duyulmaktadır. Bu nedenle KOBİ’lerin gelişigüzel yaratıcılıktan ziyade sistematik bir yaklaşım çerçevesinde daimi bir süreç olarak inovasyona yönelmesi son derece önem taşımaktadır. Proje sayısı, üretilen fikir sayısı, inovasyon sürecinde rol oynayan bireylerin sayısı ile yeni ürün geliştirilmesi, yeni tanıtılan ürünlerden elde edilen gelirler, Ar-Ge bütçesi ve geçmiş projelere ait satışlar gibi çeşitli kriterler aracılığıyla inovasyon süreci ölçülebilmektedir. Böylelikle, işletme içinde inovasyonun rolünün güçlendirilmesi ve örgütsel, operasyonel ve stratejik alanlara kabiliyetin kazandırılması bakımından örgütsel performansın değerlendirilmesi amacıyla işletmeler için ölçüm teknikleri uygulanmalıdır. Bu çerçevede, öncelikli olarak bilgi yönetimi, Ar-Ge yetenekleri ve inovasyon kapasitesine ilişkin potansiyel ölçüm teknikleri yardımıyla örgütsel performans ve örgütsel kapasiteyi üst seviyeye taşıyabilecek örgütsel yapının oluşturulması hususunda çaba sarf edilmesi gerektiğine dair ortak bir anlayışın oluşması sağlanabilmektedir. Böylece iş modelleri; işletme faaliyetlerinde gelişme, kârlılıkta artış, gelirlerde büyüme ve müşteri memnuniyetinde yükselmeye imkân sağlayacak işletme etkisinin ortaya çıkmasında kritik bir öneme sahiptir. Günümüz iş dünyasında, KOBİ’lerin hızlıca değişkenlik gösteren dış çevreye uyum sağlayabilmeleri bakımından iş modellerini sürekli olarak değiştirme gereksinimleri artmaktadır. KOBİ’ler sağlıklı bir performans ölçüm modelinin gerçekleştirilmesi konusunda hâlihazırda sorun yaşamaktadır ve bu durum, KOBİ’lerin performans ölçütleri olarak bilinen performans ölçüm standartlarını oluşturmaya odaklanmaları yönünde bir ihtiyaç hissettirmektedir. Bu çalışmanın amacı, işletmelerde performans ve başarı ölçütlerine duyulan ihtiyaca değinmek ve örgütsel düzeyde iş modeli inovasyonunun önemine dikkat çekmek üzere etkili bir araç oluşturmaya yönelik bir yöntem ve yaklaşım sunmaktır. Bu bağlamda, Illinois Üniversitesi bünyesindeki Illinois Business Consulting grubunun katkılarıyla bir iş modeli inovasyonu aracı oluşturulmuştur.
Keywords
Abstract
There is a need for multi-faceted perspectives specifically requiring attention for SMEs to hold the largest market share and maintain the market leadership status. Therefore, it is vital for SMEs to engage in innovation as a perpetual process, which is a systematic approach, rather than random creativity. The process of innovation can be measured through diverse criteria such as the number of projects, ideas created, individuals involved in the innovation process as well as new product launch, earnings from newly introduced products, R&D budget, and sales from previously introduced projects. Thus, business metrics should be applied to evaluate organizational performance in terms of reinforcing the role of innovation within a firm and delivering capability to organizational, operational and strategic areas. Within this framework, potential measures primarily associated with knowledge management, R&D capabilities and innovation capacity help create a shared understanding that efforts are needed to create an organizational structure to leverage the organizational performance and capacity. Hence, business models are critical in creating the business impact that facilitates improved business activities, boosted profits, growth in revenue, increased customer satisfaction. In the modern business world, there is an increasing necessity for SMEs to continuously renew their business models to adapt rapidly changing external environment. SMEs have been experiencing problems putting a sound performance measurement model in practice and this entails SMEs to focus on establishing standards for performance measurements known as business metrics. The goal of this study is to explain the need for business metrics to measure the performance and success of organizations and present a method and approach for crafting an effective tool to address the importance of the business model innovation process at the organizational level. In this context, a business model innovation tool has been created with the contributions of the Illinois Business Consulting (IBC) group at Illinois University.
Keywords
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