{"id":2461,"date":"2022-04-25T05:46:03","date_gmt":"2022-04-25T05:46:03","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2461"},"modified":"2022-04-25T05:50:29","modified_gmt":"2022-04-25T05:50:29","slug":"ceolar-sirketlerinin-dijital-avantajini-guclendiriyor","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2461","title":{"rendered":"CEO\u2019lar \u015eirketlerinin Dijital Avantaj\u0131n\u0131 G\u00fc\u00e7lendiriyor"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2461\" class=\"elementor elementor-2461\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37e494d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"37e494d6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3f48a51d\" data-id=\"3f48a51d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-48cd9dbb elementor-widget elementor-widget-text-editor\" data-id=\"48cd9dbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>KPMG\u2019nin Covid-19 pandemisinin devam eden etkileri ve ekonomik toparlanmaya ili\u015fkin beklentileri konusuna \u00f6nemli bir bak\u0131\u015f a\u00e7\u0131s\u0131 getiren \u201c2021 K\u00fcresel CEO Ara\u015ft\u0131rmas\u0131\u201d yay\u0131nland\u0131. Pandeminin seyri boyunca d\u00fczenli olarak d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki i\u015f liderleriyle temasta bulunarak haz\u0131rlanan ara\u015ft\u0131rmada 11 \u00f6nemli pazardan 1.325, T\u00fcrkiye\u2019den ise 25 CEO\u2019nun gelecek ile ilgili \u00f6ng\u00f6r\u00fcleri al\u0131narak d\u00fcnya genelinde ya\u015fanan geli\u015fmeler ve de\u011fi\u015fen yakla\u015f\u0131mlar derlendi. <\/strong><\/p><p>KPMG\u2019nin \u201c2021 K\u00fcresel CEO Ara\u015ft\u0131rmas\u0131\u201d yay\u0131nland\u0131. D\u00fcnya genelinde ya\u015fanan geli\u015fmeler ve de\u011fi\u015fen yakla\u015f\u0131mlar\u0131n derlendi\u011fi ara\u015ft\u0131rma, i\u015f d\u00fcnyas\u0131na \u00f6nemli ipu\u00e7lar\u0131 sunuyor. Peki, CEO\u2019lar gelece\u011fi nas\u0131l g\u00f6r\u00fcyor? Y\u00fckselen trendler neler? Dijital d\u00f6n\u00fc\u015f\u00fcm ve dayan\u0131kl\u0131l\u0131k s\u00f6z konusu oldu\u011funda bizi ufukta neler bekliyor? Ara\u015ft\u0131rmadan dikkat \u00e7eken ba\u015fl\u0131klar \u015f\u00f6yle:<br \/><strong>Yenilenmeye Giden Yol<\/strong><br \/>Devam eden belirsizli\u011fe ve istikrars\u0131z risk ortam\u0131na ra\u011fmen CEO\u2019lar b\u00fcy\u00fcme konusunda kendilerinden emin ve iyimser bir tablo \u00e7izerken ama\u00e7lar\u0131na ili\u015fkin g\u00fc\u00e7l\u00fc ba\u011fl\u0131l\u0131klar\u0131n\u0131 koruyor ve b\u00fcy\u00fcmeyi sa\u011flaman\u0131n yollar\u0131n\u0131 ar\u0131yorlar.<br \/><strong>\u2022 Ekonomik b\u00fcy\u00fcmeye duyulan g\u00fcven art\u0131yor:<\/strong> CEO\u2019lar\u0131n y\u00fczde 60\u2019\u0131 k\u00fcresel ekonominin b\u00fcy\u00fcme kaydedece\u011finden emin (bu y\u0131l\u0131n Ocak\/\u015eubat d\u00f6neminde bu oran y\u00fczde 42 seviyesindeydi). Yeni varyantlar\u0131n normale d\u00f6n\u00fc\u015f s\u00fcrecini yava\u015flatmas\u0131na ra\u011fmen CEO\u2019lar\u0131n g\u00fcven seviyesi 2020 y\u0131l\u0131 ba\u015flar\u0131ndaki pandemi \u00f6ncesi seviyelere d\u00f6nm\u00fc\u015f durumda. T\u00fcrkiye\u2019de ise k\u00fcresel ekonominin b\u00fcy\u00fcyece\u011fini d\u00fc\u015f\u00fcnenlerin oran\u0131 y\u00fczde 72.<br \/><strong>\u2022 Net ama\u00e7lar belirleniyor:<\/strong> Kamuoyunun liderlerden toplumsal sorunlar konusunda ilerleme kaydedilmesini bekledi\u011fi \u015fu d\u00f6nemde kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 64\u2019\u00fc, \u015firketlerinin birincil hedefinin t\u00fcm payda\u015flar i\u00e7in uzun vadeli de\u011fer yaratmak ad\u0131na yapt\u0131klar\u0131 her i\u015fin bir amaca hizmet etmesini sa\u011flamak oldu\u011funu belirtiyor. T\u00fcrkiye\u2019de ise bu oran y\u00fczde 71. Ocak\/\u015eubat 2020 d\u00f6neminde ise bu oran y\u00fczde 54 seviyesindeydi.<br \/><strong>\u2022 B\u00fcy\u00fcme ve dijital g\u00fcndem h\u0131z kazan\u0131yor:<\/strong> K\u00fcresel CEO\u2019lar\u0131n y\u00fczde 87\u2019si ve T\u00fcrkiye\u2019deki CEO\u2019lar\u0131n y\u00fczde 96\u2019s\u0131 \u015firketlerinin b\u00fcy\u00fcme kaydedece\u011finden emin ve bu ba\u011flamda s\u00f6z konusu b\u00fcy\u00fcmeye ula\u015f\u0131lmas\u0131 ve dijital yetkinli\u011fin elde edilmesi noktas\u0131nda \u015firket birle\u015fmeleri ve sat\u0131n almalar\u0131n kritik \u00f6neme sahip oldu\u011fu g\u00f6zlemleniyor.<\/p><p><strong>G\u00fcvenilir Ama\u00e7<\/strong><br \/>\u0130\u015f d\u00fcnyas\u0131nda eskisinden daha da iyi bir konuma gelinmesi y\u00f6n\u00fcnde artan payda\u015f bask\u0131s\u0131 sonucunda CEO\u2019lar, \u00e7evre, sosyal ve y\u00f6neti\u015fim anlay\u0131\u015f\u0131n\u0131 (\u00c7SY) i\u015f stratejilerine dahil etmeye ba\u015flad\u0131lar.<br \/><strong>\u2022 Toplumsal sorunlar konusunda sorumluluk al\u0131n\u0131yor:<\/strong> K\u00fcresel kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 71\u2019i ve T\u00fcrkiye\u2019deki CEO\u2019lar\u0131n y\u00fczde 64\u2019\u00fcne g\u00f6re CEO\u2019lar toplumsal sorunlar\u0131n ele al\u0131nmas\u0131 konusunda geli\u015fme kaydedilmesiyle ilgili olarak giderek daha fazla ki\u015fisel sorumluluk \u00fcstleniyor. Bununla birlikte, k\u00fcresel CEO\u2019lar\u0131n y\u00fczde 56\u2019s\u0131 ve T\u00fcrkiye\u2019deki CEO\u2019lar\u0131n y\u00fczde 28\u2019i kamuoyunun, yat\u0131r\u0131mc\u0131lar\u0131n ve h\u00fck\u00fcmetlerin \u00e7e\u015fitlilik, e\u015fitlik ve kapsay\u0131c\u0131l\u0131k konusundaki beklentilerinin art\u0131\u015f h\u0131z\u0131 g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda bu beklentileri kar\u015f\u0131lamakta zorlanabileceklerini itiraf ediyor.<br \/><strong>\u2022 S\u00fcrd\u00fcr\u00fclebilirli\u011fi g\u00fc\u00e7lendirmek i\u00e7in i\u015f birlikleri yap\u0131l\u0131yor:<\/strong> \u0130klim de\u011fi\u015fikli\u011fi konusunda ilerleme kaydedilmesi i\u00e7in hem \u015firketlerin hem de h\u00fck\u00fcmetlerin aksiyon almas\u0131 gerekecek gibi g\u00f6z\u00fck\u00fcyor. Bu ba\u011flamda k\u00fcresel CEO\u2019lar\u0131n y\u00fczde 30\u2019u ve T\u00fcrkiye\u2019deki CEO\u2019lar\u0131n y\u00fczde 68\u2019i gelirlerinin y\u00fczde 10\u2019undan fazlas\u0131n\u0131 daha s\u00fcrd\u00fcr\u00fclebilir bir gelece\u011fe yat\u0131r\u0131m i\u00e7in kullanmay\u0131 planlad\u0131\u011f\u0131n\u0131 belirtiyor. K\u00fcresel CEO\u2019lar\u0131n y\u00fczde 75\u2019i ve T\u00fcrk CEO\u2019lar\u0131n y\u00fczde 80\u2019i ise COP26 iklim de\u011fi\u015fikli\u011fi zirvesine kat\u0131lan d\u00fcnya liderlerinin iklim konusuna gereken \u00f6nceli\u011fi vermesi gerekti\u011fini dile getiriyor.<br \/><strong>\u2022 \u00c7SY stratejisi ile finansal getiriler aras\u0131nda ili\u015fki kuruluyor:<\/strong> Y\u00fcksek b\u00fcy\u00fcme oran\u0131na sahip \u015firketlerde g\u00f6rev yapan CEO\u2019lar\u0131n y\u00fczde 52\u2019si, \u00c7SY programlar\u0131n\u0131n finansal performans\u0131 daha ileriye ta\u015f\u0131d\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. T\u00fcrkiye\u2019de ise bu oran %56 seviyesinde bulunuyor.<\/p><p><strong>Dijital \u00c7eviklik<\/strong><br \/>CEO\u2019lar \u00e7al\u0131\u015fma hayat\u0131 i\u00e7in daha esnek bir gelecek in\u015fa ederek ve dijital ekosistemler kapsam\u0131nda hareket ederek \u015firketlerinin dijital avantaj\u0131n\u0131 g\u00fc\u00e7lendiriyor.<br \/><strong>\u2022 \u00c7al\u0131\u015fma hayat\u0131 i\u00e7in esnek bir gelecek in\u015fa ediliyor:<\/strong> CEO\u2019lar\u0131n gelecekte hem i\u015fverenler hem de \u00e7al\u0131\u015fanlar i\u00e7in uygun olan bir \u00e7al\u0131\u015fma modeline karar vermesi gerekiyor. Kat\u0131l\u0131mc\u0131lar\u0131n sadece y\u00fczde 37\u2019si \u00e7al\u0131\u015fanlar\u0131n\u0131n b\u00fcy\u00fck k\u0131sm\u0131n\u0131n haftada en az iki g\u00fcn uzaktan \u00e7al\u0131\u015faca\u011f\u0131n\u0131 belirtirken y\u00fczde 51\u2019i ise ortak ofis alanlar\u0131na yat\u0131r\u0131m yapt\u0131klar\u0131n\u0131 s\u00f6yl\u00fcyor. T\u00fcrkiye\u2019de ise \u00e7al\u0131\u015fanlar\u0131n\u0131n haftada en az iki g\u00fcn uzaktan \u00e7al\u0131\u015faca\u011f\u0131n\u0131 belirtenlerin oran\u0131 y\u00fczde 24. Bununla birlikte esnek \u00e7al\u0131\u015fmaya uygun ortak ofis alanlar\u0131na yat\u0131r\u0131m yapt\u0131klar\u0131n\u0131 belirtenlerin oran\u0131 ise y\u00fczde 40.<br \/><strong>\u2022 K\u00f6kl\u00fc de\u011fi\u015fim yaratanlar de\u011fi\u015fime zorlan\u0131yor:<\/strong> CEO\u2019lar k\u00f6kl\u00fc de\u011fi\u015fim ve yenilik s\u00f6z konusu oldu\u011funda \u00f6nde ve avantajl\u0131 konumda olmak istiyorlar. K\u00fcresel CEO\u2019lar\u0131n y\u00fczde 67\u2019si ve T\u00fcrkiye\u2019deki CEO\u2019lar\u0131n y\u00fczde 76\u2019s\u0131 y\u0131k\u0131m te\u015fhisi ve inovasyon s\u00fcre\u00e7lerine y\u00f6nelik yat\u0131r\u0131mlar\u0131 artt\u0131racaklar\u0131n\u0131 belirtiyor.<br \/><strong>\u2022 D\u00f6n\u00fc\u015f\u00fcm ve dayan\u0131kl\u0131l\u0131k i\u00e7in ortakl\u0131klar kuruluyor:<\/strong> K\u00fcresel CEO\u2019lar\u0131n y\u00fczde 70\u2019i ve T\u00fcrkiye\u2019deki CEO\u2019lar\u0131n y\u00fczde 73\u2019\u00fc, dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn h\u0131zl\u0131 temposunun devaml\u0131l\u0131\u011f\u0131 i\u00e7in yeni ortakl\u0131klar kurman\u0131n kritik \u00f6neme sahip olaca\u011f\u0131n\u0131 s\u00f6ylerken, yakla\u015f\u0131mlar\u0131na siber risklere kar\u015f\u0131 dayan\u0131kl\u0131l\u0131k hususunu dahil etmeyi de g\u00f6z ard\u0131 etmiyor.<\/p><p><strong>\u201cCEO\u2019lar Net Ama\u00e7lar Belirleme ve Dijital D\u00f6n\u00fc\u015f\u00fcm \u00dczerinde Durmaya Devam Ediyor\u201d<\/strong><br \/>Ara\u015ft\u0131rma sonu\u00e7lar\u0131n\u0131 de\u011ferlendiren KPMG T\u00fcrkiye Ba\u015fkan\u0131 Murat Alsan, \u201cAra\u015ft\u0131rmam\u0131z, CEO\u2019lar\u0131n \u00e7evreleriyle etkile\u015fimde olmaya \u00f6nem verdi\u011fini, \u015firketlerinin b\u00fcy\u00fcmesine katk\u0131 sa\u011flamak ve bu s\u00fcre\u00e7ten g\u00fc\u00e7lenerek \u00e7\u0131kmak i\u00e7in g\u00fcncel geli\u015fmeleri takip ederek bu geli\u015fmelere ayak uydurdu\u011funu, insana \u00f6ncelik verdi\u011fini ve ama\u00e7 odakl\u0131 hareket etti\u011fini g\u00f6zler \u00f6n\u00fcne seriyor. Gelece\u011fe iyimser ve kendilerinden emin bakan CEO\u2019lar, sat\u0131n alma ve di\u011fer inorganik y\u00f6ntemler \u00fczerinden agresif bir b\u00fcy\u00fcme elde etmeyi planl\u0131yor. CEO\u2019lar bir yandan yeni i\u015f d\u00fcnyas\u0131nda \u00e7evik bir i\u015f g\u00fcc\u00fcne sahip olunmas\u0131 i\u00e7in \u00e7al\u0131\u015fanlar\u0131n becerilerini geli\u015ftirirken bir yandan da net ama\u00e7lar belirleme ve dijital d\u00f6n\u00fc\u015f\u00fcm \u00fczerinde durmaya devam ediyor\u201d dedi.<br \/>\u0130\u00e7inde bulunulan k\u00f6t\u00fc durumdan g\u00fc\u00e7lenerek daha da iyi bir \u015fekilde \u00e7\u0131k\u0131lmas\u0131 konusunda payda\u015flardan artan bir bask\u0131 g\u00f6ren k\u00fcresel \u015firketlerin; \u00e7evre, sosyal ve y\u00f6neti\u015fim (\u00c7SY) \u00f6ncelikleri konusundaki yat\u0131r\u0131mlar\u0131n\u0131 artt\u0131rma ve ama\u00e7lar\u0131na sad\u0131k kalma y\u00f6n\u00fcnde ciddi bir sorumluluk hissetti\u011fini de belirten Alsan, \u015funlar\u0131 s\u00f6yledi: \u201c\u0130nsanlar\u0131n i\u015f yerlerine geri d\u00f6nd\u00fc\u011f\u00fc ve toplumun da her ge\u00e7en g\u00fcn i\u015fletmelerden normale d\u00f6n\u00fc\u015fe \u00f6nc\u00fcl\u00fck etmelerini daha fazla istedi\u011fi bu d\u00f6nemde CEO\u2019lar, \u00e7al\u0131\u015fma hayat\u0131n\u0131n gelece\u011fi konusunda b\u00fcy\u00fck \u00e7apl\u0131 de\u011fi\u015fiklikler yapmaktan imtina ediyorlar. Bununla birlikte \u00e7al\u0131\u015fanlar\u0131n\u0131n esnekli\u011fin devam etmesi y\u00f6n\u00fcndeki taleplerinin de fark\u0131ndalar. G\u00fcncel geli\u015fmeleri takip eden, bu geli\u015fmelere ayak uyduran, insana \u00f6ncelik veren ve ama\u00e7 odakl\u0131 olan g\u00fcn\u00fcm\u00fcz\u00fcn etkile\u015fime \u00f6nem veren CEO\u2019lar\u0131, liderli\u011fin g\u00fcncel zorluklar\u0131n\u0131 dikkate almal\u0131. CEO\u2019lar e\u015fitsizli\u011fe \u00e7\u00f6z\u00fcm getirmek ve net s\u0131f\u0131r hedefini ba\u015flatabilmek i\u00e7in gereken \u00c7SY yat\u0131r\u0131mlar\u0131n\u0131 ve gerekli d\u00f6n\u00fc\u015f\u00fcm\u00fc ba\u015flatarak hedefledikleri taahh\u00fctleri yerine getirebilir. CEO\u2019lar bir yandan dijital \u00e7eviklik ve i\u015f modeli inovasyonu yoluyla b\u00fcy\u00fcme ve refah sa\u011flamay\u0131 ama\u00e7larken di\u011fer yandan da agresif teknoloji yat\u0131r\u0131mlar\u0131 kadar insani yetkinlik ve becerilere de yat\u0131r\u0131m yap\u0131lmas\u0131n\u0131 sa\u011flamay\u0131 hedeflemeli. Bunun i\u00e7in de CEO\u2019lar k\u00e2rl\u0131l\u0131k ve uzun vadeli b\u00fcy\u00fcme sa\u011flama amac\u0131n\u0131 g\u00f6zetmekle birlikte ayn\u0131 zamanda gezegenimize ve insanlara kar\u015f\u0131 sahip olduklar\u0131 daha geni\u015f kapsaml\u0131 sorumluluklar\u0131n\u0131n da fark\u0131nda olmal\u0131d\u0131r.\u201d<\/p><p>Ara\u015ft\u0131rman\u0131n tamam\u0131na ula\u015fmak i\u00e7in t\u0131klay\u0131n\u0131z.&gt;&gt; <a href=\"https:\/\/assets.kpmg\/content\/dam\/kpmg\/tr\/pdf\/2022\/04\/CEO-outlook.pdf\" target=\"_blank\" rel=\"noopener\">KPMG 2021 CEO Ara\u015ft\u0131rmas\u0131<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>KPMG\u2019nin Covid-19 pandemisinin devam eden etkileri ve ekonomik toparlanmaya ili\u015fkin beklentileri konusuna \u00f6nemli bir bak\u0131\u015f a\u00e7\u0131s\u0131 getiren \u201c2021 K\u00fcresel CEO Ara\u015ft\u0131rmas\u0131\u201d yay\u0131nland\u0131. Pandeminin seyri boyunca d\u00fczenli olarak d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki i\u015f liderleriyle temasta bulunarak haz\u0131rlanan ara\u015ft\u0131rmada 11 \u00f6nemli pazardan 1.325, T\u00fcrkiye\u2019den ise 25 CEO\u2019nun gelecek ile ilgili \u00f6ng\u00f6r\u00fcleri al\u0131narak d\u00fcnya genelinde ya\u015fanan geli\u015fmeler ve [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2462,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2461","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2461"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2461\/revisions"}],"predecessor-version":[{"id":2468,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2461\/revisions\/2468"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2462"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}