Dr. Selim Hartomacioglu, the Project Manager Faculty Member of Marmara University Product Development Centre (MURGEMER) stated that young entrepreneurs use their investment preferences in favour of e-commerce. Pointing out that these initiatives are important steps that can take place in the international market, Hartomacioglu said:
‘’ In every corner of our country, technology development zones and places called incubation centres, where the initiative was first embodied, have been established. Our young graduates take initiatives in the field of e-commerce to carry the products of domestic producers to foreign markets; these will contribute to the development in the field. ‘’
Emphasizing that e-commerce, in other words digital marketing, comes to the fore with the digital transformation accelerating in the pandemic, Hartomacioglu,
‘’ Now, the success indicator of a company is that the product reaches the target audience and makes sales. The way to build this success is through digital marketing strategies.’’
Hartomacioglu stated that the companies that are well-promoted digitally, well-managed strategies, are widely placed in international e-commerce sites are at the forefront of search engines not the companies that occupy a large area and have shops on important streets.’’
Emphasizing that R&D and innovation studies are important in product development, Hartomacioglu said:
‘’ Besides, making the marketing dimension in digital environment is extremely important for the success of the product idea.’’
‘’ University-industry cooperation is essential for the digital transformation of SMEs. ‘’
Stating that the rapid digital transformation offers significant opportunities for Turkey, Dr. Selim Hartomacioglu noted that the key to creating a product with innovative features, high added value and advanced commercialization potential with R&D studies is university-industry cooperation.
Pointing out that digital transformation is a concept that has developed rapidly in the last 20 years and has entered every field of life, Hartomacioglu explained that many support institutions, especially KOSGEB, gave significant support before the pandemic in order to increase the utilization of digital technologies in the production and business relationship processes of SMEs operating in the manufacturing industry.
Emphasizing that the pandemic makes digitalization an indispensable condition for companies to survive, Hartomacioglu emphasized that companies have to provide digital transformation in all areas from management to product development process, from marketing to production monitoring. Stating that the last phase in digital transformation is a production line called “Dark Factory”, where human control is minimized, Hartomacioglu said:
‘’ Our country continues its rapid industrialization evolution and develops products that will gain a place in the international market. It will be very different for the Turkish industry. ‘’
Emphasizing that university-industry cooperation should be given importance for the adaptation of SMEs to the digital transformation process, Hartomacioglu said:
‘’ With this cooperation, digital transformation will be successful in management, production tracking, marketing and product development processes. It will be ensured that it has the capabilities, power and details to compete in the international market.’’
Permanent changes in business life
MURGEMER Project Manager Faculty Member Dr. Hartomacioglu, talked about the permanent changes in business life that will still continue after the epidemic:
‘’ Online meetings were the first to enter our lives. This culture and online trainings will continue to maintain their place in our business life even after the epidemic. Especially in big cities such as Istanbul, we were putting up with the 4-hour travel effort for one-hour meeting. It also brought a great financial burden to companies. We now have significant advantages in terms of both time and cost by meeting online. For example, if you are traveling intercity and a meeting request has been received, you can hold the meeting while pulling your car into a parking lot and drinking your coffee. I think this culture will continue and become permanent. ‘’
Stating that many people can now easily access domestic or international trainings, which they could not attend due to intense work pace or lack of time, Hartomacioglu noted that he expected this advantage to continue after the epidemic. Expressing that working from home will quickly take its place in our lives when SMEs switch to performance-oriented personnel management, Hartomacioglu said:
‘’ I believe companies that are aware of the situation will continue this digital environment on certain days of the week.’’
‘’ The most important goal of Turkish engineers is to develop technology. ‘’
Emphasizing the technology transfer, which has gained importance with the increase of technological developments and R&D investments allocated to this field, Hartomacioglu stated that the most important goal of Turkish engineers is to become a technology developer. He mentioned that many companies developing local technology in every field emerged, they are provided government support to survive in the field, especially with entrepreneurship support. Regarding the mistakes made during technology transfer, Hartomacioglu said:
‘’ Using the technologies developed by different companies in product development and their transfer within the company is extremely important for the success of the products. The biggest mistake made here is to avoid the content of technology and know-how and experience while transferring technology. Increasing your company’s R&D capabilities and future technology. The internalization of the technology transferred within the company is very important in terms of future vision. The method that will help this situation and increase the success of internalization is university-industry cooperation. ‘’
source: AA / translated by Melisa Karayusufoglu