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İş Dünyasında “Nöro” Penceresi

Yıl 2022, Cilt: 1 Sayı: 9, 0 - 0, 29.03.2022

Öz

Nöro terimleri günümüz literatüründe yeni bir kavram olmasına karşın hızla yayılmaktadır. Günümüz teknolojisi sayesinde nörobilim ile ilgili araştırmalar yapılırken beyinde var olan zengin bilgi birikimine ulaşılabilmektedir ve bu bilgiler doğrudan iş dünyasında kullanılabilmektedir. Günümüzde nörobilimciler beyin lokalizasyonunu hücresel, moleküler, davranışsal ve sistematik olmak üzere çok farklı analiz düzeylerinde inceleyebilmektedir.
Bu bilgiler ışığında çalışmada nöroekonomi, nöroyönetim, nöroiş, nöropazarlama, nörostrateji ve nöroliderlik kavramları ile ilgili tanımlamalar ve literatür araştırmasına yer verilmiştir. Kavramların nispeten yeni olması özellikle nörostrateji ve nöroyönetim konularına yönelik az kaynak olması ve Türkçe yayınların yok denecek kadar az olması ile çalışmanın Türkçe alan yazına katkıcı olacağı düşünülmektedir.

Kaynakça

  • Ascher, D., Da Silva, W. V., Polowczyk, J., da Silva, E. D. & da Veiga, C. P. (2018). Neurostrategy: An advance through the paradigm epistemological in strategic management?. Academy of Strategic Management Journal, 17(2), 1-19.
  • Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the brain: Neuro‐images of advertising. Business Strategy Review, 11(3), 17-30. Balcı, B. Nörobilim ve Fizyoterapi. TFD Nörolojik Fizyoterapi Grubu Bülteni, 1(5) .
  • Bayram, E., Tokgöz, Y., Topçu, Y., Berktaş, S., Akıncı, G., Arslan, N., & Hız, S. (2012). Bazal ganglion kalsifikasyonu olan 13 yaşında bir olgu. Ege Tıp Dergisi, 51(3), 195-197. Becker, W. J., Cropanzano, R. & Sanfey, A. G. (2011). Organizational neuroscience: Taking organizational theory inside the neural black box. Journal of Management, 37(4), 933-961.
  • Camerer, C., Loewenstein, G., & Prelec, D. (2005). Neuroeconomics: How neuroscience can inform economics. Journal of economic Literature, 43(1), 9-64.
  • Cristofaro, M. (2017). Herbert Simon’s bounded rationality: Its historical evolution in management and cross-fertilizing contribution. Journal of Management History, 23(2), 1-35
  • De Jong, G. (2016). Successful strategy and alliances. University of Groningen. ISBN: 9789036789929
  • Dimovski, V., Penger, S., Škerlavaj, M., & Žnidaršič, J. (2005). Učeča se organizacija: ustvarite podjetje znanja. Ljubljana: GV založba.
  • Donde, R. & Williams, C. (2012). Mapping leadership behaviors to neuroleadership models: a NASA case study. NeuroLeadership Journal, 4, 88-108.
  • Erk, S., Spitzer, A.P., Wunderlich, A.P., Galley, L., Walter, H., 2002. Cultural objects modulate reward circuitry. NeuroReport 13, 2499–2503
  • Eisenberger, N. I., Lieberman, M. D., & Williams, K. D. (2003). Does Rejection Hurt? An fMRI Study of Social Exclusion. Science, 302(5643), 290-292.
  • Ghadiri, A., Habermacher, A., & Peters, T. (2012). Neuroleadership: a journey through the brain for business leaders. Berlin: Springer.
  • Gordon, E., Barnett, K. J., Cooper, N. J., Tran, N., & Williams, L. M. (2008). An 'integrative neuroscience' platform: applications to profiles of negativity and positivity bias. Journal of Integrative Neuroscience, 7(3), 345-366.
  • Izuma, K. (2012). The social neuroscience of reputation. Neurosci Res, 72(4), 283-288. doi: 10.1016/j.neures.2012.01.003.
  • Kenning, P., & Plassmann, H. (2005). NeuroEconomics: An overview from an economic perspective. Brain research bulletin, 67(5), 343-354.
  • Kunnanatt, J. T. (2008). Emotional intelligence: theory and description: A competency model for interpersonal effectiveness. Career Development International, 13(7), 614-629.
  • LeDoux, J. (2003). The emotional brain, fear, and the amygdala. Cellular and molecular neurobiology, 23(4), 727-738.
  • Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.
  • McRae, K., Hughes, B., Chopra, S., Gabrieli, J. D. E., Gross, J. J., & Ochsner, K. N. (2009). The Neural Bases of Distraction and Reappraisal. Journal of Cognitive Neuroscience, 22(2), 248- 262.
  • Mucha, T. (2005). This is your brain on advertising. Business, 2(8), 1.
  • Nagl, M. (2013). Veränderung aus Sicht von Neuroleadership. B. Lutz içinde, Wissen im Dialog (s. 117-124). Krems-Donau: Edition Donau-Universität Krems.
  • Naude, P., Zaefarian, G., Najafi Tavani, Z., Neghabi, S. & Zaefarian, R. (2014). The influence of network effects on SME performance. Industrial Marketing Management, 43(4), 630-641.
  • Neurology, L. (2004). Neuromarketing: beyond branding. Lancet Neurology, 3(2), 71.
  • Ochsner, K. N. (2008). Staying cool under pressure: Insights from social cognitive neuroscience and their implications for self and society. NeuroLeadership Journal, 26-32.
  • Ochsner, K. N., & Gross, J. J. (2005). The cognitive control of emotion. Trends in Cognitive Sciences, 9(5), 242-249.
  • Petty, R. E., & Cacioppo, J. T. (1983). The role of bodily responses in attitude measurement and change. Social psychophysiology: A sourcebook, 51-101.
  • Powell, T. C. (2011). Neurostrategy. Strategic Management Journal, 32(13), 1484-1499.
  • Powell, T. C. & Puccinelli, N. M. (2012). The brain as substitute for strategic organization. Strategic Organization, 10(3), 207-214.
  • Rock, D. & Schwartz, J. (2007). The neuroscience of leadership. Reclaiming children and youth. Brain and Behavior, 16(3), 10-17.
  • Rock, D. (2010). Impacting Leadership with Neuroscience. People & Strategy, 33(4), 6-7.
  • Rossiter, J. R., Silberstein, R. B., Harris, P. G., & Nield, G. (2001). Brain-imaging detection of visual scene encoding in long-term memory for TV commercials. Journal of Advertising Research, 41(2), 13-21.
  • Saad, G., Stanton, A. A., Lee, N., Senior, C., & Butler, M. J. (2008). Evolutionary neurobusiness. In 2008 NeuroPsychoEconomics Conference.
  • Satpathy, C. P. D. J., & Banerji, J. S. (2019). Neuro–Economic'Agent'In Business Transformation. IUJ Journal of Management.
  • Türe, U., Yaşargil, M. G., Al-Mefty, O., & Yaşargil, D. C. (2000). Arteries of the insula. Journal of neurosurgery, 92(4), 676-687.
  • Weinstein, S., Drozdenko, R., Weinstein, C., 1984. Brain wave analysis in advertising research. Psychol. Market. 1, 83–96.
  • Young, C. (2002). Brain waves, picture sorts®, and branding moments. Journal of Advertising Research, 42(4), 42-53.
  • Zararsız, İ., & Sarsılmaz, M. (2005). Prefrontal korteks. Türkiye Klinikleri Tıp Bilimleri Dergisi, 25(2), 232-237.

The "Neuro" Window in Business

Yıl 2022, Cilt: 1 Sayı: 9, 0 - 0, 29.03.2022

Öz

Although neuro terms are a new concept in today's literature, they are spreading rapidly. Thanks to today's technology, while conducting research on neuroscience, the rich knowledge in the brain can be accessed and this information can be used directly in the business world. Today, neuroscientists can examine brain localization at many different levels of analysis: cellular, molecular, behavioral and systematic.
In the light of this information, definitions and literature research on the concepts of neuroeconomics, neuromanagement, neurobusiness, neuromarketing, neurostrategy and neuroleadership are included. It is thought that the study will contribute to the Turkish literature, as the concepts are relatively new, there are few resources especially on neurostrategy and neuromanagement, and there are hardly any Turkish publications.

Kaynakça

  • Ascher, D., Da Silva, W. V., Polowczyk, J., da Silva, E. D. & da Veiga, C. P. (2018). Neurostrategy: An advance through the paradigm epistemological in strategic management?. Academy of Strategic Management Journal, 17(2), 1-19.
  • Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the brain: Neuro‐images of advertising. Business Strategy Review, 11(3), 17-30. Balcı, B. Nörobilim ve Fizyoterapi. TFD Nörolojik Fizyoterapi Grubu Bülteni, 1(5) .
  • Bayram, E., Tokgöz, Y., Topçu, Y., Berktaş, S., Akıncı, G., Arslan, N., & Hız, S. (2012). Bazal ganglion kalsifikasyonu olan 13 yaşında bir olgu. Ege Tıp Dergisi, 51(3), 195-197. Becker, W. J., Cropanzano, R. & Sanfey, A. G. (2011). Organizational neuroscience: Taking organizational theory inside the neural black box. Journal of Management, 37(4), 933-961.
  • Camerer, C., Loewenstein, G., & Prelec, D. (2005). Neuroeconomics: How neuroscience can inform economics. Journal of economic Literature, 43(1), 9-64.
  • Cristofaro, M. (2017). Herbert Simon’s bounded rationality: Its historical evolution in management and cross-fertilizing contribution. Journal of Management History, 23(2), 1-35
  • De Jong, G. (2016). Successful strategy and alliances. University of Groningen. ISBN: 9789036789929
  • Dimovski, V., Penger, S., Škerlavaj, M., & Žnidaršič, J. (2005). Učeča se organizacija: ustvarite podjetje znanja. Ljubljana: GV založba.
  • Donde, R. & Williams, C. (2012). Mapping leadership behaviors to neuroleadership models: a NASA case study. NeuroLeadership Journal, 4, 88-108.
  • Erk, S., Spitzer, A.P., Wunderlich, A.P., Galley, L., Walter, H., 2002. Cultural objects modulate reward circuitry. NeuroReport 13, 2499–2503
  • Eisenberger, N. I., Lieberman, M. D., & Williams, K. D. (2003). Does Rejection Hurt? An fMRI Study of Social Exclusion. Science, 302(5643), 290-292.
  • Ghadiri, A., Habermacher, A., & Peters, T. (2012). Neuroleadership: a journey through the brain for business leaders. Berlin: Springer.
  • Gordon, E., Barnett, K. J., Cooper, N. J., Tran, N., & Williams, L. M. (2008). An 'integrative neuroscience' platform: applications to profiles of negativity and positivity bias. Journal of Integrative Neuroscience, 7(3), 345-366.
  • Izuma, K. (2012). The social neuroscience of reputation. Neurosci Res, 72(4), 283-288. doi: 10.1016/j.neures.2012.01.003.
  • Kenning, P., & Plassmann, H. (2005). NeuroEconomics: An overview from an economic perspective. Brain research bulletin, 67(5), 343-354.
  • Kunnanatt, J. T. (2008). Emotional intelligence: theory and description: A competency model for interpersonal effectiveness. Career Development International, 13(7), 614-629.
  • LeDoux, J. (2003). The emotional brain, fear, and the amygdala. Cellular and molecular neurobiology, 23(4), 727-738.
  • Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.
  • McRae, K., Hughes, B., Chopra, S., Gabrieli, J. D. E., Gross, J. J., & Ochsner, K. N. (2009). The Neural Bases of Distraction and Reappraisal. Journal of Cognitive Neuroscience, 22(2), 248- 262.
  • Mucha, T. (2005). This is your brain on advertising. Business, 2(8), 1.
  • Nagl, M. (2013). Veränderung aus Sicht von Neuroleadership. B. Lutz içinde, Wissen im Dialog (s. 117-124). Krems-Donau: Edition Donau-Universität Krems.
  • Naude, P., Zaefarian, G., Najafi Tavani, Z., Neghabi, S. & Zaefarian, R. (2014). The influence of network effects on SME performance. Industrial Marketing Management, 43(4), 630-641.
  • Neurology, L. (2004). Neuromarketing: beyond branding. Lancet Neurology, 3(2), 71.
  • Ochsner, K. N. (2008). Staying cool under pressure: Insights from social cognitive neuroscience and their implications for self and society. NeuroLeadership Journal, 26-32.
  • Ochsner, K. N., & Gross, J. J. (2005). The cognitive control of emotion. Trends in Cognitive Sciences, 9(5), 242-249.
  • Petty, R. E., & Cacioppo, J. T. (1983). The role of bodily responses in attitude measurement and change. Social psychophysiology: A sourcebook, 51-101.
  • Powell, T. C. (2011). Neurostrategy. Strategic Management Journal, 32(13), 1484-1499.
  • Powell, T. C. & Puccinelli, N. M. (2012). The brain as substitute for strategic organization. Strategic Organization, 10(3), 207-214.
  • Rock, D. & Schwartz, J. (2007). The neuroscience of leadership. Reclaiming children and youth. Brain and Behavior, 16(3), 10-17.
  • Rock, D. (2010). Impacting Leadership with Neuroscience. People & Strategy, 33(4), 6-7.
  • Rossiter, J. R., Silberstein, R. B., Harris, P. G., & Nield, G. (2001). Brain-imaging detection of visual scene encoding in long-term memory for TV commercials. Journal of Advertising Research, 41(2), 13-21.
  • Saad, G., Stanton, A. A., Lee, N., Senior, C., & Butler, M. J. (2008). Evolutionary neurobusiness. In 2008 NeuroPsychoEconomics Conference.
  • Satpathy, C. P. D. J., & Banerji, J. S. (2019). Neuro–Economic'Agent'In Business Transformation. IUJ Journal of Management.
  • Türe, U., Yaşargil, M. G., Al-Mefty, O., & Yaşargil, D. C. (2000). Arteries of the insula. Journal of neurosurgery, 92(4), 676-687.
  • Weinstein, S., Drozdenko, R., Weinstein, C., 1984. Brain wave analysis in advertising research. Psychol. Market. 1, 83–96.
  • Young, C. (2002). Brain waves, picture sorts®, and branding moments. Journal of Advertising Research, 42(4), 42-53.
  • Zararsız, İ., & Sarsılmaz, M. (2005). Prefrontal korteks. Türkiye Klinikleri Tıp Bilimleri Dergisi, 25(2), 232-237.
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Derlemeler
Yazarlar

Rana Özyurt Kaptanoglu 0000-0002-0341-4722

Menekşe Kılıçarslan 0000-0002-0580-8645

Bora Gündüzyeli 0000-0001-5098-8713

Yayımlanma Tarihi 29 Mart 2022
Gönderilme Tarihi 11 Şubat 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 1 Sayı: 9

Kaynak Göster

APA Özyurt Kaptanoglu, R., Kılıçarslan, M., & Gündüzyeli, B. (2022). İş Dünyasında “Nöro” Penceresi. Atlas Sosyal Bilimler Dergisi, 1(9).