{"id":202,"date":"2007-09-12T00:02:07","date_gmt":"2007-09-11T21:02:07","guid":{"rendered":"http:\/\/kariyeryolculugu.com\/blog\/2007\/09\/12\/buyuk-basarilar-kucuk-adimlarla-baslar\/"},"modified":"2007-09-12T00:02:07","modified_gmt":"2007-09-11T21:02:07","slug":"buyuk-basarilar-kucuk-adimlarla-baslar","status":"publish","type":"post","link":"https:\/\/kariyeryolculugu.com\/blog\/2007\/09\/12\/buyuk-basarilar-kucuk-adimlarla-baslar\/","title":{"rendered":"B\u00fcy\u00fck Ba\u015far\u0131lar K\u00fc\u00e7\u00fck Ad\u0131mlarla Ba\u015flar"},"content":{"rendered":"

\u0130\u015f d\u00fcnyas\u0131n\u0131n, politikan\u0131n ve e\u011flence d\u00fcnyas\u0131n\u0131n \u00f6nemli isimlerini bir araya getirmekle \u00fcnl\u00fc University of California, Santa Barbara<\/a> <\/span>, Kaliforniya\u2019da ya\u015fad\u0131\u011f\u0131m y\u0131llarda The Body Shop<\/a><\/span>\u2019\u0131n kurucusu Dame Anita Roddick<\/a>\u2019i<\/span> <\/span>de <\/span>misafir etmi\u015fti. Sadece \u00fcr\u00fcn konseptiyle de\u011fil ayr\u0131ca kendi duru\u015fu ve stiliyle de do\u011fal bir g\u00f6r\u00fcn\u00fcmde olan Roddick, The Body Shop\u2019un kurulu\u015f hikayesini Ben&Jerry\u2019s dondurmalar\u0131n\u0131n sahibi Ben Cohen\u2019in sundu\u011fu bir konferansta anlat\u0131yordu. <\/span> <\/span><\/span><\/p>\n

\u0130stanbul\u2019da oturmu\u015f bu bilgileri yazarken \u2018wow, \u015fu gen\u00e7 ya\u015f\u0131mda ne kadar \u00e7ok \u00f6zel tecr\u00fcbeler edinmi\u015fim\u2019 dedim kendi kendime. Oysa Santa Barbara\u2019da ya\u015fad\u0131\u011f\u0131m y\u0131llarda bu tecr\u00fcbeler g\u00fcn\u00fcn ak\u0131\u015f\u0131n\u0131n bir par\u00e7as\u0131 gibi geliyordu. Sebebi de ba\u015far\u0131l\u0131 insanlara ve bilgiye ula\u015fman\u0131n \u2018ula\u015f\u0131lmaz\u2019 olmamas\u0131yd\u0131. Eminim Hollywood\u2019da akt\u00f6r olmak isteyenleriniz varsa \u2018ba\u015far\u0131l\u0131 insanlara da, bilgiye de\u2019 ula\u015fmak hemen hemen m\u00fcmk\u00fcn de\u011fil gibidir. Yine de Amerika\u2019da ba\u015far\u0131l\u0131 insanlar\u0131 dinlemek istedi\u011finizde, <\/span>tek \u015fans\u0131n\u0131z\u0131n 1000 dolarl\u0131k kat\u0131l\u0131m \u00fccretini \u00f6demek olmad\u0131\u011f\u0131n\u0131 ya da \u2018\u00f6nemli bir isim\u2019 olman\u0131z gerekmedi\u011fini s\u00f6ylememde yarar var.<\/span> <\/span><\/p>\n

Roddick, annesinin mutfa\u011f\u0131nda ba\u015fka bir arkada\u015f\u0131yla oturmu\u015f spagetti yerken akl\u0131na \u00e7evreci kozmetik \u00fcr\u00fcnleri satma fikri geliyor. \u0130talyan bir ailenin k\u0131z\u0131 olan Roddick, \u00e7ok sevdi\u011fi spagetti\u2019nin o g\u00fcn daha bir tatl\u0131 geldi\u011fini s\u00f6yl\u00fcyordu. \u2018Kim bilirdi ki, bir mutfak masas\u0131 etraf\u0131nda k\u0131k\u0131r g\u00fclerek fikir jimnasti\u011fi yaparken ortaya at\u0131lan bir fikrin bug\u00fcn devasal bir \u015firket haline gelece\u011fini?\u2019 <\/span> <\/span><\/p>\n

33 ya\u015f\u0131nda ilk d\u00fckk\u00e2n\u0131n\u0131 a\u00e7an Roddick, geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir kutular i\u00e7ine yerle\u015ftirdi\u011fi sabunlar\u0131n\u0131, o zamanlar fazla bulunmayan \u2018k\u00fc\u00e7\u00fck kal\u0131plar\u2019 halinde satmaya ba\u015flar. Her ne kadar \u00e7evreci bir yakla\u015f\u0131m yakalamak istese de, ba\u015flarken geri-d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir kutular kullanmas\u0131n\u0131n tek sebebi \u00e7evreci \u00fcr\u00fcnler satma a\u015fk\u0131 de\u011fil, yeterli finansmana sahip olmamas\u0131d\u0131r. K\u00fc\u00e7\u00fck d\u00fckk\u00e2n\u0131nda a\u015fa\u011f\u0131 yukar\u0131 15 \u00fcr\u00fcnle ba\u015flad\u0131\u011f\u0131 bu yolculuk, \u00fcr\u00fcnlerinin be\u011feni toplamas\u0131yla Brighton\u2019dan di\u011fer b\u00f6lgelere de yay\u0131lmaya ba\u015flar.<\/span> <\/span><\/p>\n

Baz\u0131 kaynaklara g\u00f6re \u2018franchising\u2019 kelimesi ilk olarak Anita Roddick\u2019in e\u015fi Gordon Roddick taraf\u0131ndan ortaya at\u0131l\u0131yor. The Body Shop \u015fubesi a\u00e7mak isteyenlerin aile yak\u0131nlar\u0131ndan sonra halktan ki\u015filer taraf\u0131ndan da ilgi g\u00f6rmesi, her ne kadar g\u00fcn\u00fcm\u00fczdeki franchasing uygulamalar\u0131ndan o zamanlar biraz farkl\u0131 olsa da, \u015fube say\u0131s\u0131n\u0131n artmas\u0131na neden oluyor.<\/span> <\/span><\/p>\n

Reklam uygulamalar\u0131na inanmayan Roddick, en iyi reklam \u2018\u00fcr\u00fcn\u00fcn\u00fcz\u00fc tavsiye eden m\u00fc\u015fteriler\u2019 yoluyla olur felsefesiyle yola \u00e7\u0131k\u0131yor. Yani itibar ve tavsiye. Yazd\u0131\u011f\u0131 blog\u2019da bir Harvard mezununun The Body Shop\u2019un USA\u2019de tutunabilmesi i\u00e7in ciddi bir reklam harcamas\u0131 yapmas\u0131 gerekti\u011fini s\u00f6ylemesinin arkas\u0131ndan \u015firketinde Harvard MBA\u2019li kesinlikle \u00e7al\u0131\u015ft\u0131rmayaca\u011f\u0131n\u0131 ilan eden Roddick, Amerika\u2019da da bilinen reklam mecralar\u0131n\u0131 kullanmadan ba\u015far\u0131s\u0131n\u0131 kan\u0131tlad\u0131. Perakende sekt\u00f6r\u00fcnde ma\u011faza vitrinlerini reklam alan\u0131 olarak kullanmas\u0131yla da bir d\u00f6neme imza att\u0131\u011f\u0131n\u0131 s\u00f6yleyen Roddick, kendi inand\u0131\u011f\u0131 y\u00f6ntemden vazge\u00e7meyerek bilinen kurallar\u0131 y\u0131kabilmenin \u00f6nemini bir kez daha g\u00f6sterdi.<\/span> <\/span><\/p>\n

Giri\u015fimcili\u011fin \u2018survival\u2019 yani bir hayatta kalma sava\u015f\u0131 oldu\u011funu s\u00f6yleyen Roddick, yarat\u0131c\u0131l\u0131\u011f\u0131 da k\u00f6r\u00fckleyen etkenin i\u015fte bu ya\u015fam sava\u015f\u0131 oldu\u011funa dikkat \u00e7ekiyor. <\/span> <\/span><\/p>\n

G\u00fcn\u00fcm\u00fczde 50 \u00fclkede 2000 \u00fczerinde ma\u011fazas\u0131 ve 77 milyon m\u00fc\u015fterisiyle The Body Shop bir ba\u015far\u0131 \u00f6yk\u00fcs\u00fc. <\/span> <\/span><\/p>\n

Ba\u015far\u0131y\u0131 ayn\u0131 zamanda \u2018kaderimi y\u00f6nlendirmek\u2019 olarak tan\u0131mlayan Roddick, 10 Eyl\u00fcl 2007 Pazartesi g\u00fcn\u00fc Sussex\u2019de hayata veda etti.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

\u0130\u015f d\u00fcnyas\u0131n\u0131n, politikan\u0131n ve e\u011flence d\u00fcnyas\u0131n\u0131n \u00f6nemli isimlerini bir araya getirmekle \u00fcnl\u00fc University of California, Santa Barbara , Kaliforniya\u2019da ya\u015fad\u0131\u011f\u0131m y\u0131llarda The Body Shop\u2019\u0131n kurucusu Dame Anita Roddick\u2019i de misafir etmi\u015fti. Sadece \u00fcr\u00fcn konseptiyle de\u011fil ayr\u0131ca kendi duru\u015fu ve stiliyle de do\u011fal bir g\u00f6r\u00fcn\u00fcmde olan Roddick, The Body Shop\u2019un kurulu\u015f hikayesini Ben&Jerry\u2019s dondurmalar\u0131n\u0131n sahibi Ben […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_s2mail":"","footnotes":""},"categories":[47,48,57],"tags":[],"views":9357,"_links":{"self":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts\/202"}],"collection":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/comments?post=202"}],"version-history":[{"count":0,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts\/202\/revisions"}],"wp:attachment":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/media?parent=202"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/categories?post=202"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/tags?post=202"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}