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Abstract


THE EFFECT OF STRATEGİC HUMAN RESOURCES MANAGEMENT ON CORPORATE PERFORMANCE: A STUDY ON THE BUSİNESS TO CONSUMER (B2C) E-COMMERCE MODEL IN TURKEY

In recent years, the rapid development of science and technology has led to an increase in internet users, while indirectly the market share of electronic commerce in the world trade volume has increased significantly. The analyzes presented in the study are a source for both today's businesses that continue their activities within the scope of the B2C e-commerce model, which is one of the widely used models among e-commerce methods, and for businesses that will emerge in the future, considering that technological developments will increasingly continue. Strategic human resources management, which includes all the decisions taken to manage individuals in businesses, to determine business strategies to provide competitive advantage and to implement these strategies, is one of the important tools for businesses. The biggest factors in the prominence of strategic human resources are the increasing global and technological competition with the development of technology. The main purpose of this research is; It is the examination of how human resources management strategies contribute to the development of businesses operating with the B2C e-commerce model in Turkey. In the study, the effects of strategic human resources management and its sub-dimensions on corporate performance of enterprises were examined. In this direction, it has been determined that strategic human resources management affects the competitive performance, policy performance and innovation performance of enterprises at certain rates.



Keywords
B2C (Business to Consumer) E-Commerce, Strategic Human Resources Management, Corporate Performance



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