Özet:

In the rivalry conditions that change by means of globalization, it is needed that the companies have to perceive the changes rapidly and adapt with all of their functions. It is only possible by a flexible structure to perceive and adapt the change. Global developments have affected the rivalry components as rival, market, product, price etc. On the accounts of the companies and the concepts as market, rivalry, consumer, price, quality etc. have been transformed into global concepts from the local and national character. This kind of changes is active on all components of rivalry. Meaning of flexibility as a word requires to adapt to all kind of change. Especially after 1980s, the use of management focused strategies like total quality management and as well as the effect of the global developments thrilling changes in technology, developments in transportations and communication tools has led to the changes on the customers?s wishes and preference. In this study, the effect of being flexible to the power of rivalry is examined.

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