Gelişmekte Olan Dijital Pazarlarda Yasal Uyum Stratejileri: Platformların Düzenlemelere Yönelik Stratejilerinin Karşılaştırmalı Nitel Bir Analizi
DOI:
https://doi.org/10.37241/jatss.2026.161Anahtar Kelimeler:
dijital platformlar- yasal uyum- piyasa dışı strateji- platform mimarisi- gelişmekte olan pazarlarÖzet
Giriş: Dijital platformların hızlı yenilik döngülerinin yasal çerçevelerle çatışması gelişen ekonomilerdeki dijital pazar düzenlemeleri stratejik gerilimlere yol açmaktadır. Bu çalışma, bir platformun menşe ülkesinin düzenleyici kurumlara verilen yanıtı nasıl şekillendirdiğini, platform mimarisinin düzenlemelere maruziyeti nasıl koşullandırdığını ve bu iki niteliğin tek bir kurumsal çerçevede nasıl etkileşime girdiğini incelemektedir.
Yöntem: Keşfedici, nitel, çoklu vaka tasarımının kullanıldığı bu çalışmada, yabancı sermaye destekli bir hibrit platform olan Trendyol ile yabancı yatırımı bulunmayan yerli aracılık platformu Sahibinden.com’un yasal uyum stratejileri karşılaştırılmaktadır. Analiz kapsamında, her iki firmanın düzenleme süreci Rekabet Kurumu’nun kamuya açık karar kayıtlarına dayanarak yeniden kurgulanmıştır.
Sonuçlar ya da Bulgular: Bulgular, mevcut düzenleme rejiminin her iki firmayı da sonuç olarak bir uzlaşıya yönelttiğini, ancak firmaların yanıtları bakımından ayrıştıklarını göstermektedir. Firmanın menşe ülkesi, kullanılabilecek pazar dışı araçların kullanılabilirlik kapsamını şekillendirmekte; Trendyol, Sahibinden.com’a kıyasla daha geniş bir yasal mekanizma yelpazesinden yararlanmaktadır. Platform mimarisi ise yasal uyum maliyetlerinin nasıl üstlenileceğini belirlemektedir. Trendyol, yapısal ayrıştırma yoluyla uzlaşmalarını çevre faaliyetlere kaydırırken, Sahibinden.com ise bu maliyetleri kendi temel veri varlığı çerçevesinde içselleştirmektedir.
Tartışma ya da Yapılan Çıkarımlar: Bu makale, düzenleyici uyumun platformun katmanları arasında dağıldığı bölümlenmiş bir uyum modeli geliştirmektedir. Buna göre, düzenleyici rejimin tepkinin dış sınırlarını çizdiği; firma kökeninin, bu sınırlar içindeki yöntem derinliğini şekillendirdiği; platform mimarisinin ise uyum maliyetlerinin organizasyonel olarak nerede üstlenileceğini belirlediği ortaya konulmuştur. Model, kurum temelli yaklaşım, piyasa dışı strateji ve çok taraflı pazarlar araştırmalarına katkı sağlamaktadır.
İndirmeler
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