{"id":2801,"date":"2026-06-16T19:47:08","date_gmt":"2026-06-16T16:47:08","guid":{"rendered":"https:\/\/www.gultekinaltuntas.com\/?p=2801"},"modified":"2026-06-18T09:24:25","modified_gmt":"2026-06-18T06:24:25","slug":"kurumlar-neden-ogrenemez","status":"publish","type":"post","link":"https:\/\/www.gultekinaltuntas.com\/?p=2801","title":{"rendered":"Kurumlar Neden \u00d6\u011frenemez?"},"content":{"rendered":"\n

(Bilgi \u00c7a\u011f\u0131nda Cehaletin \u00d6rg\u00fctsel Nedenleri)<\/strong><\/p>\n

Malum-u \u00e2liniz, yapay zek\u00e2 \u00e7a\u011f\u0131nda ya\u015f\u0131yoruz.<\/p>\n

Bilgiye ula\u015fmak tarihin hi\u00e7bir d\u00f6neminde olmad\u0131\u011f\u0131 kadar kolay.<\/p>\n

Bir \u00e7al\u0131\u015fan birka\u00e7 saniye i\u00e7inde onlarca rapora ula\u015fabiliyor.<\/p>\n

Yapay zek\u00e2 analiz yapabiliyor.<\/p>\n

Veri ambarlar\u0131 dolup ta\u015f\u0131yor.<\/p>\n

Kurumlar s\u00fcrekli \u00f6l\u00e7\u00fcyor.<\/p>\n

S\u00fcrekli raporluyor.<\/p>\n

S\u00fcrekli veri \u00fcretiyor.<\/p>\n

Peki o zaman neden ayn\u0131 hatalar tekrar ediyor?<\/p>\n

Neden baz\u0131 i\u015fletmeler y\u0131llarca ayn\u0131 problemlerle m\u00fccadele ediyor?<\/p>\n

Neden ba\u015far\u0131s\u0131z projeler birbirine bu kadar benziyor?<\/p>\n

Belki de mesele bilgi eksikli\u011fi de\u011fildir.<\/p>\n

Belki de mesele \u00f6\u011frenememek<\/i><\/strong>tir.<\/p>\n

Bilmek ve \u00d6\u011frenmek Ayn\u0131 \u015eey De\u011fildir!<\/strong><\/p>\n

Bir\u00e7ok i\u015fletme bilgi toplar.<\/p>\n

Raporlar \u00fcretir.<\/p>\n

Toplant\u0131lar yapar.<\/p>\n

Anketler uygular.<\/p>\n

Dan\u0131\u015fmanlar \u00e7al\u0131\u015ft\u0131r\u0131r.<\/p>\n

Ama b\u00fct\u00fcn bunlar \u00f6\u011frenildi\u011fi anlam\u0131na gelmez.<\/p>\n

\u00c7\u00fcnk\u00fc \u00f6\u011frenmek, bilgiyi davran\u0131\u015fa d\u00f6n\u00fc\u015ft\u00fcrebilmektir.<\/i><\/strong><\/p>\n

Ve i\u015fletmelerin b\u00fcy\u00fck b\u00f6l\u00fcm\u00fc tam da burada zorlan\u0131r.<\/p>\n

Sorun \u00e7o\u011fu zaman bilmemek de\u011fildir.<\/p>\n

Sorun bildi\u011fi \u015feyi de\u011fi\u015ftirememektir.<\/i><\/strong><\/p>\n

Kodak Her \u015eeyi Biliyordu!<\/strong><\/p>\n

Y\u00f6netim tarihinin en \u00e7arp\u0131c\u0131 \u00f6rneklerinden biri Kodak’t\u0131r.<\/p>\n

\u00c7o\u011fu insan Kodak’\u0131n dijital d\u00f6n\u00fc\u015f\u00fcm\u00fc g\u00f6remedi\u011fini d\u00fc\u015f\u00fcn\u00fcr.<\/p>\n

Oysa ger\u00e7ek farkl\u0131d\u0131r.<\/p>\n

Dijital foto\u011fraf makinesinin ilk prototiplerinden biri Kodak m\u00fchendisleri taraf\u0131ndan geli\u015ftirilmi\u015ftir.<\/p>\n

Yani tehdit bilinmiyordu demek m\u00fcmk\u00fcn de\u011fildir.<\/p>\n

\u0130\u015fletme de\u011fi\u015fimi g\u00f6r\u00fcyordu.<\/p>\n

Teknolojiyi biliyordu.<\/p>\n

Gelece\u011fin nereye gitti\u011fini de anl\u0131yordu.<\/p>\n

Ama davran\u0131\u015flar\u0131n\u0131 de\u011fi\u015ftiremedi.<\/p>\n

\u00c7\u00fcnk\u00fc mevcut i\u015f modeli h\u00e2l\u00e2 para kazand\u0131r\u0131yordu.<\/p>\n

Bilgi vard\u0131.<\/p>\n

\u00d6\u011frenme yoktu.<\/p>\n

Ve sonunda i\u015fletme tarih sahnesinden \u00e7ekildi.<\/p>\n

Nokia Her \u015eeyi G\u00f6r\u00fcyordu!<\/strong><\/p>\n

Benzer bir hik\u00e2ye Nokia’da ya\u015fand\u0131.<\/p>\n

Ak\u0131ll\u0131 telefonlar\u0131n y\u00fckseli\u015fi s\u00fcrpriz de\u011fildi.<\/p>\n

Apple’\u0131n etkisi biliniyordu.<\/p>\n

Android’in b\u00fcy\u00fcmesi g\u00f6r\u00fcl\u00fcyordu.<\/p>\n

Y\u00f6neticiler veriye sahipti.<\/p>\n

Ancak daha sonra yap\u0131lan ara\u015ft\u0131rmalar farkl\u0131 bir soruna i\u015faret etti:<\/p>\n

Kurum i\u00e7inde k\u00f6t\u00fc haberler yeterince rahat konu\u015fulam\u0131yordu.<\/p>\n

Y\u00f6neticiler aras\u0131nda ciddi bir hiyerar\u015fik bask\u0131 olu\u015fmu\u015ftu.<\/p>\n

Riskler biliniyor ama yukar\u0131 ta\u015f\u0131nam\u0131yordu.\n<\/p>

Sorun teknoloji de\u011fildi.<\/p>\n

\u00d6rg\u00fctsel \u00f6\u011frenme kapasitesiydi.<\/p>\n

Ar\u00e7elik’in \u00d6\u011fretti\u011fi Ders<\/strong><\/p>\n

\u00d6rg\u00fctsel \u00f6\u011frenme her zaman ba\u015far\u0131s\u0131zl\u0131k hik\u00e2yelerinde ortaya \u00e7\u0131kmaz.<\/p>\n

Bazen ba\u015far\u0131n\u0131n s\u00fcrd\u00fcr\u00fclebilmesinde de kendini g\u00f6sterir.<\/p>\n

Ar\u00e7elik bunun \u00f6nemli \u00f6rneklerinden biridir.<\/p>\n

2010’lu y\u0131llar\u0131n ortas\u0131nda i\u015fletme \u00f6nemli bir ger\u00e7ekle kar\u015f\u0131 kar\u015f\u0131ya kald\u0131:<\/p>\n

T\u00fcketici davran\u0131\u015flar\u0131 de\u011fi\u015fiyordu.<\/p>\n

E-ticaret h\u0131zla b\u00fcy\u00fcyordu.<\/p>\n

Uluslararas\u0131 markalar ve \u00e7evrim i\u00e7i pazar yerleri rekabeti art\u0131r\u0131yordu.<\/p>\n

Sorun \u015fu ki Ar\u00e7elik’in g\u00fc\u00e7l\u00fc bayi a\u011f\u0131 \u00fczerine kurulu i\u015f modeli bu yeni ger\u00e7ekli\u011fe tam olarak uyumlu de\u011fildi.<\/p>\n

\u0130\u015fletme de\u011fi\u015fimi g\u00f6rmezden gelebilirdi.<\/p>\n

Uzun y\u0131llar i\u015fe yarayan mevcut modeli savunabilirdi.<\/p>\n

Ama farkl\u0131 bir yol se\u00e7ti.<\/p>\n

\u00d6nce de\u011fi\u015fimi anlamaya \u00e7al\u0131\u015ft\u0131.<\/p>\n

Ard\u0131ndan \u00e7evrim i\u00e7i sat\u0131\u015f kanallar\u0131n\u0131 test etti.<\/p>\n

Bayi a\u011f\u0131n\u0131 tamamen d\u0131\u015flamak yerine d\u00f6n\u00fc\u015f\u00fcm\u00fcn bir par\u00e7as\u0131 haline getirmeye \u00e7al\u0131\u015ft\u0131.<\/p>\n

Ve i\u015fletme \u00e7ap\u0131nda bir omnichannel d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci ba\u015flatt\u0131. Bu s\u00fcre\u00e7te hem \u00e7al\u0131\u015fanlardan hem de bayilerden diren\u00e7 g\u00f6rd\u00fc; ancak yeni i\u015f modelini \u00f6\u011frenerek ve deneyerek geli\u015ftirmeye devam etti.<\/p>\n

Bu \u00f6rne\u011fin \u00f6nemli taraf\u0131 teknoloji yat\u0131r\u0131m\u0131 de\u011fildir.<\/p>\n

As\u0131l \u00f6nemli olan \u015fudur:<\/p>\n

Ar\u00e7elik de\u011fi\u015fimi rakiplerinden \u00f6nce g\u00f6rd\u00fc\u011f\u00fc i\u00e7in de\u011fil, g\u00f6rd\u00fc\u011f\u00fc de\u011fi\u015fime g\u00f6re kendini yeniden tasarlayabildi\u011fi i\u00e7in ba\u015far\u0131l\u0131 oldu.<\/strong><\/p><\/blockquote>\n

\u00c7\u00fcnk\u00fc \u00f6\u011frenen organizasyonlar yaln\u0131zca bilgi toplamaz.<\/i><\/strong><\/p>\n

Davran\u0131\u015flar\u0131n\u0131 da de\u011fi\u015ftirir.<\/i><\/strong><\/p>\n

Toyota’n\u0131n Fark\u0131 Neydi?<\/strong><\/p>\n

Ba\u015far\u0131s\u0131z \u00f6rneklerin yan\u0131nda ba\u015far\u0131l\u0131 \u00f6rneklere de bakmak gerekir.<\/p>\n

Toyota uzun y\u0131llard\u0131r yaln\u0131zca \u00fcretim ba\u015far\u0131s\u0131yla de\u011fil, \u00f6\u011frenme sistemiyle de dikkat \u00e7eker.<\/p>\n

Toyota \u00dcretim Sistemi’nin temelinde kusursuz \u00e7al\u0131\u015fanlar yoktur.<\/i><\/strong><\/p>\n

Kusurlar\u0131 g\u00f6r\u00fcn\u00fcr k\u0131lan s\u00fcre\u00e7ler vard\u0131r.<\/p>\n

Bir \u00e7al\u0131\u015fan \u00fcretim hatt\u0131n\u0131 durdurabilir.<\/p>\n

Bir hata raporlanabilir.<\/p>\n

Bir \u00f6neri y\u00f6netime ula\u015fabilir.<\/p>\n

Buradaki kritik nokta \u015fudur:<\/p>\n

Toyota bilgiyi saklamaz.<\/strong><\/p><\/blockquote>\n

Dola\u015f\u0131ma sokar.<\/p>\n

Bu nedenle i\u015fletme s\u00fcrekli \u00f6\u011frenebilir.<\/p>\n

Microsoft’un \u0130kinci Hayat\u0131<\/strong><\/p>\n

2000’li y\u0131llar\u0131n sonlar\u0131na do\u011fru bir\u00e7ok ki\u015fi Microsoft’un yenilik\u00e7ilik g\u00fcc\u00fcn\u00fc kaybetti\u011fini d\u00fc\u015f\u00fcn\u00fcyordu.<\/p>\n

\u0130\u015fletme b\u00fcy\u00fckt\u00fc.<\/p>\n

Kaynaklar\u0131 vard\u0131.<\/p>\n

Ama \u00e7evik de\u011fildi.<\/p>\n

2014 y\u0131l\u0131nda CEO olan Satya Nadella’n\u0131n ilk yapt\u0131\u011f\u0131 \u015feylerden biri teknoloji yat\u0131r\u0131mlar\u0131n\u0131 art\u0131rmak olmad\u0131.<\/p>\n

K\u00fclt\u00fcr\u00fc de\u011fi\u015ftirmek oldu.<\/p>\n

Nadella s\u0131k s\u0131k \u015fu ayr\u0131m\u0131 vurgulad\u0131:<\/p>\n

Her \u015feyi bilen organizasyonlar de\u011fil, s\u00fcrekli \u00f6\u011frenen organizasyonlar kazanacak.<\/strong><\/p><\/blockquote>\n

Bug\u00fcn Microsoft’un yeniden y\u00fckseli\u015fi yaln\u0131zca yapay zek\u00e2 yat\u0131r\u0131mlar\u0131yla a\u00e7\u0131klanamaz.<\/p>\n

\u0130\u015fletmenin \u00f6\u011frenme k\u00fclt\u00fcr\u00fcn\u00fc yeniden in\u015fa etmesi de bu hik\u00e2yenin \u00f6nemli bir par\u00e7as\u0131d\u0131r.<\/p>\n

Yapay Zek\u00e2 Her \u015eeyi \u00c7\u00f6zmeyecek!<\/strong><\/p>\n

Bug\u00fcn bir\u00e7ok kurum yapay zek\u00e2y\u0131 \u00f6\u011frenmenin yerine koyuyor.<\/p>\n

Bu tehlikeli bir yan\u0131lg\u0131d\u0131r.<\/p>\n

\u00c7\u00fcnk\u00fc yapay zek\u00e2 bilgi \u00fcretir.<\/p>\n

\u00d6\u011frenme \u00fcretmez.<\/p>\n

\u00d6\u011frenme ancak \u015fu sorular soruldu\u011funda ortaya \u00e7\u0131kar:<\/p>\n

    \n
      \n
    1. Ne yapt\u0131k?<\/li>\n
    2. Neden yapt\u0131k?<\/li>\n
    3. Nerede hata yapt\u0131k? ve<\/li>\n
    4. Bir dahaki sefere neyi farkl\u0131 yapaca\u011f\u0131z?<\/li>\n<\/ol>\n<\/ol>\n

      Bu sorular yoksa teknoloji yaln\u0131zca veri miktar\u0131n\u0131 art\u0131r\u0131r.<\/p>\n

      Bilgeli\u011fi de\u011fil.<\/i><\/strong><\/p>\n

      As\u0131l Rekabet Avantaj\u0131<\/strong><\/p>\n

      Gelecekte i\u015fletmeleri farkl\u0131la\u015ft\u0131racak \u015fey daha fazla veri toplamak olmayabilir.<\/p>\n

      Daha geli\u015fmi\u015f algoritmalar da olmayabilir.<\/p>\n

      As\u0131l fark \u00f6\u011frenme h\u0131z\u0131nda ortaya \u00e7\u0131kacakt\u0131r.<\/p>\n

      \u00c7\u00fcnk\u00fc bilgi art\u0131k kolay eri\u015filebilir bir kaynak.<\/p>\n

      Ama \u00f6\u011frenme kapasitesi h\u00e2l\u00e2 nadir bulunan bir yetenek.<\/i><\/strong><\/p>\n

      Sonu\u00e7<\/strong><\/p>\n

      Kodak biliyordu.<\/p>\n

      Nokia biliyordu.<\/p>\n

      Ama bilmek yeterli olmad\u0131.<\/p>\n

      \u00c7\u00fcnk\u00fc i\u015fletmelerin kaderini sahip olduklar\u0131 bilgi de\u011fil, o bilgiyi ne kadar h\u0131zl\u0131 \u00f6\u011frenmeye d\u00f6n\u00fc\u015ft\u00fcrebildikleri belirliyor.<\/strong><\/p><\/blockquote>\n

      Belki de art\u0131k<\/p>\n

      Kurumumuz ne kadar biliyor?<\/strong><\/p><\/blockquote>

      yerine<\/p>\n

      Kurumumuz ne kadar \u00f6\u011frenebiliyor?<\/strong><\/p><\/blockquote>

      sorusunu sorman\u0131n zaman\u0131 gelmi\u015ftir.<\/p>\n

      \u00c7\u00fcnk\u00fc bilgi sat\u0131n al\u0131nabilir.<\/p>\n

      Kopyalanabilir.<\/p>\n

      Depolanabilir.<\/p>\n

      Ama \u00f6\u011frenme yetene\u011fi, bir i\u015fletmenin sahip olabilece\u011fi en zor taklit edilen rekabet avantajlar\u0131ndan biridir.<\/p>\n

      Ve belki de gelece\u011fin as\u0131l sava\u015f\u0131, yetenek sava\u015f\u0131 de\u011fil, \u00f6\u011frenme sava\u015f\u0131 olacakt\u0131r.<\/i><\/strong><\/p>\n

      De\u011ferli yorumlar\u0131n\u0131z\u0131 bekliyorum.<\/p>\n

      Bir sonraki yaz\u0131mda tekrar g\u00f6r\u00fc\u015fmek \u00fczere, selam ve sevgilerimle…<\/p>\n

      Kaynak\u00e7a<\/strong><\/p>\n

        \n
          \n
        1. Argyris, C., & Sch\u00f6n, D. A. (1978). Organizational learning: A theory of action perspective. Addison-Wesley.<\/li>\n
        2. Edmondson, A. C. (2019). The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth. Wiley.<\/li>\n
        3. Israeli, A., & Khrais, F. (2020). Ar\u00e7elik: From a dealer network to an omnichannel experience. Harvard Business School Case No. 520-104.<\/li>\n
        4. Nadella, S., Shaw, G., & Nichols, J. T. (2017). Hit refresh: The quest to rediscover Microsoft’s soul and imagine a better future for everyone. Harper Business.<\/li>\n
        5. Senge, P. M. (1990). The fifth discipline: The art and practice of the learning organization. Doubleday\/Currency.<\/li>\n
        6. Senge, P. M. (2006). The fifth discipline: The art and practice of the learning organization (Rev. ed.). Doubleday.<\/li>\n
        7. Vuori, T. O., & Huy, Q. N. (2016). Distributed attention and shared emotions in the innovation process: How Nokia lost the smartphone battle. Administrative Science Quarterly, 61(1), 9\u201351.<\/li>\n
        8. Yoffie, D. B., & Kim, R. (2010). Kodak and the digital revolution. Harvard Business School Case.<\/li>\n<\/ol>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

          (Bilgi \u00c7a\u011f\u0131nda Cehaletin \u00d6rg\u00fctsel Nedenleri) Malum-u \u00e2liniz, yapay zek\u00e2 \u00e7a\u011f\u0131nda ya\u015f\u0131yoruz. Bilgiye ula\u015fmak tarihin hi\u00e7bir d\u00f6neminde olmad\u0131\u011f\u0131 kadar kolay. Bir \u00e7al\u0131\u015fan birka\u00e7 saniye i\u00e7inde onlarca rapora ula\u015fabiliyor. Yapay zek\u00e2 analiz yapabiliyor. Veri ambarlar\u0131 dolup ta\u015f\u0131yor. Kurumlar s\u00fcrekli \u00f6l\u00e7\u00fcyor. S\u00fcrekli raporluyor. S\u00fcrekli veri \u00fcretiyor. Peki o zaman neden ayn\u0131 hatalar tekrar ediyor? Neden baz\u0131 i\u015fletmeler y\u0131llarca<\/p>\n","protected":false},"author":1,"featured_media":2804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advanced_seo_description":"","jetpack_seo_html_title":"","jetpack_seo_noindex":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[153,1],"tags":[129,491,490,736,643,290,307,576,485,735,513,733,582,542,734,708,34,737,729,548],"class_list":["post-2801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogum","category-duyuru","tag-bilgi-yonetimi","tag-degisim-yonetimi","tag-dijital-donusum","tag-inovasyon-yonetimi","tag-isletme-stratejisi","tag-isletme-yonetimi","tag-karar-verme","tag-kurumsal-ceviklik","tag-kurumsal-donusum","tag-kurumsal-hafiza","tag-kurumsal-kultur","tag-ogrenen-organizasyonlar","tag-organizasyon-tasarimi","tag-orgutsel-davranis","tag-orgutsel-ogrenme","tag-rekabet-avantaji","tag-stratejik-yonetim","tag-surdurulebilir-buyume","tag-yapay-zeka-2","tag-yonetim-bilimi"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.gultekinaltuntas.com\/wp-content\/uploads\/2026\/06\/dr.-gultekin-altuntas-6a317dc7cc536.png?fit=1024%2C1024&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5nO7q-Jb","jetpack-related-posts":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=\/wp\/v2\/posts\/2801","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2801"}],"version-history":[{"count":4,"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=\/wp\/v2\/posts\/2801\/revisions"}],"predecessor-version":[{"id":2810,"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=\/wp\/v2\/posts\/2801\/revisions\/2810"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=\/wp\/v2\/media\/2804"}],"wp:attachment":[{"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2801"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2801"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gultekinaltuntas.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}