THE ASSOCIATION OF TANGERINE PRODUCERS WAS PRESENTED IN CANADA

Asst. Prof. Dr. Işık Özge Yumurtacı, Asst. Prof. Dr. Bengü Sevil Oflaç and Asst. Prof. Dr. Tuğba Örten Tuğrul, Lecturers of Izmir University of Economics Department of Business Administration, presented as an academic paper titled, “A case study on sustainable business models: The Association of Seferihisar Tangerine Producers” at the Annual Macromarketing Conference in Toronto, Canada, one of the most recognized conferences worldwide. The paper is about a business model of the association of Seferihisar Tangerine Producers, which was co-established by Seferihisar municipality and Tangerine Producers.

This year York University (Toronto, Canada) hosted the Annual Macromarketing Conference. The main theme of the congress, where 150 esteemed academicians attended, was “The Role of Macromarketing in Neoliberal Age”. Asst. Prof. Dr. Işık Özge Yumurtacı, Asst. Prof. Dr. Bengü Sevil Oflaç and Asst. Prof. Dr. Tuğba Örten Tuğrul, showed the association of Seferihisar Tangerine Producers Business Model as a case study in the “Sustainable Business Models” session at the conference. 
A case study approach was followed and semi-structured in-depth interviews were conducted with Tunç Soyer, the Mayor of the Municipality of Seferihisar, Cumhur Eriş, the Chairman of the Association of Seferihisar Tangerine Producers and Ali Özay, the Representative of the Tangerine Farmers. In light of the research findings, a deeper understanding for the development process of a unique sustainable business model in an emerging economy, the players in the system, the drivers and the barriers were provided. Moreover, the outcomes of the model achieved and the major performance indicators were also discussed in the study.

The participating academicians were given informative brochures about Seferihisar during the presentation. Also, books about the history of Seferihisar and ve Teos Antique City in English were donated to York University Library. After the presentation of Asst. Prof. Dr. Işık Özge Yumurtacı at Toronto, Canada, article writers were offered to get their studies published in New York, Business and Economics magazine. The academicians will be sending the performance evaluation of Business Model of the Association of Seferihisar Tangerine Producers as an article to the magazine. The respective study was also presented at the Municipal Council on August 5, 2013.  Tunç Soyer, the Mayor of the Municipality of Seferihisar, stated that the study had a significant role in promoting the town of Seferihisar and the Association of Producers in the international arena, and he tahnked the academicians.  

Also, the Association of Olive Producers Business Model, established after the Association of Seferihisar Tangerine Producers, will be evaluated by the academicians as part of sustainable business models and turned into a scienbtific study.  A case study approach was followed and semi-structured in-depth interviews were conducted with Tunç Soyer, Özcan Kokulu, the Chairman of the Association of Olive Producers, and Umur Kemal Ozanğulları and Ataman Vehbi Doğan, the Representative of the Association.