{"id":5080,"date":"2023-12-20T15:22:53","date_gmt":"2023-12-20T12:22:53","guid":{"rendered":"https:\/\/datakapital.com\/blog\/?p=5080"},"modified":"2025-08-14T18:05:12","modified_gmt":"2025-08-14T15:05:12","slug":"starbucks-boykotu","status":"publish","type":"post","link":"https:\/\/datakapital.com\/blog\/starbucks-boykotu\/","title":{"rendered":"Starbucks Boykotu Ger\u00e7ekten \u0130\u015fe Yar\u0131yor Mu?"},"content":{"rendered":"

Starbucks boykotu, \u0130srail’in Gazze’deki sivillere y\u00f6nelik sald\u0131r\u0131lar\u0131n\u0131n t\u0131rmanmas\u0131n\u0131n ard\u0131ndan baz\u0131 \u00e7ok uluslu \u015firketlerin i\u015fgale destek vermesi ile ba\u015flad\u0131. Starbucks’\u0131n bu s\u00fcre\u00e7te \u00f6zellikle \u00f6ne \u00e7\u0131kmas\u0131 ve k\u00fcresel boykotun bu firmaya y\u00f6nelmesi ise uzayan bir sendika \u00e7eki\u015fmesi ve s\u00fcrecin k\u00f6t\u00fc kriz y\u00f6netimi neticesinde oldu. Starbucks i\u00e7erisinde en \u00f6rg\u00fctl\u00fc sendika olan Starbucks Workers United sendikas\u0131<\/a>, Filistin’e destek veren payla\u015f\u0131mlarda ve a\u00e7\u0131klamalarda bulundu. Starbucks y\u00f6netimi ise bunun firman\u0131n imaj\u0131na zarar verece\u011fi gerek\u00e7esiyle konuyu do\u011frudan hukuki s\u00fcrece ta\u015f\u0131yarak sendikay\u0131 dava etti. Kar\u015f\u0131l\u0131kl\u0131 dava s\u00fcre\u00e7lerinin devam ederken sendika-i\u015fveren \u00e7eki\u015fmesi \u015fu anda en y\u00fcksek tansiyonla devam ediyor. Buna ba\u011fl\u0131 olarakta boykot s\u00fcrecinde spot \u0131\u015f\u0131klar\u0131 Starbuck’\u0131n \u00fczerinden \u00e7evrilmiyor.<\/p>\n

Peki boykot ger\u00e7ekten \u015firkete zarar veriyor mu? Bu konu farkl\u0131 \u00f6l\u00e7eklerden tart\u0131\u015f\u0131lmaya devam ederken. Boykotun yo\u011funla\u015ft\u0131\u011f\u0131 son birka\u00e7 ayda Starbucks hisseleri Nasdaq ralli yapmas\u0131na ra\u011fmen de\u011fer kaybetti. Burada endekse g\u00f6re de beklenmedik ve y\u00fcksek kay\u0131plar boykotla ili\u015fkilendirilirken, baz\u0131 Twitter kullan\u0131c\u0131lar\u0131 bu de\u011fer kayb\u0131n\u0131n kahve fiyat\u0131nda artan oynakl\u0131\u011f\u0131n ve ani y\u00fckseli\u015flerin neticesinde ger\u00e7ekle\u015fti\u011fini s\u00f6ylediler. Datakapital<\/a> olarak her iki iddian\u0131n da testi i\u00e7in de\u011fi\u015fimi baz alan veri setleri \u00fczerinden bir korelasyon \u00e7al\u0131\u015fmas\u0131 yapt\u0131k.<\/p>\n

Bu \u00e7al\u0131\u015fman\u0131n ana fikri, Starbucks hisselerinin de\u011fi\u015fimi ile \u00f6ncelikle kahve fiyatlar\u0131 de\u011fi\u015fimi aras\u0131ndaki korelasyonu daha sonra da yine hisselerle Nasdaq’daki fiyatlar\u0131n de\u011fi\u015fimi aras\u0131ndaki korelasyonu bularak hangi ili\u015fkinin daha g\u00fc\u00e7l\u00fc oldu\u011funu test etmektir. Normal d\u00f6nemdeki korelasyon sonu\u00e7lar\u0131 bize Starbucks hisselerinin hangi de\u011fi\u015fkenle daha ili\u015fki oldu\u011fu bilgisini verecek. Bu durumda e\u011fer kahve fiyatlar\u0131 ile hisseler aras\u0131nda ili\u015fki yoksa mevcut kay\u0131plar\u0131n emtia fiyatlar\u0131ndan farkl\u0131 bir konu oldu\u011fu ortaya \u00e7\u0131kacakt\u0131r ve buna ek olarak Nasdaq’la orta vade de ili\u015fki varsa, \u015fu anki \u015fiddetli ters y\u00f6nl\u00fc ili\u015fki bize fiyat de\u011fi\u015fiminin yeni ve beklenmedik fakt\u00f6rlerle ilgili oldu\u011fu bilgisini verecektir.<\/p>\n

Starbucks Korelasyonlar\u0131 – 2023<\/a> excel dosyas\u0131nda 8 Haziran – 7 Aral\u0131k tarihleri aras\u0131ndaki fiyat de\u011fi\u015fim veri setini g\u00f6rebilirsiniz. Bu veri setinin normal da\u011f\u0131ld\u0131\u011f\u0131n\u0131 tespit ettik ve Pearson korelasyon uygulad\u0131k. \u00c7\u0131kan sonu\u00e7lara g\u00f6re Starbucks hisse fiyatlar\u0131 de\u011fi\u015fimi ile kahve fiyatlar\u0131 aras\u0131ndaki de\u011fi\u015fim aras\u0131nda -0,0043057 de\u011feri ile ili\u015fki tespit edilemezken, Nasdaq endeksinin de\u011fi\u015fimi ile Starbucks hisse fiyatlar\u0131 de\u011fi\u015fimi aras\u0131nda 0,40128 orta d\u00fczey ili\u015fki tespit edildi.<\/p>\n

\"Starbucks<\/p>\n

Kahve fiyatlar\u0131 ile ili\u015fkisizlik ve Nasdaq’la ili\u015fki do\u011fruland\u0131\u011f\u0131na g\u00f6re boykot s\u00fcrecinde e\u011fer Starbucks boykottan ya da bilmedi\u011fimiz ba\u015fka bir de\u011fi\u015fkende etkilenmediyse Nasdaq’la ili\u015fkinin korunmas\u0131 beklenirdi. Ancak ge\u00e7ti\u011fimiz 2 ayda durum tam tersine d\u00f6nm\u00fc\u015f:<\/p>\n

\"Starbucks \"\"<\/p>\n

Kas\u0131m’dan bu yana Nasdaq ralli yaparken (neredeyse %20’den fazla), Starbucks hisseleri yerinde say\u0131yor hatta de\u011fer kaybediyor. \u0130li\u015fki Aral\u0131k’ta daha da h\u0131zl\u0131 bozuluyor. Nasdaq %6’dan fazla y\u00fckselirken, Starbucks bu ayda %6 de\u011fer kaybetmi\u015f yani ili\u015fki neredeyse tamamen ters y\u00f6nl\u00fc.<\/p>\n

Bu durumda;<\/strong><\/em><\/p>\n

1-)De\u011fer kayb\u0131n\u0131n kahve fiyatlar\u0131 ile alakal\u0131 olmad\u0131\u011f\u0131 \u00e7\u00fcnk\u00fc orta d\u00f6nemde kahve fiyatlar\u0131 ile korelasyon olmad\u0131\u011f\u0131.<\/strong><\/em><\/p>\n

2-) Nasdaq’la orta vade de ili\u015fki olmas\u0131na ra\u011fmen bu ili\u015fkinin son iki ayda \u00e7ok h\u0131zl\u0131 bir bi\u00e7imde bozuldu\u011fu ve farkl\u0131la\u015ft\u0131\u011f\u0131.<\/strong><\/em><\/p>\n

3-)\u0130lk iki bilgiye dayanarak Starbucks hisselerinin de\u011fer kayb\u0131nda son iki ayda ya\u015fanan kritik bir de\u011fi\u015fkenin etkili oldu\u011fu ve bunun muhtemelen boykotla ilgili oldu\u011fu sonucuna var\u0131labilir.<\/strong><\/em><\/p>\n

Yine de son yarg\u0131 ile ilgili temkinli konu\u015fmak gerekir neticede :<\/p>\n

\"\u0130li\u015fkisellik<\/p>\n

Boykotlar\u0131n \u015firketler \u00fczerindeki etkisi, tarihsel olarak da tart\u0131\u015fmal\u0131 bir konudur. \u00d6rne\u011fin, 1990\u2019larda Shell\u2019in \u00e7evresel eylemler nedeniyle kar\u015f\u0131la\u015ft\u0131\u011f\u0131 boykotlar k\u0131sa vadede sat\u0131\u015flarda d\u00fc\u015f\u00fc\u015fe yol a\u00e7m\u0131\u015f, ancak uzun vadede marka yeniden toparlanabilmi\u015ftir. Benzer \u015fekilde Nike, tedarik zincirindeki i\u015f\u00e7i haklar\u0131 ihlalleri nedeniyle 2000\u2019lerin ba\u015f\u0131nda ciddi protestolarla kar\u015f\u0131la\u015fm\u0131\u015f, fakat y\u0131llar i\u00e7inde s\u00fcrd\u00fcr\u00fclebilirlik ve \u015feffafl\u0131k stratejileri geli\u015ftirerek piyasa de\u011ferini art\u0131rmay\u0131 ba\u015farm\u0131\u015ft\u0131r. Starbucks vakas\u0131nda farkl\u0131 olan ise, boykotun do\u011frudan bir sendika-i\u015fveren \u00e7eki\u015fmesinden tetiklenmesi ve bunun k\u00fcresel politik bir g\u00fcndemle kesi\u015fmesidir. Bu durum, boykotun daha derin ve kal\u0131c\u0131 bir alg\u0131 etkisi yaratma ihtimalini g\u00fc\u00e7lendirmektedir.<\/p>\n

Finansal a\u00e7\u0131dan bak\u0131ld\u0131\u011f\u0131nda, Starbucks hisselerindeki de\u011fer kayb\u0131 yaln\u0131zca fiyat performans\u0131 ile s\u0131n\u0131rl\u0131 de\u011fildir. Yat\u0131r\u0131mc\u0131 g\u00fcveni, beklenti y\u00f6netimi ve uzun vadeli b\u00fcy\u00fcme hik\u00e2yesi de bu s\u00fcre\u00e7te sorgulanmaya ba\u015flanm\u0131\u015ft\u0131r. Nasdaq endeksi y\u00fckselirken Starbucks\u2019\u0131n geri kalmas\u0131, yat\u0131r\u0131mc\u0131lar\u0131n \u201cf\u0131rsat maliyeti\u201d kavram\u0131n\u0131 dikkate almas\u0131na yol a\u00e7maktad\u0131r. Yat\u0131r\u0131mc\u0131, ayn\u0131 d\u00f6nemde y\u00fcksek getiriler sunan alternatif \u015firketlere y\u00f6neldi\u011finde, Starbucks hisse senedinin g\u00f6rece cazibesi zay\u0131flamaktad\u0131r. Bu durumun uzun s\u00fcre devam etmesi, \u015firketin piyasa de\u011ferinde kal\u0131c\u0131 bir erozyona yol a\u00e7abilir.<\/p>\n

Boykotun etkisi sadece finansal performans de\u011fil, m\u00fc\u015fteri sadakati a\u00e7\u0131s\u0131ndan da incelenmelidir. Starbucks gibi k\u00fcresel markalar, \u201cde\u011ferler \u00fczerinden marka konumland\u0131rmas\u0131\u201d yaparlar. Sosyal adalet, \u00e7evresel s\u00fcrd\u00fcr\u00fclebilirlik, \u00e7e\u015fitlilik gibi konularda g\u00fc\u00e7l\u00fc imajlar in\u015fa etmek, markan\u0131n sad\u0131k m\u00fc\u015fteri taban\u0131n\u0131 g\u00fc\u00e7lendirir. Ancak bu de\u011ferlerin sorguland\u0131\u011f\u0131 bir krizde, marka alg\u0131s\u0131ndaki k\u0131r\u0131lma do\u011frudan sat\u0131\u015flara yans\u0131yabilir. \u00d6zellikle gen\u00e7 t\u00fcketici gruplar\u0131, markalar\u0131n politik ve etik duru\u015flar\u0131na daha duyarl\u0131 olduklar\u0131ndan, boykot etkisi bu segmentte daha belirgin olabilir.<\/p>\n

Kriz y\u00f6netimi a\u00e7\u0131s\u0131ndan Starbucks\u2019\u0131n yakla\u015f\u0131m\u0131 da tart\u0131\u015fmal\u0131d\u0131r. \u015eirketin sendikay\u0131 hukuki s\u00fcre\u00e7le kar\u015f\u0131 kar\u015f\u0131ya b\u0131rakmas\u0131, meseleye \u201c\u00e7al\u0131\u015fan haklar\u0131\u201d boyutunu eklemi\u015f, b\u00f6ylece kriz yaln\u0131zca d\u0131\u015f politika ba\u011flam\u0131nda de\u011fil, ayn\u0131 zamanda i\u015f\u00e7i haklar\u0131 \u00e7er\u00e7evesinde de ele al\u0131n\u0131r hale gelmi\u015ftir. Bu \u00e7ifte boyut, boykotun k\u00fcresel \u00f6l\u00e7ekte yay\u0131lmas\u0131n\u0131 kolayla\u015ft\u0131rm\u0131\u015f olabilir. \u015eirketler a\u00e7\u0131s\u0131ndan en kritik hata, krizi yaln\u0131zca hukuki bir problem olarak g\u00f6r\u00fcp, ileti\u015fim ve itibar y\u00f6netimini ihmal etmektir. Starbucks\u2019\u0131n tutumu bu ba\u011flamda ders niteli\u011findedir.<\/p>\n

\u0130leriye d\u00f6n\u00fck senaryolar \u00fc\u00e7 eksende \u015fekillenebilir:<\/p>\n

    \n
  1. \n

    Boykotun kal\u0131c\u0131la\u015fmas\u0131:<\/strong> E\u011fer sendika-i\u015fveren \u00e7eki\u015fmesi uzarsa ve \u015firket imaj\u0131n\u0131 onar\u0131c\u0131 ad\u0131mlar atmazsa, Starbucks\u2019\u0131n hisselerinde Nasdaq ile aras\u0131ndaki negatif ayr\u0131\u015fma derinle\u015febilir.<\/p>\n<\/li>\n

  2. \n

    Ge\u00e7ici etki:<\/strong> Tarihsel \u00f6rneklerde oldu\u011fu gibi, boykot bir s\u00fcre sonra t\u00fcketici ilgisinin ba\u015fka g\u00fcndemlere kaymas\u0131yla zay\u0131flayabilir. Bu durumda hisse performans\u0131 endeksle yeniden korelasyon kazanabilir.<\/p>\n<\/li>\n

  3. \n

    Tersine f\u0131rsat:<\/strong> Starbucks boykot sonras\u0131 g\u00fc\u00e7l\u00fc bir sosyal sorumluluk stratejisi geli\u015ftirirse, orta vadede bu krizden daha da g\u00fc\u00e7lenerek \u00e7\u0131kabilir. \u00d6zellikle s\u00fcrd\u00fcr\u00fclebilirlik ve adil \u00e7al\u0131\u015fma ko\u015fullar\u0131 \u00fczerine yap\u0131lacak reformlar, \u015firketi uzun vadeli yat\u0131r\u0131mc\u0131lar i\u00e7in cazip hale getirebilir.<\/p>\n<\/li>\n<\/ol>\n

    Sonu\u00e7 olarak, mevcut veriler Starbucks hisselerindeki kay\u0131plar\u0131n kahve fiyatlar\u0131 ile a\u00e7\u0131klanamayaca\u011f\u0131n\u0131, Nasdaq ile ili\u015fkide ya\u015fanan k\u0131r\u0131lman\u0131n da yeni ve d\u0131\u015fsal bir fakt\u00f6re ba\u011fl\u0131 oldu\u011funu g\u00f6stermektedir. Bu fakt\u00f6r\u00fcn ba\u015fl\u0131ca aday\u0131 boykot s\u00fcrecidir. Ancak boykotun uzun vadeli etkisi, \u015firketin kriz y\u00f6netimi kapasitesine ve t\u00fcketici nezdinde g\u00fcven in\u015fa edip edemeyece\u011fine ba\u011fl\u0131d\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Starbucks boykotu, \u0130srail’in Gazze’deki sivillere y\u00f6nelik sald\u0131r\u0131lar\u0131n\u0131n t\u0131rmanmas\u0131n\u0131n ard\u0131ndan baz\u0131 \u00e7ok uluslu \u015firketlerin i\u015fgale destek vermesi ile ba\u015flad\u0131. Starbucks’\u0131n bu s\u00fcre\u00e7te \u00f6zellikle \u00f6ne \u00e7\u0131kmas\u0131 ve k\u00fcresel boykotun bu firmaya y\u00f6nelmesi ise uzayan bir sendika \u00e7eki\u015fmesi ve s\u00fcrecin k\u00f6t\u00fc kriz y\u00f6netimi neticesinde oldu. Starbucks i\u00e7erisinde en \u00f6rg\u00fctl\u00fc sendika olan Starbucks Workers United sendikas\u0131, Filistin’e destek veren<\/p>\n","protected":false},"author":15,"featured_media":5096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,48],"tags":[489,162,488],"class_list":{"0":"post-5080","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-jeoekonomik-makro-veriler","8":"category-kuresel-trendler","9":"tag-boykot","10":"tag-datakapital","11":"tag-starbucks"},"better_featured_image":{"id":5096,"alt_text":"Starbucks hisseleri","caption":"","description":"","media_type":"image","media_details":{"width":720,"height":558,"file":"2023\/12\/Starbucks-Stocks-Change.jpg","filesize":74539,"sizes":{"medium":{"file":"Starbucks-Stocks-Change-300x233.jpg","width":300,"height":233,"mime-type":"image\/jpeg","filesize":9044,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/12\/Starbucks-Stocks-Change-300x233.jpg"},"thumbnail":{"file":"Starbucks-Stocks-Change-150x150.jpg","width":150,"height":150,"mime-type":"image\/jpeg","filesize":3481,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/12\/Starbucks-Stocks-Change-150x150.jpg"},"bunyad-small":{"file":"Starbucks-Stocks-Change-150x116.jpg","width":150,"height":116,"mime-type":"image\/jpeg","filesize":2945,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/12\/Starbucks-Stocks-Change-150x116.jpg"},"bunyad-medium":{"file":"Starbucks-Stocks-Change-450x349.jpg","width":450,"height":349,"mime-type":"image\/jpeg","filesize":17368,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/12\/Starbucks-Stocks-Change-450x349.jpg"}},"image_meta":{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0","keywords":[]}},"post":5080,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/12\/Starbucks-Stocks-Change.jpg"},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/5080","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/comments?post=5080"}],"version-history":[{"count":3,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/5080\/revisions"}],"predecessor-version":[{"id":5543,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/5080\/revisions\/5543"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media\/5096"}],"wp:attachment":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media?parent=5080"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/categories?post=5080"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/tags?post=5080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}