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Research problem and aim: The aim of this study is to examine how the neoliberal institutional logic was justified although contrary to the national interests in Turkey in 1980 and the kind of rhetoric strategies the legitimating actors were used to have accomplished. The changes in the functioning of the world system in 1980 led to the transfer of new world system’s logic through the discourse of globalization to all the nations linked to the international division of labor thus, creating a contradiction with the internal operational logic of national economies and national interests. In this case, the new logic incompatible with the existing logic in the area has made the business organizations unable to function. Turkish Industry and Business Association (TUSIAD), which wants to exploit the changing conditions and the existence of conflicting institutional logics in favor of its own members, emerged as an institutional entrepreneur in this period to convince both the political wing and the whole people about the new liberal policies. The significance of the research: An examination of the rhetoric and convincing ability of the discourses of a business organization association that targeted not only to change organizational field of its own but also national institutions was found valuable. Method and material: A series of four proclamation texts published on the newspapers by TUSIAD in 1979, which started a significant change in Turkey was chosen as the data sets for analyzing in this study. For the rhetorical strategies to follow the original discourse, the rhetoric of the theorists that constituted the principles of neo-liberal economics was taken as a basis. In the study, in which the case study method is adopted, the texts were analyzed by content analysis. This study adopted Ozen and Berkman's (2007) study as a model. This model proposes that the recipient rhetoric is to apply mainly ethos approval if the transferring practice has the concern of adapting to the public in the recipient country and increasing actor’s own legitimacy. Findings and result: The findings indicate that the local actors are mainly concentrated in pathos justifications by emphasizing the current local managerial logic’s results. Research result have not justified the proposition of this study based on the model of Ozen and Berkman in which it is proposed that when a managerial practice is imported to another national context, its reconstruction inevitably involves ethos justifications more than its source discourse. Discussions and recommendations: The historical conditions of the relevant period in this case, when Turkey's terms and conditions of the actors considered together, to expedite the implementation of the new logic TUSIAD could have used the rhetoric of pathos can get the fastest results. Academic staff who would like to conduct research in this area can be investigated comparative studies related to the institutional transformation process in other countries. Extended English summary is in the end of  Full Text  PDF (TURKISH)  file . Ozet Arastirma problemi ve amaci: Bu calismanin amaci, 1980’li yillarda Turkiye’de neoliberal kurumsal mantigin ulusal cikarlara aykiri olmasina ragmen nasil kabul gordugunu ve mesrulastirici aktorlerin ne tur retorik stratejilerle bunu basardigini incelemektir. Dunya sisteminin isleyis mantiginin 1980 yilinda degistirilmesi sisteme uluslararasi isbolumu ile bagli butun uluslara bu yeni mantigin Kuresellesme soylemiyle transfer edilmek istenmesi, ulusal ekonomilerin kendi ic isleyis mantigi ve ulusal cikarlarla celisen bir durum yaratmisti. Bu durumda, alandaki mevcut mantikla uyumsuz yeni mantik isletmeleri is yapamaz hale getirmisti. Degisen kosullari ve alandaki celisen kurumsal mantiklarin varligini kendi uyeleri lehine yonlendirmek isteyen Turk Sanayicileri ve Is Adamlari Dernegi (TUSIAD), bu donemde hem politik kanadi hem de tum toplumu yeni liberal politikalar konusunda ikna etmek uzere kurumsal girisimci olarak ortaya cikmistir. Arastirmanin onemi: Bir is orgutu temsil organinin sadece kendi orgutsel alanini degil, ayni zamanda ulusal duzeyde kurumsal degisiklikleri hedeflemesi ve bunu yaparken kullandigi retorik ve soylemlerinin ikna kabiliyeti incelemeye deger bulunmustur. Metot ve materyal: TUSIAD’in 1979 yilinda gazetelere verdigi, Turkiye’de bir dizi onemli degisimi baslatan dort ilan metni bu calismada yerel soylemin veri setini olusturmustur. Orijinal soylemin izledigi retorik stratejiler icin neo-liberal ekonomi ilkelerini olusturan kuramcilarin soylemi esas alinmistir. Vaka analizi yontemi benimsenen calismada, metinler icerik analizine tabi tutulmustur. Calismada, Ozen ve Berkman’in (2007) mesrulastirici aktorlerin transfer edilen pratigi, alici ulkede halka benimsetme ve kendi mesruiyetlerini de artirma kaygisi varsa, turev soylemin basvurdugu retorik stratejilerin agirlikli olarak ethos onaylamalara basvuracagina iliskin calismasi model olarak benimsenmistir. Bulgular ve sonuc: Bulgular yerel aktorlerin soylemlerinde agirlikli olarak pathos strateji kullandiklarini ve mevcut kurumsal mantigin sonuclarina dikkat cektiklerini gostermektedir. Arastirma sonucu, bu calismada model alinan Ozen ve Berkman'in bir yonetim pratiginin baska bir ulusal baglama ithal edilirken yeniden yapilanmasinda kaynak soylemine gore daha fazla ethos onaylamalara basvuracagini one suren onerisini desteklememistir. Tartisma ve oneriler: Ornek olayimizda ilgili donemin tarihi kosullari, Turkiye’nin icinde bulundugu kosullar ve aktorun kosullari birlikte degerlendirildiginde, TUSIAD’in yeni kurumsal mantigin uygulanmasini cabuklastirma istegiyle en hizli sonuc alabilecegi pathos retorigi tercih etmis olabilecegi ongorulebilir. Bu alanda arastirma yapmak isteyen akademisyenler, diger ulkelerdeki kurumsal donusum sureciyle ilgili karsilastirmali calismalar yapabilirler.

Rhetorical strategies in legitimizing imported managerial practices<p>İthal yönetim uygulamalarının meşrulaştırılmasında retorik stratejiler