Abstract
Sözleşmeli üretim, bir firmanın üretim süreçlerinin bir kısmını sözleşmeye dayalı olarak yaptırdığı bir tedarik zinciri düzenlemesidir. Bu çalışmada sözleşmeli üretimin nedenleri, sözleşmeli üreticilerin marka oluşturmada yaşadıkları sorunlar ve sözleşmeli üreticilerin görüşleri incelenmiştir. Literatür taraması yapılarak, araştırmanın metodolojisi tartışılmıştır. Veriler, yedi sözleşmeli üretici ile yüz yüze yarı yapılandırılmış görüşmeler yoluyla toplanmıştır. Çalışma sonucunda, sözleşmeli üreticilerin pazarlama ve markalaşmayı ayrı bir uzmanlık alanı olarak gördükleri, pazarlama ve markalaşmaya yeterli yatırım yapamadıkları tespit edilmiştir. Sözleşmeli üreticilerin marka geliştirmeleri için teşviklerin daha erişilebilir hale getirilmesi, tasarımın önemi, üretim standartları, uluslararası fuar ve sergiler, pazarlama eğitimleri konusunda farkındalık yaratılması önerilmektedir.
Supporting Institution
YOK
Project Number
YOK
References
- Aaker, D. A. (1991). Managing Brand Equity, Capitalizing On The Value Of A Brand, The Free Press.
- Arruñada, B. and Vazquez Xosé, H. (2006). When Your Contract Manufacturer Becomes Your Competitor, Harvard Business Review, September, p.1-10.
- Bulur, Ö. C. (2019). Hazır Giyim İşletmelerinde Fason Atölye Seçiminde Çok Kriterli Karar Verme Yöntemlerinin Uygulanması (Unpublished doctoral dissertation), Marmara Üniversitesi Fen Bilimleri Enstitüsü, İstanbul.
- Czinkota, R., Kotabe, M. M. and Mercer, D. (1997). Marketing Management, Text and Cases, Blackwell Business, U.K.
- Durak, İ. (2006). Denizli Tekstil İşletmeleri Neden Fason Üretim Yapıyor? Bir Şebeke Organizasyon Çeşidi Olarak Fason Üretim ve Denizli Tekstil İşletmeleri Uygulaması, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 27, Temmuz-Aralık 2006, ss. 101-118.
- Economist Intelligence Unit (2010).“Brand And Deliver Emerging Asia’s New Corporate İmperative”, November.
- Farquhar, P. H. (1989). Managing brand equity, Marketing Research, 1 (September), 24-33.
- Gomes, P. And Meneses, R. (2012). From Offshore Outsourcing To Own Brand Manufacture: An Exploratory study on the Portuguese Footwear Providers. https://repositorio-aberto. up. pt/bitstream/10216.75383.2.24992.pdf.
- Gray, J.V., Aleda, V.R. and Tomlin, B. (2008). Quality risk in contract manufacturing: Evidence from the U.S. drug ındustry, Management Science; no. MS-00017-200. p.1-37.
- Han, C.,Porterfield, T. and Li, X. (2012). Impact Of İndustry Competition On Contract Manufacturing: An Empirical Study Of U.S. Manufacturers, Int. J. Production Economics, 138, p. 159–169.
- Hobday, M. (1995). “East Asian Latecomer Firms: Learning the Technology of Electronics”, World Development, Vol. 23, No. 7, pp. 1171-1193.
- Koçel, T. (2005). İşletme Yöneticiliği, Beta Yayınları 10.B., İstanbul.
- Kotler, P. (1995). Marketing Management-Analysis, Planning, Implementation And Control, 8th Edition, New York: Prentice Hall.
- Liu, F. H., Chen, L. J. and Chen, H. H. (2011). Sustaining Client Relationships İn The Contract Manufacturer Own-Brand Building Process: The Case Of A Smartphone Firm, International Journal of Business and Management, Vol. 6, No. 7; July, pp.59-68.
- Petelska, A., Knotten, H., Kaushik, S.,Yi, T.S.,Juan, T.S.W. and Kong, W. (2009). Brand-Building İn Taiwan: Asustek, From Contract Manufacturing To Brand-Building, Company Report (Asustek Computer, Taiwan), National University of Singapre, 10 Kent Ridge Crescent Singapore 199260
- Rahim, Z. A.,Voon, B.H. and Mahdi, R. (2016). Exploring The Dimensions Of Contract Manufacturing Service Quality For The F&B Industry, Procedia - Social and Behavioral Sciences, 224, 76 – 83.
- Riley, J. (2016). The Implications Of Contract Manufacturing For A Company’s Brand Equity, University Honors Theses. Paper 313.
- Russell, G. J., & Kamakura, W. A. (1994). Understanding brand competition using micro and macro scanner data. Journal of Marketing Research, 31(2), 289-303.
- Sharma, R. R., Nguyen, T. K. and Crick, D. ( 2018). "Exploitation Strategy and Performance of Contract Manufacturing Exporters: The Mediating Roles of Exploration Strategy and Marketing Capability", Journal of International Management, Elsevier, vol. 24(3), pages 271-283.
- Shi, J. (2019), “Contract Manufacturer’s Encroachment Strategy And Quality Decision With Different Channel Leadership Structures”, Computers & Industrial Engineering, 137, p.1-11. 106078.
- Sodhi, M. S. and Tang, C. (2013). “Strategies And Tactics Of Chinese Contract Manufacturers And Western Oems (2001–2011)”, Int. J. Production Economics 146, p. 14–24.
- Tayyar, Y. D. D. N. & Arslan, A. G. P. (2013). Hazır Giyim Sektöründe En İyi Fason İşletme Seçimi İçin Ahp Ve Vikor. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 11 (1) , 340-358.
- Yıldırım, A. and Şimşek, H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, 6.B. Seçkin Yayıncılık, Ankara.
COULD A CONTRACTUAL MANUFACTURER BECOME A WORLD BRAND? EXPERİENCED PROBLEMS AND SOLUTİON SUGGESTİONS
Abstract
Contract manufacturing is a supply chain arrangement by which a firm outsources some of its manufacturing processes to an outside supplier through a contractual agreement. The examined areas in this study are the reasons for contract production, the problems experienced by contract manufacturers in creating a brand, and the views of contract manufacturers. The literature review and the methodology of the research is discussed. Data were collected through semi-structured face-to-face interviewswith seven contract manufacturers. As a result of the study, it has been determined that contracted manufacturersperceive marketing and branding as aseparate area of expertise and they cannot invest enough for marketing and branding. Making incentives more accessible for contract manufacturers to develop brands, raising awareness about the importance of design, production standards, international fairs and exhibitions in addition to training on marketing are recommended.
Keywords
Contractual Manufacturing Contractual Manufacturer (CM) Branding Subcontracting Outsourcing
Project Number
YOK
References
- Aaker, D. A. (1991). Managing Brand Equity, Capitalizing On The Value Of A Brand, The Free Press.
- Arruñada, B. and Vazquez Xosé, H. (2006). When Your Contract Manufacturer Becomes Your Competitor, Harvard Business Review, September, p.1-10.
- Bulur, Ö. C. (2019). Hazır Giyim İşletmelerinde Fason Atölye Seçiminde Çok Kriterli Karar Verme Yöntemlerinin Uygulanması (Unpublished doctoral dissertation), Marmara Üniversitesi Fen Bilimleri Enstitüsü, İstanbul.
- Czinkota, R., Kotabe, M. M. and Mercer, D. (1997). Marketing Management, Text and Cases, Blackwell Business, U.K.
- Durak, İ. (2006). Denizli Tekstil İşletmeleri Neden Fason Üretim Yapıyor? Bir Şebeke Organizasyon Çeşidi Olarak Fason Üretim ve Denizli Tekstil İşletmeleri Uygulaması, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 27, Temmuz-Aralık 2006, ss. 101-118.
- Economist Intelligence Unit (2010).“Brand And Deliver Emerging Asia’s New Corporate İmperative”, November.
- Farquhar, P. H. (1989). Managing brand equity, Marketing Research, 1 (September), 24-33.
- Gomes, P. And Meneses, R. (2012). From Offshore Outsourcing To Own Brand Manufacture: An Exploratory study on the Portuguese Footwear Providers. https://repositorio-aberto. up. pt/bitstream/10216.75383.2.24992.pdf.
- Gray, J.V., Aleda, V.R. and Tomlin, B. (2008). Quality risk in contract manufacturing: Evidence from the U.S. drug ındustry, Management Science; no. MS-00017-200. p.1-37.
- Han, C.,Porterfield, T. and Li, X. (2012). Impact Of İndustry Competition On Contract Manufacturing: An Empirical Study Of U.S. Manufacturers, Int. J. Production Economics, 138, p. 159–169.
- Hobday, M. (1995). “East Asian Latecomer Firms: Learning the Technology of Electronics”, World Development, Vol. 23, No. 7, pp. 1171-1193.
- Koçel, T. (2005). İşletme Yöneticiliği, Beta Yayınları 10.B., İstanbul.
- Kotler, P. (1995). Marketing Management-Analysis, Planning, Implementation And Control, 8th Edition, New York: Prentice Hall.
- Liu, F. H., Chen, L. J. and Chen, H. H. (2011). Sustaining Client Relationships İn The Contract Manufacturer Own-Brand Building Process: The Case Of A Smartphone Firm, International Journal of Business and Management, Vol. 6, No. 7; July, pp.59-68.
- Petelska, A., Knotten, H., Kaushik, S.,Yi, T.S.,Juan, T.S.W. and Kong, W. (2009). Brand-Building İn Taiwan: Asustek, From Contract Manufacturing To Brand-Building, Company Report (Asustek Computer, Taiwan), National University of Singapre, 10 Kent Ridge Crescent Singapore 199260
- Rahim, Z. A.,Voon, B.H. and Mahdi, R. (2016). Exploring The Dimensions Of Contract Manufacturing Service Quality For The F&B Industry, Procedia - Social and Behavioral Sciences, 224, 76 – 83.
- Riley, J. (2016). The Implications Of Contract Manufacturing For A Company’s Brand Equity, University Honors Theses. Paper 313.
- Russell, G. J., & Kamakura, W. A. (1994). Understanding brand competition using micro and macro scanner data. Journal of Marketing Research, 31(2), 289-303.
- Sharma, R. R., Nguyen, T. K. and Crick, D. ( 2018). "Exploitation Strategy and Performance of Contract Manufacturing Exporters: The Mediating Roles of Exploration Strategy and Marketing Capability", Journal of International Management, Elsevier, vol. 24(3), pages 271-283.
- Shi, J. (2019), “Contract Manufacturer’s Encroachment Strategy And Quality Decision With Different Channel Leadership Structures”, Computers & Industrial Engineering, 137, p.1-11. 106078.
- Sodhi, M. S. and Tang, C. (2013). “Strategies And Tactics Of Chinese Contract Manufacturers And Western Oems (2001–2011)”, Int. J. Production Economics 146, p. 14–24.
- Tayyar, Y. D. D. N. & Arslan, A. G. P. (2013). Hazır Giyim Sektöründe En İyi Fason İşletme Seçimi İçin Ahp Ve Vikor. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 11 (1) , 340-358.
- Yıldırım, A. and Şimşek, H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, 6.B. Seçkin Yayıncılık, Ankara.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Research Articles |
| Authors | |
| Project Number | YOK |
| Publication Date | July 31, 2022 |
| Submission Date | April 11, 2022 |
| Published in Issue | Year 2022 Volume: 22 Issue: 2 |
