Ayşenur ÖZGÜNSEVEN ÇAĞ, Nilhan ERDİNÇ, Aykut DEDE, Gülbin ÖZÇELİKAY

Türk İlaç Sanayisinde Fason Üretim ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj ve Dezavantajlar

Bu çalışmada, Türk ilaç sanayinde üretim faaliyetleri arasında yer alan fason üretim ve co-marketing anlaşması yapan firmaların bu süreçte sağladığı avantaj ve dezavantajlar belirlenmiş ve firmaların bu konudaki tutumları değerlendirilmiştir. Çalışmada, fason üretim ve co-marketing anlaşması yapmanın, avantaj ve dezavantajları ile ilgili ifadeler araştırmacılar tarafından hazırlanarak likert derecelendirme ölçeği ile bir anket oluşturulmuştur. Çalışma evreni, Türk ilaç sanayinde faaliyet gösteren firmaların oluşturduğu dernek ve sendikalara üye olan 111 firma olarak belirlenmiştir. Firmaların kayıtlı olduğu dernek ve sendikalara anket formları firmaların e-maillerine gönderilerek, anketin tüm firmaların iş geliştirme birimlerine ulaştırılması ve değerlendirilmesi istenmiştir. Elde edilen verilerin analizinde, IBM SPSS 25.0 paket programı yardımıyla değerlendirilmiştir. Çalışmaya 15 fason üretim yapan firma, 17 co-marketing anlaşması yapan firma katılmıştır. Firmalardan gelen cevaplar her iki anlaşma türü içinde ayrı ayrı olmak üzere bağımsız gruplar t testi ve tek yönlü varyans analizi (ANOVA) yapılmıştır. Çalışma sonuçlarına göre; fason üretim yapan firmaların, üretim tesisi maliyetinden tasarruf etme, yeni teknolojileri rahatlıkla kullanma, ihtiyacımız olan uzmanlara daha kolay ulaşmanın bir avantaj olduğu görüşüne yüksek oranda katıldıkları belirlenmiştir. Co-marketing anlaşması olan firmaların büyük bir kısmının fason üretim de yaptığı tespit edilmiştir. Bu firmalar, yeni teknolojileri rahatlıkla kullanmanın, pazardaki potansiyel müşterilere daha kolay ulaşmanın, müşteri portföylerinin ve dağıtım hacminin co-marketing anlaşması ile avantajlı hale geldiğini belirmiştir.

Anahtar Kelimeler:

İlaç sanayi, Fason üretim, Co-marketing, Pazarlama, İş birliği

Advantages and Disadvantages Experienced by Contract Manufacturing and Co-Marketing Companies in Turkish Pharmaceutical Industry

In this study, the advantages and disadvantages of contract manufacturing and co-marketing agreements, which are among the production activities in the Turkish pharmaceutical industry, were determined and the attitudes of the companies on this issue were evaluated. In the study, statements about the advantages and disadvantages of contract manufacturing and co-marketing agreements were prepared by the researchers and a questionnaire was created with a likert rating scale. The population of the study was determined as one hundred-eleven companies that are members of associations and trade unions formed by companies operating in the Turkish pharmaceutical industry. The questionnaire forms were sent to the e-mails of the companies to the associations and trade unions to which the companies were registered, and it was requested that the questionnaire be delivered to the business development units of all companies and evaluated. The data obtained were analyzed with the help of the IBM SPSS 25.0 package program. Fifteen contract manufacturing companies and seventeen co-marketing companies participated in the study. T-test and one-way analysis of variance (ANOVA) for independent groups were performed separately for both types of agreements. According to the results of the study, it was determined that contract manufacturing companies agreed with the view that saving on production facility costs, using recent technologies easily, and having easier access to the experts we need are advantages at a high rate. It has been determined that most of the companies with co-marketing agreements also make contract manufacturing. These companies stated that using recent technologies easily, reaching potential customers in the market more easily, customer portfolio and distribution volume became advantageous with the co-marketing agreement.

Keywords:

Pharmaceutical industry, Contract manufacturing, Co-marketing, Marketing, Collaboration,

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