Paralel ithalat / Gri pazar kavramları ve çözüm önerileri hakkında literatür taraması

Paralel ithalat ve gri pazar konuları geçtiğimiz 20, 30 yıldır tescilli marka sahiplerinin gündemindeki önemli konulardan birisi olmuştur. Paralel ithalat ve gri pazarların çıkış noktası olarak çoğunlukla pazarlar arasında oluşan fiyat farklılıkları gösterilmiş, ancak son yıllarda bunların paralel ithalatçının başta tutundurma maliyetleri olmak üzere birtakım maliyetlere katlanmaması nedeniyle de ortaya çıkmış olabileceğine dair güçlü kanıtlar ortaya konulmuştur. Paralel ithalatın nedeni konusunda yapılacak olan kabul, bu noktada alınabilecek önlemleri farklılaştırdığı için önemli olmaktadır. Ülkemizde özellikle pazarlama alanında yeteri kadar irdelenmemiş olan paralel ithalat ve gri pazar kavramları derleme niteliğinde olan bu çalışmada ele alınmış ve farklı çözüm önerileri özellikle AB otoritelerince benimsenmiş olan anlayışla bir araya getirilmeye çalışılmıştır.

A literature review about parallel import/Gray markets and strategies to combat

Within last 20 or 30 years parallel imports and gray markets have become one of the primary problems of trade mark owners across the globe. Parallel import and gray market in which well known brands are sold through unauthorized dealers used to be considered as a result of price differences across countries. However, more recent studies have found strong evidences indicating that neither parallel import nor gray market operators bear promotion cost and service cost, making their operation costs are well below the authorized channel members’ cost. The presumption about the reason may differentiate the strategies for combating parallel import and gray markets. The concern over parallel import and gray markets has been neglected by international marketing related Turkish Academia. This literature review aims to introduce these concepts and strategies for combating with parallel imports and gray markets. The legal cases from the EU authorities are also added to draw the legal borders while planning strategies to combat.

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