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Journals / Abant Sosyal Bilimler Dergisi / 2022 / Cilt: 22 - Sayı: 2

COULD A CONTRACTUAL MANUFACTURER BECOME A WORLD BRAND? EXPERİENCED PROBLEMS AND SOLUTİON SUGGESTİONS

SÖZLEŞMELİ ÜRETİCİ DÜNYA MARKASI OLABİLİR Mİ? YAŞANAN PROBLEMLER VE ÇÖZÜM ÖNERİLERİ

Elif KARA
Dilber ULAŞ
Pages
843–861
Publication Date
2022-07-31
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
📊
Key Findings & Data: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.
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Conclusion & Impact: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.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Fason Üretim · Sözleşmeli Üretim · Markalaşma

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.

Özet

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.

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Cite This Article

KARA, E., ULAŞ, D. (2022). COULD A CONTRACTUAL MANUFACTURER BECOME A WORLD BRAND? EXPERİENCED PROBLEMS AND SOLUTİON SUGGESTİONS. Abant Sosyal Bilimler Dergisi, Cilt: 22 - Sayı: 2, 843–861. https://ajindex.com/articles/713926

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