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Ozel Marka Uretiminde Uretici Perakendeci ve Bagimliliginin Isbirligi Surec ve Performansa Etkileri

Author

Listed:
  • Engin Ozgul

    (Dokuz Eylul Universitesi Iktisadi Idari Bilimler Fakultesi, Isletme Bolumu)

Abstract

Ozel markalarin Turkiye’de ozellikle son on yilda gosterdigi ciddi buyume ve tasidigi ekonomik onem dikkatleri, ozel markalarin ureticiler icin yararli olup olmadigi konusuna cekmistir. Calismada bu yararlar ve perakendeci ile kurulan isbirliginin boyutu, bagimlilik iliskisi yaklasimiyla incelenmistir. Sonucta bagimlilik iliskisinin taraflarin isbirligi ve ureticinin ozel marka uretiminden elde ettigi performansi dogrudan etkilemedigi, ancak bagimlilik asimetrisi dikkate alindiginda aralarinda onemli baglantilar oldugu saptanmistir. Ayrica calismada ureticilerin onemli bir kisminin, perakendeciler ile dogru bir bagimlilik iliskisi gelistiremedigi, bu nedenle elde ettikleri yararlarin sinirli kaldigi ve dogru bir bagimlilik iliskisini gelistirilmesinde uretici ve perakendecilere onemli gorevler dustugu saptanmistir.

Suggested Citation

  • Engin Ozgul, 2004. "Ozel Marka Uretiminde Uretici Perakendeci ve Bagimliliginin Isbirligi Surec ve Performansa Etkileri," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 4(1), pages 144-155.
    • Handle: RePEc:ege:journl:v:4:y:2004:i:1:p:144-155
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    JEL classification:

    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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