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

Year 2023, Volume: 6 Issue: 4, 592 - 599, 15.10.2023
https://doi.org/10.19127/bshealthscience.1311455

Abstract

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.

References

  • Ahn S, Kim H, Forney JA. 2009. Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product brand and alliance levels. J Retail Consum Serv, 16(6): 477-485.
  • Bird R, Ya M. 2012. Make pharma partnerships work in china. Managing Intellect Proper, 220: 26-29.
  • Carter AJ. 2007. A guide to co-promotion and co-marketing partnerships in the pharmaceutical industry: what’s all the fuss about? J Lic Execut Soc Inter, 42: 418-425.
  • Deniz KZ. 2020. Herkes için istatistikolay. Nobel Akademik Yayıncılık, Ankara, Türkiye, pp:116.
  • Elekidis AP, Georgiadis MC. 2022. Optimal contract selection for contract manufacturing organizations in the secondary pharmaceutical industry. Comput Chem Engin, 165: 107957.
  • Giannino M. 2016. The italian competition authority clears a co-marketing agreement for the commercialization of a drug imposing a number of commitments on the parties. SSRN Electronic J, 2016: 1-5.
  • Gong X, Wang S, Jiao RJ, Gebraeel NZ. 2023. Collaborative contracting for Manufacturing-as-a-Service (MaaS) by information content measurement and decision tree learning. Adv Engin Inform, 56: 101911.
  • Grieco C, Iasevoli G. 2017. Co-marketing alliances: definitions and approaches. Insights from a literature review. Manage Res Rev, 40(9): 971-989.
  • Han C, Porterfield T, Li X. 2012. Impact of industry competition on contract manufacturing: an empirical study of U.S. manufacturers. Inter J Product Econ, 138(1): 159-169.
  • He X, Wei Y. 2013. Export market location decision and performance. Inter Marketing Rev, 30(6): 559-590.
  • Hull DW, Clancy MJ. 2018. The application of eu competition law in the pharmaceutical sector. J Europ Compet Law Pract, 9(6): 389-402.
  • İEİS. 2022. İlaç endüstrisi işverenler sendikası. URL: https://www.ieis.org.tr/tr/dunya-ve-turkiye-ilac-pazari (erişim tarihi: 24 Mayıs 2023).
  • Markets and Markets. 2022. Market research report. URL: https://www.marketsandmarkets.com/Market-Reports/pharmaceutical-contract-manufacturing-market-201524381.html (erişim tarihi: 4 Haziran 2023).
  • McCutchen WW, Swamidass PM. 2004. Motivations for strategic alliances in the pharmaceutical/biotech industry: Some new findings. J High Technol Manage Res, 15(2): 197-214.
  • Özbebek Tunç A, Zincir O. 2019. Örgütler arası ilişki bağlamında açık inovasyonu anlamak: kavramsal bir değerlendirme. Optimum Ekon Yönet Bilim Derg, 6(2): 209-226.
  • Pandya EJ, Shah KV. 2013. Contract manufacturing in pharma industry. Pharma Sci Monit, 4(3).
  • Peltola R. 2020. Customer understanding in a case company’s contract manufacturing business. MSc Thesis, Turku University of Applied Sciences, Turku, Finland, pp: 62.
  • Rahim ZA, Voon BH, Mahdi R. 2016. Exploring the dimensions of contract manufacturing service quality for the f&b industry. Proc Soc Behav Sci, 224: 76-83.
  • Rantanen J, Khinast J. 2015. The future of pharmaceutical manufacturing sciences. J Pharma Sci 104(11): 3612-3638.
  • Reddy CD, Gupta NV. 2013. Overview on contract research and manufacturing services (CRAMs) and its present status in India. Asian J Pharma Clin Res, 6(2): 33-37.
  • Simonet D. 2002. Licensing agreements in the pharmaceutical industry. J Med Market, 2(4): 329-341.
  • Singla B, Singh A. 2019. Contract manufacturing: the boon for developing economies. Inter J Innov Technol Exploring Engin, 8(12): 367-370.

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

Year 2023, Volume: 6 Issue: 4, 592 - 599, 15.10.2023
https://doi.org/10.19127/bshealthscience.1311455

Abstract

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.

References

  • Ahn S, Kim H, Forney JA. 2009. Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product brand and alliance levels. J Retail Consum Serv, 16(6): 477-485.
  • Bird R, Ya M. 2012. Make pharma partnerships work in china. Managing Intellect Proper, 220: 26-29.
  • Carter AJ. 2007. A guide to co-promotion and co-marketing partnerships in the pharmaceutical industry: what’s all the fuss about? J Lic Execut Soc Inter, 42: 418-425.
  • Deniz KZ. 2020. Herkes için istatistikolay. Nobel Akademik Yayıncılık, Ankara, Türkiye, pp:116.
  • Elekidis AP, Georgiadis MC. 2022. Optimal contract selection for contract manufacturing organizations in the secondary pharmaceutical industry. Comput Chem Engin, 165: 107957.
  • Giannino M. 2016. The italian competition authority clears a co-marketing agreement for the commercialization of a drug imposing a number of commitments on the parties. SSRN Electronic J, 2016: 1-5.
  • Gong X, Wang S, Jiao RJ, Gebraeel NZ. 2023. Collaborative contracting for Manufacturing-as-a-Service (MaaS) by information content measurement and decision tree learning. Adv Engin Inform, 56: 101911.
  • Grieco C, Iasevoli G. 2017. Co-marketing alliances: definitions and approaches. Insights from a literature review. Manage Res Rev, 40(9): 971-989.
  • Han C, Porterfield T, Li X. 2012. Impact of industry competition on contract manufacturing: an empirical study of U.S. manufacturers. Inter J Product Econ, 138(1): 159-169.
  • He X, Wei Y. 2013. Export market location decision and performance. Inter Marketing Rev, 30(6): 559-590.
  • Hull DW, Clancy MJ. 2018. The application of eu competition law in the pharmaceutical sector. J Europ Compet Law Pract, 9(6): 389-402.
  • İEİS. 2022. İlaç endüstrisi işverenler sendikası. URL: https://www.ieis.org.tr/tr/dunya-ve-turkiye-ilac-pazari (erişim tarihi: 24 Mayıs 2023).
  • Markets and Markets. 2022. Market research report. URL: https://www.marketsandmarkets.com/Market-Reports/pharmaceutical-contract-manufacturing-market-201524381.html (erişim tarihi: 4 Haziran 2023).
  • McCutchen WW, Swamidass PM. 2004. Motivations for strategic alliances in the pharmaceutical/biotech industry: Some new findings. J High Technol Manage Res, 15(2): 197-214.
  • Özbebek Tunç A, Zincir O. 2019. Örgütler arası ilişki bağlamında açık inovasyonu anlamak: kavramsal bir değerlendirme. Optimum Ekon Yönet Bilim Derg, 6(2): 209-226.
  • Pandya EJ, Shah KV. 2013. Contract manufacturing in pharma industry. Pharma Sci Monit, 4(3).
  • Peltola R. 2020. Customer understanding in a case company’s contract manufacturing business. MSc Thesis, Turku University of Applied Sciences, Turku, Finland, pp: 62.
  • Rahim ZA, Voon BH, Mahdi R. 2016. Exploring the dimensions of contract manufacturing service quality for the f&b industry. Proc Soc Behav Sci, 224: 76-83.
  • Rantanen J, Khinast J. 2015. The future of pharmaceutical manufacturing sciences. J Pharma Sci 104(11): 3612-3638.
  • Reddy CD, Gupta NV. 2013. Overview on contract research and manufacturing services (CRAMs) and its present status in India. Asian J Pharma Clin Res, 6(2): 33-37.
  • Simonet D. 2002. Licensing agreements in the pharmaceutical industry. J Med Market, 2(4): 329-341.
  • Singla B, Singh A. 2019. Contract manufacturing: the boon for developing economies. Inter J Innov Technol Exploring Engin, 8(12): 367-370.
There are 22 citations in total.

Details

Primary Language Turkish
Subjects Pharmacy Management
Journal Section Research Article
Authors

Ayşenur Özgünseven Çağ 0000-0003-0902-5231

Nilhan Erdinç 0000-0002-3452-3497

Aykut Dede 0009-0000-6796-8962

Gülbin Özçelikay 0000-0002-1580-5050

Early Pub Date September 8, 2023
Publication Date October 15, 2023
Submission Date June 8, 2023
Acceptance Date August 11, 2023
Published in Issue Year 2023 Volume: 6 Issue: 4

Cite

APA Özgünseven Çağ, A., Erdinç, N., Dede, A., Özçelikay, G. (2023). Türk İlaç Sanayisinde Fason Üretim ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj ve Dezavantajlar. Black Sea Journal of Health Science, 6(4), 592-599. https://doi.org/10.19127/bshealthscience.1311455
AMA Özgünseven Çağ A, Erdinç N, Dede A, Özçelikay G. Türk İlaç Sanayisinde Fason Üretim ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj ve Dezavantajlar. BSJ Health Sci. October 2023;6(4):592-599. doi:10.19127/bshealthscience.1311455
Chicago Özgünseven Çağ, Ayşenur, Nilhan Erdinç, Aykut Dede, and Gülbin Özçelikay. “Türk İlaç Sanayisinde Fason Üretim Ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj Ve Dezavantajlar”. Black Sea Journal of Health Science 6, no. 4 (October 2023): 592-99. https://doi.org/10.19127/bshealthscience.1311455.
EndNote Özgünseven Çağ A, Erdinç N, Dede A, Özçelikay G (October 1, 2023) Türk İlaç Sanayisinde Fason Üretim ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj ve Dezavantajlar. Black Sea Journal of Health Science 6 4 592–599.
IEEE A. Özgünseven Çağ, N. Erdinç, A. Dede, and G. Özçelikay, “Türk İlaç Sanayisinde Fason Üretim ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj ve Dezavantajlar”, BSJ Health Sci., vol. 6, no. 4, pp. 592–599, 2023, doi: 10.19127/bshealthscience.1311455.
ISNAD Özgünseven Çağ, Ayşenur et al. “Türk İlaç Sanayisinde Fason Üretim Ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj Ve Dezavantajlar”. Black Sea Journal of Health Science 6/4 (October 2023), 592-599. https://doi.org/10.19127/bshealthscience.1311455.
JAMA Özgünseven Çağ A, Erdinç N, Dede A, Özçelikay G. Türk İlaç Sanayisinde Fason Üretim ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj ve Dezavantajlar. BSJ Health Sci. 2023;6:592–599.
MLA Özgünseven Çağ, Ayşenur et al. “Türk İlaç Sanayisinde Fason Üretim Ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj Ve Dezavantajlar”. Black Sea Journal of Health Science, vol. 6, no. 4, 2023, pp. 592-9, doi:10.19127/bshealthscience.1311455.
Vancouver Özgünseven Çağ A, Erdinç N, Dede A, Özçelikay G. Türk İlaç Sanayisinde Fason Üretim ve Co-Marketing Anlaşması Yapan Firmaların Yaşadıkları Avantaj ve Dezavantajlar. BSJ Health Sci. 2023;6(4):592-9.