Model strateškega upravljanja prodajnih poti v procesu globalizacije trga in razvoja trgovskih znamk

Jager, Jerneja

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Title:	Model strateškega upravljanja prodajnih poti v procesu globalizacije trga in razvoja trgovskih znamk
Authors:	ID Jager, Jerneja (Author) ID Jurše, Milan (Mentor) More about this mentor... ID Tominc, Polona (Comentor)
Files:	DOK_Jager_Jerneja_2015.pdf (5,47 MB) MD5: 38C4ED185A9849B55E88B47956225B21
Language:	Slovenian
Work type:	Dissertation
Typology:	2.08 - Doctoral Dissertation
Organization:	EPF - Faculty of Business and Economics
Abstract:	Doktorska disertacija je razdeljena na teoretični in empirični del. V teoretičnem delu disertacije najprej definiramo globalizacijo in internacionalizacijo, kot dva od osrednjih fenomenov sodobne mednarodne ekonomije. Sledi razlaga modelov internacionalizacije in sicer internacionalizacija s tujimi neposrednimi investicijami, mrežni pristop k internacionalizaciji in razlaga modela globalno rojenih podjetij. V tretjem poglavju razčlenjujemo temeljne značilnosti modela upravljanja blagovnih znamk proizvajalcev izdelkov in storitev. Sledi razlaga definicije in pomena blagovne znamke v snovanju strategije prodajnih poti proizvajalca, saj strategija znamke vpliva na izbiro primerne prodajne poti oziroma na intenzivnost distribucije in izgrajevanje tržne prepoznavnosti proizvajalcev izdelkov na prodajnem mestu. Strategija blagovne znamke, ki je v zadnjem času vedno bolj prisotna v oblikovanju prodajnega asortimenta na prodajni poti, je strategija trgovskih blagovnih znamk. Funkcije trgovskih blagovnih znamk za trgovsko podjetje so večja moč trgovca v distribucijskem kanalu in v celotni oskrbni verigi, centralizacija aktivnosti upravljanja in pozicioniranja prodajnega asortimenta ter razlikovalnega pozicioniranja, izgrajevanje zvestobe odjemalcev in drugo. Sprejemanje trgovskih blagovnih znamk s strani proizvajalcev je odvisno predvsem od njihovih razpoložljivih proizvodnih kapacitet, kratkoročnega prihodka, njihove strategije tržnega pozicioniranja lastnih znamk na trgu, intenzitete konkuriranja in pritiska s strani trgovcev. V četrtem poglavju smo na osnovi podrobnega pregleda literature razčlenili osnovne konceptualne in teoretične vidike upravljanja znamk na prodajni poti. Prodajno pot sestavlja skupina podjetij in posameznikov, ki opravljajo funkcije ali aktivnosti, ki omogočijo prenos izdelkov in storitev od proizvajalcev do odjemalcev in hkrati omogočajo osrednjim tržnim akterjem (proizvajalcem, distributerjem) dosegati lastne distribucijske cilje. Pomembno je poznavanje vloge in odnosov členov na prodajni poti. Teoretični del disertacije zaključujemo v sklepnem poglavju s sintezo konceptualnega modela upravljanja prodajnih poti proizvodnega podjetja na mednarodnih trgih, ki je tudi osrednji znanstveno raziskovalni prispevek doktorske disertacije. V empiričnem delu disertacije smo v okviru konceptualnega modela preverjali osem hipotez. Ugotavljamo, da je povezava strategij prodajnih poti z marketinško, tržno in finančno uspešnostjo pozitivna. Podjetja, ki gradijo na mednarodnih trgih svojo tržno pozicijo z jasno določeno strategijo prodajnih poti do končnih odjemalcev, dosegajo s takšno strategijo boljše poslovne rezultate, ki se kažejo predvsem v večji finančni, tržni in marketinški uspešnosti. Izkazalo se je tudi, da so podjetja, ki bolje obvladujejo trženje izdelkov v smislu večje izvozne tržne naravnanosti hkrati tudi tržno in finančno uspešnejša. Delež lastnih blagovnih znamk pozitivno vpliva na obe vrsti uspešnosti, tako tržno kot tudi finančno uspešnost. Marketinška uspešnost je prav tako pozitivno povezana z obema vrstama uspešnosti. Podjetja, ki imajo v prodajni strukturi večji delež lastnih blagovnih znamk, so tudi uspešnejša pri razvijanju lastnih strategij prodajnih poti. Inovativnost podjetij pozitivno vpliva na tržno in finančno uspešnost, saj sta oba regresijska koeficienta pozitivna in statistično značilna. Čeprav smo predvidevali, da so trgovske znamke grožnja za razvoj prodajne identitete proizvajalca in njegov poslovni rezultat in da obstaja negativna povezava med trgovskimi znamkami in stopnjo dobičkonosnosti prodaje izdelkov za dobavitelje, teh hipoteze nismo empirično potrdili. Prav tako na podlagi empirične analize ni moč jasno zatrditi, da obstaja pozitivna povezava med rastjo prodaje izdelkov proizvodnega podjetja in sprejemanjem trgovske znamke kot pogoja za vstop v izbrano prodajno pot.
Keywords:	mednarodni trgi, strategija prodajnih poti, blagovne znamke proizvajalca, trgovske znamke, marketinška uspešnost, prodaja, finančna uspešnost, lokalni institucionalni sistem, distribucijska kultura, odnosi z odjemalci na tujih trgih
Place of publishing:	Maribor
Publisher:	J. Jager
Year of publishing:	2015
PID:	20.500.12556/DKUM-47531-2f8e0db5-3b9f-2947-25e5-3189f70dc90c
UDC:	658.8
COBISS.SI-ID:	12203036
NUK URN:	URN:SI:UM:DK:EAT0CA2C
Publication date in DKUM:	25.01.2016
Views:	2535
Downloads:	391
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Strategic Sales Channel Management Model in the Market Globalization and Retail Brand Development Process
Abstract:	The doctoral dissertation is divided into the theoretical and empirical part. Within the theoretical part first globalisation and internationalisation are defined, as two of the central phenomena of the modern international economy. This is followed by an explanation of internationalisation models (i.e. internationalisation with direct foreign investments, network approach to internationalisation) and an explanation of the born-global company model. The third chapter addresses in detail the fundamental characteristics of the brand management model for product manufacturers and service providers. Next are a definition and an explanation of the significance of brands in the drafting and planning manufacturer sales channels, since the brand strategy affects the choice of a suitable sales channel and/or intensity of the distribution and brand building of product manufacturers at the point of sale. In this context, the retail brand strategy is becoming increasingly included in the product assortment development. Functions of retail brands from the aspect of retailers include: the increase of retailer's power in the distribution channel and in the entire supply chain; centralisation of product management; better and differential positioning; building of customer’s loyalty, etc. However, the acceptance of retail brands from manufacturers in depends primarily on their available production capacities, short term revenues; of their market positioning strategy, and of intensity of competition and pressures from retailers. In the fourth chapter we analysed the main conceptual and theoretical aspects of brand management in the sales path on the basis of literature review The sales channels consists of a group of companies and individuals, who carry out functions and activities which enable the transfer of products and services from companies, and at the same time allows the main market contributors (manufacturers, distributors) to achieve their own distribution objectives. It is important to know the role and relationships between different elements of the sales channel. The theoretical part of the dissertation ends with a conclusion and a synthesis of a conceptual sales channel management model for a company operating in the international market, which is also the main scientific contribution of the doctoral dissertation. In the empirical part of the dissertation eight hypotheses were tested. A positive relationship between the sales channel strategy and the marketing, sales and financial performance was confirmed. Companies, which build their market position in international markets with a clearly defined channel strategy, achieve better performances. The better performance implies primarily better financial, sales and marketing results. The results also reveal that the companies which are better at marketing of their products (i.e. more export market oriented) also achieve better financial and market results. The marketing performance is also linked to both other types of performance. Companies, which have a higher share of own brands in their sales structure, are also more successful when developing their own sales path strategies. The company innovativeness has a positive impact on the market and financial performance, since both regression coefficients are positive and statistically significant. Despite the speculation that retail brands constitute a threat to the development of the manufacturers own sales and business results and that there is a negative link between the retail brands and the level of profits generated by the manufacturer's sale of products, the empirical part did not confirm this hypothesis. The empirical analysis could also not confirm whether there is a positive link between the increase in the sale of products by the manufacturer and retail brand acceptance as a condition to acquire sales channels.
Keywords:	international markets, sales channel strategy, manufacturer brands, retail brands, market performance, sales, financial performance, local institutional system, distribution culture, customer relations in foreign markets

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