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STRATEJİK İTTİFAKLARDA ETKİNLİĞİN ALGILANMASI: UYGULAMADAN BİR ÖRNEK

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Abstract (2. Language): 
To determine how successful a strategic alliance is, İts performance has to be measured. For this measurement, fmancial, objectİve, and subjective criteria are used. In this study, we examine one of the subjective criteria: "perceived effectiveness" through alliance management (in terms of length of an alliance relationship, power imbalance, managerial imbalance and confîict), inter-organizational symmetry, benefıts of an alliance, commitment to alliance, İnter-organizationaî communication and coordination and inter-organizational trust, In research part of this study, we investigate a partner's perceived effectiveness in the strategic alliance formed between Hedef Alliance Holding A.Ş., the leader company in Turkish medicine disüibution channel and Alliance Unichem Plc. We combine pıimaıy and secondary data and use descriptive and content analysis methods. İn the final part, findİngs from the study are interpreted
Abstract (Original Language): 
Stratejik ittifakların başarısını belirlemek için performanslarının ölçülmesi gerekmektedir. Stratejik ittifakların performansmı ölçmek İçin finansal, nesnel ve öznel kriterler kullanılmaktadır. Bu çalışmada öznel kriterlerden biri olan "algılanan etkinlik ölçütü"; ittifakın yönetimi (ittifak ilişkisinin süresi, güç dengesizliği, yönetsel dengesizlik ve çatışma) organizasyonlararası yönetsel uyum, kurulan ittifaklarda elde edilen faydalar, ittifak ilişkilerinde bağlılık, ortaklar arasında haberleşme ve koordinasyon, organizasyonlararası güven unsurları açısından ele alınmıştır. Çalışmanın araştırma kısmında, Türk ilaç dağıtım kanalında lider olarak faaliyet gösteren Hedef Alliance Holding A.Ş. ile Alliance Unichem Plc. arasında yapılan stratejik ittifak örnek olarak ele alınmış ve yerel firma üst yöneticileri tarafından İttifakın etkinliğinin ne şekilde algılandığı incelenmiştir. Araştırmada birincil ve ikincil kaynaklardan veriler elde edilerek, betimsel analiz ve içerik analizi uygulanmış ve bulgular literatürdeki bilgiler ışığında yorumlanmıştı
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