You are here

Home » Content

STRATEJİK PROJE PLANLAMASI VE PAZARLAMA: ÜNİVERSİTE-SANAYİ İŞBİRLİĞİ PROJELERİ İÇİN BİR ARAŞTIRMA

STRATEGIC PROJECT PLANNING AND MARKETING: A RESEARCH ON UNIVERSITY-INDUSTRY COOPERATION PROJECTS

Journal Name:

  • Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
This study aims to indicate the application of strategic management, planning and marketing activities during the university-industry cooperation projects’ preparation, planning and management processes. Besides, by the research hypothesis it is intended to reveal whether strategic management and marketing issues differ with regards to the project type (SAN-TEZ - TÜBİTAK), project area (engineering, health sciences, etc.) and financial sources used (national-international) during university-industry cooperation projects. The originality of the study lies in its context that focuses on an understudied project type “university-industry cooperation projects” by the project management and project marketing literature. By clarifying the consideration and inclusion of “strategic management and planning” and “strategic marketing management” concepts during the preparation and implementation phases of university-industry cooperation projects in Turkey and by providing implications with the help of an exploratory research based on the evaluations of the academicians who were granted to maintain TUBITAK 1505 ve SAN-TEZ projects in 2013, this study contributes both theoretically to the project managers in universities and practically to the industry project partners. The major finding is that within the scope of the projects in the sample; strategic management, planning and strategic marketing have not been regarded as important attributes.
Bookmark/Search this post with
Abstract (Original Language): 
Bu çalışma ile üniversite-sanayi işbirliği projelerinin hazırlanması, planlanması ve yönetilmesi süreçlerinde stratejik yönetim ve pazarlama faaliyetlerinin yerinin tespit edilmesi amaçlanmaktadır. Ayrıca, araştırma hipotezleriyle, üniversite-sanayi işbirliği projelerinde stratejik yönetim ve pazarlama değişkenlerinin ulusal proje tiplerine (SAN-TEZ - TÜBİTAK), proje alanlarına (mühendislik, sağlık bilimleri, vb.) ve projenin finansal kaynaklarına (ulusal-uluslararası) göre farklılık gösterip göstermediği ortaya çıkarılmaya çalışılmıştır. Proje yönetimi ve proje pazarlaması yazınında göz ardı edilen üniversite-sanayi işbirliği projelerine odaklanılması çalışmanın özgünlüğü olarak nitelendirebilir. Türkiye’de gerçekleştirilen üniversite-sanayi işbirliği projelerinin hazırlanması ve yürütülmesinde “stratejik yönetim ve planlama” ve “stratejik pazarlama yönetimi” alanlarının ne derece dikkate alındığına ilişkin ipuçları vermesi ve keşifsel bir saha araştırması yardımı ile 2013 yılında TÜBİTAK 1505 ve SAN-TEZ projelerini yapmaya hak kazanmış akademisyenlerin değerlendirmelerine başvurularak çıkarımlarda bulunulması, üniversitelerdeki proje yürütücüleri ve proje ortağı olan sanayi kuruluşları için çalışmanın katkıları arasında yer almaktadır. Çalışma sonucunda, örneklem kapsamındaki üniversite-sanayi işbirliği projelerinde stratejik yönetim, planlama ve pazarlama değişkenlerinin önemli olarak değerlendirilmediği saptanmıştır.
FULL TEXT (PDF): 
PDF icon arastirmax-stratejik-proje-planlamasi-pazarlama-universite-sanayi-isbirligi-projeleri-icin-bir-arastirma.pdf
  • 2
33
52
  • Turkish

JEL Codes:

REFERENCES

References: 

Alajoutsijari, K., Mainela, T., Salminen, R.T. & Ulkuniemi, P. Ambiguous Nature of Project Business – How the Project Business Companies Try to Deal with Project Business Characteristics, 2007, Conference Proceedings of the 23rd IMP Conference, Manchester Business School, Manchester, UK.
Anderson, D. & Merna, T. (2003). Project Management Strategy: Project Management Respresented as a Process Based Set of Management Domains and the Consequences for Project Management Strategy, International Journal of Project Management, 21, 387-393.
Artto, K., Martinsuo, M., Dietrich, P. & Kujala, J. (2008). Project Strategy: Strategy Types and Their Contents in Innovation Projects, International Journal of Managimg Projects in Business, 1(1), 49-70.
Asrilhant, B., Dyson, R.G. & Meadows, M. (2007). On the Strategic Project Management Process in the UK Upstream Oil and Gas Sector, Omega: The International Journal of Management Science, 35, 89-103.
Athaide, G. A., Meyers, P.W. & Wilemon, D.L. (1996). Seller–Buyer Interactions during the Commercialization of Technological Process Innovations, Journal of Product Innovation Management, 13(5), 406-421.
Bansard, D., Cova, B. & Salle, R. (1993). Project Marketing: Beyond Competitive Bidding Strategies, International Business Review, 2(2), 125-141.
Blomquist, T. & Wilson, T. (2007). Project Marketing in Multi-project Organizations: A Comparison of IS/IT and Engineering Firms, Industrial Marketing Management, 36(2), 206-218.
Brown, E. (2007). Strategic Project Management, http://ericbrown.com/docs/StrategicProjectManagement.pdf, Erişim Tarihi (20.02.2014).
Callahan, K. & Brooks, L. (2004). Essentials of Strategic Project Management, Hoboken, NJ: John Wiley & Sons. Cerit, A.G. (2002). Market Orientation Measures of the U.S. and Turkish Shipbuilding Industries: A Comparative Study, Journal of Ship Production, 18(1), 19-32. Cleland, D. & Ireland, L. (2002). Project Management: Strategic Design and Implementation, 4. baskı, USA: McGraw-Hill.
Cooper, R.G. (2001). Winning at New Products: Accelerating the Process from Idea to Launch, 3. Baskı, Cambridge, MA: Perseus Publishing.
Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Nisan 2016; 9(2)
51
Cova, B., Ghauri, P. & Salle, R. (2002). Project Marketing — Beyond Competitive Bidding. Chichester John Wiley & Sons.
Cova, B., Mazet, F. & Salle, R. (1996). Milieu as a Pertinent Analysis in Project Marketing, International Business Review, 5(6), 647-664.
Cova, B. & Holstius, K. (1993). How to Create Competitive Advantage in Project Business, Journal of Marketing Management, 9(2), 105−121.
Cova, B. & Hoskins, S. (1997). A Twin-track Networking Approach to Project Marketing, European Management Journal, 15(5), 546−556.
Cova, B. & Salle, R. (2005). Six Key Points to Merge Project Marketing into Project Management, International Journal of Project Management, 23(5), 354–359.
Cova, B. & Salle, R. (2007). Introduction to the IMM Special Issue on ‘Project Marketing and the Marketing of solutions’ A Comprehensive Approach to Project Marketing and the Marketing of Solutions, Industrial Marketing Management, 36(2), 138-146.
Dereyes, J. (2008). Strategic Project Management: Aligning Strategic Business Objectives with Project Management Strategy. Yayınlanmamış yüksek lisans tezi, University of Oregon, Applied Information Management Programme, ABD.
Dey, P.K. (2006). Integrated Project Evaluation and Selection Using Multiple-attribute Decision-Making Technique, International Journal of Production Economics, 103(1), 90-103.
Field, A. (2009). Discovering Statistics Using SPSS. Londra: Sage Publications.
Gegez, A.E. (2010). Pazarlama Araştırmaları. Geliştirilmiş 3. Baskı. İstanbul: Beta.
Green, S., Strategic Project Management: From Maturity Model to Star Project Leadership, http://www.projectscenter.com/projectmanagementsoftware/documents/strate..., Erişim Tarihi (07.04.2014).
Griffin, A. & Page, A.L. (1996). The PDMA Success Measurement Project: Recommended Measures for Product Development Success and Failure, Journal of Product Innovation Management, 13(4), 478-496.
Grundy, T. (1998). Strategy Implementation and Project Management, International Journal of Project Management, 16(1), 43-50.
Grundy, T. & Brown, L. (2002). Strategic Project Management: Creating Organizational Breakthroughs, UK: Thomson Learning.
Gürer, C., Dolu, O., Demir, S. & Köksal, T. (2009). 3. Bölüm: Kavram Oluşturma ve Ölçüm. Sosyal Bilimlerde Araştırma Yöntemleri. Der: Kaan Böke. İstanbul: Alfa, s.61-102.
Hadjikhani, A. (1996). Project Marketing and the Management of Discontinuity, International Business Review, 5(3), 319-336.
Huemer, L. (2004). Activating Trust: The Redefinition of Roles and Relationships in an International Construction Project, International Marketing Review, 21(2), 187−201.
Jalkala, A., Cova, B., Salle, R. & Salminen, R. (2010). Changing Project Business Orientations: Towards a New Logic of Project Marketing, European Management Journal, 28(2), 124-138.
Jugdev, K. & Mathur, G. (2006). Project Management Elements as Strategic Assets: Preliminary Findings, Management Research News, 29(10), 604-617.
Kerzner, H. (2001). Strategic Planning for Project Management: Using a Project Management Maturity Model, Hoboken, NJ: John Wiley & Sons, Inc.
Kerzner, H. (2009). Project Management: A Systems Approach to Planning, Scheduling and Controlling, 10.baskı, Hoboken, NJ: John Wiley & Sons, Inc.
Killen, C.P., Jugdev, K., Drouin, N. & Petit, Y. (2012). Advancing Project and Portfolio Management Research: Applying Strategic Management Theories, International Journal of Project Management, 30(5), 525-538.
Kiper, M. (2010). Dünyada ve Türkiye’de Üniversite-Sanayi İşbirliği, Ankara: İşkur Matbaacılık.
Çimen Karataş Çetin, Gül Denktaş Şakar, A. Güldem Cerit
Lehtimaki, T., Simula, H. & Salo, J. (2009). Applying Knowledge Management to Project Marketing in a Demanding Technology Transfer Project: Convincing the Industrial Customer over the Knowledge Gap, Industrial Marketing Management, 38(2), 228-236.
Lewis, J.P. (1995). The Project Manager’s Desk Reference, New York: McGraw-Hill.
Mandjak, T. & Veres, Z. (1998). The D-U-C Model and the Stages of the Project Marketing Process, 14th IMP Annual Conference Proceedings, Turku School of Economics and Business Administration, 3, 471-490.
Naaranoja, M., Haapalainen, P. & Lonka, H. (2007). Strategic Management Tools in Projects Case Construction Project, International Journal of Project Management, 25(7), 659-665.
Naughton, E. & Green, S. (2006). Strategic Project Management-A Competitive Advantage. http://www.webpronews.com/strategic-project-management-a-competitive-adv..., Erişim Tarihi (18.02.2014).
Pallant, J. (2005). SPSS Survival Manual. Sidney: Allen & Unwin.
PMI/Project Management Institute (2013). A guide to the project management body of knowledge, 5. baskı, USA:PMI.
Shenhar, A.J. (2004). Strategic Project Leadership: Toward a Strategic Approach to Project Management, R&D Management, 34(5), 569-578.
Shenhar, A.J., Dvir, D., Levy, O. & Maltz, A.C. (2001). Project success: a multidimensional strategic concept, Long Range Planning,, 34(6), 699-725.
Skaates, M. A. & Tikkanen, H. (2003). International Project Marketing as An Area of Study. A Literature Review with Suggestions for Research and Practice, International Journal of Project Management, 21(1), 503-510.
Şencan, H. (2005). Sosyal ve Davranışsal Ölçümlerde Güvenilirlik ve Geçerlilik. Ankara: Seçkin Yayıncılık.
T.C. Bilim Sanayi ve Teknoloji Bakanlığı, Sanayi Tezleri Programı, http://sagm.sanayi.gov.tr/ServiceDetails.aspx?dataID=108, Erişim Tarihi (30.03.2014).
T.C. Resmi Gazete, Sayı: 28699 (Mükerrer), http://www.resmigazete.gov.tr/eskiler/2013/07/20130706M1.pdf, Erişim Tarihi (06.07.2013).
Thesmistocleous, G. & Wearne, S.H. (2000). Project Management Top Coverage in Journals, International Journal of Project Management, 18(1), 7–11.
Tikkanen, H. (1998). Research on International Project Marketing, A Review and Implications, Marketing and International Business, Der: H.Tikkanen, Turku School of Economics and Business Administration, s.261-285.
Tikkanen, H., Kujala, J. & Artto, K. (2007). The Marketing Strategy of a Project-based Firm: The Four Portfolios Framework, Industrial Marketing Management, 36(2), 194-205.
TÜBİTAK, 1505 Üniversite Sanayi İşbirliği Destek Programı, http://www.tubitak.gov.tr/tr/destekler/sanayi/ulusal-destek-programlari/..., Erişim Tarihi: (30.03.2014).
TÜBİTAK, Ulusal Bilim, Teknoloji ve Yenilik İstatistikleri http://www.tubitak.gov.tr/tr/kurumsal/politikalar/icerik-bty-istatistikleri, Erişim Tarihi: (30.03.2014).
Wessels, D. (2007). The Emergence of Strategic Project Management. Annual North American Meeting of the Project Management Institute, Atlanta.

Thank you for copying data from http://www.arastirmax.com