The Verpa Corp case : a study about transfer of soft technology-a marketing program
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This research study was carried out within the scope of the development through technology transfers; and basically focuses on the transfer of maiagerial know-how of a Turkish company, its application in the Turkish market, and the analysis of resultant marketing performance which also indicate the analysis of transferred know-how. For this purpose, the Verpa Corp., which is the only subsidiary of American Rexair Inc. in Turkey, was chosen as an illustration. Rexair manufactures “Rainbow Cleaning System“ which is marketed both in the USA and internationally in 33 countries with the sane program. Here, Rainbow represents the product transfer which is totally Imported from the US and the Total Program represents the transfer of managerial know-how by the Verpa Corp.. To understand the present situation of the Verpa Corp. in the market aid to analyze the performance of the current marketing strategy, two different questionnaires were administered to dealers and customers. Besides, observations and interviews with managers, dealers and customers were also performed and used both in the design of the questionnaires. Managers and dealers were asked basically about the organization structure, weaknesses and strengths of the currently applied Total Program, and their problems related to the company and the job. On the other hand, customers were wanted to answer the questions related to the product, dealers’ performance and also their complaints in general. The first questionnaire was distributed to 14 dealers in the company and the second one was given to 30 customers. Therefore, the company was evaluated by both parties. According to the questionnaire results, dealers were grouped as the ones who worked less than 6 months and the dealers who worked more than 6 months. Customers were grouped as A, В and C according to their socio-economic status (SES). To find out the significant relation in the answers of these groups t-test was applied. However, no significant difference were found in the answers of the groups in both questionnaires. The Total F>rogram and the Rainbow Cleaning System are perceived as "very different" by the respondents. The Verpa Corp. is able to take attention of the consumers in the market and expand its market share by the application of a differentiated marketing program. The present findings indicated that, Verpa can reach further success if the managers improve and adapt some parts of the Total Program as talent scouting, training and motivation, reorganize the company, and also improve the relations between the Area Distributors and also dealers. At the end of the analysis it is seen that dealers are ready any type of change or adaptation that will help to increase the sales performance of the company where the managers already have a certain knowledge potential to apply these. The success of 'vterpa implies that Turkish companies can compete at home or in international markets by using such transferred technologies and improve their marketing performance.