Cilt 14 Sayı 3 (2026): Business & Management Studies: An International Journal
Makaleler

Premium markalarda katmanlı üretim: Rekabetçi fark yaratma potansiyeli ve stratejik pazarlama yönetimi

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  • Savaş Gökalp Karamık
Savaş Gökalp Karamık
Dr., Manisa Celal Bayar Üniversitesi, Manisa, Türkiye

Yayınlanmış 25.09.2026

Anahtar Kelimeler

  • Strategic Marketing, Competitive Differentiation, Additive Manufacturing
  • Stratejik Pazarlama, Rekabetçi Farklılaşma, Katmanlı Üretim

Nasıl Atıf Yapılır

Premium markalarda katmanlı üretim: Rekabetçi fark yaratma potansiyeli ve stratejik pazarlama yönetimi. (2026). Business & Management Studies: An International Journal, 14(3), 1417-1434. https://doi.org/10.15295/bmij.v14i3.2799

Telif Hakkı (c) 2026 Savaş Gökalp Karamık

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Premium markalarda katmanlı üretim: Rekabetçi fark yaratma potansiyeli ve stratejik pazarlama yönetimi. (2026). Business & Management Studies: An International Journal, 14(3), 1417-1434. https://doi.org/10.15295/bmij.v14i3.2799

Öz

Katmanlı üretim teknolojileri, daha geniş Endüstri 4.0 ekosistemi içerisinde önemli ölçüde ilgi görmesine rağmen, mevcut literatürde ağırlıklı olarak operasyonel ve mühendislik odaklı perspektiflerle ele alınmakta; stratejik pazarlama açısından taşıdığı etkiler ise görece sınırlı biçimde incelenmektedir. Bu çalışma, katmanlı üretim teknolojilerinin premium sektörlerde rekabetçi farklılaşma ve stratejik konumlandırma süreçlerine nasıl entegre edildiğini inceleyerek söz konusu boşluğu doldurmayı amaçlamaktadır. Araştırmada niteliksel çoklu vaka çalışması deseni benimsenmiş; Porsche, Bugatti ve Chanel’e ilişkin kurumsal ve bağımsız sektör dokümanları, VRIO çerçevesi doğrultusunda yorumlanan tematik kodlama yöntemiyle analiz edilmiştir. Bulgular, katmanlı üretimin kişiselleştirme, mühendislik prestiji, estetik inovasyon ve çevik değer yaratımı aracılığıyla farklılaşma odaklı konumlandırmaya katkı sağladığını; sürdürülebilirlik anlatılarının ise büyük ölçüde iddia düzeyinde kaldığını göstermektedir. Stratejik önemin yalnızca teknolojik altyapıdan değil, firmaların bu yetenekleri daha geniş markalaşma ve değer yaratma sistemleriyle örgütsel düzeyde nasıl bütünleştirdiğinden kaynaklandığı ortaya konulmuştur. Çalışma, dijital olarak entegre edilmiş üretim teknolojilerinin premium pazar ortamlarında rekabetçi farklılaşmayı nasıl destekleyebileceğini açıklayan kavramsal bir çerçeve sunmaktadır.

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