Strategic Planning Awareness, Problem Solving and Conflict Management Relationship on Medical Representatives
Tuba Duzcu*, Vildan Bayram**, *** and Doğus Kurt****
Department of Pharmacy Management, School of Pharmacy, Istanbul Medipol University, Turkiye*
Environmental and Human Health Application and Research Center, Istanbul Aydin University, Turkiye**
Business Management, Anadolu Bil Vocational School, Istanbul Aydin University, Turkiye***
Sales&Marketing Department, Sanovel Pharmaceutical Inc., Turkiye****
Abstract: In this study, it is aimed to determine the mediating effect of conflict management (CAS) on the effect of strategic planning awareness (SPA) on problem solving (PS) of the Medical representatives (MR) working in pharmaceutical companies and to contribute the results to the strategic decision-making process of pharmaceutical company managers. In the study, it was aimed to determine the path analysis between variables with structural equation modeling. The sample of the study consists of 379 MRs between the ages of 24-50 working in pharmaceutical companies in Turkiye. The questionnaire, which includes the CAS, PS, SPA Scales and socio-demographic characteristics in the international literature. In the path analysis model with the variables observed in this study, it was determined that the effect of the Perception dimension, one of the sub-dimensions of SPA, on the Compromise and Confrontational sub-dimensions of CAS sub-dimensions was not significant, while all other direct effects were significant. In mediating effects; Knowledge variable affects PS variable negatively through Avoidant and Coercive variables, while it affects it positively through Facilitative and Confrontational variables. The perception variable positively affects the PS variable through the Avoidant and Coercive variables, while it negatively affects it through the Facilitative variable
Keywords: Medical representative, Pharmaceutical representative, Strategic planning, Problem solving, Conflict management.
