Browsing by Author "Kravets, Olga"

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    Ad Hoc Reviewers-Journal of Macromarketing Volume 33, Number 4, December 2013
    (2013) Desmond, John; Dorsch, Michael; Kravets, Olga; Leonidou, Leonidas; Lewin, Jeff; Stöttinger, Barbara; Vargo, Stephen; Veeck, Ann
    [No abstract available]
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    International marketing at the interface of the alluring global and the comforting local
    (Taylor and Francis, 2013) Ger, Güliz; Kravets, Olga; Sandıkçı, Özlem
    This chapter highlights the poles of global/local and standardization/adaptation and calls for a focus on the specifi c interaction between a local context and the global forces while forming a glocalization strategy. It focuses on a key question managers try to answer: what is the right marketing approach for a fi rm operating in international markets? The decision of if and how to tailor their marketing offerings to global/local market dynamics is fundamental in defi ning the marketing strategy of both transnationals and local companies in emergent markets. We describe how emergent market companies can successfully compete with transnational giants by developing brands that serve consumers bridge various sociocultural tensions in their daily lives. We focus on one such tension: the alluring global and the comforting local. Two cases – a Russian brand of cosmetics, Green Mama and a Turkish brand of cola, Cola Turka – demonstrate effective business solutions that bridge the desire for both the local and the global. These cases also underscore that the specifi cs of the design and implementation of glocalization as well as cultural analysis of the sociohistorical context of a national market are vital for successful marketing.
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    Special and ordinary times: tea in motion
    (Berg Publishers, 2009) Ger, Güliz; Kravets, Olga; Shove, E.; Wilk, R.; Trentman, F.
    A group of students accompanied us on a trip to Mardin, a historical city they had never seen before and had a long day visiting numerous historical sites and climbing uphill. While taken by the beauty of the architecture and the scenery, everyone was reaching total fatigue, getting cold and wet on this rainy day and still trying to stick to a tight tour schedule. Suddenly, the tour guide appeared with a tray full of freshly brewed hot tea in small tulip shaped glasses. All the faces shined, smiles appeared, hands wrapped around the glasses warmed, and tired bodies were reinvigorated. A trip to an extraordinary place had turned into ordinary tourist fatigue in the course of six hours and the mundane tea returned the magic in a second.