Browsing by Subject "Standardization"
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Item Open Access International marketing at the interface of the alluring global and the comforting local(Taylor and Francis, 2013) Ger, Güliz; Kravets, Olga; Sandıkçı, ÖzlemThis 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.Item Open Access Is Culture a superficial barrier to global marketing?: A Case study of food and drink products in Turkey(Bilkent University, 1989) Sezer, SibelIn a world of converging needs and desires, globally standardizing products would lead to lower production costs, improved quality of products as well as management. The validity of this argument proposed by "global marketing" is discussed taking into consideration the differences existing within cultures and whether culture is in fact a barrier to globalization. A study was conducted in order to explore whether global marketing strategies can be successful in Turkey for food and drink products competing with local counterparts with regard to age, sex and so c i o economic status comparisons.Item Open Access A Review of global marketing with an illustration from Turkey(Bilkent University, 1989) Pırnar, İgeGlobal marketing is a new topic in the marketing world. In this work a review of lobal strategy is done and as an illustration a study about four global products, the similarities and dissimilarities among their preferences and finally, liked and disliked factors about the products and their advertisement characteristics we reanalyzed from a global perspective . The study was conducted in Bilkent University and Hacettepe Medical Center.