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    Consumer-Based Brand Equity of a Private-Label Brand: Measuring and Examining Determinants
    (Routledge Journals, Taylor & Francis Ltd, 2017) Girard, Tulay; Trapp, Paul; Pinar, Musa; Gulsoy, Tanses; Boyt, Thomas E.
    This study examines consumer-based brand equity of private-label branding and relative significance of its dimensions in creating a strong private-label brand. Based on brand equity theory and private-label branding research, a survey instrument was developed, scale measures were pretested, and the final purified survey was administered online to Wal-Mart shoppers. The study found that awareness/familiarity and perceived quality are keys in reducing the perceived risk and increasing the perceived value of private-label brands in building brand equity. Also, perceived risk, perceived value, and brand loyalty for Wal-Mart have significant mediating roles in creating private-label (i.e., Great Value) brand equity.
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    Effective international expansion strategies of emerging countries: the strategies that helped Arcelik
    (Emerald Group Publishing Ltd, 2013) Gulsoy, Tanses; Ozkanli, Ozlem; Lynch, Richard
    Purpose - This paper aims to present the case study of Arcelik, which has become Turkey's leading manufacturer and exporter of home appliances, as a means of offering insight into why, how and with what results companies from developing countries expand internationally. Design/methodology/approach - Primary data have been drawn from in-depth interviews conducted with senior executives and industry experts, and this has been based on a statistical analysis of the export and international strategies of Turkish home appliance and television set industry. Findings - The evidence indicates that international expansion may buffer a firm against fluctuations of demand in its home market and provide opportunities for growth. Difficulties faced by a later arrival from a developing country are greater than established rivals, and a developing country firm will have to rely on different resources and different operational strategies in developed vs developing markets. Research limitations/implications - Even though one case cannot yield general conclusions, it may indicate fruitful theoretical directions. This study raises issues worthy of further investigation. On the outset, it would be useful to apply the four propositions to more Turkish MNEs in order to test the robustness of the conclusions. Practical implications - The study has important implications for companies from developing countries. First, international expansion appears to be a viable means of offsetting home-market volatility for emerging-country firms. Second, international expansion is still predicated on significant investments in firm-specific advantages and their development may shorten the internationalization process. Originality/value - The report contributes to knowledge in the area of international expansion of companies from developing countries by providing evidence on how one company has achieved a world position in a highly competitive market through selective use of quality, innovation, and branding based on the competitive position that is available in each of its chosen markets. In particular, it contributes to the limited evidence on the international expansion of Turkish companies at the present time.
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    Human resource practices of an emerging-market multinational: Implications for enhancing organizational innovation
    (Elsevier Science Bv, 2013) Gulsoy, Tanses
    How human resource policies and practices influence organizational innovation at emerging-market firms is an area of scarce research. This exploratory study aims to provide an overview of how human resource practices of Turkey's leading white goods manufacturer and patent champion Arcelik help the company foster and sustain innovation, with implications for companies in other emerging markets. (C) 2012 Published by Elsevier Ltd. Selection peer-review under responsibility of The Second International Conference on Leadership, Technology and Innovation Management
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    International branding strategies of developing countries: The case of Arcelik
    (Elsevier Science Bv, 2011) Gulsoy, Tanses; Ozkanli, Ozlem; Lynch, Richard
    The international branding process of firms from developing countries is an area of scarce research. This paper is an attempt at filling this research gap by looking at the internationalization of emerging market companies from a branding perspective. Our aim is to explore the possible link between international branding decisions and international expansion of the firm through an in-depth study of Arcelik, the market leader in Turkey's home appliances industry. Arcelik has adopted international expansion as a strategy for ten years, and it has aimed at branded growth in international markets for nearly that long. Through in-depth interviews with six senior company executives as well as two industry experts, we study the branding path adopted by a developing country firm. (C) 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility 7th International Strategic Management Conference
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    Managing a strategic business relationship in an emerging market: Advertising agency-client relationships in Turkey
    (Elsevier Science Bv, 2012) Gulsoy, Tanses
    The advertising agency-client relationship is considered to be a key factor in the creation of successful, brand-building advertising. Despite a diverse and growing body of literature on the subject in developed countries, less is known about agency-client relationships in developing countries. This study aims to provide an overview of the issues prevailing in the advertising agency-client relationship in Turkey in order to offer some insights into improving this strategically critical relationship especially in the context of emerging markets. (C) 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the 8th International Strategic Management Conference
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    The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status
    (Elsevier, 2015) Jin, Zhongqi; Lynch, Richard; Attia, Samaa; Chansarkar, Bal; Gulsoy, Tanses; Lapoule, Paul; Liu, Xueyuan
    Although the differences between developed and developing countries have been extensively studied in the context of globalization strategies, few studies have so far been conducted on the relationship between country development status and the possession by countries of a favorable (or unfavorable) product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The purpose of this paper is to investigate the moderating role of country developmental status on PCI coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper also distinguishes between the PCI of the home and foreign country images of respondents. We test a new model that incorporates these constructs with a sample of 2655 younger generation consumers. The results show that country development status moderates some relationships but does not moderate others. These findings have significant implications for international companies from both developed and developing countries when developing global strategy. (C) 2014 The Authors. Published by Elsevier Ltd.