International branding strategies of developing countries: The case of Arcelik
Küçük Resim Yok
Tarih
2011
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Elsevier Science Bv
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
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
Açıklama
7th International Strategic Management Conference -- JUN 30-JUL 02, 2011 -- Paris, FRANCE
Anahtar Kelimeler
Global strategy, Developing country strategy, Turkey export strategy, Turkish home appliances manufacture, Branding strategy
Kaynak
Proceedings Of 7th International Strategic Management Conference
WoS Q Değeri
N/A
Scopus Q Değeri
N/A
Cilt
24
