International branding strategies of developing countries: The case of Arcelik

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dc.contributor.authorGulsoy, Tanses
dc.contributor.authorOzkanli, Ozlem
dc.contributor.authorLynch, Richard
dc.date.accessioned2024-03-13T10:30:25Z
dc.date.available2024-03-13T10:30:25Z
dc.date.issued2011
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description7th International Strategic Management Conference -- JUN 30-JUL 02, 2011 -- Paris, FRANCEen_US
dc.description.abstractThe 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 Conferenceen_US
dc.identifier.doi10.1016/j.sbspro.2011.09.136
dc.identifier.issn1877-0428
dc.identifier.scopus2-s2.0-81055139607en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://doi.org/10.1016/j.sbspro.2011.09.136
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3334
dc.identifier.volume24en_US
dc.identifier.wosWOS:000299617400102en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherElsevier Science Bven_US
dc.relation.ispartofProceedings Of 7th International Strategic Management Conferenceen_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectGlobal strategyen_US
dc.subjectDeveloping country strategyen_US
dc.subjectTurkey export strategyen_US
dc.subjectTurkish home appliances manufactureen_US
dc.subjectBranding strategyen_US
dc.titleInternational branding strategies of developing countries: The case of Arceliken_US
dc.typeConference Objecten_US

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