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| Author: | Erdogmus, I. E. Bodur, M. Yilmaz, C. |
| Title: | International strategies of emerging market firms |
| Journal: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1411-1436 |
| Index terms: | brands strategic management strategy international marketing emerging markets Turkey |
| Language: | eng |
| Abstract: | The article constructs a theoretical model for determining the impact of target market, firm and product characteristics as well as the company's strategic resources on standardization in emerging market firms' brand management. The article also studies the effect of standardization on brand performance. The model is tested by conducting a survey of international brand operations managers in 94 business units in Turkey. The results show that there are many factors that affect the standardization decisions. The most critical ones were firm characteristics and strategic resources, but standardization vs. adaptation approaches didn't affect the brand performance significantly. |
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