International branding strategies of developing countries: The case of Arcelik

Gulsoy T., Ozkanli Ö., Lynch R.

7th International Strategic Management Conference, Paris, Fransa, 30 Haziran - 02 Temmuz 2011, cilt.24, (Tam Metin Bildiri) identifier identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası: 24
  • Doi Numarası: 10.1016/j.sbspro.2011.09.136
  • Basıldığı Şehir: Paris
  • Basıldığı Ülke: Fransa
  • Anahtar Kelimeler: Global strategy, Developing country strategy, Turkey export strategy, Turkish home appliances manufacture, Branding strategy, ENTRY, FIRMS, MODEL
  • Ankara Üniversitesi Adresli: Evet

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