文章基本信息

标题：International branding strategies of developing countries: The case of Arçelik
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作者：Tanses Gülsoy ; Tanses Gülsoy ; Özlem Özkanlı 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2011
卷号：24
页码：1201-1217
DOI：10.1016/j.sbspro.2011.09.136
语种：English
出版社：Elsevier
摘要：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 Arçelik, the market leader in Turkey's home appliances industry. Arçelik 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.
关键词：Global strategy;Developing country strategy;Turkey export strategy;Turkish home appliances manufacture;Branding strategy