ALTERNATIVE STRATEGIES IN INTERNATIONAL MARKETING

In today's world where globalization has an ever increasing effect on the world economy, where the competition becomes more ruthless in time, the technology is changing at a faster pace, and with the increase in the importance of the international markets, the companies’ activities are increasing their activities in this field. International markets and international marketing is becoming more important for companies, and they no longer settle only for their domestic markets but are also gravitating towards foreign markets. A great increase in the number of companies shoving global activity especially after 1990s is observed, the globalization process becomes more pronounced. The marketing strategies that can be implemented in international markets attain great importance within this framework. While marketing miglıt have been unknomı pre-nineties, it has now become essential for the survival of a business. A business which does not compete in international markets in today's world be faced mth the prospect of not being able to compete in its domestic market with its international competitors who have lover costs, much more experience and a w id e product range. within this context, in this study, we will discuss in depth the standardization and adaptation strategies along with a mixed strategy and look at different aspects of each.

Anahtar Kelimeler:

International Marketing, Adaptation, Standardization

PDF

___

[1] Jain, S.C. (2001). International Marketing. 6th Ed. Cincinnati, Ohio: South-Western/Thomson Learning.
[2] Jain, S.C. (1989). Standardization of International Marketing Strategy: Some Research Hypotheses. Journal of Marketing, 53(1), January, 70-79.
[3] Terpstra, V. & Sarathy, R. (1997). International Marketing. 7'1’ Ed. Orlando, FL: The Dryden Press.
[4] Toyne, B. & Walters, P.G.P. (1993). Global Marketing Management A Strategic Perspective. 2"d Ed. Boston: Allyn and Bacon.
[5] Walsh, L.S. (1993). International Marketing. 3rd Ed. Glasgow: Pitman Publishing.
[6] Usunier, J.C. (1993). International Marketing A Cııltural Approach. Loııdon: Prentice Hail International.
[7] Shohanı, A. (1995). Global Marketing Standardization. Journal of Global Marketing, 9(1/2), 91-119.
[8] Czinkota, M.R. & Ronkainen, I.A. (2002). International Marketing. Update. Orlando, FL: Harcourt College Publishers.
[9] Baalbaki, I.B. & Malhotra, N.K. (1993). Marketing Management Bases for International Market Segmentation: An Alternative Look at the Standardization/ Customization Debate. International Marketing Review, 10(1), 19-44.
[10] Keegan, W.J. (1995). Global Marketing Management. 5th Ed. Englewood Cliffs, New Jersey: Prentice Hall Inc.
[11] Yip, G.S.; Loewe, P.M. & Yoshino, M.Y. (1998). How to Talce Your Company to the Global Market. Columbia Journal of World Business, XXIII(4), Winter, 37-48.
[12] Hout, T.; Porter, M.E. & Rudden, E. (1982). How Global Companies Win Out. Harvard Business Review, September-October, 98-108.
[13] Hamel, G. & Prahalad, C.K. (1985). Do You Really Have a Global Strategy. Harvard Business Review, July- August, 139-148.
[14] Ghoshal, S. (1987). Global Strategy: An Organizing Framework. Strategic Management Journal, 8(5), 425- 440.
[15] Ohmae, K. (1989). Managing in a Borderless World. Harvard Business Review, May- June, 152-161.
[16] Craig, C.S. & Douglas, S. (1996). Developing Strategies for Global Markets: An Evolutionary Perspective. The Columbia Journal of World Business, Spring, 70-81.
[17] Koçel, T. (2005). İşletme Yöneticiliği. lOth Ed. İstanbul: Arıkan Basım Yayım.
[18] Kashani, K. (1989). Beware the Pitfalls of Global Marketing. Harvard Business Review, September- October 1989,91-98.
[19] Quelch, J.A. & Hoff, E.J. (1986). Customizing Global Marketing. Harvard Business Review, May- June, 59-68.
[20] Douglas, S.P. & Wind, Y. (1987). The Myth of Globalization. Columbia Journal of World Business, Winter, 19-29.
[21] Berker, A.T. (1993). A Marketing Oriented Perspective of Standardized Global Marketing. Journal of Global Marketing, 7(2), 123-130.
[22] Wang, C.L. (1996). The Degree of Standardization: A Contingency Framework for Global Marketing Strategy Development. Journal of Global Marketing, 10(1), 89- 107.
[23] Keegan, W.J. & Gren, M.C. (2003). Global Marketing. 3rd Ed. Upper Saddle River, N.J: Prentice Hail.
[24] Czinkota, M.R. & Ronkainen, I.A. (1993). International Marketing. 3rd Ed. Chicago: The Dryden Press.