Abstract
This study examined the extent to which MNCs in Turkey standardize their marketing activities. The findings suggest that, in general, MNCs pursue higher levels of standardization when market conditions are similar among host and parent countries. The findings also suggest product category and industry, ownership structure and nationality of the parent as three factors underlying the degree of marketing standardization.
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© 2015 The Academy of Marketing Science
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Ozsomer, A., Bodur, M., Cavusgil, S.T. (2015). Marketing Standardization by Multinationals in an Emerging Market. In: Dunlap, B. (eds) Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13254-9_36
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DOI: https://doi.org/10.1007/978-3-319-13254-9_36
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13253-2
Online ISBN: 978-3-319-13254-9
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