Marketing Standardisation by Multinationals in an Emerging Market

Abstract

Examines the extent to which MNCs in Turkey standardise their marketing activities. The findings suggest that, in general, MNCs pursue higher levels of standardisation 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 standardisation.

Citation

Ozsomer, A., Bodur, M. and Tamer Cavusgil, S. (1991), "Marketing Standardisation by Multinationals in an Emerging Market", European Journal of Marketing, Vol. 25 No. 12, pp. 50-64. https://doi.org/10.1108/EUM0000000000635