Araştırma Makalesi
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PORTER ELMAS MODELİ BOYUTLARININ VE DİJİTAL DÖNÜŞÜMÜN ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNE ETKİSİ

Yıl 2020, Cilt: 3 Sayı: 2, 315 - 349, 15.12.2020

Öz

Bu çalışmada Porter Elmas modeli boyutlarının ve dijital dönüşümün uluslararası pazarlama karması stratejileri üzerindeki etkisi araştırılmıştır. Veri toplama aracı olarak online ve yüz yüze anket kullanılmıştır. Katılımcılara ulaşmada Türkiye İhracatçılar Meclisi tarafından sağlanan e-mail listeleri kullanılmıştır. Örnekleme yöntemi olarak yargısal ve kartopu örnekleme tercih edilmiş ve 520 katılımcıya ait veri elde edilmiştir. Veri analizlerinde SPSS 21 ve AMOS 21 programları kullanılmış ve araştırma modeline yönelik hipotezler yapısal eşitlik modeliyle test edilmiştir. Çalışma sonucunda Porter elmas modeli boyutlarından firma stratejisi, yapısı ve rekabetin dağıtım ve fiyat, talep koşulları ile ilgili ve destekleyici endüstriler boyutlarının ürün, dağıtım ve fiyat, faktör koşullarının sadece fiyat, şans faktörünün dağıtım ve fiyat, hükümetin ürün, tutundurma, dağıtım ve fiyat stratejileri üzerinde etkisi olduğu belirlenmiştir. Dijital dönüşümün ürün, tutundurma ve dağıtım stratejileri üzerinde etkisi olduğu sonucuna ulaşılmıştır.

Kaynakça

  • Abratt, R., and Pitt, L. F. (1985), "Pricing Practices in Two Industries," Industrial Marketing Management, 14, 301-306.
  • Akat, Ö. (2004). “Uluslararası Pazarlama Karması ve Yönetimi”, Ekin Kitabevi, 5. Baskı, Bursa.
  • Albaum, G., Strandskov, J., and Duerr, E. (2004). “International marketing and export management”. Harlow, England: Pearson Education.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., Yıldırım, E., (2012). Sosyal Bilimlerde Araştırma Yöntemleri. (7.Baskı). Adapazarı: Sakarya Yayıncılık.
  • Astarlıoğlu, M. (2013). “Evaluating The Dynamics Of Export Performance: Moderating Effects Of Proximate Environment On Firm Strategies And Export Performance”, Boğaziçi University, Doctoral Dissertation.
  • Ayyıldız, H. (1996), “Küreselleşme sürecinde Türk Cumhuriyetlerinin Dünya Pazarlarındaki Genel Rekabet Durumu”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, 7(24), 39-46
  • Balogun J. (2001). “Strategic change”. Management Quarterly, (10), 2–11.
  • Barragán, S. (2005).”Assessing the power of porter's diamond model in the automobile industry in Mexico after ten years of NAFTA”. (Research Project, University of Lethbridge ,Lethbridge, Alberta, Canada).
  • Bayuk, N. M., ve Öz, A. (2017). “Nesnelerin İnterneti ve İşletmelerin Pazarlama Faaliyetlerine Etkileri”, Akademik Sosyal Araştırmalar Dergisi, 5,(43), 41-58.
  • Boyd, H., ve Larrache, J.C. (1978) “The Foundations of Marketing Strategy”, G. Zaltman (Ed.) ve T. Bonoma (Ed.), Review of Marketing, Chicago: American Marketing Association. 4-72.
  • Bradley, F. (2005). “International Marketing Strategy” (5.Baskı), Essex: Pearson Education Ltd.
  • Bryman, A., and Cramer, D. (2001). “Quantitative Data Analysis with SPSS 12 and 13: A Guide for Social Scientists”, Taylor and Francis Group, London and New York.
  • Bunn, M. D., and Clopton, S. W. (1993). “Patterns of information source use across industrial purchase situations”. Decision Sciences, 24(2), 457–478.
  • Büyüközkan, G. ve Göçer, F. (2018). “Digital Supply Chain: Literature review and a proposed framework for future research”, Computers in Industry, 97, 157–177.
  • Chin, W.W.,Gopal, A., Salisbury, W.D., (1997). “Advancing the Theory of Adaptive Structuration: The Development of a Scale to Measure Faithfulness of Appropriation”, Information Systems Research, 8(4), 342–367.
  • Çavuşgil, S. T. and Zou, S. (1994). “Marketing Strategy - Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures”, Journal of Marketing, 58, 1-21.
  • De Haan. J, Voordijk. H, and Joosten.G, (2002). “Market Strategies and Core Capabilities in the Building Industry”. Construction Management and Economics. 20,109-118.
  • Donaldson, L. (1996). “The normal science of structural contingency theory”. In S. R. Clegg, C. Hardy, W. R. Nord (Eds.), Handbook of Organization Studies, London: Sage.
  • Fathi, A., and Ahmadian, S. (2015). “Competitiveness of the Iran Automotive Industry for Entrancing into Foreign Markets”, 1st International Conference on Applied Economics and Business, ICAEB, Procedia Economics and Finance 36, 29–41.
  • Fornell, C., Larcker F. D., (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18, 39-50.
  • Geissbauer, R., Vedsø, J., and Schrauf, S. (2016). “A Strategist’s Guide to Industry 4.0: Global businesses are about to integrate their operations into a seamless digital whole, and thereby change the World”. Strategy+business.
  • Grant, R. M. (1991). “Porter’s competitive advantage of nations: an assessment”. Strategic Management Journal, 12(7), 535-548.
  • Gurski, D. (2014). “Customer Experiences Affect Customer Loyalty”. Hamburg: Anchor Academic Publishing.
  • Hoang, P. B. (1998). “A Casual Study F Relationships Between Firm Characteristics, International Marketing Strategies And Export Performance, Management Internatıonal Review, 38(1), 73-93.
  • Hollensen, S. (2014). “Global Marketing” Pearson Education Limited, 6th Edt. Edinburgh.
  • Iansiti, M., Lakhani, K. R. (2017). “Blockchain Hakkındaki Gerçekler”, Harvard Business Review Türkiye.
  • Infomentum, (2016). “Beyond Digital”, What’s next for businesses in 2020?
  • Ingham, V. H. (1995). “The competitiveness of Argentina from sheltered markets to global rivalry”. Takushoku University, Master Thesis. Japan.
  • Ismail, M. H., Khater, M., and Zaki, A. (2017), “Digital Business Transformation and Strategy: What Do We Know So Far?”, The Working Paper, Cambridge Service Alliance, University of Cambridge.
  • Järvinen, J., Tollinen, A., Karjaluoto, H., and Jayawardhena, C. (2012). “Digital and social media marketing in B2B industrial section”. Marketing Management Journal, 22(2), 102–117.
  • Jasson, E. M. V. (2009). “A Study Of Argentine Competitiveness: An Extension Of Porter's Diamond Model”, York University, Doctoral Dissertation, New York.
  • Jin, B., and Moon, H. C. (2006).”The diamond approach to the competitiveness of Korea’s apparel industry”.Journal of Fashion Marketing and Management, 10(2), 1361-2026.
  • Jobs, C.G. (2006). “A Test Of Foreign Direct Investment Influence On Task Environment Dimensions Of Us Manufacturers”, The University of Southern Mississippi, Doctoral Dissertation.
  • Jöreskog, K. G., Sörbom, D., (1984). Lisrel VI. “Analysis of Linear Structural Relationships by Maximum Likelihood, Instrumental Variables, and Least Squares Methods”, Mooresville, Indiana: Scientific Software.
  • Kane, G.C., Palmer, D., Phillips, A. N., Kiron, D., and Buckley, N. (2016). “Aligning the organization for its digital future”, MIT Sloan Management Review, 57(4).
  • Karafakıoğlu, M. (2000). “Uluslararası Pazarlama Yönetimi Teori, Uygulama ve Örnek Olaylar”, 3.Baskı, Beta Yayıncılık. İstanbul.
  • Kincaid, B. L. (2005). “Competitive Advantage Of Clusters Wıthın Lesser Developed Countries Of The South Pacıfıc: An Empırıcal Case Study Extendıng The Porter Diamond Model”, Capella University, Doctoral Dissertation.
  • Koh., A.C. and Robicheux, R.A. (1988), “Variations in Export Performance Due to Differences in Export Marketing: Implications for Industrial Marketers”, Journal of Business Research. 17, 249-258.
  • Kokonya, S. N. (2014). “An Application Of Porter’s Diamond Model Within Deposit-Taking Microfinance Institutions In Kenya”, University Of Nairobi, Master Thesis.
  • Lages, L.P., and Montgomery, D. B. (2002), “Rethinking the Determinants of Export Marketing Strategy: Empirical Evidence from SMEs,” presented at 44th Academy of International Business Conference, Puerto Rico (June 28–July 1).
  • Leonidou, L.C., Katsikeas, C. S. and Samiee (2002). “Marketing Strategy Determinants of Export Performance: a Meta-Analysis”, Journal of Business Research, 55(1), 51-67.
  • Lu Hua, M. (1991). “Impact of and adaptation to the market environment: The case of Chinese export trading companies in the United States”, The George Washington University, Doctoral dissertation, Washington D.C.
  • Merisavo, M. (2008). “The Interaction between digital marketing comunication and customer loyalty: an integrative model and research proposition”, Helsinki School of Economics Workings Papers W-452.
  • Meshal, H. (1997). “Comparative and competitive advantage as determinants of 'foreign policy formulation in Australia”.The Fletcher School, Doctoral Dissertation.
  • Meydan, C. H., Şeşen, H., (2011). “Yapısal Eşitlik Modellemesi AMOS Uygulamaları”. Ankara: Detay Yayıncılık.
  • Mucuk, İ. (1994). “Pazarlama İlkeleri”, 6.Baskı, Der Yayınları, İstanbul.
  • Muradoğlu, C. (2015). “Nesnelerin İnterneti tedarik zinciri ve lojistik operasyonlarına 1.9 trilyon dolar kazandıracak” http://www.turkishtimedergi.com/dijital-ekonomi/nesnelerininterneti-1-9-trilyonkazandiracak
  • Nadeem, A., Abedin, B., Cerpa, N. and Chew, E. (2018). “Editorial: Digital Transformation and Digital Business Strategy in Electronic Commerce-The Role of Organizational Capabilities”, Journal of Theoretical and Applied Electronic Commerce Research, 13(2), 1-8.
  • Neirotti, P., Cantamessa, M. and Paolucci, E. (2008), “Do companies with a competitive advantage make better use of IT? Evidence from Italian enterprises”, International Journal of Technology Management, 42,(1/2), 158-184.
  • Nguyen, H. T. (2000), “The Determinants Of Export Marketing Activities Of Small- And Medium-Sized Manufacturing Firms in Germany, Doctor Of International Business Administration”, Nova Southeastern University, Doctoral dissertation, Florida.
  • Olcay, M. (2011). “Bilecik Seramik Sektörünün Elmas Modeli İle Rekabet Analizi”, Bilecik Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi. Bilecik.
  • Özcan, M. (2000). “Uluslararası Pazarlama”, Türkmen Kitabevi, İstanbul.
  • Özkoç, Ö. (2018). “Hastanelerde Marka Yönetimi Uygulamalarının Hastaların Marka Denkliği Algısı ve Hastane Tercihine Etkisi”, İstanbul Üniversitesi, Sağlık Bilimleri Enstitüsü, Doktora Tezi. İstanbul.
  • Park, I. S. (2006), “An Empirical Investigation of the Marketing Program Adaptation of Korean Exporters”, The George Washington University, School of Business, Doctoral Dissertation, Washington, D.C.
  • Porter, M.E. (1990), “The Competitive Advantage of Nations”, New York: The Free Press.
  • Porter, M.E. (1998). “The Competitive Advantage of Nations”. Macmillan Business, 33.
  • Porter, M.E., and Heppelman, J. E. (2015). “How Smart, Connected Products Are Transforming Companies”, Harvard Business Review.
  • Rouse W.B. (2005). “A theory of enterprise transformation”. Syst. Engin, 8, 279–295.
  • Samiee, S., and Roth, K. (1992), “The Influence of Global Marketing Standardization on Performance”, Journal of Marketing, 56(2),1-17.
  • Schallmo D. (2016). “Jetzt digital transformieren”. Wiesbaden: Springer.
  • Schlegelmilch, B.B. (2016). “Global Marketing Strategy: An Executive Digest” Springer International Publishing, Switzerland.
  • Sebastian, I.M., Mocker, M., Ross, J. W., Moloney, K. G., Beath, C., and Fonstad, N.O. (2017). “How Big Old Companies Navigate Digital Transformation”. MIS Quarterly Executive, 16(3), 197–213.
  • Setia, P., Venkatesh, V. and Joglekar, S. (2013), “Leveraging digital technologies: How information quality leads to localized capabilities and customer service performance”, MIS Quarterly, 37(2), 565-590.
  • Strong, J., and Bolat, E. (2016). “A qualitative inquiry into customers' perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic”. Journal of Customer Behaviour, 15(1), 97–116.
  • Şimşek, Ö. F. (2007). “Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve LİSREL Uygulamaları”, Ankara, Ekinoks.
  • Teece, D. J. (2012). “Dynamic Capabilities: Routines versus Entrepreneurial Action”, Journal of Management Studies, 49(8), 1395–1401.
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  • Wang, W. L. (2010). “Promoting Balanced Competitiveness Strategies of Firms in Developing Countries”, The George Washington University, Doctoral Dissertation.
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THE EFFECT OF PORTER’S DIAMOND MODEL DIMENSIONS AND DIGITAL TRANSFORMATION ON INTERNATIONAL MARKETING MIX STRATEGIES

Yıl 2020, Cilt: 3 Sayı: 2, 315 - 349, 15.12.2020

Öz

In this study, the effects of Porter Diamond model dimensions and digital transformation on international marketing mix strategies were investigated. Online and face-to-face survey was used. Export company email lists provided by the Turkey Exporters Assembly are used in reaching participants. Judgemental and snowball sampling was preferred and data for 520 participants were obtained. SPSS 21 and AMOS 21 were used for data analysis and hypothesis were analyzed with structural equation model. In the result of the study, it has been determined that firm strategy, structure and rivalry has an effect on distribution and price, demand conditions and related and supporting industries have an effect on product, place and price, factor conditions have an effect on price, chance has an effect on place and price and government has and effect on all strategies. Also, the results has been that digital transformation has an effect on product, promotion and place strategies.

Kaynakça

  • Abratt, R., and Pitt, L. F. (1985), "Pricing Practices in Two Industries," Industrial Marketing Management, 14, 301-306.
  • Akat, Ö. (2004). “Uluslararası Pazarlama Karması ve Yönetimi”, Ekin Kitabevi, 5. Baskı, Bursa.
  • Albaum, G., Strandskov, J., and Duerr, E. (2004). “International marketing and export management”. Harlow, England: Pearson Education.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., Yıldırım, E., (2012). Sosyal Bilimlerde Araştırma Yöntemleri. (7.Baskı). Adapazarı: Sakarya Yayıncılık.
  • Astarlıoğlu, M. (2013). “Evaluating The Dynamics Of Export Performance: Moderating Effects Of Proximate Environment On Firm Strategies And Export Performance”, Boğaziçi University, Doctoral Dissertation.
  • Ayyıldız, H. (1996), “Küreselleşme sürecinde Türk Cumhuriyetlerinin Dünya Pazarlarındaki Genel Rekabet Durumu”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, 7(24), 39-46
  • Balogun J. (2001). “Strategic change”. Management Quarterly, (10), 2–11.
  • Barragán, S. (2005).”Assessing the power of porter's diamond model in the automobile industry in Mexico after ten years of NAFTA”. (Research Project, University of Lethbridge ,Lethbridge, Alberta, Canada).
  • Bayuk, N. M., ve Öz, A. (2017). “Nesnelerin İnterneti ve İşletmelerin Pazarlama Faaliyetlerine Etkileri”, Akademik Sosyal Araştırmalar Dergisi, 5,(43), 41-58.
  • Boyd, H., ve Larrache, J.C. (1978) “The Foundations of Marketing Strategy”, G. Zaltman (Ed.) ve T. Bonoma (Ed.), Review of Marketing, Chicago: American Marketing Association. 4-72.
  • Bradley, F. (2005). “International Marketing Strategy” (5.Baskı), Essex: Pearson Education Ltd.
  • Bryman, A., and Cramer, D. (2001). “Quantitative Data Analysis with SPSS 12 and 13: A Guide for Social Scientists”, Taylor and Francis Group, London and New York.
  • Bunn, M. D., and Clopton, S. W. (1993). “Patterns of information source use across industrial purchase situations”. Decision Sciences, 24(2), 457–478.
  • Büyüközkan, G. ve Göçer, F. (2018). “Digital Supply Chain: Literature review and a proposed framework for future research”, Computers in Industry, 97, 157–177.
  • Chin, W.W.,Gopal, A., Salisbury, W.D., (1997). “Advancing the Theory of Adaptive Structuration: The Development of a Scale to Measure Faithfulness of Appropriation”, Information Systems Research, 8(4), 342–367.
  • Çavuşgil, S. T. and Zou, S. (1994). “Marketing Strategy - Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures”, Journal of Marketing, 58, 1-21.
  • De Haan. J, Voordijk. H, and Joosten.G, (2002). “Market Strategies and Core Capabilities in the Building Industry”. Construction Management and Economics. 20,109-118.
  • Donaldson, L. (1996). “The normal science of structural contingency theory”. In S. R. Clegg, C. Hardy, W. R. Nord (Eds.), Handbook of Organization Studies, London: Sage.
  • Fathi, A., and Ahmadian, S. (2015). “Competitiveness of the Iran Automotive Industry for Entrancing into Foreign Markets”, 1st International Conference on Applied Economics and Business, ICAEB, Procedia Economics and Finance 36, 29–41.
  • Fornell, C., Larcker F. D., (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18, 39-50.
  • Geissbauer, R., Vedsø, J., and Schrauf, S. (2016). “A Strategist’s Guide to Industry 4.0: Global businesses are about to integrate their operations into a seamless digital whole, and thereby change the World”. Strategy+business.
  • Grant, R. M. (1991). “Porter’s competitive advantage of nations: an assessment”. Strategic Management Journal, 12(7), 535-548.
  • Gurski, D. (2014). “Customer Experiences Affect Customer Loyalty”. Hamburg: Anchor Academic Publishing.
  • Hoang, P. B. (1998). “A Casual Study F Relationships Between Firm Characteristics, International Marketing Strategies And Export Performance, Management Internatıonal Review, 38(1), 73-93.
  • Hollensen, S. (2014). “Global Marketing” Pearson Education Limited, 6th Edt. Edinburgh.
  • Iansiti, M., Lakhani, K. R. (2017). “Blockchain Hakkındaki Gerçekler”, Harvard Business Review Türkiye.
  • Infomentum, (2016). “Beyond Digital”, What’s next for businesses in 2020?
  • Ingham, V. H. (1995). “The competitiveness of Argentina from sheltered markets to global rivalry”. Takushoku University, Master Thesis. Japan.
  • Ismail, M. H., Khater, M., and Zaki, A. (2017), “Digital Business Transformation and Strategy: What Do We Know So Far?”, The Working Paper, Cambridge Service Alliance, University of Cambridge.
  • Järvinen, J., Tollinen, A., Karjaluoto, H., and Jayawardhena, C. (2012). “Digital and social media marketing in B2B industrial section”. Marketing Management Journal, 22(2), 102–117.
  • Jasson, E. M. V. (2009). “A Study Of Argentine Competitiveness: An Extension Of Porter's Diamond Model”, York University, Doctoral Dissertation, New York.
  • Jin, B., and Moon, H. C. (2006).”The diamond approach to the competitiveness of Korea’s apparel industry”.Journal of Fashion Marketing and Management, 10(2), 1361-2026.
  • Jobs, C.G. (2006). “A Test Of Foreign Direct Investment Influence On Task Environment Dimensions Of Us Manufacturers”, The University of Southern Mississippi, Doctoral Dissertation.
  • Jöreskog, K. G., Sörbom, D., (1984). Lisrel VI. “Analysis of Linear Structural Relationships by Maximum Likelihood, Instrumental Variables, and Least Squares Methods”, Mooresville, Indiana: Scientific Software.
  • Kane, G.C., Palmer, D., Phillips, A. N., Kiron, D., and Buckley, N. (2016). “Aligning the organization for its digital future”, MIT Sloan Management Review, 57(4).
  • Karafakıoğlu, M. (2000). “Uluslararası Pazarlama Yönetimi Teori, Uygulama ve Örnek Olaylar”, 3.Baskı, Beta Yayıncılık. İstanbul.
  • Kincaid, B. L. (2005). “Competitive Advantage Of Clusters Wıthın Lesser Developed Countries Of The South Pacıfıc: An Empırıcal Case Study Extendıng The Porter Diamond Model”, Capella University, Doctoral Dissertation.
  • Koh., A.C. and Robicheux, R.A. (1988), “Variations in Export Performance Due to Differences in Export Marketing: Implications for Industrial Marketers”, Journal of Business Research. 17, 249-258.
  • Kokonya, S. N. (2014). “An Application Of Porter’s Diamond Model Within Deposit-Taking Microfinance Institutions In Kenya”, University Of Nairobi, Master Thesis.
  • Lages, L.P., and Montgomery, D. B. (2002), “Rethinking the Determinants of Export Marketing Strategy: Empirical Evidence from SMEs,” presented at 44th Academy of International Business Conference, Puerto Rico (June 28–July 1).
  • Leonidou, L.C., Katsikeas, C. S. and Samiee (2002). “Marketing Strategy Determinants of Export Performance: a Meta-Analysis”, Journal of Business Research, 55(1), 51-67.
  • Lu Hua, M. (1991). “Impact of and adaptation to the market environment: The case of Chinese export trading companies in the United States”, The George Washington University, Doctoral dissertation, Washington D.C.
  • Merisavo, M. (2008). “The Interaction between digital marketing comunication and customer loyalty: an integrative model and research proposition”, Helsinki School of Economics Workings Papers W-452.
  • Meshal, H. (1997). “Comparative and competitive advantage as determinants of 'foreign policy formulation in Australia”.The Fletcher School, Doctoral Dissertation.
  • Meydan, C. H., Şeşen, H., (2011). “Yapısal Eşitlik Modellemesi AMOS Uygulamaları”. Ankara: Detay Yayıncılık.
  • Mucuk, İ. (1994). “Pazarlama İlkeleri”, 6.Baskı, Der Yayınları, İstanbul.
  • Muradoğlu, C. (2015). “Nesnelerin İnterneti tedarik zinciri ve lojistik operasyonlarına 1.9 trilyon dolar kazandıracak” http://www.turkishtimedergi.com/dijital-ekonomi/nesnelerininterneti-1-9-trilyonkazandiracak
  • Nadeem, A., Abedin, B., Cerpa, N. and Chew, E. (2018). “Editorial: Digital Transformation and Digital Business Strategy in Electronic Commerce-The Role of Organizational Capabilities”, Journal of Theoretical and Applied Electronic Commerce Research, 13(2), 1-8.
  • Neirotti, P., Cantamessa, M. and Paolucci, E. (2008), “Do companies with a competitive advantage make better use of IT? Evidence from Italian enterprises”, International Journal of Technology Management, 42,(1/2), 158-184.
  • Nguyen, H. T. (2000), “The Determinants Of Export Marketing Activities Of Small- And Medium-Sized Manufacturing Firms in Germany, Doctor Of International Business Administration”, Nova Southeastern University, Doctoral dissertation, Florida.
  • Olcay, M. (2011). “Bilecik Seramik Sektörünün Elmas Modeli İle Rekabet Analizi”, Bilecik Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi. Bilecik.
  • Özcan, M. (2000). “Uluslararası Pazarlama”, Türkmen Kitabevi, İstanbul.
  • Özkoç, Ö. (2018). “Hastanelerde Marka Yönetimi Uygulamalarının Hastaların Marka Denkliği Algısı ve Hastane Tercihine Etkisi”, İstanbul Üniversitesi, Sağlık Bilimleri Enstitüsü, Doktora Tezi. İstanbul.
  • Park, I. S. (2006), “An Empirical Investigation of the Marketing Program Adaptation of Korean Exporters”, The George Washington University, School of Business, Doctoral Dissertation, Washington, D.C.
  • Porter, M.E. (1990), “The Competitive Advantage of Nations”, New York: The Free Press.
  • Porter, M.E. (1998). “The Competitive Advantage of Nations”. Macmillan Business, 33.
  • Porter, M.E., and Heppelman, J. E. (2015). “How Smart, Connected Products Are Transforming Companies”, Harvard Business Review.
  • Rouse W.B. (2005). “A theory of enterprise transformation”. Syst. Engin, 8, 279–295.
  • Samiee, S., and Roth, K. (1992), “The Influence of Global Marketing Standardization on Performance”, Journal of Marketing, 56(2),1-17.
  • Schallmo D. (2016). “Jetzt digital transformieren”. Wiesbaden: Springer.
  • Schlegelmilch, B.B. (2016). “Global Marketing Strategy: An Executive Digest” Springer International Publishing, Switzerland.
  • Sebastian, I.M., Mocker, M., Ross, J. W., Moloney, K. G., Beath, C., and Fonstad, N.O. (2017). “How Big Old Companies Navigate Digital Transformation”. MIS Quarterly Executive, 16(3), 197–213.
  • Setia, P., Venkatesh, V. and Joglekar, S. (2013), “Leveraging digital technologies: How information quality leads to localized capabilities and customer service performance”, MIS Quarterly, 37(2), 565-590.
  • Strong, J., and Bolat, E. (2016). “A qualitative inquiry into customers' perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic”. Journal of Customer Behaviour, 15(1), 97–116.
  • Şimşek, Ö. F. (2007). “Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve LİSREL Uygulamaları”, Ankara, Ekinoks.
  • Teece, D. J. (2012). “Dynamic Capabilities: Routines versus Entrepreneurial Action”, Journal of Management Studies, 49(8), 1395–1401.
  • Tek. Ö, B. (1999). “Pazarlama İlkeleri, Global Yönetimsel Yaklaşım, Türkiye Uygulamaları”, 8. Baskı. İstanbul, Beta Basım Yayım Dağıtım A.Ş.
  • Thor, E. (2006).”Economic Analysis Of Investment Opportunities In The Beef Systems Of Argentina And Uruguay”, Utah State University. Master Thesis
  • Topoğlu, G. (2009). “Uluslararası Pazarlamada Yeni Eğilimler ve Bir Araştırma”, Haliç Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi. İstanbul
  • Yiğit, S. (2008). “Ülke Rekabetçiliğinde Porter’ın Elmas Modeli”, Gazi Osmanpasa Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Tokat.
  • Yoo, Y., Henfridsson, O., and Lyytinen, K., (2010). “Research Commentary —The New Organizing Logic of Digital Innovation: An Agenda for Information Systems Research”. Information Systems Research, 21(4),724–735.
  • Yücel, A. (2006), “İhracat Pazarlaması Stratejilerinin Firma Performansı Üzerine Etkileri Hazır Giyim Firmaları Üzerine Bir Uygulama”, Ankara Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Doktora Tezi, Ankara.
  • Yükselen, C. (1996).“Küçük ve Orta Ölçekli İşletmelerde İhracat Performansını Belirleyen Faktörler Üzerine Araştırma”, Çukurova Üniversitesi, İİBF Dergisi, 6(1),143-165. Yükselen, C. (2006). “Pazarlama”. Ankara: Detay Yayıncılık.
  • Wang, W. L. (2010). “Promoting Balanced Competitiveness Strategies of Firms in Developing Countries”, The George Washington University, Doctoral Dissertation.
  • White, M., (2012). “Digital workplaces: Vision and reality”. Business Information Review, 29(4), 205–214.
Toplam 75 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Mehmet Sağlam 0000-0002-1909-4284

Yayımlanma Tarihi 15 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 3 Sayı: 2

Kaynak Göster

APA Sağlam, M. (2020). PORTER ELMAS MODELİ BOYUTLARININ VE DİJİTAL DÖNÜŞÜMÜN ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNE ETKİSİ. Academic Review of Humanities and Social Sciences, 3(2), 315-349.

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