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Summary


A SURVEY ABOUT THE TRANSITION OF ORGANIZATIONAL CULTURE & BRAND AWARENESS OF THE EMPLOYEES IN A COMPANY THAT HAS RECENTLY BECOME MULTINATIONAL

Although the figures are lower than their competitors worldwide, Turkish companies can become multinational by making investments in different countries. However multinationalism vitally requires quantatively more financial resources and accessibility, the effective orientation of human resources and the positive change in organizational culture also support the multinationalism process. One of the main factors affecting the motivation and loyalty of human resources is believed to be the image and the reputation of the brand itself. In this field study, it has been tried to make some inferences by examining the brand culture of the Turkish company which has become multinational since 2016 with investments in USA and China. It is hoped that clues, impression and the results will give insight to other reserchers aswell as other companies planning to become multinational in the future



Keywords
Organizational Culture, Brand Awareness, Multinational Companies

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