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

Author :  

DOI : 10.31589/JOSHAS.87
Year-Number: 2019-14
Language : null
Subject :
Number of pages: 93-110
Mendeley EndNote Alıntı Yap

Abstract

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

Abstract

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

Kaynakça

  • Aaker, D., 1991. Managing brand equity: Capitalizing on the value of a brand name. New York:
  • Aaker, D., 1991. Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
  • Aaker, D., 1996. Building strong brands. New York: The Free Press.
  • Aaker, J. L., 1997. Dimensions of brand personality. Journal of Marketing Research. 34 (3), ss. 347- 356.
  • Aaker, D. & Biel, A. L., 1993. Brand equity and advertising. New Jersey: Lawrence Erlbaum Associates Publishers.
  • Aktuğlu, I. K., Marka Yönetimi: Güçlü & Başarılı Markalar İçin Temel İlkeler İletişim Yayınları,Başar P., Gültekin A., 2018., İşletmelerin Yabancı Pazarlara Yayılma Yöntemlerinin İnsanKaynakları Fonksiyonu Üzerindeki Etkisi., Uluslararası Yönetim İktisat & İşletme Dergisi, Cilt 14, Sayı 3.
  • Cahidzade, T. 2008. Azerbaycan’daki işletmelerin dış pazarlara giriş yöntemleri & swot analizi (Yüksek Lisans Tezi). Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Chevrier S. 2003., Cross-cultural Management in Multinational Project Groups, Journal of World Business, vol. 38, issue 2, 141-149
  • Connerley, M.L. & Pedersen, P.B. 2005. Leadership in a Diverse and Multicultural Environment. USA: Sage Publications.
  • Çalık T., Sezgin F., 2005 Küreselleşme, Bilgi Toplumu & Eğitim , Kastamonu Eğitim Dergisi, Cilt:13, No:1, sf. 55-66
  • De Chernatony, L., 1999. Brand management through narrowing the gap between brand identity and brand reputation. Joumal of Marketing Management. 15, ss. 157- 179.
  • De Chernatony, L. & Harris, F., 2001. Corporate branding and corporate brand performance. European Journal of Marketing. 35 (3-4), ss. 441-456.
  • Deniz, N. 1999. Global Eğitim. İstanbul: Türkmen Kitabevi.
  • Dereli, B. 2005. Çokuluslu İşletmelerde İnsan Kaynakları Yönetimi. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi. 4(7), 59-81.
  • Doğan M., Tiryakioğlu M., 2018., Sahiplik Yapısı & Ar-Ge Harcamaları: Borsa İstanbul Örneği. Uluslararası Yönetim İktisat & İşletme Dergisi, Cilt 14, Sayı 1, 2018.
  • Doney, P. M. & Cannon, J. P., 1997. An examination of the nature of trust in buyer-seller relationships. Journal of Marketing. 61 (2), ss. 35-51.
  • Dunning, J.H., 1992, Multinational Enterprises and the Global Economy, MA: Addison-Wesley; S.D. Cohen 2007, Multinational Corporations and Foreign Direct Investment: Avoiding, Simplicity, Embracing Complexity. New York: Oxford University Press, s.125-6.
  • Düren, Z. 2007. 2000’li Yıllarda Yönetim. İstanbul: Alfa Yayınları.
  • Earley, C. & Gibson, B.G. 2002. Multinational Work Teams: A New Perspective. Routledge
  • Fergeson, L. (2008). Çok Kültürlülüğe Giriş. Future Worlds Center. (Ed: Y. L. Nicoisa). Kıbrıs
  • Gassmann, O. & Zedtwitz, M. 2003. Trends and determinants of managing virtual R&D teams. R&D Management, 33(3), 243-262.
  • Gültekin Z., Ulukan C., 2012 Çokuluslu Ekiplerde Kültürel Farklılıklar & Yönetimi, Anadolu
  • Üniversitesi Sosyal Bilimler Dergisi Cilt/Vol.: 12 - Sayı/No: 1 (89-102) Hair, J., R., Anderson, R. Tatham , William B. 1998, Multivariate Data Analysis With Readings, Fifth
  • Hays, R. & Korth, C. 1972. International Business and Introduction to the World of the Multinational Firm. New York: Printice-Hall Inc.
  • Helvacıoğlu, N. & Özutku, H. 2010. Kültürel Farklılıkların Yönetiminde İnsan Kaynakları Stratejilerinin Rolü: IKEA Örneği. Yönetim Bilimleri Dergisi. 8(1), 193216.
  • Hess, J., & Story, J., 2005. Trust based commitment: Multidimensional consumer brand relationship. Journal of Consumer Marketing. 22 (6), ss. 313-22.
  • Hunger, J. David, Thomas L. Wheelen 1993. Strategic Management, AddisonWesley Publishing Comp., New York.
  • Jacob Jacoby and Leon B. Kaplan (1972) ,"The Components of Perceived Risk", in SV - Proceedingsof the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Chicago, IL : Association for Consumer Research, Pages: 382-393.
  • Janonis, V., Dovaliené A. & Virvilaité, R., 2007. Relationship of brand identity and image. Engineering Economics. 51 (1), ss. 69-79.
  • Jihyun Kim, Jihye Park, (2005) "A consumer shopping channel extension model: attitude shift towardthe online store", Journal of Fashion Marketing and Management: An International Journal, Vol. 9 Issue: 1, pp.106-121, https://doi.org/10.1108/13612020510586433
  • Kapferer, J. N., 1992. Strategic brand management: New approaches to creating and evaluating brand equity. New York: The Free Press.
  • Katzenbach J.R. Smith D. K., 2015, The Wisdom of Teams: Creating the High-Performance Organization. Harvard Business Review.
  • Kaymakçı, O., 2013. Küresel Ekonomide Çokuluslu Şirketler & Türkiye’deki Yansımaları. Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 11(1), 224-249.
  • Keller, K. L., 1993. Conseptualizing, measuring and managing customer-based brand equity. Journal of Marketing. 57 (1), ss. 1-22.
  • Keller, K. L., 1998. Strategic brand management-building, measuring, and managing brand equity. New Jersey: Prentice Hall.
  • Keller, K. L., & Kotler, P. ,2012. Marketing Management. Pearson Published. New Jersey.
  • Kim, Hong-Bumm, Woo Gon Kim, Woo Gon & An, Jeonh A.; 2003, “The Effect of Consumer-BasedBrand Equity on Firms’ Financial Performance”, Journal of Consumer Marketing, 20(4), pp. 335- 351.
  • Koçtürk, O.M. & Eker, M. 2012. Dünyada & Türkiye’de Doğrudan Yabancı Sermaye Yatırımları & Çokuluslu Şirketlerin Gelişimi. Tarım Ekonomisi Dergisi, 18(1), 35-42.
  • Kotler, P., 2000. Kotler & pazarlama. Ayşe Özyağcılar (Çev.), İstanbul: Sistem Yayıncılık. Kotler, P., 2000. Marketing management. 10th edn. New Jersey: Prentice Hall.
  • Kotler, P., 2000. Pazarlama yönetimi. İstanbul: Beta Yayınevi.
  • Kotler, P., 2003. Marketing insights from a to z 80 concepts every manager needs to know. New Jersey: Wiley.
  • Kotler, P., Wong, V., Saunders J., & Armstrong, G., 2005. Marketing an introduction. London: Prentice Hall.
  • Kressmann, Frank & Sirgy, M & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee,Dong-Jin. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research. 59. 955-964. 10.1016/j.jbusres.2006.06.001.
  • Laroche, Michel & Ueltschy, Linda & Abe, Shuzo & Cleveland, Mark & Yannopoulos, Peter. (2004).Service Quality Perceptions and Customer Satisfaction: Evaluating the Role of Culture. Journal of International Marketing - J INT MARKETING. 12. 58-85. 10.1509/jimk.12.3.58.38100.
  • Lepak D.P. & Snell S.A 1998. Virtual HR: Strategic human resource management in the 21st century Human Resource Management Review Volume 8, Issue 3, Autumn 1998, Pp. 215-234
  • Levi, D. 2007. Group Dynamics for Teams. California: Sage Publications.
  • Levinson, J. C., & Lautenslager, A., 2008. 30 günde gerilla pazarlama. 2.basım. İstanbul: Medicat Yayınları.
  • Levy, S. J., & Rook. D. W., 1990. Brands, consumers, symbols & research. New York: SAGE.Lewiss, D. J., & Weigert, A., 1985. Trust as a social reality. Social Forces. 63 (4), ss. 967- 985.
  • Morgan, R. M., & Hunt, S. D., 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), ss. 20-38.
  • Nar,.M.Ş., 2015. Küreselleşmenin tüketim kültürü üzerindeki etkisi: teknoloji tüketimi the effect ofglobalızatıon on consumptıon culture: technology consumptıon. Uluslararası Sosyal AraştırmalarDergisi The Journal of International Social Research Cilt: 8 Sayı: 37, Vol. 8 Issue: 37, April 2015 Odabaşı, Y., & Barış, G., 2003. Tüketici davranışı. İstanbul: Mediacat Yayınları.
  • Özcan, T.E. 2011. Çokuluslu Şirketlerde Stratejik Planlama. Yüksek Lisans Tezi, Kadir Has Üniversitesi/Sosyal Bilimler Enstitüsü, İstanbul.
  • Parasuraman, A., Zeithaml V. A. ve Berry, L. L., 1988. Servqual: A multiple Item scale for measuring customer perceptions of service quality. Journal of Retailing. 64, pp. 12-40.
  • Pearce, R. 1994. The internationalisation of research and development by multinational enterprises and the transfer sciences. Empirica, 21(3), 297-311.
  • Ries, A., & Trout, J., 2017. Konumlandırma & tüketici zihnini fethetme savaşı. Ebru Kızıldağ (Çev.), İstanbul: Mediacat.
  • Ries, A. & Trout, J., 1982. Positioning: The Battle for Your Mind. Warner Books, New York.Riezebos, R., 2003. Brand management: A theoretical and practical approach. Harlow: Pearson Education Limited.
  • Rios, E. R. & Riquelme, H. E., 2008. Brand equity for online companies. Marketing Intelligence and Planning. 26 (7), ss. 719-742.
  • Ritzer, G. 2000. Büyüsü Bozulmuş Dünyayı Büyülemek: Tüketim Araçlarının Devrimcileştirilmesi, İstanbul: Ayrıntı Yayın.
  • Rodrigues, C.A. 2009. İnternational Management: A Cultural Approach. USA: Sage Publications.
  • Sääksjärvi, M. & Samiee, S., 2011. Relationships among brand identity, brand image and brandpreference: Differences between cyber and extension retail brands over time, Journal of Interactive Marketing, 25 (3), ss. 169-177.
  • Sarıdoğan Vildan, Çokuluslu İşletmelerde Yerel Pazarlama Stratejileri & Marka Yönetimi İlişkisi., Yüksek Lisans Tezi, T. C. İstanbul Ticaret Üniversitesi Sosyal Bilimler Enstitüsü, 2016
  • Saygın E., 2018, İran’da Doğrudan Yabancı Sermaye Yatırımları: Ekonomik Müşevvikler & Kurumsal Kısıtlar, İran Çalışmaları Dergı̇si ISSN: 2536-5029 Cilt: 1, Sayı: 2, ss. 59
  • Schneider, S.C: & Barsoux, J.L. 1997 Managing Across Cultures. Great Britain: Prentice Hall Europe.
  • Serinkan, C. & Bağcı, Z. 2012. Çokuluslu İşletmelerin Faaliyet Şekilleri & Organizasyon Yapıları. Ekonomi & Yönetim Araştırmaları Dergisi, 1(2), 91-117.
  • Sherman A., Bohlander G., 1992, Managing Human Resources, Cincinnati, College Division South Western Publishing Co.
  • Simms, C.D. & Trott, P. 2006. The perceptions of the BMW mini brand: the importance of historicalassociations and the development of a model. Journal of Product & Brand Management, 15 (4), ss. 228-238.
  • Solomon, M. R., 2006. Tüketici krallığının fethi. Selin Çetinkaya (Çev.), İstanbul: Mediacat.
  • Stone Robert N, Grønhaug Kjell, 1993. "Perceived Risk: Further Considerations for the MarketingDiscipline", European Journal of Marketing, Vol. 27 Issue: 3, pp.39-50, https://doi.org/10.1108/03090569310026637
  • Swaen, V. & Chumpitaz, C. R., 2008. Impact of corporate social resposibility on consumer trust. Recherche et Applications en Marketing. 23 (4), ss. 7- 34.
  • Sürgevil, O. & Budak, G. 2008. İşletmelerin, Farklılıkların Yönetimi Anlayışına Yaklaşım Tarzlarının Saptanmasına Yönelik Bir Araştırma. DEÜ, SBE Dergisi, Cilt 10, Sayı 4, 2008.
  • Tağraf, H. 2008. Küresel Stratejilerden Çokuluslu Stratejilere Geçiş: Küresel Düşün Yerel Davran.Karamanoğlu Mehmetbey Üniversitesi İktisadi & İdari Bilimler Fakültesi Dergisi, 10(14), 1-19.
  • Tağraf, H. 2002. Küreselleşme Süreci & Çokuluslu İşletmelerin Küreselleşme Sürecine Etkisi., C.Ü. İktisadi & İdari Bilimler Dergisi, Cilt 3, Sayı 2, 2002
  • Teng, D., & Jingtao, Y. 2014.Ownership, R&D intensity and performance: Evidence from transitionalChina.
  • http://mbsportal.bl.uk/taster/subjareas/strategy/bam2014/strategy/full/178364contribution200.pdf, 01.02.2017.
  • Ünsar, S. 2007. Uluslararası İşletmelerde Üretim Stratejileri. Yaşar Üniversitesi Dergisi, 2(7), 695-Walfried Lassar, Banwari Mittal, Arun Sharma, (1995) "Measuring customer‐based brand equity",Journal of Consumer Marketing, Vol. 12 Issue: 4, pp.11-19, https://doi.org/10.1108/07363769510095270
  • Williams, J.; Dubrin, Andrew J.; Sisk, Henry L.1985. Management and Organization, Cincinati, South-Western Publishing Co., s.534.
  • Walgren, C., Ruble, C. A., & Donthu, N. 1995. Brand equity, brand preference and purchaseintent. Journal of Advertising, 24(3), 25-40. http://dx.doi.org/10.1080/00913367.1995.10673481
  • Wood, L., 2000. Brands are brand equity: definition and management. Management Decision. 38 (9), ss. 662-6
  • Yaraş, Eyyup & Yetkin Özbük, Meltem & Aydın Ünal, Duygu. (2017). Factors affecting consumers'intention to purchase online. Journal of Internet Applications and Management. 8. 63-74. 10.5505/iuyd.2017.91885.
  • Yoo B., Donthu N. & Lee S., 2000, “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of the Academy of Marketing Science, Vol:28, No:2
  • Zincir O., Tunç A.Ö., 2018. Yöneticim Etik Bir Lider midir?: Beyaz Yaka Çalışanların Algısı Üzerine Bir Çalışma AİBÜ Sosyal Bilimler Enstitüsü Dergisi, 2018, Cilt:18, Yıl:18, Sayı: 1, 18: 23-47
MAKALE İSTATİSTİKLERİ

                                                                                                                                                                                                        

                                                                                                                                                                                                        

                                                                                                                                                                                                        
                                                                                                                                                                                                        
                                                                                                                                                                                                        

                                                                                                                                                                                                        

                                                                                                                                                                                                        



                                                                                                                                                                                                        

                                                                                                                                                                                                        

                                                                                                                                                                                                        

                                                                                                                                                                                                        

                                                                                                                                                                                                        

                                                                                                                                                                                                        
LINKS

                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
  • 
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
    

                                                                                                                                                                                                        
     Last issue
    
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
    • 
                                                                                                                                                                                                        
  • 
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
         Previous issues
    
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
    • 
                                                                                                                                                                                                        
  • 
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
    Article Statistics
    
                                                                                                                                                                                                        
    
                                                                                                                                                                                                        
    • 

                                                                                                                                                                                                        
                                                                                                                                                                                                        




                                                                                                                                                                                                        


                                                                                                                                                                                                        

                                                                                                                                                                                                        



                                                                                                                                                                                                        

                                                                                                                                                                                                        

                                                                                                                                                                                                        
Share