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REKLAM YOĞUNLUĞUNUN PAZARA GİRİŞ STRATEJİSİNE ETKİSİ ÜZERİNE BİR DEĞERLENDİRME

Year 2021, , 118 - 126, 31.12.2021
https://doi.org/10.54969/abuijss.1027053

Abstract

Küreselleşme şirketlerin yabancı pazarlara yönelmesinde etkili olmuştur. Bu çok uluslu şirketler yabancı bir ülkeye girerken çeşitli faktörleri değerlendirmektedir. Bu bağlamda verilmesi gereken önemli bir karar pazara giriş stratejisidir (giriş modu tercihi). Buna ek olarak reklam yoğunluğu da pazara giriş stratejisini etkileyebilecek önemli bir faktördür. Bu nedenle, reklam yoğunluğunun pazara giriş stratejisine olan tesiri üzerine bir analiz yapmak önem taşımaktadır. Bu çalışmanın amacı reklam yoğunluğunun pazara giriş stratejisine olan etkisi konusunda bir değerlendirme yapmaktır. Belirtilen incelemeyi gerçekleştirebilmek için ilgili konudaki altı makale seçilmiştir. Yapılan değerlendirme sonucunda literatürde tutarsız bulguların olduğu gözlemlenmiş olup, konu ile ilgili detaylar makalede tartışılmıştır. Tutarsızlıklara rağmen, genel anlamda, reklam yoğunluğu arttıkça çok uluslu şirketlerin tamamına sahip olunan bağlı ortaklık ile yabancı pazara giriş yapma ihtimalinin arttığı çıkarımı yapılabilmektedir.

References

  • Anand, J. & Delios, A. (2002). Absolute and relative resources as determinants of international acquisitions. Strategic Management Journal, 23, 119–134.
  • Chen, S.-F. S. & Hennart, J.-F. (2002). Japanese investors’ choice of joint ventures versus wholly-owned subsidiaries in the US: The role of market barriers and firm capabilities. Journal of International Business Studies, 33(1), 1-18.
  • Cheng, Y.-M. (2006). Determinants of FDI mode choice: Acquisitions, brownfield, and greenfield entry in foreign markets. Canadian Journal of Administrative Sciences, 23(3), 202-220.
  • Fan, D. & Xiao, C. & Zhang, X. & Guo, Y. (2021). Gaining customer satisfaction through sustainable supplier development: The role of firm reputation and marketing communication. Transportation Research Part E, 154, 102453.
  • Fladmoe-Lindquist, K. & Jacque, L. L. (1995). Control modes in international service operations: The propensity to franchise. Management Science 41(7), 1238–1249.
  • Gatignon, H. & Anderson, E. (1988). The multinational corporation’s degree of control over foreign subsidiaries: An empirical test of a transaction cost explanation. Journal of Law, Economics, Organization, 4(2), 305–336.
  • Gilroy, B. M. & Lukas, E. (2006). The choice between greenfield investment and cross-border acquisition: A real option approach. The Quarterly Review of Economics and Finance, 46(3), 447-465.
  • Gomes-Casseres, B. (1989). Ownership structures of foreign subsidiaries: Theory and evidence. Journal of Economic Behavior and Organization, 11, 1–25.
  • Hennart, J.-F. (1988). A transaction costs theory of equity joint ventures. Strategic Management Journal, 9(4), 361-374.
  • Hennart, J.-F. (1991). The transaction costs theory of joint ventures: An empirical study of Japanese subsidiaries in the United States. Management Science, 37(4), 483–497.
  • Hennart, J.-F. & Park, Y.-R. (1993). Greenfield vs. acquisition: The strategy of Japanese investors in the United States. Management Science, 39(9), 1054–1070.
  • Hill, C. W. L. & Hwang, P. & Kim, W. C. (1990). An eclectic theory of the choice of international entry mode. Strategic Management Journal, 11(2), 117–128.
  • Kumar, V. & Subramanian V. (1997). A contingency framework for the mode of entry decision. Journal of World Business, 32(1), 53-72.
  • Li, Y. & Zhang, B. & Fan, D. & Li, Z. (2021). Digital media, control of corruption, and emerging multinational enterprise’s FDI entry mode choice. Journal of Business Research, 130, 247-259.
  • Mariotti, S. & Marzano, R. & Piscitello, L. (2021). The role of family firms’ generational heterogeneity in the entry mode choice in foreign markets. Journal of Business Research, 132, 800-812.
  • Singh, H. & Kogut, B. (1989). Industry and competitive effects on the choice of entry mode. Academy of Management Proceedings, 116-120.
  • Tripathi, S. N. & Misra, D. & Siddiqui, M. (2020). Impact of advertising intensity on market risk of a firm: A study on the Indian consumer goods sector. Global Business Review, 21(6), 1376-1386.
  • Tsang, E. W. K. (2005). Influences on foreign ownership level and entry mode choice in Vietnam. International Business Review, 14, 441-463.

AN EVALUATION OF IMPACT OF ADVERTISING INTENSITY ON ENTRY MODE CHOICE

Year 2021, , 118 - 126, 31.12.2021
https://doi.org/10.54969/abuijss.1027053

Abstract

Globalization has led companies to expand into foreign markets. These multinational enterprises (MNEs) consider diverse factors when entering a foreign country. One of the important decisions the MNEs make is the entry mode choice. Additionally, advertising intensity can be another important factor that may affect the entry mode choice. Therefore, it is important to make an analysis regarding the effect of advertising intensity on entry mode choice. Accordingly, the aim of this study is to make an evaluation regarding the impact of advertising intensity on entry mode choice. Six articles were chosen that are related to this topic to make a such investigation. The result of the evaluation showed that there are some inconsistent findings in the literature that are discussed in the paper. Apart from the inconsistencies, it can be stated that as the advertising intensity increases, the MNEs may choose wholly owned subsidiary to enter a foreign market.

References

  • Anand, J. & Delios, A. (2002). Absolute and relative resources as determinants of international acquisitions. Strategic Management Journal, 23, 119–134.
  • Chen, S.-F. S. & Hennart, J.-F. (2002). Japanese investors’ choice of joint ventures versus wholly-owned subsidiaries in the US: The role of market barriers and firm capabilities. Journal of International Business Studies, 33(1), 1-18.
  • Cheng, Y.-M. (2006). Determinants of FDI mode choice: Acquisitions, brownfield, and greenfield entry in foreign markets. Canadian Journal of Administrative Sciences, 23(3), 202-220.
  • Fan, D. & Xiao, C. & Zhang, X. & Guo, Y. (2021). Gaining customer satisfaction through sustainable supplier development: The role of firm reputation and marketing communication. Transportation Research Part E, 154, 102453.
  • Fladmoe-Lindquist, K. & Jacque, L. L. (1995). Control modes in international service operations: The propensity to franchise. Management Science 41(7), 1238–1249.
  • Gatignon, H. & Anderson, E. (1988). The multinational corporation’s degree of control over foreign subsidiaries: An empirical test of a transaction cost explanation. Journal of Law, Economics, Organization, 4(2), 305–336.
  • Gilroy, B. M. & Lukas, E. (2006). The choice between greenfield investment and cross-border acquisition: A real option approach. The Quarterly Review of Economics and Finance, 46(3), 447-465.
  • Gomes-Casseres, B. (1989). Ownership structures of foreign subsidiaries: Theory and evidence. Journal of Economic Behavior and Organization, 11, 1–25.
  • Hennart, J.-F. (1988). A transaction costs theory of equity joint ventures. Strategic Management Journal, 9(4), 361-374.
  • Hennart, J.-F. (1991). The transaction costs theory of joint ventures: An empirical study of Japanese subsidiaries in the United States. Management Science, 37(4), 483–497.
  • Hennart, J.-F. & Park, Y.-R. (1993). Greenfield vs. acquisition: The strategy of Japanese investors in the United States. Management Science, 39(9), 1054–1070.
  • Hill, C. W. L. & Hwang, P. & Kim, W. C. (1990). An eclectic theory of the choice of international entry mode. Strategic Management Journal, 11(2), 117–128.
  • Kumar, V. & Subramanian V. (1997). A contingency framework for the mode of entry decision. Journal of World Business, 32(1), 53-72.
  • Li, Y. & Zhang, B. & Fan, D. & Li, Z. (2021). Digital media, control of corruption, and emerging multinational enterprise’s FDI entry mode choice. Journal of Business Research, 130, 247-259.
  • Mariotti, S. & Marzano, R. & Piscitello, L. (2021). The role of family firms’ generational heterogeneity in the entry mode choice in foreign markets. Journal of Business Research, 132, 800-812.
  • Singh, H. & Kogut, B. (1989). Industry and competitive effects on the choice of entry mode. Academy of Management Proceedings, 116-120.
  • Tripathi, S. N. & Misra, D. & Siddiqui, M. (2020). Impact of advertising intensity on market risk of a firm: A study on the Indian consumer goods sector. Global Business Review, 21(6), 1376-1386.
  • Tsang, E. W. K. (2005). Influences on foreign ownership level and entry mode choice in Vietnam. International Business Review, 14, 441-463.
There are 18 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Cem Karayalçın 0000-0002-0847-8020

Publication Date December 31, 2021
Submission Date November 22, 2021
Acceptance Date December 15, 2021
Published in Issue Year 2021

Cite

APA Karayalçın, C. (2021). AN EVALUATION OF IMPACT OF ADVERTISING INTENSITY ON ENTRY MODE CHOICE. Antalya Bilim Üniversitesi Uluslararası Sosyal Bilimler Dergisi, 2(2), 118-126. https://doi.org/10.54969/abuijss.1027053

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