REKLAM YOĞUNLUĞUNUN PAZARA GİRİŞ STRATEJİSİNE ETKİSİ ÜZERİNE BİR DEĞERLENDİRME

Öz

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.

Anahtar Kelimeler

• Pazara giriş stratejisi
• ortak girişim
• tamamına sahip olunan bağlı ortaklık
• reklam yoğunluğu
• pazarlama

AN EVALUATION OF IMPACT OF ADVERTISING INTENSITY ON ENTRY MODE CHOICE

Öz

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.

Anahtar Kelimeler

• Entry mode choice
• joint venture
• wholly owned subsidiary
• advertising intensity
• marketing

Kaynakça

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