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GLOKAL ÜRÜN VE MARKA STRATEJİLERİNİN DEĞERLENDİRİLMESİ: “ALGİDA” İZMİR ÖRNEĞİ

Yıl 2010, Cilt: 3 Sayı: 6, 1 - 27, 01.12.2010

Aykan Candemir Ali Erhan Zalluhoğlu

Öz

Global pazarlar arasındaki farklılıklar, her ülke pazarına uygun tek tip stratejiler olamayacağını, farklı pazarlarda farklı stratejilerinin kullanılabileceğini ortaya koymuştur. Bu açıdan, global ölçekte faaliyet gösteren işletmeler girdikleri ülke pazarlarında stratejilerini o ülke pazarlarına uyarlamak durumunda kalmaktadırlar. Bu kapsamda çalışmanın amacı tüm dünyada faaliyet gösteren Unilever’in “Heartbrand” standart sembolü ile pazarda bulunan dondurma ürünleri için Türkiye’de yaptığı uygulamaları ve rakiplerine karşı olan durumunu glokalleşme çerçevesinde incelemektir. Çalışma İzmir şehir merkezinde yaşayan ve kolayda örneklem yoluyla seçilmiş 1428 kişiyle anket kullanılarak yüzyüze görüşmeler yoluyla gerçekleştirilmiştir. Uygulamalar marka, ürün ve rekabet kapsamında değerlendirilerek, Türk tüketicilerin bu uygulamalarla ilgili tutumları ortaya konulmuştur

Anahtar Kelimeler

Globalizasyon Glokalleşme Heartbrand Algida Etnosentrizm

Kaynakça

  • Ali Kanso, Kitchen P. J., (2004), “Marketing Consumer Services Internationally: Locali- zation and Standardization Revisited”, Marketing Intelligence & Planning, C. 22, No. 2, s. 201-215.
  • Altıntaş Murat Hakan ve Tokol, T., (2007), “Cultural Openness and Consumer Ethno- centrism: An Empirical Analysis of Turkish Consumers Marketing”, Intelligence & Planning, C.25; No.4; s.308-325.
  • Antonio Foglio, Stanevicius, V., (2006), “Scenario of Glocal Marketing as an Answer to the Market Globalization&Localization: Strategy, Scenario and Market”, Vadyba/Management, C.1, No.10, s 26-37.
  • Arjun Chaudhuri, Holbrook, M. B., (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance:The Role Of Brand Loyalty”, Journal of Marke- ting, C.65, No. 2, s. 81-93.
  • Baş, Türker (2005), Anket Nasıl Hazırlanır, Uygulanır,Değerlendirilir?, Seçkin Yayıncı- lık, Ankara.
  • Benyon J., Dunkerley, D., Benyon J. H. (Eds.), (2000), Globalization: The reader (an anthology). New York: Routledge
  • Biel, Alexander L. “How Brand Image Drives Brand Equity”, Journal of Advertising Research, 1992, C. 32, No. 6, s. RC6-R12.
  • Cevahir Uzkurt, Özmen M., “Tüketici Etnosentrizmi ve Ülke Orijini Etkisinin Tüketici- lerin Yerli ve Yabancı Ürünlere Yönelik Tutumlarına Etkileri”, 9. Ulusal Pazarlama Kongresi, 6-8 Ekim 2004, Ankara, Gazi Üniversitesi İİBF. Bildiriler Kitabı, s. 261- 274.
  • David M. Szymanski, Bharadwaj, S.G., Varadarajan, P.R., “Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation”, Jo- urnal of Marketing, 1993, C. 57 (October), s. 1-17.
  • Demetris Vrontis, Thrassou A., “Adaptation vs. Standardization in International Marke- ting – The Country-of-Origin Effect “, Innovative Marketing, 2007, C. 3, Issue 4, 2007, s.7-20.
  • Douglas B. Holt, Quelch, J.A, Taylor E. L, “How Global Brands Compete”, Harvard Business Review, 2004, C.82, No.9, s.68-75.
  • Fernando Robles, de Mello R. C., “Unilever's Latin American Strategy in Yellow Fats, Ice Cream and Teas”, Latin American Business Review, 2001, C. 2, No. 3/4, s. 123- 157.
  • Geoffrey Jones, Miskell Peter, “Acquisitions and firm growth: Creating Unilever's ice cream and tea business”, Business History, 2007, C. 49, No.1, s. 8-28.
  • Greg Harris, Attour S., “The International Advertising Practices of Multinational Com- panies: A Content Analysis Study”, European Journal of Marketing, 2003, C. 37, No. 1 & 2, s. 154-168.
  • Haydeé Calderon, Cervera, A., Molla, A., “Brand Assessment:A Key Element of Marke- ting Strategy”, Journal of Product & Brand Management, 1997, C. 6, No. 5, s. 293- 304.
  • Jones Geoffrey, Renewing Unilever, 2005, Oxford: Oxford University Press.
  • John J. Watson, Wright K. K “Consumer Ethnocentrism and Attitudes Toward Domestic and Foreign Products”, European Journal of Marketing; 2000, C. 34, No. 9/10; s. 1149-1166.
  • Joseph Arthur Rooney, (1995), “Branding: a Trend for Today and Tomorrow”, Journal of Product & Brand Management, C. 4, No.4, s.48-55.
  • Göran Svensson, “Glocalization of Business Activities: A Glocal Strategy Approach”, Management Decision, 2001, C. 39, s.6-18.
  • Göran Svensson, “Beyond Global Marketing And The Globalization Of Marketing Acti- vities”, Management Decision, 2002, C. 40, No.6, s. 574-583.
  • Günay G. Nazan (2008), “Ürün Stratejileri”, Küresel Pazarlama Stratejileri, Beta Yayıne- vi, İstanbul, s. 357.
  • Helena Rubinstein, (1996), ”Brand first’ management”, Journal of Marketing Manage- ment, C. 12, No. 4, s. 269-80.
  • Herbig, A. Paul, (1997), Handbook of Cross-Cultural Marketing, Haworth Press, New York.
  • Kamran Kashani, (1989), “Beware the Pitfalls of Global Marketing”, Harvard Business Review, (September-October), s. 91-98.
  • Keegan, Warren J., Green Mark C. (2005), Global Marketing, Fourth Edition, Internatio- nal Edition, New Jersey: Prentice Hall, s.18.
  • Madhu Agrawal (1995), “Review of a 40-Year Debate in International Advertising: Prac- titioner and Academician Perspectives to the Standardization/Adaptation Issue”, International Marketing Review, C.12, No.1, s.26-48.
  • Mahesh N. Shankarmahesh, “Consumer Ethnocentrism: An Integrative Review of Its Antecedents and Consequences”, International Marketing Review, 2006, C. 23, No. 2, s 146-172.
  • Massey, D. (1994), Space, place, and gender. Minneapolis: Univ of Minnessota Press., s.120.
  • Medeni T.(2004), A New Dimension beside Global, Local and Glocal: Lobal, BAI 2004, International Workshop on Business and Information, Taiwan, March http://www.im.usc.edu.tw/BAI2004/, s. VII-3.
  • Michael Chattalas, Kramer, T., Takada, H., “The Impact of National Stereotypes on The Country of Origin Effect a Conceptual Framework”, International Marketing Re- view, 2008, C. 25, No. 1, s. 54–74.
  • Michael G. Harvey, (1993), “Point of View: A Model to Determine Standardization of The Advertising Process in International Markets”, Journal of Advertising Rese- arch, C. 33, No. 4, s. 57-64.
  • Michael L. Maynard, (2003), “From Global to Local: How Gillette’s Sensor Excel Ac- commodates to Japan”, Keio Communication Review, No.25, s. 57-75.
  • Michel Laroche, Kirpalani, V.H., Pons, F., Zhou L., “A Model of Advertising Standardi- zation in Multinational Corporations”, Journal of International Business Studies, 2001, C. 32, No. 2, s. 249-266
  • Min C. Han, (1988), “The Role of Consumer Patriotism in The Choice of Domestic ver- sus Foreign Products”, Journal of Advertising Research, June/July, s. 25-32.
  • Murat Akın, Çiçek, R., Gürbüz, E. ve İnal, E.M. (2009), “Tüketici Etnosentrizmi ve Dav- ranış Niyetleri Arasındaki Farklılığın Belirlenmesinde CETSCALE Ölçeği”, Ege Akademik Bakış, C. 9, S.2, s.490-491.
  • Leslie de Chernatony, Halliburton, C., Bernath, R., (1995), “International Branding: Demand- or Supply-Driven Opportunity?”, International Marketing Review, C.12, No.2, s.9-21.
  • Nanda K Viswanathan, Dickson Peter R., (2007), The Fundamentals of Standardizing Global Marketing Strategy, International Marketing Review, C. 24, No. 1, s 46-63.
  • Peter H. Farquhar, (1994), “Strategic Challenges for Branding”, Marketing Management, C.3, No. 2, s. 8-15.
  • Philip Kotler (1986), “Global Standardization-Courting Danger”, Journal of Consumer Marketing, C. 3, No. 2, s. 13-15.
  • Radka Koudelova, Whitelock, J., (2001) “A Cross-Cultural Analysis of Television Ad- vertising in The UK and The Czech Republic”, International Marketing Review, C. 18. No. 3, s. 286-300.
  • Saeed Samıee, (1994), “Customer Evaluation of Products in a Global Market”, Journal of International Business Studies, C.25, No.3, s 579-604.
  • Shintaro Okazaki (2004), “Do Multinationals Standardise or Localise? The Cross- Cultural Dimensionality of Product-based Web sites”, Internet research, C. 14, No.1, s.81-84.
  • Sima Nart, (2008), “Menşe Ülke Etkisinin Tüketici Algılamaları ve Davranışlarına Yan- sımaları: İngiltere Pazarında Türk ve Alman Markalarının Karşılaştırılması”, Sü- leyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, C.13, S.3 s.153-177.
  • Subhash C. Jain, (1989), ” Standardization of International Marketing Strategy: Some Research Hypotheses”, Journal of Marketing, 53(1), s.70-79.
  • Tamer S. Cavuşgil, Shaoming, Z., (1994), “Marketing Strategy-Performance Relations- hip: An Investigation of the Empirical Link in Export Market Venture”, Journal of Marketing, C. 58, No. 1, s. 1-21.
  • T.C. Melewar, Hayday, Gupta, D. S., Cohen G., (2008), “EU Enlargement: A Case Study of Branding Standardization”, EuroMed Journal of Business, C. 3; No.2, s. 179-201.
  • Theodore Levitt, (1983), “The Globalization of Markets”, Harvard Business Review, C.61, No.3, s.92-93.
  • Unilever Annual Review- 2008, 2009.
  • William L. James, Hill, John S., (1991), “International Advertising Messages: to Adapt or not to Adapt”, Journal of Advertising Research, C. 31 No. 3, s. 65-71.
  • Zou Shaoming ve Çavuşgil T., (2002), “The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance”, Journal of Marketing, C.66, No.4, s 40-56.
  • http://www.algida.gr/gr_el/products/default.aspx, 09.08.2009
  • http://www.algida.com.tr, 09.08.2009
  • http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B, 13.08.2009
  • http://www.unilever.com.tr/ourcompany/aboutunilever/ourhistory/default.asp, 13.08.2009
  • http://www.unilever.com/brands/foodbrands/Heartbrand.aspx, 08.08.2009

Yıl 2010, Cilt: 3 Sayı: 6, 1 - 27, 01.12.2010

Aykan Candemir Ali Erhan Zalluhoğlu

Öz

When determining the strategy, the differences between the markets indicate that one single standard strategy cannot be implemented globally and the possibility for different choices and strategies for different markets. From this point of view, the firms operating globally, adapt their standard strategies for the markets they enter. Within this context, the aim of this study is to examine the activities of Unilever with the “Heartbrand” used globally as a standard symbol and Algida brand used in Turkey as well as the position against its competitors within the context of glocalization. The study is done through survey research in the city of İzmir with 1428 respondents chosen randomly. Activities of the firm are evaluated within the context of brand, product and competition. The attitudes of Turkish consumers towards the activites of the firm are presented.

Anahtar Kelimeler

Globalization Glocalization Heartbrand Algida Ethnocentrism.

Kaynakça

  • Ali Kanso, Kitchen P. J., (2004), “Marketing Consumer Services Internationally: Locali- zation and Standardization Revisited”, Marketing Intelligence & Planning, C. 22, No. 2, s. 201-215.
  • Altıntaş Murat Hakan ve Tokol, T., (2007), “Cultural Openness and Consumer Ethno- centrism: An Empirical Analysis of Turkish Consumers Marketing”, Intelligence & Planning, C.25; No.4; s.308-325.
  • Antonio Foglio, Stanevicius, V., (2006), “Scenario of Glocal Marketing as an Answer to the Market Globalization&Localization: Strategy, Scenario and Market”, Vadyba/Management, C.1, No.10, s 26-37.
  • Arjun Chaudhuri, Holbrook, M. B., (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance:The Role Of Brand Loyalty”, Journal of Marke- ting, C.65, No. 2, s. 81-93.
  • Baş, Türker (2005), Anket Nasıl Hazırlanır, Uygulanır,Değerlendirilir?, Seçkin Yayıncı- lık, Ankara.
  • Benyon J., Dunkerley, D., Benyon J. H. (Eds.), (2000), Globalization: The reader (an anthology). New York: Routledge
  • Biel, Alexander L. “How Brand Image Drives Brand Equity”, Journal of Advertising Research, 1992, C. 32, No. 6, s. RC6-R12.
  • Cevahir Uzkurt, Özmen M., “Tüketici Etnosentrizmi ve Ülke Orijini Etkisinin Tüketici- lerin Yerli ve Yabancı Ürünlere Yönelik Tutumlarına Etkileri”, 9. Ulusal Pazarlama Kongresi, 6-8 Ekim 2004, Ankara, Gazi Üniversitesi İİBF. Bildiriler Kitabı, s. 261- 274.
  • David M. Szymanski, Bharadwaj, S.G., Varadarajan, P.R., “Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation”, Jo- urnal of Marketing, 1993, C. 57 (October), s. 1-17.
  • Demetris Vrontis, Thrassou A., “Adaptation vs. Standardization in International Marke- ting – The Country-of-Origin Effect “, Innovative Marketing, 2007, C. 3, Issue 4, 2007, s.7-20.
  • Douglas B. Holt, Quelch, J.A, Taylor E. L, “How Global Brands Compete”, Harvard Business Review, 2004, C.82, No.9, s.68-75.
  • Fernando Robles, de Mello R. C., “Unilever's Latin American Strategy in Yellow Fats, Ice Cream and Teas”, Latin American Business Review, 2001, C. 2, No. 3/4, s. 123- 157.
  • Geoffrey Jones, Miskell Peter, “Acquisitions and firm growth: Creating Unilever's ice cream and tea business”, Business History, 2007, C. 49, No.1, s. 8-28.
  • Greg Harris, Attour S., “The International Advertising Practices of Multinational Com- panies: A Content Analysis Study”, European Journal of Marketing, 2003, C. 37, No. 1 & 2, s. 154-168.
  • Haydeé Calderon, Cervera, A., Molla, A., “Brand Assessment:A Key Element of Marke- ting Strategy”, Journal of Product & Brand Management, 1997, C. 6, No. 5, s. 293- 304.
  • Jones Geoffrey, Renewing Unilever, 2005, Oxford: Oxford University Press.
  • John J. Watson, Wright K. K “Consumer Ethnocentrism and Attitudes Toward Domestic and Foreign Products”, European Journal of Marketing; 2000, C. 34, No. 9/10; s. 1149-1166.
  • Joseph Arthur Rooney, (1995), “Branding: a Trend for Today and Tomorrow”, Journal of Product & Brand Management, C. 4, No.4, s.48-55.
  • Göran Svensson, “Glocalization of Business Activities: A Glocal Strategy Approach”, Management Decision, 2001, C. 39, s.6-18.
  • Göran Svensson, “Beyond Global Marketing And The Globalization Of Marketing Acti- vities”, Management Decision, 2002, C. 40, No.6, s. 574-583.
  • Günay G. Nazan (2008), “Ürün Stratejileri”, Küresel Pazarlama Stratejileri, Beta Yayıne- vi, İstanbul, s. 357.
  • Helena Rubinstein, (1996), ”Brand first’ management”, Journal of Marketing Manage- ment, C. 12, No. 4, s. 269-80.
  • Herbig, A. Paul, (1997), Handbook of Cross-Cultural Marketing, Haworth Press, New York.
  • Kamran Kashani, (1989), “Beware the Pitfalls of Global Marketing”, Harvard Business Review, (September-October), s. 91-98.
  • Keegan, Warren J., Green Mark C. (2005), Global Marketing, Fourth Edition, Internatio- nal Edition, New Jersey: Prentice Hall, s.18.
  • Madhu Agrawal (1995), “Review of a 40-Year Debate in International Advertising: Prac- titioner and Academician Perspectives to the Standardization/Adaptation Issue”, International Marketing Review, C.12, No.1, s.26-48.
  • Mahesh N. Shankarmahesh, “Consumer Ethnocentrism: An Integrative Review of Its Antecedents and Consequences”, International Marketing Review, 2006, C. 23, No. 2, s 146-172.
  • Massey, D. (1994), Space, place, and gender. Minneapolis: Univ of Minnessota Press., s.120.
  • Medeni T.(2004), A New Dimension beside Global, Local and Glocal: Lobal, BAI 2004, International Workshop on Business and Information, Taiwan, March http://www.im.usc.edu.tw/BAI2004/, s. VII-3.
  • Michael Chattalas, Kramer, T., Takada, H., “The Impact of National Stereotypes on The Country of Origin Effect a Conceptual Framework”, International Marketing Re- view, 2008, C. 25, No. 1, s. 54–74.
  • Michael G. Harvey, (1993), “Point of View: A Model to Determine Standardization of The Advertising Process in International Markets”, Journal of Advertising Rese- arch, C. 33, No. 4, s. 57-64.
  • Michael L. Maynard, (2003), “From Global to Local: How Gillette’s Sensor Excel Ac- commodates to Japan”, Keio Communication Review, No.25, s. 57-75.
  • Michel Laroche, Kirpalani, V.H., Pons, F., Zhou L., “A Model of Advertising Standardi- zation in Multinational Corporations”, Journal of International Business Studies, 2001, C. 32, No. 2, s. 249-266
  • Min C. Han, (1988), “The Role of Consumer Patriotism in The Choice of Domestic ver- sus Foreign Products”, Journal of Advertising Research, June/July, s. 25-32.
  • Murat Akın, Çiçek, R., Gürbüz, E. ve İnal, E.M. (2009), “Tüketici Etnosentrizmi ve Dav- ranış Niyetleri Arasındaki Farklılığın Belirlenmesinde CETSCALE Ölçeği”, Ege Akademik Bakış, C. 9, S.2, s.490-491.
  • Leslie de Chernatony, Halliburton, C., Bernath, R., (1995), “International Branding: Demand- or Supply-Driven Opportunity?”, International Marketing Review, C.12, No.2, s.9-21.
  • Nanda K Viswanathan, Dickson Peter R., (2007), The Fundamentals of Standardizing Global Marketing Strategy, International Marketing Review, C. 24, No. 1, s 46-63.
  • Peter H. Farquhar, (1994), “Strategic Challenges for Branding”, Marketing Management, C.3, No. 2, s. 8-15.
  • Philip Kotler (1986), “Global Standardization-Courting Danger”, Journal of Consumer Marketing, C. 3, No. 2, s. 13-15.
  • Radka Koudelova, Whitelock, J., (2001) “A Cross-Cultural Analysis of Television Ad- vertising in The UK and The Czech Republic”, International Marketing Review, C. 18. No. 3, s. 286-300.
  • Saeed Samıee, (1994), “Customer Evaluation of Products in a Global Market”, Journal of International Business Studies, C.25, No.3, s 579-604.
  • Shintaro Okazaki (2004), “Do Multinationals Standardise or Localise? The Cross- Cultural Dimensionality of Product-based Web sites”, Internet research, C. 14, No.1, s.81-84.
  • Sima Nart, (2008), “Menşe Ülke Etkisinin Tüketici Algılamaları ve Davranışlarına Yan- sımaları: İngiltere Pazarında Türk ve Alman Markalarının Karşılaştırılması”, Sü- leyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, C.13, S.3 s.153-177.
  • Subhash C. Jain, (1989), ” Standardization of International Marketing Strategy: Some Research Hypotheses”, Journal of Marketing, 53(1), s.70-79.
  • Tamer S. Cavuşgil, Shaoming, Z., (1994), “Marketing Strategy-Performance Relations- hip: An Investigation of the Empirical Link in Export Market Venture”, Journal of Marketing, C. 58, No. 1, s. 1-21.
  • T.C. Melewar, Hayday, Gupta, D. S., Cohen G., (2008), “EU Enlargement: A Case Study of Branding Standardization”, EuroMed Journal of Business, C. 3; No.2, s. 179-201.
  • Theodore Levitt, (1983), “The Globalization of Markets”, Harvard Business Review, C.61, No.3, s.92-93.
  • Unilever Annual Review- 2008, 2009.
  • William L. James, Hill, John S., (1991), “International Advertising Messages: to Adapt or not to Adapt”, Journal of Advertising Research, C. 31 No. 3, s. 65-71.
  • Zou Shaoming ve Çavuşgil T., (2002), “The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance”, Journal of Marketing, C.66, No.4, s 40-56.
  • http://www.algida.gr/gr_el/products/default.aspx, 09.08.2009
  • http://www.algida.com.tr, 09.08.2009
  • http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B, 13.08.2009
  • http://www.unilever.com.tr/ourcompany/aboutunilever/ourhistory/default.asp, 13.08.2009
  • http://www.unilever.com/brands/foodbrands/Heartbrand.aspx, 08.08.2009
Toplam 55 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Aykan Candemir Bu kişi benim

Ali Erhan Zalluhoğlu Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2010
Yayımlandığı Sayı Yıl 2010 Cilt: 3 Sayı: 6

Kaynak Göster

APA Candemir, A., & Zalluhoğlu, A. E. (2010). GLOKAL ÜRÜN VE MARKA STRATEJİLERİNİN DEĞERLENDİRİLMESİ: “ALGİDA” İZMİR ÖRNEĞİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 3(6), 1-27.