ULUSLARARASILAŞMA STRATEJİLERİNİN KEŞFİ: GELİŞMEKTE OLAN ÜLKEDEN BİR VAKA ANALİZİ

Öz

Bu makale, gelişmekte olan ülkelerden olan firmaların uluslararasılaşma süreçlerini araştırmak için vaka çalışması yaklaşımını kullanmakta ve kavramsal çerçeve olarak Paul & Mas (2019) tarafından önerilen yedi teorik önermeyi ele almaktadır. Bu teorik çerçeve uluslararası pazarlama stratejilerini analiz etmek için uygulanarak bu alandaki mevcut literatürü zenginleştirmektedir. Ayrıca bu bağlamda incelendiğinde, literatürde, Türkiye menşeili bir firmaya odaklanan bir çalışmaya bulunmadığı için bu araştırma bir ilk olma özelliğine sahiptir. Araştırma bir vaka çalışması olarak tasarlanmış olup, Getir firması tarafından yayınlanan resmî duyurulardan, arşivlerden ve haber kaynaklarından toplanan nitel verilere dayanarak yedi önermeye göre firmanın durumunu ortaya koymaktadır. Sonuçlara göre, bu vaka çalışmasında potansiyel ve desen kavramlarına dair yeterli kanıt bulunmamaktadır. Süreç ve hız kavramlarına ilişkin önermeler ise Paul & Mas (2019)’un iddia ettiğinden farklı bir şekilde ortaya çıkmaktadır.

Anahtar Kelimeler

• Uluslararası pazarlama stratejileri
• Gelişmekte olan ülkeler
• firmaların uluslararasılaşması
• 7-P.

EXPLORING INTERNATIONALIZATION STRATEGIES: A DEVELOPING COUNTRY CASE STUDY ANALYSIS

Öz

This paper investigates the internationalization processes of firms emerging from developing countries, utilizing a case study approach to address the seven theoretical propositions suggested by Paul & Mas (2019). By applying this theoretical framework to analyse the international marketing strategies, the study enriches the existing literature in this domain. Furthermore, there is a lack of literature focusing on a case study of a Turkish firm in this context. The research is designed as a case study, and the international marketing position of Getir, a company, is analysed based on qualitative data collected from archives and news sources according to the seven propositions. According to the results, there is not enough evidence available for the concepts of potential and pattern in this case study. However, propositions regarding the concepts of process and pace appear differently in this case study than what the authors claim.

Anahtar Kelimeler

• International marketing strategies
• emerging countries
• internationalization of firms
• 7-P.

Kaynakça

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