Adaptation of Products in International Markets
Article Sidebar
Published
Jan 31, 2017
Main Article Content
Abstract
It has been a topic of debate for many years whether the products will be presented with adaptation strategy or standardization strategy to international markets. A general conclusion derived from these discussions is that not how adaptation or adaptation of the standardization of the problem is preferred to standardization, but how the strategies can be reconciled with each other. This is because, in practice, there are enterprises that achieve success with standardization as well as enterprises that achieve success with the adaptation strategy. In the context of the explanations, main objective of this study is to focus on the concepts of national market and international market and explain the differences between these concepts by considering marketing mix and product decisions. Solutions have been proposed for the adaptation and standardization of the products to the international markets with regard to the ways that enterprises should follow to maximize their profitability in international markets.
Article Details
How to Cite
SERT, Selcuk.
Adaptation of Products in International Markets.
Journal of Multidisciplinary Developments, [S.l.], v. 2, n. 1, p. 41-52, jan. 2017.
ISSN 2564-6095.
Available at: <http://www.jomude.com/index.php/jomude/article/view/33>. Date accessed: 21 jan. 2025.
Section
Social Sciences - Regular Research Paper
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
Altınbasak, I. (2008). Global Marketing Management (In Turkish: Küresel Pazarlama Yönetimi), Beta Press, Istanbul.
Boone, L. E., & Kurtz, D. L. (1999). Contemporary Marketing: 1999. Harcourt Brace College Publishers.
Brei, V. A., d'Avila, L., Camargo, L. F., & Engels, J. (2011). The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis. BAR-Brazilian Administration Review, 8(3), 266-287.
Cateora, P. R., & Graham, J. L. (1999), International Marketing, McGraw Hill.
Cengiz, E. et al., (2003). Strategies in Entering to International Markets (In Turkish: Uluslararası Pazarlara Giriş Stratejileri), Der Press, Istanbul.
Ceylan, A., & Korkmaz, T. (2004). Capital Markets and Securities Analysis (In Turkish: Sermaye Piyasası ve Menkul Değer Analizi), Ekin Press, Istanbul.
Karafaoglu, M. (1997). International Marketing Management (In Turkish: Uluslararası Pazarlama Yönetimi), Beta Press, Istanbul.
Kocatepe, K. (2002). World Population with Data (In Turkish: Verilerle Dünya Nüfusu). Aileplanlama.com. Online: http://www.aileplanlama.com/veriler.html (Accessed on: 15.02.2017).
Kose, U., Hasan, A., Ahmet, D., & Selcuk, S. (2016). A software system for intelligent mathematical optimization of content marketing. In Proceedings of the 4th Virtual Mulfidisciplinary Conference (pp. 12-16).
Kose, U., & Sert, S. (2016). Intelligent Content Marketing with Artificial Intelligence. In International Conference of Scientific Cooperation for Future in the Social Sciences (pp. 837-841).
Kose, U., & Sert, S. (2017). Improvıng content marketing processes with the approaches by artificial intelligence. Ecoforum Journal, 6(1).
Kotler, P., & Armstrong G. (1994), Principles of Marketing, 7. Edu.
Kozlu, C. (2003). International Marketing (In Turkish: Uluslararası Pazarlama), Turkey Isbank Press, Istanbul.
Lages, L. F., & Jap, S. D. (2002). A Contingency Approach to Marketing Mix Adaptation and Performance in International Marketing Relationships. Online: http://fesrvsd.fe.unl.pt/WPFEUNL/WP2002/wp411.pdf (Accessed on: 25.02.2017).
Mucuk, I. (2001). Marketing Principles (In Turkish: Pazarlama İlkeleri), Turkmen Press, Istanbul.
Powers, T. L., & Loyka, J. J. (2010). Adaptation of marketing mix elements in international markets. Journal of Global Marketing, 23(1), 65-79.
Sert, S., & Kose, U. (2014). Impact of social media on marketing: a view on success stories. In International conference on knowledge, economy and management, Antalya, Turkey (pp. 27-30).
Tek, O. B. (1990). Marketing Principles and Applications (In Turkish: Pazarlama İlkeleri ve Uygulamaları), Memleketim Press, Izmir.
Tek, O. B. (1997). Marketing Principles: Global Managerial Approach, Turkey Applications (In Turkish: Pazarlama İlkeleri; Global Yönetimsel Yaklaşım, Türkiye Uygulamaları), Can, Istanbul.
Tek, O. B., & Ozgul, E. (2008), Modern Marketing Principles, Applied Managerial Approach (In Turkish: Modern Pazarlama İlkeleri, Uygulamalı Yönetimsel Yaklaşım), Birlesik Press, Izmir.
Tenekecioglu, B. (2002). International Marketing (In Turkish: Uluslararası Pazarlama), Open Education Faculty Press – Anadolu University, Eskisehir.
Turk, Z., & Sungu, A. (2004). International Marketing Strategies in the Context of Marketing Mix (In Turkish: Pazarlama Karması Yönünden Uluslararası Pazarlama Stratejileri), Mevzuat, 7(75).
Vrontis, D., & Thrassou, A. (2007). Adaptation vs. standardization in international marketing–the country-of-origin effect. Innovative Marketing, 3(4), 7-20.
Boone, L. E., & Kurtz, D. L. (1999). Contemporary Marketing: 1999. Harcourt Brace College Publishers.
Brei, V. A., d'Avila, L., Camargo, L. F., & Engels, J. (2011). The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis. BAR-Brazilian Administration Review, 8(3), 266-287.
Cateora, P. R., & Graham, J. L. (1999), International Marketing, McGraw Hill.
Cengiz, E. et al., (2003). Strategies in Entering to International Markets (In Turkish: Uluslararası Pazarlara Giriş Stratejileri), Der Press, Istanbul.
Ceylan, A., & Korkmaz, T. (2004). Capital Markets and Securities Analysis (In Turkish: Sermaye Piyasası ve Menkul Değer Analizi), Ekin Press, Istanbul.
Karafaoglu, M. (1997). International Marketing Management (In Turkish: Uluslararası Pazarlama Yönetimi), Beta Press, Istanbul.
Kocatepe, K. (2002). World Population with Data (In Turkish: Verilerle Dünya Nüfusu). Aileplanlama.com. Online: http://www.aileplanlama.com/veriler.html (Accessed on: 15.02.2017).
Kose, U., Hasan, A., Ahmet, D., & Selcuk, S. (2016). A software system for intelligent mathematical optimization of content marketing. In Proceedings of the 4th Virtual Mulfidisciplinary Conference (pp. 12-16).
Kose, U., & Sert, S. (2016). Intelligent Content Marketing with Artificial Intelligence. In International Conference of Scientific Cooperation for Future in the Social Sciences (pp. 837-841).
Kose, U., & Sert, S. (2017). Improvıng content marketing processes with the approaches by artificial intelligence. Ecoforum Journal, 6(1).
Kotler, P., & Armstrong G. (1994), Principles of Marketing, 7. Edu.
Kozlu, C. (2003). International Marketing (In Turkish: Uluslararası Pazarlama), Turkey Isbank Press, Istanbul.
Lages, L. F., & Jap, S. D. (2002). A Contingency Approach to Marketing Mix Adaptation and Performance in International Marketing Relationships. Online: http://fesrvsd.fe.unl.pt/WPFEUNL/WP2002/wp411.pdf (Accessed on: 25.02.2017).
Mucuk, I. (2001). Marketing Principles (In Turkish: Pazarlama İlkeleri), Turkmen Press, Istanbul.
Powers, T. L., & Loyka, J. J. (2010). Adaptation of marketing mix elements in international markets. Journal of Global Marketing, 23(1), 65-79.
Sert, S., & Kose, U. (2014). Impact of social media on marketing: a view on success stories. In International conference on knowledge, economy and management, Antalya, Turkey (pp. 27-30).
Tek, O. B. (1990). Marketing Principles and Applications (In Turkish: Pazarlama İlkeleri ve Uygulamaları), Memleketim Press, Izmir.
Tek, O. B. (1997). Marketing Principles: Global Managerial Approach, Turkey Applications (In Turkish: Pazarlama İlkeleri; Global Yönetimsel Yaklaşım, Türkiye Uygulamaları), Can, Istanbul.
Tek, O. B., & Ozgul, E. (2008), Modern Marketing Principles, Applied Managerial Approach (In Turkish: Modern Pazarlama İlkeleri, Uygulamalı Yönetimsel Yaklaşım), Birlesik Press, Izmir.
Tenekecioglu, B. (2002). International Marketing (In Turkish: Uluslararası Pazarlama), Open Education Faculty Press – Anadolu University, Eskisehir.
Turk, Z., & Sungu, A. (2004). International Marketing Strategies in the Context of Marketing Mix (In Turkish: Pazarlama Karması Yönünden Uluslararası Pazarlama Stratejileri), Mevzuat, 7(75).
Vrontis, D., & Thrassou, A. (2007). Adaptation vs. standardization in international marketing–the country-of-origin effect. Innovative Marketing, 3(4), 7-20.