Effect of Standardized Marketing Strategies on Export Performances of Turkish Jewellery Exporters
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Published
Apr 28, 2017
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Abstract
Objective of this study is to identify the role of standardization on the export performance of the companies in Jewellery industry in Turkey. In achieving this aim, positivist and deductive approach was used and exploratory type of examination was carried out. Whole population was targeted in this study and questionnaires were sent out to all 676 companies through emails. Nevertheless, only 450 questionnaires were returned. Among the received questionnaires 34 of them were eliminated since they were not fully filled by the respondents. Therefore, a total of 416 questionnaires were included in to the analysis. It was found in this study that standardization is not a good option in the case of Jewellery industry since all 4ps affects the export performance negatively. However, it was seen that promotion standardization can increase the export figures positively. In addition, it was also found out that despite having a negative effect on the export performance, pricing has a very small negative effect on the export performance compared to others. Therefore, in some cases pricing can be standardized in order to save cost and increase the performance. However, place subject was found as having the most negative effect on export performance. Therefore, it is not advice companies to standardize their distribution activities. Products should also be adopted in most cases in order to increase the performance in Jewellery industry. According to results, the best strategy can be combining standardization and adoption in exporting.
Article Details
How to Cite
KARACA, Ahmet.
Effect of Standardized Marketing Strategies on Export Performances of Turkish Jewellery Exporters.
Journal of Multidisciplinary Developments, [S.l.], v. 2, n. 2, p. 66-81, apr. 2017.
ISSN 2564-6095.
Available at: <http://www.jomude.com/index.php/jomude/article/view/44>. Date accessed: 21 jan. 2025.
Section
Social Sciences - Regular Research Paper
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Anwar, S.T. (2003) “CASES Vodafone and the Wireless Industry: A Case in Market Expansion and Global Strategy”, Journal of Business & Industrial Marketing, Vol. 18, No. 3, pp. 270-288.
Boddewyn, J.J.; Soehl, R. and Picard, J. (1986) “Standardization in International Marketing: Is Ted Levitt in Fact Right?”, Business Horizon, Vol. 29, No. 6, pp. 69-75.
Brassington, F. and Pettitt, S. (2000) Principles of Marketing (2nd Ed.), London: Prentice Hall.
Cavusgil, S.T.; Zou, S. and Naidu, G.M. (1993) “Product and Promotion Adaptation in Export Ventures: An Empirical Investigation”, Journal of International Business Studies, Vol. 24, No. 3, pp. 479-506.
Ghauri, P.N. and Cateora, P. (2006) International Marketing (2nd Ed.), London: McGraw-Hill.
Grein, A.F. and Gould, S.J. (1996) “Globally Integrated Marketing Communications”, Journal of Marketing Communications, Vol. 2, pp. 141-158.
Harvey, M. G. (1993) “Point of View: A Model to Determine Standardization of the Advertising Process in International Markets”, Journal of Advertising Research, pp.57-64.
Hite, R. and Fraser, C. (1988) “International Advertising Strategies of Multinational Corporations”, Journal of Advertising Research, Vol. 28, No. 4, pp. 9-16.
Hite, R. and Fraser, C. (1990) “Configuration and Coordination of Global Advertising”, Journal of Business Research, Vol. 21, pp. 335-344.
Hu, L.T. and Bentler, P.M. (1999) "Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives", Structural Equation Modeling, Vol. 6, No. 1, pp. 1-55.
JTR - Mucevher Ihracatcilari Birligi (2015) - http://www.jtr.org.tr/Tr/statistics.aspx
Kirpalani, V.H.; Laroche, M. and Darmon, R.Y. (1988) “Role of Headquarter Control by Multinationals in International Advertising Decisions”, International Journal of Advertising, Vol. 7, pp. 323-333.
Kline, R.B. (2005) Principle and Practice of Structural Equation Modelling (2nd Ed.), New York: The Guilford Press.
Kotler, P.; Wong, V.; Saunders, J. and Armstrong, G. (2005) Principles of Marketing (4th European Ed.), Essex: Pearson.
Levitt, T. (1983) “The Globalization of Markets”, Harvard Business Review, Vol. 61, pp. 92-102.
McCarroll, T. (1993) “It’s a Mass Market No More”, Issue Fall, pp. 80-81.
Melewar, T.C. and Vemmervik, C. (2004) “International Advertising Strategy: A Review, Reassessment and Recommendation”, Management Decision, Vol. 42, No. 7, pp. 863-881.
Melewar, T.C.; Turnbull, S. and Balabanis, G. (2000) “International Advertising Strategies of Multinational Enterprises in the Middle East”, International Journal of Advertising, Vol. 19, No. 4, pp. 529-547.
Muhlbacher, H.; Leihs, H. and Dahringer, L. (2006) International Marketing: A Global Perspective (3rd Ed.), London: Thomson Learning.
Onkvisit, S. and Shaw, J.J. (1990) “Global Advertising: Revolution or Myopia”, Journal of International Consumer Marketing, Vol. 2, No.3, pp. 97-112.
Papavassiliou, N. and Stathakopoulos, V. (1997) “Standardization versus Adaptation of International Advertising Strategies: Towards a Framework”, European Journal of Marketing, Vol. 31, No. 7, pp. 504-527.
Schumacker, R.E. and Lomax, R.G. (1996) A Beginner’s Guide to Structural Equation Modeling, New Jersey: Lawrence Erlbaum Associates Publishers.
Shoham, A. (1999) “Bounded Rationality, Planning, Standardization of International Strategy and Export Performance: A Structural Model Examination”, Journal of International Marketing, Vol. 7, No. 2, pp. 24-50.
Solomon, M.R. (2004) Consumer Behaviour: Buying, Having and Being (International Ed.), New Jersey: Prentice Hall.
Steiger, J.H. (1990) “Structural Model Evaluation and Modification”, Multivariate Behavioral Research, Vol. 25, pp. 173-180.
Tam, P. (2002) “The Growth in Ethnic Media Usage Poses Important Business Decision”, Wall Street Journal, Interactive Edition, Issue April.
Terpstra, V. and Sarathy, R. (2000) International Marketing (8th Ed.), Dryden Press.