Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations

Cagatay, Zeynep (2008) Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations. [Dissertation (University of Nottingham only)] (Unpublished)

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This research intends to deeply analyze the implementation of market orientation concept by multinational corporations operating in Turkish business context. Until this time, the research has focused on developed countries, especially the USA and European countries and almost ignored the developments in developing countries. For that reason, this research is worth doing due to its intention to fill the gap in the marketing literature by focusing on market orientation in a developing country, namely, Turkey, as well by analysing the operations of MNCs rather than examining national firms in Turkey.

Face-to-face interviews with a sample of managers lead to the conclusion that, despite with varying degrees, MNCs in Turkey have adopted market-oriented strategies. In line with all the main authors, most of the interviewees correlated market orientation with positive attributes, as well. They declared to notice increased financial performance, customer loyalty, innovativeness and learning abilities after the adoption of market orientation.

The research is useful for its implications on customers by examining the issue of increased value for customers and the satisfaction of their needs. In addition, it is of specific value due to the practical benefits to the MNCs on the grounds that it guides those firms for the development of their orientation strategies.

Item Type: Dissertation (University of Nottingham only)
Keywords: market orientation, customer orientation, competitor orientation, MAKTOR, MKTOR scales, antecedents, consequences
Depositing User: EP, Services
Date Deposited: 15 Sep 2008
Last Modified: 17 Feb 2018 12:01

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