Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations
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 developme...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2008
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/21948/ |
| _version_ | 1848792331855069184 |
|---|---|
| author | Cagatay, Zeynep |
| author_facet | Cagatay, Zeynep |
| author_sort | Cagatay, Zeynep |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T18:42:43Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-21948 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:42:43Z |
| publishDate | 2008 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-219482018-02-17T12:01:05Z https://eprints.nottingham.ac.uk/21948/ Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations Cagatay, Zeynep 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. 2008 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/21948/1/08MSclixzc5.pdf Cagatay, Zeynep (2008) Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations. [Dissertation (University of Nottingham only)] (Unpublished) market orientation customer orientation competitor orientation MAKTOR MKTOR scales antecedents consequences |
| spellingShingle | market orientation customer orientation competitor orientation MAKTOR MKTOR scales antecedents consequences Cagatay, Zeynep Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations |
| title | Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations |
| title_full | Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations |
| title_fullStr | Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations |
| title_full_unstemmed | Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations |
| title_short | Market Orientation of Multinational Corporations Operating in Turkey and Its Impact on Firms Operations |
| title_sort | market orientation of multinational corporations operating in turkey and its impact on firms operations |
| topic | market orientation customer orientation competitor orientation MAKTOR MKTOR scales antecedents consequences |
| url | https://eprints.nottingham.ac.uk/21948/ |