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ÇOKULUSLU ŞİRKETLERİN KARŞILAŞTIKLARI ZORLUKLAR VE BU ZORLUKLARIN MISIR’DAKİ PAZARLAMA POLİTİKALARINA ETKİSİ

CHALLENGES TO MULTINATIONAL COMPANIES AND ITS IMPACT ON THE MARKETING POLICIES IN EGYPT

Journal Name:

  • Turkish Journal of Marketing

Publication Year:

  • 2016
Author NameUniversity of Author
Abstract (2. Language): 
Although many studies discussed Marketing Mix from different areas like (P. Yasanallah ,et al ,2012; Thomas, 2010; Gandolfo, et al. ,2009) but no one discussed it's relation with the political changes so this paper aims to investigate the challenges to multinational companies and its impact on the marketing Mix after Egyptian Revolution. In order to do so, The researcher investigated a field study taking a sample participants of 110 managers and specialists from the studied companies and gave them a questionnaire about the Challenges to multinational companies. It was found a positive and statistically significant relationship between Challenges to multinational companies and its impact on the marketing Mix. So multinational companies should change marketing policies according to political, Economic and Legal changes and the regime in every country they invest in.
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Abstract (Original Language): 
Pazarlama karması ile ilgili farklı alanlarda pek çok çalışma yapılmasına rağmen, (P. Yasanallah ,v.d., 2012; Thomas, 2010; Gandolfo, v.d.. ,2009) hiç kimse pazarlama karmasının siyasi değişimlerle olan ilişkisini incelememiştir. Bu çalışmanın amacı çokuluslu şirketlerin karşılaştıkları zorluklar ve bu zorlukların Mısır Devriminden sonra pazarlama karmasına olan etkilerini araştırmaktır. Bu araştırmanın yapılabilmesi için incelenen şirketten 110 yönetici ve uzmanın katıldığı bir saha çalışması yapılmış ve katılımcılara çokuluslu şirketlerin karşılaştıkları zorluklar ile ilgili bir anket uygulanmıştır. Çokuluslu şirketlerin karşılaştıkları zorluklar ve bu zorlukların pazarlama karmasına olan etkileri arasında olumlu ve istatistiki olarak önemli bir ilişki bulunduğu görülmüştür. Sonuç olarak, çokuluslu şirketler pazarlama stratejilerini yatırım yaptıkları her ülkedeki siyasi, ekonomik, yasal değişikliklere ve rejime göre değiştirmelidir.
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