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Globalizasyonun Çokuluslu İşletmelerin Pazarlama ve Yönetimine Etkisi

The Effects Of Globalization On The Marketing And Management Of Multinational Enterprises

Journal Name:

  • Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2004

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Multinational and global companies account for a significant part of world trade in todays world. Meanwhile, these gigantic corporations are affected by a number of factors like rapid technological changes, diminishing trade barriers and so on. Many multinationals benefit global strategy to some extent in order to adapt to those changes. Yet, a few of them become thoroughly global. In this paper, developments related to globalization are reviewed and the terms global company, global marketing, and global strategy are explored in detail. The process of going global for a MNC and management, organizational structures, and relations with governments and unions are also mentioned in terms of a company with a global strategy.
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Abstract (Original Language): 
Günümüzde dünya ticaretinin önemli bir kısmı çokuluslu ve global işletmeler tarafından gerçekleştirilmektedir. Bu dev şirketler, hızlı teknolojik değişimler ve azalan ticaret engelleri gibi çok sayıda faktörün etkisiyle gittikçe daha fazla globalleşen (küreselleşen) ve aynı zamanda rekabetin arttığı pazarlarda mücadele etmektedir. Sözkonusu pazarlardaki değişimlere ayak uydurabilmek, gelişmiı ve gelişmekte olan ülkelerin hızlı parlayan şirketleriyle ve birbirleriyle daha etkin rekabet edebilmek için çokuluslu işletmelerin çooğu, global stratejiden belirli ölçülerde yararlanmaktadır. Birkaç tanesi ise tümüyle global hale gelmektedir. Bu çalışmada globalizasyonla ilgili gelişmeler gözden geçirildikten sonra, global işleme, global strateji ve global pazarlama terimleri kapsamlı olarak incelenmeye çalışılmıştır. Çokuluslu işlemeden global işetmeye geçiş süreci ve global stratejiye sahip bir işletmenin yönetim ve örgüt yapa, devlet ve sendika gibi çevresel faktörlerle ilişkileri ele alınmıştır.
FULL TEXT (PDF): 
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