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Kültürel Uzaklığın Dış Pazara Giriş Yöntemi Üzerindeki Etkisinin Türkiye’deki Yabancı Yatırımlar Açısından İncelenmesi

A Review of the Effect of Cultural Distance on Foreign Market Entry Mode Choice from the Perspective of Foreign Investments in Turkey

Journal Name:

  • Celal Bayar Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Publication Year:

  • 2009

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Foreign market entry mode choice is one of the most investigated topics in international marketing. By means of different approaches, a number of firm, country and industry specific factors affecting mode choice are examined and the relationships among those variables are tried to put forward. In many of the regarding empirical studies, ‘cultural distance’ is defined and related to mode choice. In this paper, the effects of cultural distance on entry mode choice (via Hofstede’s cultural dimensions) are examined in Turkish clothing industry and it is observed, though not statistically significant, that firms tend to prefer cooperative modes rather than wholly-owned modes when their home country culture is significantly different from Turkish culture especially in terms of individualism. Also, firms with more experience tend to prefer wholly-owned modes rather than cooperative modes, whereas firm size in terms of number of employees has an opposite effect on entry mode choice.
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Abstract (Original Language): 
Dış pazara giriş yöntemi seçimi uluslararası pazarlamada en çok araştırılan konulardan birisidir. Yöntem seçimine etkide bulunan firma, ülke ve endüstriye özgü çok sayıda faktör farklı yaklaşımlarla ele alınmakta ve ampirik araştırmalar sayesinde bu faktörlerle yöntem seçimi arasındaki ilişki ortaya konulmaya çalışılmaktadır. Sözkonusu araştırmaların birçoğunda, ülkeye özgü çevresel faktörler içinde değerlendirilebilecek olan ‘kültürel uzaklık’ (cultural distance) kavramı ele alınmış ve bazen birbiriyle çelişen sonuçlar elde edilmesine rağmen, gerek kültür gerekse dış pazara giriş araştırmalarının nitelik ve nicelik açısından gelişmesiyle birlikte ilişkiler daha belirgin hale gelmiştir. Bu araştırmada ‘kültürel uzaklık’ kavramı ile dış pazara giriş yöntemi (PGY) seçimi arasındaki ilişki incelenmiş, Türkiye hazır giyim sektöründeki yabancı yatırımlar üzerinde gerçekleştirilen bir analiz ile özellikle bireysellik boyutundaki kültürel farklılığın ortak girişim tercihini arttırdığı gözlenmiştir. Ayrıca, artan tecrübeyle birlikte firmalar doğrudan yatırıma yönelmekte; çalışan sayısının artması ise bunun tersi yönde etkide bulunmaktadır.
FULL TEXT (PDF): 
PDF icon arastirmax-kulturel-uzakligin-dis-pazara-giris-yontemi-uzerindeki-etkisinin-turkiyedeki-yabanci-yatirimlar-acisindan-incelenmesi.pdf
  • 2
111-126
  • Turkish

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