Search results

This study aims to analyse the appropriateness of the information content and organization of multinational companies' (MNCs) web sites for Turkish local cultural values with the aim of supporting global brand management decisions.

In order to gather data for the study, 108 MNCs' web sites are analysed by content analysis which is an objective, systematic and quantitative way of conducting information about communication content.

It is seen from the analyses that foreign multinationals could adapt their web sites' information content to local markets appropriately and sufficiently. However, the face (language) and the way (menu) that these data are presented were not adapted as compared to information content on their web sites.

This study has mainly considered the company side of web sites and neglects the consumer side. Future researchers interested in this area could also investigate how consumers perceive adaptation activities of foreign multinationals through web sites in their countries.

One of the major decisions MNCs face in using web sites regards how to organize and present the web site content to fit local needs and values. Although adaptation becomes a major concern, there is no standard for the multicultural content of web sites. There are several cross‐cultural studies in the literature which compare countries by correlating the analysed variables with Hofstede's scores. Rather than comparing home and host countries of foreign multinationals based on certain dimensions, it is found to be more appropriate to assess on what terms and to what degree these companies could adapt or standardize their global communication channels, namely their web sites, in Turkey.

Nowadays, the Internet usage rate is rising continuously with the impact of globalization which has led to a significant increase in the use of e-commerce and social commerce. Since the fast spread of Internet usage, globalization has affected all areas of life. Especially with the Covid-19 pandemic, lots of social, commercial, and economic transformations have occurred, and many activities transferred to online environment worldwide. However, in this period, people try to avoid physical contact, staying at home, and started to use e-commerce and social commerce more than before. Therefore, with Covid-19 pandemic, the structure and the relations of globalization, e-commerce, and social commerce has changed. In this regard, within the pandemic period, globalization is going through a great transformation, and, therefore, commercial activities have to be not only global-oriented but also local-oriented. Since many countries closed their borders to protect themselves, the pandemic period has turned into the global crisis which forced nations and companies to focus on the local environment. In this study, it is argued that advancements in Internet technologies affect globalization; globalization affects e-commerce and social commerce usage positively. But, with the discovery of social media platforms, e-commerce has shifted to customer-oriented social commerce, and this has turned people's tendency toward localization, not globalization, especially with the effect of Covid-19 pandemic period. Also, this study discusses how pandemic period changed globalization, e-commerce, and social commerce from global-oriented to local-oriented.

Purpose – The main aim of this chapter is to identify the factors that motivate outward Foreign Direct Investment (FDI) from Turkey to EU countries, looking into the problem at the firm level with a marketing focus, trying to understand whether or not there are any Turkey-specific prevailing marketing-related drivers.

Design/methodology/approach – With a distinction between developed and emerging/developing countries and their MNCs’ role in world trade and FDI, the literature review focuses on micro-view motives, particularly marketing-related ones, rather than macro-view motives which are mostly studied in the literature. Based on the literature review, the importance of Turkish MNCs and their increasing role in the world trade is briefly summarized.

Looking into the problem at the firm level with a marketing focus, a series of in-depth interviews with top executives were conducted as an exploratory study in order to explore and understand the role of marketing-related motives in Outward Foreign Direct Investment (OFDI) decisions of Turkish MNCs. For this purpose, 10 in-depth interviews with 13 top executives were conducted with tailor-made questionnaires.

Findings – The analysis of interviews revealed some different OFDI drivers and motivations for the Turkish MNCs compared to the factors mentioned in the literature, as well as iterating some common motives with the OFDI literature. Parallel to the FDI literature, it is observed that the Turkish MNCs mainly started their internationalization attempts by taking somewhat less risky and smaller steps.

As a result of qualitative research, the support is provided for the theoretical perspective that micro variables are more important than macro variables for Emerging Multinationals (EMNCs), particularly for Turkish MNCs; therefore, some Turkey-specific motives were also identified.

Originality/value of chapter – Although there is a consensus in recent literature on the most persistent group of motives influencing OFDI activities of EMNCs in developed countries, the underlying marketing-related objectives which are crucial to sustain competitive advantage have not been analysed and investigated sufficiently. This study is an attempt to fill this gap by identifying the most persistent marketing-related motives and give important insights about country-specific ones encouraging Turkish EMNCs to carry out OFDI in EU.