Academic Review of Humanities and Social Sciences

Academic Review of Humanities and Social Sciences

PORTER ELMAS MODELİ BOYUTLARININ VE DİJİTAL DÖNÜŞÜMÜN ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNE ETKİSİ

Yazarlar: Mehmet SAĞLAM

Cilt 3 , Sayı 2 , 2020 , Sayfalar 315 - 349

Konular:İşletme

Anahtar Kelimeler:EnPorter Diamond Model,Digital Transformation,International Marketing Mix

Özet: In this study, the effects of Porter Diamond model dimensions and digital transformation on international marketing mix strategies were investigated. Online and face-to-face survey was used. Export company email lists provided by the Turkey Exporters Assembly are used in reaching participants. Judgemental and snowball sampling was preferred and data for 520 participants were obtained. SPSS 21 and AMOS 21 were used for data analysis and hypothesis were analyzed with structural equation model. In the result of the study, it has been determined that firm strategy, structure and rivalry has an effect on distribution and price, demand conditions and related and supporting industries have an effect on product, place and price, factor conditions have an effect on price, chance has an effect on place and price and government has and effect on all strategies. Also, the results has been that digital transformation has an effect on product, promotion and place strategies.

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@article{2020, title={PORTER ELMAS MODELİ BOYUTLARININ VE DİJİTAL DÖNÜŞÜMÜN ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNE ETKİSİ}, volume={3}, number={315–349}, publisher={Academic Review of Humanities and Social Sciences}, author={Mehmet SAĞLAM}, year={2020} }
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Mehmet SAĞLAM. (2020). PORTER ELMAS MODELİ BOYUTLARININ VE DİJİTAL DÖNÜŞÜMÜN ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNE ETKİSİ (Vol. 3). Vol. 3. Academic Review of Humanities and Social Sciences.
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Mehmet SAĞLAM. PORTER ELMAS MODELİ BOYUTLARININ VE DİJİTAL DÖNÜŞÜMÜN ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNE ETKİSİ. no. 315–349, Academic Review of Humanities and Social Sciences, 2020.
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