2015 | OriginalPaper | Buchkapitel
Culture as a Market Entry Barrier: Some Insightful Tips for the Turkish Market
verfasst von : Tunç Erem, Ömer Baybars Tek, A. Ercan Gegez, Deniz Börü
Erschienen in: Proceedings of the 1998 Multicultural Marketing Conference
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This paper addresses some major issues for solving cultural problems encountered in international marketing activities and emphasizes the cultural awareness / analysis that every business should consider to enter the international markets. In this study some multicultural marketing failures experienced in Turkey by some firms have also been discussed and a new model is recommended.