2015 | OriginalPaper | Chapter
An Application of the Dominant Product-Dominant Country Framework of Export Segmentation to the Case of Turkey
Authors : Mahesh N. Shankarmahesh, Howard W. Olsen, Ceyhan Kilic
Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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This paper seeks 1o validate the ‘Dominant Product - Dominant Country (DPDC)’ framework (Shankarmahesh and Olsen 1997) of export segmentation in the context of Turkey, an advanced developing country. The DPDC framework is a 2x2 framework which varies along two dimensioos, namely, the product’s share in the export portfolio (a percentage) and the target country’s share in the export portfolio (also a perrentage). These two percentage figures for Turkey for the years 1994-96 are fed in1o a hierarchical cluster program and the cluster solution is externally validated using the DPDC framework ..