INNOVATION STRATEGIES IN INTERNATIONAL MARKETS: INNOVATION SAMPLES OF WHITE GOODS SECTOR FROM TURKEY AND THE WORLD

Abstract

Author(s): Zeliha TEK?N** Yazg├╝l AVADOS*** Sefer G├ťM├ť?

Innovation, which has a significant importance regarding business and marketing world, has an ever-increasing importance on businesses' forming of business and market strategies, gaining financial power and increasing their market shares. Turkey's turning towards the economic growth determinants by placing more importance on innovation in the last years is the main factor in determining the aim of the study. From this point of view, first of all innovation concept at the level of business/marketing is addressed in the study, and then, the importance of innovation at international marketing is focused. Secondly, answers are sought through examination of the body of literature from a conceptual point of view for the questions ‘which innovation strategies are implemented in international markets and which one/s of these are more successful’, and finally present state is tried to be addressed by including innovation implementations/examples regarding appliances sector from Turkey and the World.

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