Researcher:
Tunalı, Ayşegül Özsomer

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Ayşegül Özsomer

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Tunalı

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Tunalı, Ayşegül Özsomer
Özsomer, Ayşegül

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Researcher Of Publications: search.filters.isAuthorOfPublication.9e656896-7742-4d53-b20f-6d59f191be76

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Now showing 1 - 10 of 23
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    Knowledge processes and learning outcomes in MNCs: an empirical investigation of the role of HRM practices in foreign subsidiaries
    (Wiley, 2009) Simonin, Bernard L.; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    By examining the case of American and European firms operating in Japan, this article contributes to the central debate of how and when multinational corporations (MNCs) learn from their foreign subsidiaries. Through structural equation modeling, we assess how specific human resource management (HRM) practices (critical thinking encouragement, supervisory encouragement, learning incentives, deployment of internal mechanisms and processes, expatriation, and corporate training) enhance (1) knowledge transfer outflows from the subsidiary to other parts of the MNC and (2) the subsidiary's performance in its local market. We find learning orientation to be a key antecedent of all HRM practices we investigated. From a practical point of view, a noticeable finding relates to the lack of effects of critical thinking encouragement on market knowledge acquisition and dissemination when (1) there is a significant presence of expatriates in the subsidiary and (2) when local managers have access to training programs at headquarters (HQ) and other affiliates.
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    The interplay between global and local brands: a closer look at perceived brand globalness and local iconness
    (Sage Publications inc, 2012) N/A; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    By studying consumer samples in an emerging market, Turkey, and two mature markets, Singapore and Denmark, the author tests the chain of relationships that drive consumers' likelihood of purchasing the global brand in the presence of a local brand in a linear structural relations framework. the results indicate that perceived brand globalness is positively related to local iconness in an emerging market, but the relationship is negative in advanced markets. Developing local iconness helps build the perception of prestige in all three markets. Furthermore, local iconness is positively related to local brand quality perceptions in the culturally grounded categories of food in an emerging market, whereas in nonfood categories, local iconness has no connection to quality. in terms of cross-effects, As expected, the perceived quality of the local brand is negatively associated with global brand purchase likelihood in all markets and categories studied. in contrast, local brand prestige dampens global brand purchase likelihood for older consumers in an emerging market. the article concludes with implications for global and local brand managers.
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    Cleansing the doors of perception: perceptual inaccuracy in marketing relationships
    (Springer, 2022) N/A; Department of Business Administration; Güzel, Zeynep Müge; Tunalı, Ayşegül Özsomer; Teaching Faculty; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; College of Administrative Sciences and Economics; N/A; 108158
    We present an integrative and critical review of the current knowledge about perceptual inaccuracies in marketing relationships. We analyze antecedents of these inaccuracies, identify misperceived constructs and related downstream consequences and moderators. With a focus on salesperson-customer dyads, we provide a synthesis of existing research, develop an emergent conceptual framework and identify several research gaps. Drawing from various theories such as relationship lifecycle, social perception, and the behavioral decision theory, we suggest ways of reconciling inconsistent findings and develop propositions that could guide future perceptual inaccuracy research. We bring confidence into perceptual inaccuracy research to extend the current knowledge base. The perceptual inaccuracy lens can generate new insights to inspire and guide marketing researchers and practitioners. © 2022, Academy of Marketing Science.
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    Performance consequences of marketing standardization/adaptation: a systematic literature review and future research agenda
    (Elsevier, 2021) Mandler, Timo; Sezen, Burcu; Chen, Jieke; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    Despite extensive research into the standardization versus adaptation of marketing programs, processes, and strategies, findings regarding its impact on performance remain mixed and inconclusive. The fragmented picture of the performance consequences of marketing standardization/adaptation may be a result of the preponderance and variety of conceptual and methodological considerations included in prior studies. To facilitate further advancement of the field, this study adopts a theory-context-characteristics-methodology (TCCM) framework to (1) systematically review literature related to the performance consequences of marketing standardization/adaptation and (2) outline a comprehensive agenda for future research. The systematic review reveals the need for new, dynamic theoretical perspectives (theory); it also identifies research gaps related to emerging markets, (digital) services (context), individual marketing mix elements, and customer-related performance outcomes (characteristics). Finally, we suggest several methodological remedies and best practices (methodology) that can help enhance the validity of continued findings in this domain.
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    From global marketing strategy to global brand management: seeing the world through msu colored lenses
    (Emerald Group Publishing Ltd, 2009) N/A; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    My days in the Michigan State University (MSU) doctoral program were days filled with intellectual stimulation and long hours of work on various research projects. Starting from my first day on Campus, I was part of the Center for International Business Education & Research (CIBER), which consisted only of Prof. Tamer Cavusgil and his assistant Kay Fitzgerald. Dr. Cavusgil's days were filled with writing research proposals to secure funding for the center. He was so good at this that the center grew rapidly. In my second year in the program, I was involved in the Marketing Expert Systems project. As part of this project, I worked with a team of doctoral students. The artificial intelligence brain of the project was Mike Mitri, a doctoral student at the Computer Engineering Department. Each doctoral student was assigned an application area in international marketing: I was assigned the Evaluation and Selection of an International Logistics Company
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    Competing perspectives in international marketing strategy: contingency and process models
    (American Marketing Association (AMA), 2000) Prussia, GE; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    Empirical studies investigating the relationship between marketing standardization and performance have generated mixed results. This study investigates the causal ordering between marketing strategy and marketing structure as determinants of subsidiary performance. The authors propose a multiple contingencies approach that tests both the contingency (e.g., Chandler 1962) and the process (e.g., Bower 1970) frameworks in the subsidiary context. Findings based on a two-phase longitudinal study provide initial support for the framework that suggests that marketing structure follows marketing strategy. In response to increased target market similarity, companies in the study opted for more standardized marketing strategies. Furthermore, centralization of structure mediated the relationship between marketing strategy and subsidiary performance. The performance impact of centralization, however, was cross-lagged and negative. Results suggest adapting marketing strategies to local markets as a way of enhancing performance.
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    Marketing agility in subsidiaries: market orientation and marketing program standardization as the "twin engines" of performance
    (Sage, 2023) Simonin, Bernard; Mandler, Timo; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    Multinational corporations (MNCs) must balance opportunity-seeking initiatives locally with global programs and imperatives. This balancing act between generating and responding to local insights and exploiting standardized marketing programs calls for some form of marketing agility. Under this lens, this study investigates the relationship between market orientation (MO) and marketing program standardization (MPS)-two critical marketing capabilities-and their dual effects on subsidiary performance. The authors compare the cases of Western MNCs' subsidiaries operating in Japan and Turkey and inquire about the moderating role of a country's economic development (advanced vs. emerging market) and an industry's global competitive interdependence. Analyzing MO at the subcomponent level, they find a positive relationship between responsiveness and MPS in both markets. MPS also functions as a partial mediator between responsiveness and profitability in an advanced market. In an advanced market, both responsiveness and MPS are positively related to profitability and market share. In an emerging market, MPS is negatively related to profitability in support of adapting the marketing program. The results and follow-up discussions with executives from established MNCs support the conceptualization of MO and MPS as reflections of international marketing agility in subsidiaries.
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    Adoption of global consumer culture: the road to global brands
    (Edward Elgar Publishing Ltd., 2012) N/A; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    The cultural influence of global brands has never been more important. In psychological terms, global brands are perceived as creating an identity, and a sense of achievement for consumers, symbolizing the aspired values of global consumer culture (GCC). Through the process of meaning transfer consumers internalize these values and ideals to their self-concept (McCracken 1986). On one hand, global brands carry the espoused values of the global culture, which refl ects mostly the core values of Western societies, including freedom of choice, free market, and individual rights (Gupta and Govindarajan 2004); on the other hand, consumers actively create and add new meanings to global brands through a process of meaning co-creation. Global brands are defi ned as brands that have widespread global aware-ness, availability, acceptance and demand, often found under the same name with consistent positioning, personality, look and feel in major markets enabled by centrally coordinated marketing strategies and pro-grams (Özsomer and Altaras 2008). Global brands with their consistent positioning benefi t from a unique perceived image worldwide. Consumers equate consumption of global brands with modernity, consumerism, progress, success, effi ciency and a promise of abundance (Holton 2000). Consumers' preferences for global brands are positively associated with the extent to which they believe these brands are available around the world rather than being available only in the local markets (Steenkamp, Batra and Alden 2003). Such a global positioning increases in its strategic appeal as consumers around the world develop similar needs and tastes constituting global consumer segments, such as the affl uent and teenagers (Hassan and Katsanis 1994; Özsomer and Simonin 2004; Ter Hofstede, Wedel and Steenkamp 2002). Multinational corporations (MNCs) are positioned to benefi t sig-nifi cantly from developing and leveraging global brands. In fact, many of the strategic actions of MNCs are fueling the growth of global brands. Focusing their marketing eff orts on fewer global brands enables MNCs to concentrate resources on a portfolio of leading brands with strong growth potential that best meets the needs, aspirations and values of M2841 -OKAZAKI 9781848448582 PRINT.indd 42 M2841 -OKAZAKI 9781848448582 PRINT.indd 42 28/11/2011 15:24 28/11/2011 15:24 Adoption of global consumer culture 43 people around the world. For example, since its Path to Growth strategy was launched in 2000, Unilever has reduced the number of brands from 1600 to 400 leading brands and under 250 tail brands (www.unilever.com). Around the same time, P&G has also pruned its brand portfolio in favor of global brands (Pitcher, 1999), while in 2003 Heinz declared its intention to focus on a smaller number of "power brands" and selling many of its local brands. Similarly, Colgate Palmolive has invested a lot in making Colgate Total a global brand name. These and many other companies are betting their futures on global brands and consumers around the world from advanced to emerging economies are responding favorably. For example, 23 of P&G's and 13 of Unilever's brands have more than a billion dollar in net annual sales.
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    A global brand management roadmap
    (Elsevier, 2012) Batra, Rajeev; Chattopadhyay, Amitava; ter Hofstede, Frenkel; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
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    Some recent influences on global consumer culture digital networked technologies, emerging market brands and bottom of the pyramid consumers
    (Emerald Group Publishing Ltd, 2019) Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158
    Purpose The purpose of this paper is to build on Steenkamp's reflections, and introduce emerging and important developments that are shaping the global landscape and influencing global consumer culture (GCC) and global brands (GBs). Design/methodology/approach The paper is a thought piece. Findings The implications for GCC and GBs are discussed in the context of digital networked technologies, new brands from emerging markets and the digitally connected bottom of the pyramid consumers. Originality/value The paper suggests areas where research value can be added within the GCC and global branding literatures.