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The primary goals of this study are to explore marketing management problems firms experience during an internationalization process, and to propose solutions. With this regard, six face-to-face interviews were conducted with the owners of businesses from plastic sector in İzmir. Research findings underline the importance of reviewing marketing and brand management goals and strategies at the national level first, and then making international marketing mix decisions that are compatible with these appraoches. A road map is provided for businesses both planning to enter into external markets and currently operating in foreign countries but could not reach a desired success level yet
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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