Reflections on the Research Path towards the Global company

Sengun Yeniyurt

doi:10.1108/S1474-7979(2009)0000019023

Login

Welcome:
Guest

Search for:

Browse:

Product Information:

Resources:

Advances in International Marketing

ISSN: 1474-7979
Series editor(s): Professor Shaoming Zou

Subject Area: Marketing

Content: Series Volumes | Current Volume RSS

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Document request:
Reflections on the Research Path towards the Global company

Document Information:
Title:	Reflections on the Research Path towards the Global company
Author(s):	Sengun Yeniyurt
Volume:	19 Editor(s): S. Tamer Cavusgil ISBN: 978-1-84855-440-5 eISBN: 978-1-84855-441-2
Citation:	Sengun Yeniyurt (2009), Reflections on the Research Path towards the Global company, in S. Tamer Cavusgil (ed.) Michigan State University Contributions to International Business and Innovation (Advances in International Marketing, Volume 19), Emerald Group Publishing Limited, pp.201-211
DOI:	10.1108/S1474-7979(2009)0000019023 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Extract:	One of the main research themes reoccurring in our research projects is the globalization process of a company. It is now well documented that a company's globalization occurs gradually, as firms gain international experience and expand their operations (Johanson & Vahlne, 1990; Townsend, Yeniyurt, & Talay, 2008; Yeniyurt, Townsend, Cavusgil, & Ghauri, 2008). The globalization process is a long and treacherous path that consists of incremental steps towards global rationalization. Usually firms first engage in exporting activities, then establish foreign subsidiaries and engage in strategic partnerships, developing first a regional international presence, gradually evolving into a multi-regional and finally into a global company. We explored the path towards globalization in the context of international marketing alliances (Yeniyurt et al., 2008), new product development (Townsend, Yeniyurt, Deligonul, & Cavusgil, 2004), product launch (Yeniyurt, Townsend, & Talay, 2007), and global brand architecture (Townsend et al., 2008).