Tevfik Dalgic

Niche Marketing Revisited: Concept, Applications and Some European Cases

The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut‐throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. Aims to analyse the concept, basic issues and different methods of applying this marketing strategy.

Dissemination of market orientation in Europe

Attempts to reach some meaningful conclusions on the issue of why market orientation practice and research in general started later in Europe than in North America. With the aid of a literature review in the field of marketing in general and European history in particular and by studying the historical roots of the concept, the author attempts to understand the historical, social, political, technological and cultural reasons why market

Euromarketing: Charting the Map for Globalization

Considers the European Community, which will be transformed into an internal Euromarket in 1993 by combining several elements of both national and international markets. Attempts to analyse the Euromarket as a global marketplace with all enabling conditions for globalization.

Market Orientation Revisited- A European View

This paper is an early attempt to explain the basic macro and micro-environmental reasons why European companies have started to apply market orientation later than their North American counterparts. It commences with the explanation of the important aspects and foundations of market orientation within a historical framework and tries to evaluate and integrate separate studies from a European perspective to propose a construct of market orientation.

Imitative Innovations: A Product Strategy From a Newly Industrialised Country – The Turkish Case

This paper attempts to underline the difference between the innovative imitations and imitative innovations; two transfer of technology mechanisms by giving examples from a newly industrialised country: Turkey. The author surveys the structures of the top 50 Turkish manufacturing companies and classifies them according to their adoption categories and innovative/imitative characteristics.

Strategic Market Planning in the Irish Banking Sector

This paper analyses the basic issues in the strategic market planning process as an important part of the strategic marketing and tries to see whether Irish Banking system formally applies this concept. A mail questionnaire was used to carry out a survey covering all the banks in the Greater Dublin Area, which hosts 90% of the banks operating in Ireland. Although the main findings of the survey show similarities with earlier studies, Irish banks have shown some distinct characteristics in their approach to the strategic planning.

Transfer of Managerial Technology to Ireland by Multinational Corporations

This paper analyses the Transfer of Managerial Technology with special emphasis on the role of Multinational Corporations (MNC) by way of their subsidiaries. Republic of Ireland has been chosen to investigate the roles of the MNC’s in this process. 120 foreign subsidiaries representing 1/3 of the total foreign based companies receiving grants from the Industrial Development Authority (IDA) of Ireland in excess of 10 million Irish pounds (Appx: 15 million US

Euromarketing: Facts and Fiction

) have been surveyed. 77% of the MNC subsidiaries believe that there is an ongoing transfer of technology between parent and Irish subsidiary companies. Transfer of Managerial Technology in the financial management area has the highest score (100%) while production management reached 80%, and marketing management and personnel management have scored equal percentages (70%).

Niche Marketing Revisited: Theoretical and Practical Issues

This paper aims to start a debate on the concept of Euromarketing by attempting to answer the following questions. What is Euromarketing ? What are the boundaries of Euromarket ? Is it a political issue or more of a cultural, historical and geographic matter ? What are the determinants of Euromarketing ? Who is the Euroconsumer? Additionally, strategies for Euromarketing and other related issues are also discussed.

Internationalisation of the Eurofood Retail Sector with Special Reference to Foreign Market Entry Modes

The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut-throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. This paper aims to analyze the basic issues, different methods and ways of applying the niche marketing approach.