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Yayın Impact of standardization and adaptation strategies while entering new international markets case studies of Mcdonald’s and Ikea(Işık Ünivresitesi, 2022-10-08) Gharmaoui, Sanaa; Tuncay Çelikel, Aslı; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin İşletme Yönetimi (İngilizce) Yüksek Lisans ProgramıGlobalization has emerged and developed significantly since the early 1980s, that’s when the debates evolving around companies’ searching for developing and applying suitable strategies to tap into different international markets. As an example, standardization of certain products and services in all market locations, is one way a strategic goal of some companies, on the controversy some companies may go for adaptation strategies in various markets to be able to satisfy tastes, likes, preferences and habits of the consumers. Any business that wishes to expand its operations and go international, is entitled to choose between changing its marketing mix and strategies to adapt to the new market properties and customer segments and keeping its original marketing strategies without changing them. This thesis aims to look into the standardization and adaptation of marketing mix activities by conducting descriptive case studies in the international firm context by using primary and secondary data. Two international firms coming from different industries are set under investigation, McDonald’s, and IKEA. There are some distinctions between two cases as first company being a franchising organization and the other one is a multinational company. The results show that adopting either of the strategies depends on many factors, such as the type of industry, difference in cultures, characteristics of the penetrated market, and their previous experiences in other markets with similar situations and cases. This research showed that the difference in cultures is a basic component to be taken into consideration when making the decision of going international and implement certain strategies. Companies choose either standardization or adaptation strategies, or even both of them in a specific market based on the characteristics of this market. In the discussed cases here, some markets did not require using the adaptation strategy, since the culture and the customers in these markets were similar to the already followed marketing strategies, such as IKEA in the UK. However, the same company couldn’t succeed in using only the standardization strategy in another market that is completely different than the UK market which is the Chinese market. IKEA was smart enough to change its strategies and switched to the adaptation strategy which revealed a huge success later on. On the contrary, McDonald’s which is coming from an industry that is widely distinct from that of IKEA’s, proved that the food industry cannot succeed in multinational dimensions without using the adaptation strategy. Going back to the main point, the culture as mentioned is the most important factor to be considered, and food is indeed a big part of any country’s culture. However, at the same time, McDonald’s uses a bit of the standardization strategy in markets that are relatively similar with small modifications to fully adapt to the place where it’s operating.Yayın Semi-automatic adaptation of high-polygon wireframe face models through inverse perspective projection(Springer-Verlag, 2012) Benli, Kristin Surpuhi; Ağdoğan, Didem; Özgüz, Mete; Eskil, Mustafa TanerPrecise registration of a generic 3D face model with a subject's face is a critical stage for model based analysis of facial expressions. In this study we propose a semi-automatic model fitting algorithm to fit a high-polygon wireframe model to a single image of a face. We manually mark important landmark points both on the wireframe model and the face image. We carry out an initial alignment by translating and scaling the wireframe model. We then translate the landmark vertices in the 3D wireframe model so that they coincide with inverse perspective projections of image landmark points. The vertices that are not manually labeled as landmark are translated with a weighted sum of vectorial displacement of k neighboring landmark vertices, inversely weighted by their 3D distances to the vertex under consideration. Our experiments indicate that we can fit a high-polygon model to the subject's face with modest computational complexity.Yayın Evolution of business models during the Covid-19 pandemic(PressAcademia, 2022-07-30) Teker, Suat; Örendil, EmrePurpose - The purpose of this study is to propose a comprehensive definition for business models, reviews and summarizes the findings of a previous work by Guckenbiehl and Corral de Zubielqui (2022) about how business models have evolved by providing insights from reshaped businesses during the COVID-19 pandemic. Methodology - In this study, an extensive literature review is followed to learn about definition of business models and how business model have been adapted or even innovated during the times of the COVID-19 pandemic. Findings - Construction of a well-planned business model is a requirement for an organization to reach success. In the times of disruptive events, business models go through adaptive or innovative changes which is a necessity for survival and further success. It is observed that organizations generate different responses to crises (e.g., the COVID-19 pandemic) in means of business model changes. The understanding of these differences is facilitated by the aforementioned work through grouping organizations in six different clusters. Conclusion - The structure of a business model prior to the COVID-19 pandemic was also one of the determinants of a business’s response to the pandemic. Businesses either made no changes in their business models, or made notable innovations, or little adaptations in response to the disruptive environment.Yayın Adaptation of the businesses not to fall behind in the new normal period(PressAcademia, 2020-07-30) Şerifsoy, Anıl; Teker, SuatPurpose - This paper aims to be an exploratory study that ascertains the impacts of COVID-19 on business life and ushers further research on the subject. Methodology - Internet-based research is conducted to collect the fundamental information on the impacts of COVID-19 on business life as secondary data. Findings- It is imminently possible that COVID-19 will be a milestone in business life due to changing many things; such as working conditions, working hours, working locations, brand strategy, innovation involvement and even changing the product itself. Conclusion- This article is intended to be one of the first steps of a guide for the business owners to take appropriate action and adapt to the new normal in the future not to fall behind in the harsh conditions of the demanding markets.Yayın The future of sales: social selling(PressAcademia, 2021-07-30) Şerifsoy, AnılPurpose- This paper aims to be an exploratory study, to shed light on subsequent researches regarding the changing sales craft in a changing world. Methodology-- Internet-based research is conducted to amass the essential information on the changing sales techniques in the new world. Findings- As a result of the research, significant differences are observed in the art of sales, along with the inclusion of the Generation-Z in business, with social media which has become a part of our life and with the changing world under the darkness of COVID 19. Conclusion- This article is aimed to be an initial step for a guide intended for salespeople and business owners to take appropriate action and adapt their sales strategies to the new world.Yayın İklim değişikliğinin Ergan Dağı kış sporları merkezi'nde yapay karlama kapasitesine etkisi(Erzincan Üniversitesi Turizm ve Otelcilik Meslek Yüksekokulu Yayınları, 2016-04) Demiroğlu, Osman Cenk; Turp, Mustafa Tufan; Öztürk, Tuğba; Kurnaz, Mehmet Leventİklim değişikliği, dünyada 80 ülkeye yayılan 6.000’e yakın kayak alanı için öncelikli bir tehdit haline gelmiştir. Enlem ve yükselti avantajı bulunmayan kayak merkezlerinde iklim değişikliğinin etkileri şimdiden gözlemlenmeye başlamış, nispeten avantajlı merkezler için ise geleceğe yönelik senaryo çalışmaları hız kazanmıştır. Bu tür çalışmalar, bir yandan merkezlerin iklim değişikliği karşısındaki kırılganlık derecelerini belirlerken diğer yandan da uyum kapasitelerini incelemektedir. Kar sporları turizminin iklim değişikliğine uyumu konusunda ise öncelikli olarak yapay karlama ve taşınma gibi teknik alternatifler mercek altına alınmaktadır. Bu çalışma, son senelerde kış turizmi yatırımları hızla artan Türkiye’nin yeni kayak merkezlerinden Ergan Dağı’nın (Erzincan) yapay karlama kapasitesine yönelik bir senaryo analizi içermektedir. Bunun için, HadGEM2-ES genel dolaşım modeli RegCM4.4 bölgesel iklim modeli ile koşularak 10 km çözünürlüğe indirgenmiş, 1971-2000 ve iyimser RCP4.5 sera gazı konsantrasyonu senaryosuna göre 2021-2050 dönemleri için kayak merkezinin 1924 m rakımındaki yakın yüzey hava sıcaklığı ve bağıl nem değerleri elde edilmiştir. Bu iki değişkene dair değerlerden yapay karlama sınırlarını belirleyen yaş termometre sıcaklıkları hesaplanmış ve kayak merkezinin geçmiş ve gelecek yapay karlama kapasitesi 0,5 oC/hm düşüş oranı kullanılarak kayak pistlerinin farklı rakımlarına göre değerlendirilmiştir. Sonuç olarak, yapay karlama kapasitesinde genel bir azalma eğilimi olacağı tespit edilmiş ve bu azalışın merkezin alçak kesimlerinde taban katmanı yapımını riske sokabileceği sonucuna varılmıştır.Yayın Witnessing the end, supporting the living: A qualitative study of palliative caregiving in end-of-life patients in Türkiye(Cambridge University Press, 2026-02-11) Sert Yurdakul, Selin; Erbay Erşen, Merve; Özel, DilaraObjectives. Palliative care seeks to enhance the quality of life for individuals with serious illnesses and their families by addressing physical, emotional, and psychological needs. This phenomenological study examines the lived experiences of 8 caregivers in palliative care settings in Türkiye, focusing on the challenges they face, the coping mechanisms they employ, and their reflections on the caregiving role. Special emphasis is given to both psychological and somatic signs of stress, along with the possible advantages of body-oriented resilience techniques. Methods. Using a phenomenological qualitative design, semi-structured interviews were conducted with 8 caregivers providing care to relatives in a hospital-based palliative care unit. Data were collected between February and April 2023 and analyzed through conventional content analysis. Results. Four central themes emerged from inductive coding: harmony in healing, navigating difficulties, resilience in palliative care, and reflections on the finite. The findings reveal a dual reality: palliative caregivers derive meaning and satisfaction from compassionate connections, high-quality clinical care, and peer support, yet they also endure significant burdens, including emotional strain, physical exhaustion, disrupted daily routines, and shifting relational dynamics. Anticipatory grief and chronic stress responses were prevalent, frequently manifesting in both psychological and somatic forms (e.g., sleep disturbances, muscle tension, and autonomic arousal). Despite these challenges, palliative caregivers employed spiritual beliefs, peer interactions, and self-care routines as resilience strategies. Significance of results. The mind–body challenges identified in the study emphasize the need for interventions that focus on self-regulation and resilience, including body-oriented approaches that strengthen internal resources, regulate stress responses, and encourage adaptability. Incorporating such approaches into group-based settings may improve mutual support and enhance both individual and relational well-being. The study highlights the importance of comprehensive, caregiver-centered support systems to reduce burden and improve the overall quality of palliative care.
