EXPLORING INTERNATIONALIZATION STRATEGIES: A DEVELOPING COUNTRY CASE STUDY ANALYSIS

Abstract

This paper investigates the internationalization processes of firms emerging from developing countries, utilizing a case study approach to address the seven theoretical propositions suggested by Paul & Mas (2019). By applying this theoretical framework to analyse the international marketing strategies, the study enriches the existing literature in this domain. Furthermore, there is a lack of literature focusing on a case study of a Turkish firm in this context. The research is designed as a case study, and the international marketing position of Getir, a company, is analysed based on qualitative data collected from archives and news sources according to the seven propositions. According to the results, there is not enough evidence available for the concepts of potential and pattern in this case study. However, propositions regarding the concepts of process and pace appear differently in this case study than what the authors claim.