Adjusting the global communications strategies to the local context: A case of a non-profit international organization in Turkey

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Türkiye

Tezin Onay Tarihi: 2018

Öğrenci: CEM MEHMETHANOĞLU

Danışman: EMİNEGÜL KARABABA

Özet:

Market society has been dominating the social and economic way of life in neo-liberal societies. Not only for-profit entities but also non-profit organizations manage to survive in the marketplace by adopting an entrepreneurial governance structure emphasizing marketing, external relations, corporate reputation. The purpose of this research is to understand how an international non-profit organization utilizes marketing principles to sustain its operationalization in a surrounding of global and local stakeholders following their self-interests in political, social and economic terrains. Critical Discourse Analysis is applied to a selected newspaper articles and an international NPO's integrated marketing communications materials in a comparative way to observe the adjustments of the global strategies to the local context. The findings highlight the motivation behind these adjustments and their reflection on other integrated marketing materials.