Burcu Gumus

Istanbul Bilgi University

Eski Silahtarağa Elektrik Santralı

Silahtarağa Mah. Kazım Karabekir Cad. No: 1 Eyüp

Istanbul, 34060

Turkey

  • Istanbul Bilgi University

SCHOLARLY PAPERS

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Scholarly Papers (2)

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1.

'Sustaining Competitive Advantage: Turk Telekom'

Chapter in: Case in Strategic Marketing: Creating Competitive Advantage (3rd Ed), Edited by Doug West, John Ford & Essam Ibrahim, P.519-525, Oxford University Press, ISBN 978-0-19-968409-0.
Number of pages: 9 Posted: 27 May 2017
Selcen Ozturkcan and Burcu Gumus
Department of Marketing, School of Business and Economics, Linnaeus University and Istanbul Bilgi University
Downloads 129 (330,022)

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turk telekom, market strategy, market scan/scenarios, internal analysis, strategic fit

2.

Adoption of Really New Products: Retro Appearance and the Bandwagon Effect

5th EMAC Regional Conference, September 24-26, 2014, University of Katowice, Poland, pg. 73-80, ISBN: 978-83-7875-210-3.
Number of pages: 7 Posted: 04 Sep 2018
Burcu Gumus, Kaan Varnali and Selcen Ozturkcan
Istanbul Bilgi University, Istanbul Bilgi University and Department of Marketing, School of Business and Economics, Linnaeus University
Downloads 51 (569,601)

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really new products, retro, bandwagon effect, perceived risk