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, Selcen Ozturkcan and Burcu Gumus
EMLYON Business SchoolDepartment of Marketing, School of Business and Economics, Linnaeus University and Istanbul Bilgi University
Downloads 57 (452,510)

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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, Selcen Ozturkcan and Selcen Ozturkcan
Istanbul Bilgi University, Istanbul Bilgi University and EMLYON Business SchoolDepartment of Marketing, School of Business and Economics, Linnaeus University
Downloads 34 (554,585)

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really new products, retro, bandwagon effect, perceived risk