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Extended-form Case Study

Internationalization of an emerging country brand: from a corner shop in Istanbul, to Oxford Street, London

Published on May 30, 2018   17 min

A selection of talks on Global Business Management

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0:04
Hello, my name is Nükhet Vardar. If I need to introduce myself briefly, I must say that I have been working in marketing and advertising, since 1985. I value myself for being both an academician and a practitioner. I always enjoyed sharing my thoughts and views, in marketing, branding, and advertising. So far, I have 13 books. For a detailed CV, you can visit my company website, and have a look at my CV at the www.elizi.net.
0:39
Now, let us start discussing our topic for today. Today, we will be looking into internationalization of emerging country brands, by analyzing the Simit Sarayi case. Simit Sarayi has come a long way after starting as a small local bagel seller in Istanbul, Turkey in 2002. By 2010, it had already started to internationalize. Firstly, entering the Dutch market. In 2017, it was opening its seventh shop in the UK, while getting ready to celebrate its 15-year in business. Let us look a little bit more closely to this internationalization story, and the steps taken throughout this journey.
1:24
It all started at very modest terms serving freshly baked bagels and brewed tea, at the small shop near Bosphorous University, Istanbul, Turkey in 2002, for the purpose of testing the market's needs. As fresh bagels and tea smells are probably the best free sensory advertising tools, the store became very popular among university students living on tight budgets.

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Internationalization of an emerging country brand: from a corner shop in Istanbul, to Oxford Street, London

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