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Publications in VIVO

Koc, Tuba Instructor


Research Areas research areas


research overview

  • I do research on the internationalization patterns of multinational retail enterprises. I am particularly interested in their frequent and costly market exits. In contrast to manufacturing companies that have conquered overseas markets with a rapid expansion, multinational retail enterprises have had difficulty in expanding their global footprint. Even the largest multinational retail enterprises with substantial international sales often miscalculate their survival prospects in foreign markets. I seek to understand why many multinational retail enterprises miscalculate their survival prospects in some of their host countries despite stellar successes elsewhere.


  • Retailing, International Marketing, Emerging Markets, Marketing Strategy



International Activities

global connections related to teaching and scholarly work (in recent years)