Coverart for item
The Resource Sustained market leadership since 1991 : Okey in Turkey, N?khet Vardar

Sustained market leadership since 1991 : Okey in Turkey, N?khet Vardar

Label
Sustained market leadership since 1991 : Okey in Turkey
Title
Sustained market leadership since 1991
Title remainder
Okey in Turkey
Statement of responsibility
N?khet Vardar
Creator
Author
Subject
Language
eng
Summary
Turkey's first condom, Okey, became the market leader right after its launch in 1991 and it has sustained this market leadership to the present day. Over a period of more than 25 years the brand has responded to numerous challenges by making adaptations to its target group, market positioning, product range, distribution channels, and communication strategy. The Okey case clearly shows that market leaders are not born but created, and that brands must evolve over time to retain their competitiveness. This case invites students to consider the steps that Okey has taken to maintain its long-term success, and to explore the critical factors for sustaining market leadership over a long period of time. For sustained market leadership Okey treated its brand like a "new brand" over these 25 years, always questioning market conditions and never becoming complacent. Mainly because markets, consumers, consumer habits, and trends evolve continuously, and for sustained market leadership the leader brands should also be able to move with the times, making necessary adaptations to pass the test of time
Member of
Cataloging source
CaToSAGE
http://library.link/vocab/creatorDate
1961-
http://library.link/vocab/creatorName
Vardar, N?khet
Dewey number
338.7681761
Illustrations
illustrations
Index
index present
LC call number
HD9995.C63
LC item number
T9 2018
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Series statement
SAGE Knowledge. Cases
http://library.link/vocab/subjectName
  • Condom industry
  • Condoms
  • Okey
Target audience
specialized
Label
Sustained market leadership since 1991 : Okey in Turkey, N?khet Vardar
Instantiates
Publication
Note
2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000003747
Extent
1 online resource
Form of item
online
Isbn
9781526442253
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Label
Sustained market leadership since 1991 : Okey in Turkey, N?khet Vardar
Publication
Note
2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000003747
Extent
1 online resource
Form of item
online
Isbn
9781526442253
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote

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