Adjusting the global communications strategies to the local context: a case of a non-profit international organization in Turkey

Mehmethanoğlu, Cem
Market society has been dominating the social and economic way of life in neo-liberal societies. Not only for-profit entities but also non-profit organizations manage to survive in the marketplace by adopting an entrepreneurial governance structure emphasizing marketing, external relations, corporate reputation. The purpose of this research is to understand how an international non-profit organization utilizes marketing principles to sustain its operationalization in a surrounding of global and local stakeholders following their self-interests in political, social and economic terrains. Critical Discourse Analysis is applied to a selected newspaper articles and an international NPO's integrated marketing communications materials in a comparative way to observe the adjustments of the global strategies to the local context. The findings highlight the motivation behind these adjustments and their reflection on other integrated marketing materials.


Evaluating cosmopolitanism in a globalized world : a case study of Turkish top managers in a multinational corporation
Yılmaz, Meltem; Yeğenoğlu, Meyda; Department of Sociology (2004)
With the spreading of globalization during 1980s, discourses about demise of nation states and relevance of post-national forms of institutions for contemporary politics have been widely accepted in social sciences. Cosmopolitanism, with its suggestions of extending democracy and citizenship beyond national boundaries, being world citizens, and creating universal political institutions has been considered as the project in line with these supposed conditions of globalization. This study evaluates theories i...
Rescaling of social relations towards subnational regional space : an investigation of Turkish case
Gündoğdu, İbrahim; Şengül, Hüseyin Tarık; Department of Political Science and Public Administration (2006)
In the last thirty years, capitalist social relation on the one hand, created a world that is interconnected in the means of economic and political; on the other hand, produced differentiated and fragmented uneven spaces. In this context, social theory has interested in space and spatial differences, and inserted space into analysis of social relations for some time. In this thesis, the current issue of the construction of subnational regional space is explored through a conceptual approach in which space i...
Bringing classes back into poverty discussions
Özgün, Gizem; Dolcerocca, Antoıne (2023-1-17)
The 1980s saw a shift in the emphasis of discourse on poverty from production relations to consumption relations, with levels of consumption and purchasing power used to define poverty. Based on this concept, much of the research establishes absolute poverty lines or develops relative indicators to distinguish between “poor” and “non-poor.” This paper makes the case that such poverty measurement, while useful for assessing trends over the long term or taking into account relative dynamics, distorts our know...
Eraydın, Ayda; Uzun, Cemile Nil (2012-04-01)
The economic restructuring and the new economic conditions that arose out of the waves of globalisation has resulted in significant impacts on the labour markets, which in turn have led to social transformation. The characteristics of the new economic structure and the changes in demand for labour are important in the dispersal of the benefits of competitiveness among the different social groups. Several issues that shape the labour markets, such as education, gender, division of labour and the social organ...
Rethinking the Impacts of Neoliberal Urban Policies and Practices on Diverse Neighbourhoods The Case of Tarlabaşı Istanbul
Yersen, Özge; Demirdağ, İsmail; Nazda, Güngördü (2015-05-15)
In face of contemporary world, with new challenges and complexities driven by globalization, urban policies and practices in many cases lead to social and economic inequalities, social polarization and spatial segregation. This may severely affect social relations, increase social tensions and lead to worse opportunities for individuals and social groups. Policy-makers and urban planners, in theory, develop policies and practices by taking these changes into consideration. However, theory may not coincide w...
Citation Formats
C. Mehmethanoğlu, “Adjusting the global communications strategies to the local context: a case of a non-profit international organization in Turkey,” M.S. - Master of Science, Middle East Technical University, 2018.