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“The Faster Fish Beats the Larger Fish:” Applying Porter’s Value Chain

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Nükhet Vardar

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Vardar, N., (2018). “The faster fish beats the larger fish:” Applying porter’s value chain. In SAGE Business Cases. 2020. 10.4135/9781526438102

Vardar, Nükhet. "“The Faster Fish Beats the Larger Fish:” Applying Porter’s Value Chain." In SAGE Business Cases. SAGE Publications Ltd., 2020. 10.4135/9781526438102.

Vardar, N 2018. “The Faster Fish Beats the Larger Fish:” Applying Porter’s Value Chain, In SAGE Business Cases, SAGE Publications Ltd., viewed 1/20/2020, 10.4135/9781526438102.

Vardar, Nükhet. "“The Faster Fish Beats the Larger Fish:” Applying Porter’s Value Chain." SAGE Business Cases. SAGE Publications Ltd., 2020. SAGE Knowledge. Web. 1/20/2020.

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    Arzum is a small, family-owned small appliances company, founded in Turkey in 1966. The firm always wanted to go beyond its country of origin and open up to the world market. However, by the early 1990s, global competition was getting fierce as China strengthened its production base. Arzum knew that it needed to differentiate itself by creating added value, but how was it going to achieve this?

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  • Author Bio

    Dr. Nükhet Vardar has been studying and practicing international marketing and advertising since 1983. After receiving her PhD in international advertising from the former University of Manchester Institute of Science and Technology, UK in 1990, she worked in international advertising and media agencies as a professional while pursuing additional academic degrees. In 2002, she returned to academia at Yeditepe University, Istanbul, Turkey, as a member of the Faculty of Economics and Business Administration, where she was a professor of marketing from 2004–2008, until retiring from the University. She founded her own consulting firm, El Izi Comm. Consultancy, Turkey in 2002, where she continues to provide consulting services. At the end of 2016, Dr. Vardar launched her company's UK subsidiary – El Izi Communications Consultancy U.K. Limited – as a novel e-learning project, and divides her time between London and Istanbul (for more information: http://elizi.net/cv_eng/).

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