Köse, Yavuz - In: Journal of Historical Research in Marketing 11 (2019) 3, pp. 295-316
Purpose: This paper aims to investigate the introduction of Nescafé, a brand of the Swiss multinational company Nestlé, into the Turkish market and examines the formative period (1952-1987) before it succeeded to become the most popular and leading coffee brand in Turkey. By that it aims to...