ABSTRACT
Outward foreign direct investment (OFDI) from emerging countries was observed to increase globally especially after the 1990s. As emphasized in the literature, developed country foreign direct investment (FDI) exploits their strategic assets in developing countries, while developing country FDI explores those strategic assets especially from developed ones. However, creating brands and having added value to brand assets mean increased brand investments. Although this finding gives support that emerging market multinational companies (EMNCs) have OFDI mainly to have access to technology-driven assets to accelerate their internationalization efforts, it also stresses a contradiction. Managers consider technological capacity and global branding efforts as major internationalization dimensions. Managers probably consider international production capacity and having access to new sources of finance as important dimensions of internationalization and that their internationalization perception increases if they operate in less risky markets. Technological advancement and added brand value are considered imperative for Turkish market multinational companies (MNCs') internationalization efforts as well as exhibiting a better company performance.
