Göksu Beşkaya, Zeynep

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Profile URL
https://hdl.handle.net/20.500.14365/6860
Name Variants
Goksu Beskaya, Zeynep
Beşkaya, Z.G.
Beşkaya, Zeynep Göksu
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Email Address
zeynep.beskaya@ieu.edu.tr
Main Affiliation
03.02. Business Administration
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Current Staff
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ORCID ID
0000-0001-7977-687X
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Turkish CoHE Profile ID
BDEFAA6FD63D65B3
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JOyPD5sAAAAJ
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Zeynep Göksu Beşkaya.JPG (1001.07 KB)

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    Case Study: Internationalization of Auto Train Brain
    (IEEE, 2024) Göksu Beşkaya, Zeynep; Eroglu, Gunet; Gurkaynak, Nilgun; Özer Torgalöz, Alev; Torgaloz, Alev Ozer; Beskaya, Zeynep Goksu
    This case study examines the internationalization strategy of Auto Train Brain, a startup in Turkiye that has developed an innovative mobile application to provide solutions for children with neurodiversity, including dyslexia, autism, ADHD, and intellectual disability. The application uses neurofeedback and multi-sensory learning techniques based on EEG signals. The case study delves into the company's journey to global expansion, with a focus on the challenges encountered in new markets such as the U.S., Japan, and the U.K. Additionally, the discussion section offers recommendations for successfully navigating challenges related to market growth strategies, product definition, and adaptation of the product to different cultural environments and regulations.