The Creator and Founder of CULMAR Model-Tool is Ali Kutay ERYIGIT. After he completed mechanical engineering department, he studied MBA postgraduate programme in Middlesex University London in the UK. He and selected MBA students in the UK went to Shangai to observe cross culturel management issues practically. He prepared special projects based on Geert Hofstede’s Culturel Dimensions. He gave marketing consultancy to BEKO UK PLC in white-brown goods industry in 2012-13. He has been working in Tuborg Carlsberg Group as Senior Brand Exective since January 2014. He has been selected as featured alumni among Middlesex University’s alumnis (https://www.mdx.ac.uk/about-us/alumni/featured-alumni/business-school/ali-kutay-eryigit).

His macro economic analysis and forecasts for 2015 year fulfilled. And his analysis was published as headline in economy newspaper, Gözlem (2015) (https://www.gozlemgazetesi.com/HaberDetay/21/150491/uzun-vadede-guvenli-liman.html).

Ali Kutay ERYIGIT has been studying on new cultural-marketing model since 2012. His inital interntional marketing idea about glocalisation was published under the new ideas title in Harvard Business Review in April 2017. His international marketing model, CULMAR, was published as featured article in Harvard Business Review in May 2019. (https://hbrturkiye.com/yazar/ali-kutay-eryigit).

There are some unanswered key questions which effect to product and brand strategies in international marketing. His article aims to enlighten the limits of adaptations in localization section of glocalization by the help of his tool and model. He has been conducting online international research for over 100 countries to improve CULMAR tool and model. His university ,Middlesex University London, also supports him to spread this internatonal survey globally (https://tr.surveymonkey.com/r/alikutayeryigit2019). His research question is  “What is the limit of glocal adaptations for marketing a product without loosing global brand perception in over 100 different countries“. His academic article and international marketing model, CULMAR, has been published under the new ideas title in Harvard Business Review in May 2019.