The effect of government support on global branding strategies: Evidence from Turkey

Hasan Aksoy

Makale detayları

The effect of government support on global branding strategies: Evidence from Turkey

Yazarlar:

Hasan Aksoy

Yayıncı:

İdeal Kent Yayınları

Dergi:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 53, pp.410-425

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001290617

pISSN:

2791-9862

Anahtar kelimeler:

Özet:

 This study investigates how government support affects branding strategies in Turkey. As the metodology, interviews were used focus group interviews to elicit the managers thoughts. Drawing upon a focus group interview containing one Turkish carpet company that is in the TURQUALITY program from 2019 to 2022, the effect of government support on local brands to become global brands ability has been investigated. The results show that senior management support is needed to prepare the companys plan, and the importance of increasing the use of digital sales as well as traditional channels should be included among the targets. Another important conclusion suggested by our results is that government incentives would suffice to drive internationalization and sales success. Beyond that, the most significant contributions to companies marketing and brand performances by government support are increasing the international sales compound annual growth rate and shifting the company from a production-focused to a marketing-focused company.

 This study investigates how government support affects branding strategies in Turkey. As the metodology, interviews were used focus group interviews to elicit the managers thoughts. Drawing upon a focus group interview containing one Turkish carpet company that is in the TURQUALITY program from 2019 to 2022, the effect of government support on local brands to become global brands ability has been investigated. The results show that senior management support is needed to prepare the companys plan, and the importance of increasing the use of digital sales as well as traditional channels should be included among the targets. Another important conclusion suggested by our results is that government incentives would suffice to drive internationalization and sales success. Beyond that, the most significant contributions to companies marketing and brand performances by government support are increasing the international sales compound annual growth rate and shifting the company from a production-focused to a marketing-focused company.

 This study investigates how government support affects branding strategies in Turkey. As the metodology, interviews were used focus group interviews to elicit the managers thoughts. Drawing upon a focus group interview containing one Turkish carpet company that is in the TURQUALITY program from 2019 to 2022, the effect of government support on local brands to become global brands ability has been investigated. The results show that senior management support is needed to prepare the companys plan, and the importance of increasing the use of digital sales as well as traditional channels should be included among the targets. Another important conclusion suggested by our results is that government incentives would suffice to drive internationalization and sales success. Beyond that, the most significant contributions to companies marketing and brand performances by government support are increasing the international sales compound annual growth rate and shifting the company from a production-focused to a marketing-focused company.

 Sonuçlar, şirket planının hazırlanmasında üst yönetim desteğine ihtiyaç duyulduğunu ve geleneksel kanalların yanı sıra dijital satış kullanımının artırılmasının öneminin hedefler arasında yer alması gerektiğini göstermektedir. Sonuçlarımızın öne sürdüğü bir diğer önemli sonuç, devlet teşviklerinin uluslararasılaşma ve satış başarısı için yeterli olacağıdır. Bunun ötesinde, devlet desteklerinin şirketlerin pazarlama ve marka performanslarına en önemli katkıları, uluslararası satış bileşik yıllık büyüme hızının artması ve şirketin üretim odaklı bir şirketten pazarlama odaklı bir şirkete geçmesidir. Bu çalışma, devlet desteğinin Türkiyede markalaşma stratejilerini nasıl etkilediğini araştırmaktadır. Metodoloji olarak, yöneticilerin düşüncelerini ortaya çıkarmak için görüşmeler odak grup görüşmeleri kullanıldı. 2019-2022 yılları arasında TURQUALITY programında yer alan bir Türk halı firması ile yapılan odak grup görüşmesinden yola çıkılarak, devlet desteklerinin yerel markaların dünya markası olma becerileri üzerindeki etkisi araştırılmıştır.

Makale detayları

The effect of government support on global branding strategies: Evidence from Turkey

Yazarlar:

Hasan Aksoy

Yayıncı:

İdeal Kent Yayınları

Dergi:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 53, pp.410-425

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001290617

pISSN:

2791-9862

Global brands

government support

brand strategiesKüresel markalar

devlet desteği

marka stratejileri

Sayı

Makale detayları

The effect of government support on global branding strategies: Evidence from Turkey

Yazarlar: Hasan Aksoy

Yayıncı: İdeal Kent Yayınları

Dergi: OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 53, pp.410-425

Belge Tipi: Makale

Yayın Tarihi: 5/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001290617

pISSN: 2791-9862

Global brands

government support

brand strategiesKüresel markalar

devlet desteği

marka stratejileri

Sayı

Yazarlar:

Hasan Aksoy

Yayıncı:

İdeal Kent Yayınları

Dergi:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 53, pp.410-425

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001290617

pISSN:

2791-9862