The Relationship Between Cultural Products and International Marketing Strategies Towards Sustainability: A Research on the Textile Industry

Year 2025, Volume: 5 Issue: Special Issue (SI) IXASC 2025, 156 - 167, 31.08.2025

Nevin Karabıyık Yerden

Abstract

This study aims to reveal the relationship between cultural products and international marketing strategies from a sustainability perspective. In pursuit of this purpose, improving cultural products and presenting them to foreign markets is seen to contribute to the economic and environmental sustainability of societies by strengthening the cultural economy. Sustainability is not only an environmental issue but also an integrated issue that includes legal, economic, cultural, technological, etc. The sustainability of cultural products, which represent our cultural heritage, is believed to play a significant role in promoting the sustainability of societies. The weaving sector investigates strategies for cultural products to enter international markets, contributing to both the sustainability of cultural heritage and the economic development for consumers seeking unique products in a globalized context. This study, which is exploratory research, collected data through a focus group technique. The data analysis results indicate that cultural products can primarily utilize standardization strategies, followed by glocalization strategies, to enter foreign markets. In addition, cultural products, which are cultural heritage, contribute to environmental, cultural, and social sustainability.

Keywords

Culture Product , Sustainability , Loom , International Marketing

References

• Adorno , Thedor W. (2011). Kültür Endüstrisi: Kültür Yönetimi. İstanbul: İletişim Yayınları, Çev.: Nihat Ülner, Mustafa Tüzel, Elçin Gen, 6. Baskı, s. 47-50