İhracat ve İnovasyon Temelli Markalaşma İlişkisi: Türkiye Örneği

Öz

Günümüzde ülkelerin ekonomik gelişiminde ve ihracat performansı artışında teknoloji yoğun üretim tek başına yeterli olmamaktadır. Rekabetin artmasıyla ihracat hacimlerini arttırmayı hedefleyen ülkeler ve işletmeler ürün ve pazarlama inovasyonu faaliyetleri ile ihracata konu olan ürün ve hizmetlerini geliştirmek ve yenilemek durumundadır. Bu çalışmada inovasyon faaliyetleri kapsamında markalaşma ve ihracat ilişkisi incelenmiş, ticarileşme düzeyinin ihracat üzerindeki etkisinin ortaya çıkarılması amaçlanmıştır. Pazarlama inovasyonu kapsamında marka kabul sayısının, ürün inovasyonu kapsamında patent kabul sayısına oranlanması ile elde edilen ticarileşme oranı bağımsız değişken; ihracat hacmi ise bağımlı değişken olarak modele dâhil edilmiştir. Bu çalışmada uzun dönemli ilişkilerin tespiti amacıyla Gregory-Hansen eşbütünleşme testi uygulanmıştır. Nedensellik ilişkilerinin ortaya çıkarılması amacıyla ise frekans alanı nedensellik testine başvurulmuştur. Analiz sonuçlarına göre değişkenler arasında uzun dönemli ilişkilerin bulunduğu tespit edilmiştir.

Anahtar Kelimeler

• İhracat
• Markalaşma
• Ticarileşme
• Gregory-Hansen Eşbütünleşme Testi
• Frekans Alanı Nedensellik Testi

The Relationship Between Export and Innovation-Based Branding: Case of Turkey

Öz

Nowadays, technology-intensive production alone is not sufficient for the economic development of countries and the increase in export performance. Countries and enterprises aiming to increase their export volumes by increasing competition have to develop and renew export products and services that are subject to export through product and marketing innovation activities. In this study, the relationship between the branding and export within the scope of innovation activities are analysed and it is aimed to reveal the effect of the level of commercialization on exports. The rate of commercialization obtained by the ratio of the number of trademark registrations within the scope of marketing innovation to the number of patent grants within the scope of product innovation is included in the model as the independent variable while the volume of exports as the dependent variable. Gregory-Hansen cointegration test is applied to determine long-term relationships among the variables in the study. The frequency domain causality test is conducted in order to reveal causality relationships. According to the results of the analysis, it was determined that there were long-term relationships between the variables.

Anahtar Kelimeler

• Export
• Branding
• Commercialization
• Gregory-Hansen Co-integration Test
• Frequency Domain Causality Test

Kaynakça

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