ENTRY MODE TO WESTERN BALKANS: AN IMPLEMENTATION IN ALBANIA AND KOSOVO MARKETS

Öz

The aim of the research was to understand the characteristics of trade relations between Turkey and Western Balkans, and reveal the most preferred entry modes between Turkey and Western Balkans. The main entry modes examined in the study were: export, foreign direct investment, joint venture, licensing, and franchising. One Turkish company, one Albanian company, and one Kosovan company were included to the research in order to analyze the trade relations between Turkey and Western Balkans. Convenience sampling technique was used in selecting these companies which have already had trade relations. Structured online interview technique was used as a data collection method, and two employees from each company were interviewed online. Findings showed that the most preferred entry mode between Turkey and Albania and Kosovo is exporting. Except exporting; joint venture, franchising, and licensing agreements are preferred mostly. 

Anahtar Kelimeler

• Entry strategy
• Balkan markets
• Turkey
• International markets
• Structured online interview technique

BATI BALKANLARA GİRİŞ ŞEKLİ: ARNAVUTLUK VE KOSOVA PAZARLARINDA BİR UYGULAMA

Öz

Bu çalışmanın amacı, Türkiye ve Batı Balkanlar arasındaki ticaret ilişkilerinin özelliklerini anlamak ve Türkiye ile Batı Balkan ülkeleri arasında en çok tercih edilen giriş şekillerini tespit etmektir. Çalışmada incelenen başlıca giriş şekilleri şunlardır: ihracat, doğrudan yabancı yatırım, ortak girişim, lisanslama ve franchising. Türkiye ve Batı Balkanlar arasındaki ticaret ilişkilerini analiz etmek için Türkiye’den, Arnavutluk’tan ve Kosova’dan birer firma araştırmaya dahil edilmiştir. Hâlihazırda ticaret ilişkileri bulunan bu firmaların seçiminde kolayda örnekleme yöntemi kullanılmıştır. Veri toplama yöntemi olarak yapılandırılmış online görüşme tekniği kullanılmıştır ve her firmadan iki çalışan ile online görüşme yapılmıştır. Bulgulara göre; Türkiye ile Arnavutluk ve Kosova arasında en çok tercih edilen giriş şekli ihracattır. İhracat dışında çoğunlukla ortak girişim, franchising ve lisans anlaşmaları tercih edilmektedir. 

Anahtar Kelimeler

• Giriş stratejisi
• Balkan pazarları
• Türkiye
• Uluslararası pazarlar
• Yapılandırılmış online görüşme tekniği

Kaynakça

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