Devlet desteğinin küresel markalaşma stratejilerine etkisi: Türkiye'den kanıtlar

Yıl 2023, Cilt: 20 Sayı: 53, 410 - 425, 30.05.2023

Hasan Aksoy

https://doi.org/10.26466/opusjsr.1275390

Öz

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 Türkiye'de 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.

Anahtar Kelimeler

Küresel markalar, devlet desteği, marka stratejileri

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

Öz

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 company’s 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.

Anahtar Kelimeler

Global brands, government support, brand strategies

Kaynakça

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