İhracat ve İnovasyon Temelli Markalaşma İlişkisi: Türkiye Örneği

Günümüzde ülkelerin ekonomik gelişiminde ve ihracat performansı artışında teknoloji yoğun üretim tekbaşına yeterli olmamaktadır. Rekabetin artmasıyla ihracat hacimlerini arttırmayı hedefleyen ülkeler ve işletmelerürün ve pazarlama inovasyonu faaliyetleri ile ihracata konu olan ürün ve hizmetlerini geliştirmek ve yenilemekdurumundadır. Bu çalışmada inovasyon faaliyetleri kapsamında markalaşma ve ihracat ilişkisi incelenmiş,ticarileşme düzeyinin ihracat üzerindeki etkisinin ortaya çıkarılması amaçlanmıştır. İnovasyon faaliyetlerikapsamında patent tescil sayısının, marka tescil sayısına oranlanması ile elde edilen ticarileşme oranı bağımsızdeğişken; ihracat hacmi ise bağımlı değişken olarak modele dâhil edilmiştir. Bu çalışmada uzun dönemli ilişkilerintespiti amacıyla Gregory-Hansen eşbütünleşme testi uygulanmıştır. Nedensellik ilişkilerinin ortaya çıkarılmasıamacıyla ise frekans alanı nedensellik testine başvurulmuştur. Eşbütünleşme analizi sonuçlarına göre değişkenlerarasında uzun dönemli ilişkilerin bulunduğu tespit edilmiştir. Buna ek olarak frekans alanı nedensellik testisonucunda, ihracattan ticarileşme oranına doğru orta vadede bir nedensellik ilişkisi bulunduğu görülürken,ticarileşme oranından ihracata doğru uzun vadede bir nedensellik ilişkinin var olduğu tespit edilmiştir.

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

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 patent grants to the number of trademark registrations within the scope of innovation activities 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 cointegration the analysis, it was determined that there were long-term relationships between the variables. In addition, it is demonstrated that there is a causality relationship from export to commercialization rate in the medium term, while there is a longterm causality relationship from commercialization rate to export as a result of the frequency domain causality test.

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