Devlet desteğinin küresel markalaşma stratejilerine etkisi: Türkiye'den kanıtlar

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

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.

Keywords:

Global brands, government support, brand strategies,

PDF

___

Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38, 102-120.
Aaker, J., Fournier, S. & Brasel, S.A. (2004) When Good Brands Do Bad. Journal of Consumer Research, 31, 1-16.
Abimbola, T. (2010). Brand strategy as a paradigm for marketing competitiveness. Journal of Brand Management, 18, 177-179.
Ashworth, G., & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16, 520-531.
Axelrod, M.D. (1975) Marketers get an eyeful when focus groups expose products, ideas, images, ad copy, etc. to consumers. Marketing News, 28 February, 6–7.
Barman, A., De, P.K., Chakraborty, A.K., Lim, C.P., & Das, R. (2022). Optimal pricing policy in a three-layer dual-channel supply chain under government subsidy in green manufacturing. Math. Comput. Simul., 204, 401-429.
Basch, C.E. (1987). Focus Group Interview: An Underutilized Research Technique for Improving Theory and Practice in Health Education. Health Education & Behavior, 14, 411 - 448.
Belghitar, Y., Moro, A., & Radić, N. (2020). When the rainy day is the worst hurricane ever: the effects of governmental policies on SMEs during COVID-19. Small Business Economics, 58, 943 - 961.
Bellenger DN, Bernhardt KL, Goldstucker JL (1976) Qualitative Research in Marketing. Chicago, IL: American Marketing Association.
Brand Directory. (2022, Dec 28). Brand finance gift. https://brandirectory.com/reports/gift-2021 Brand Directory. (2023, Feb 23). Exchanges 10 2023 ranking. https://brandirectory.com/rankings/exchanges/
Catterall, M., & Maclaren, P. (2006). Focus Groups in Marketing Research.
Chabossou, A. F., Nonvide, G. M. A., Lokonon, B. O., Amegnaglo, C. J., & Akpo, L. G. (2022). COVID-19 and the Performance of Exporting Companies in Benin. The European Journal of Development Research, 1-15.
Chakrawal, A.K., & Goyal, P. (2016). Creating Brand India: Strategies, Issues, and Challenges. Technology Innovation Management Review, 6, 5-9.
Chundakkadan, R., & Sasidharan, S. (2023). The role of government support on E-commerce and firm innovation during pandemic crisis. Economic Analysis and Policy.
Cirera, X., Cruz, M., Davies, E., Grover, A., Iacovone, L., Cordova, J. E. L., ... & Torres, J. (2021). Policies to support businesses through the COVID-19 shock: A firm level perspective. The World Bank Research Observer, 36(1), 41-66.
Cox, K.K., Higginbotham, J., & Burton, J.F. (1976). Applications of Focus Group Interviews in Marketing. Journal of Marketing, 40, 77 - 80.
Doh, S., & Kim, B. (2014). Government support for SME innovations in the regional industries: The case of government financial support program in South Korea. Research Policy, 43, 1557-1569.
EU. (Mar 13). Single market economy. https://single-market-economy.ec.europa.eu/select-language?destination=/node/376
Fath, B., Fiedler, A., Sinkovics, N., Sinkovics, R. R., & Sullivan-Taylor, B. (2021). International relationships and resilience of New Zealand SME exporters during COVID-19. critical perspectives on international business.
Fetscherin, M. (2010). The determinants and measurement of a country brand: the country brand strength index. International Marketing Review, 27, 466-479.
Fu, T., Yang, S., & Jian, Z. (2022). Government support for environmental regulation: Evidence from China. International Review of Financial Analysis.
Gloria E. Bader, Catherine a. Rossi-Focus Groups_ a Step-By-Step Guide (3rd Edition)-The Bader Group (2002)
GSO. (2022, Jan 15). Gaziantep provincial industry status report. https://gso.org.tr/en.html Jain, N.K., Bhaskar, K., & Jain, S. (2021). What drives adoption intention of electric vehicles in India? An integrated UTAUT model with environmental concerns, perceived risk and government support. Research in Transportation Business & Management.
Janzen, B., & Radulescu, D. (2022). Effects of COVID-19 related government response stringency and support policies: Evidence from European firms. Economic Analysis and Policy, 76, 129 - 145.
Jugend, D., Jabbour, C.J., Scaliza, J.A., Rocha, R.S., Junior, J.A., Latan, H., & Salgado, M.H. (2018). Relationships among open innovation, innovative performance, government support and firm size: Comparing Brazilian firms embracing different levels of radicalism in innovation. Technovation.
Kim, K., Kim, Y., Lee, M., & Youn, M. (2014). The effects of co-brand marketing mix strategies on customer satisfaction, trust, and loyalty for medium and small traders and manufacturers. E & M Ekonomie A Management, 17, 140.
Kırdar, Y. (2003). Marka stratejilerinin oluşturulması; Coca-Cola örneği. Review of Social, Economic & Business Studies, 3(4), 233-250.
Kohtamäki, M., Kraus, S., Mäkelä, M.M., & Rönkkö, M. (2012). The role of personnel commitment to strategy implementation and organizational learning within the relationship between strategic planning and company performance. International Journal of Entrepreneurial Behaviour & Research, 18, 159-178.
Kucharska, W., Flisikowski, K., & Confente, I. (2018). Do global brands contribute to the economy of their country of origin? A dynamic spatial approach. Journal of Product and Brand Management, 27 (7), 768-780
Kumral, O. (2010). Nitel çalışmalarda odak grup görüşmesi. Çağdaş Eğitim Dergisi, 35(374), 16-22.
Lalinsky, T., & Pál, R. (2022). Distribution of COVID-19 government support and its consequences for firm liquidity and solvency. Structural Change and Economic Dynamics, 61, 305 - 335.
Lee, J., Hwang, J., & Kim, H. (2022). Different government support effects on emerging and mature ICT sectors. Technological Forecasting and Social Change, 174, 121253.
Li, Y., & Yang, A. (2022). Stakeholder influence, government power, and new opportunities for Chinese Internet companies: A multilevel network analysis of cross-sector networks. Public Relations Review. 48 (3), 102-197.
Li, Z. W., Millman, C., & Chi, R. Y. (2011). Government support, international trade and firm's R&D investment: Evidence from Chinese high‐tech industries. Journal of Science and Technology Policy in China, 2(2), 146-158.
Li, Z., Pan, Y., Yang, W., Ma, J., & Zhou, M. (2021). Effects of government subsidies on green technology investment and green marketing coordination of supply chain under the cap-and-trade mechanism. Energy Economics, 101, 105-426.
Lynch, J., & de Chernatony, L. (2007). Winning Hearts and Minds: Business-to-Business Branding and the Role of the Salesperson. Journal of Marketing Management, 23, 123- 135.
Macilree, J., & Duval, D.T. (2020). Aeropolitics in a post-COVID-19 world. Journal of Air Transport Management, 88, 101864 - 101864.
Mckinsey. (2023, Feb 15). Capablities.https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/getting-
Miles, M, B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded Sourcebook. (2nd ed). Thousand Oaks, CA: Sage.
Nguyen, T., Verreynne, M., Steen, J., & Torres de Oliveira, R. (2023). Government support versus international knowledge: Investigating innovations from emerging-market small and medium enterprises. Journal of Business Research, 154, 113305
Nurunnabi, M., Almusharraf, N.M., & Aldeghaither, D. (2020). Mental health and well-being during the COVID-19 pandemic in higher education: Evidence from G20 countries. Journal of Public Health Research, 9. 60-68
Nuttavuthisit, K. (2019). Focus Group Interview. In: Qualitative Consumer and Marketing Research. Springer, Singapore.
Nyumba O, Wilson K, Derrick CJ, et al. (2018) The use of focus group discussion methodology: Insights from two decades of application in conservation. Methods in Ecology and Evolution 9(1): 20–32.
Ökten, N. Z., Okan, E. Y., Arslan, Ü., Güngör, M. Ö. (2019). The effect of brand value on economic growth: A multinational analysis. European research on management and business economics, 25(1),1-7.
Onjewu, A.E., Olan, F., Nyuur, R.B., Paul, S., & Nguyen, H.T. (2022). The effect of government support on Bureaucracy, COVID-19 resilience and export intensity: Evidence from North Africa. Journal of Business Research, 156, 113468 - 113468.
Pan, J., Lin, G., & Xiao, W. (2022). The Heterogeneity of Innovation, Government R&D Support and Enterprise Innovation Performance. Research in International Business and Finance.
Petersen, B., & Welch, L.S. (2002). Foreign Operation Mode Combinations and Internationalization. Journal of Business Research, 55, 157-162.
SmeCorp. (2023, Mar 7). Policies. https://www.smecorp.gov.my/index.php/en/
Srivastava, R.K., & Shocker, A.D. (1991). Brand equity : a perspective on its meaning and measurement.
Statista. (2023, Jan 12). Brand value of most valuable companies. https://www.statista.com/statistics/269444/brand-value-of-the-most-valuable-companies TOBB. (2023, Feb 23).https://sanayi.tobb.org.tr
Turquality. (2023, Jan29).https://www.turquality.com
Wan, Q., Ye, J., Zheng, L., Tan, Z., & Tang, S. (2023). The impact of government support and market competition on China's high-tech industry innovation efficiency as an emerging market. Technological Forecasting and Social Change, 192, 122585.
Wang, Y., Yang, A., & Su, Q. (2021). Government Provides Vigorous Supports to the Improvement of Health Care in Qinghai Province, China. Chinese medical sciences journal = Chung-kuo i hsueh k'o hsueh tsa chih, 36 4, 346-350.
Welch, J.L. (1985). Researching marketing problems and opportunities with focus groups. Industrial Marketing Management, 14, 245-253.
Weng Chou Wong, J., & Ka Wai Lai, I. (2022). The mechanism influencing the residents’ support of the government policy for accelerating tourism recovery under COVID-19. Journal of Hospitality and Tourism Management.
Xia, L., Gao, S., Wei, J., & Ding, Q. (2021). Government subsidy and corporate green innovation - Does board governance play a role? Energy Policy.
Yildirim, A., & Simsek, H. (2008). Sosyal bilimlerde nitel arastirma yontemleri. Ankara: Seckin Yayinlari.
Zheng, L., Tang, S., Ye, J., & Wan, Q. (2023). The Impact of Government Support and Market Competition on China's High-Tech Industry Innovation Efficiency as an Emerging Market. SSRN Electronic Journal.
Zolfagharinia, H., Zangiabadi, M., & Hafezi, M. (2023). How much is enough? Government subsidies in supporting green product development. Eur. J. Oper. Res., 309, 1316-1333.