Uluslararası pazarlamada ulus markalaşmasının ve Turquality destek programının ülke rekabetçiliğine etkisi
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Ulus Markalaşma faaliyetleri, ulusların dünya pazarında söz sahibi olma ve pazara yön veren ülke konumunda olmalarını sağlamaktadır. Ulus markalaşma faaliyetleri ile uluslar kendilerine ait global markaların da dolaylı olarak pazarlarda önünü açmaktadır. Bu sebeple de bir ülkeye ait global markaların sayısı kadar o ülkenin imajı, ulusal kimliği de önemlidir. Bu tez çalışmasında, ulus markalaşması ve ülke rekabetçiliği ilişkisi incelenmiş, Porter Elmas modeli açısından ülke rekabetçiliği boyutlarının ulus markalaşmasına katkıları ve Turquality programının ulus markalaşması ve ülke rekabetçiliğine katkıları incelenmiştir. Araştırma için 9 soru hazırlanmıştır ve toplamda 3 farklı Turquality üye firmalarla mülakat yapılmıştır. Firmalar tekstil metal aksesuar, beyaz eşya ve gıda sektörlerinde öncü firmalar arasından seçilmiştir. Sonuçlar, ülke rekabetçiliği açısından Porter Elmas Modeli boyutlarının ulus markalaşmasına katkılar sağladığı, ulus markalaşması ile ülke rekabetçiliğinin etkileşimde olduğu ve Turquality programının bu etkileşimde işletmelere önemli katkılar sağladığı şeklinde ortaya çıkmıştır. İşletmeler Turquality programı ile markalarına küresel pazarda yer bulabilmekte ve rekabetçi avantajı yakalamaktadırlar.
Nation Branding activities contributre that nations to be a leading on the global marketing and keep the positioning as command on the other countries. Nations who is implementing nation branding strategy would be indirectly paves the way for markets for their own brands. In this case, the national identity with the national image of the countries are important as the number of global brands which countries has it. In this thesis, the relationship between nation branding and country competitiveness was examined, and the contribution of country competitiveness dimensions to nation branding and the contribution of Turquality program to nation branding and country competitiveness were examined in terms of Porter Diamond model. 9 questions were prepared for the research and interviews were conducted with 3 different Turquality member companies in total. The companies were selected among the leading companies in the textile metal accessories, white goods and food sectors. The results have emerged that the dimensions of the Porter Diamond Model contribute to nation branding in terms of country competitiveness, nation branding and country competitiveness interact, and the Turquality program provides significant contributions to businesses in this interaction. With the Turquality program, businesses can find a place for their brands in the global market and gain competitive advantage.
Nation Branding activities contributre that nations to be a leading on the global marketing and keep the positioning as command on the other countries. Nations who is implementing nation branding strategy would be indirectly paves the way for markets for their own brands. In this case, the national identity with the national image of the countries are important as the number of global brands which countries has it. In this thesis, the relationship between nation branding and country competitiveness was examined, and the contribution of country competitiveness dimensions to nation branding and the contribution of Turquality program to nation branding and country competitiveness were examined in terms of Porter Diamond model. 9 questions were prepared for the research and interviews were conducted with 3 different Turquality member companies in total. The companies were selected among the leading companies in the textile metal accessories, white goods and food sectors. The results have emerged that the dimensions of the Porter Diamond Model contribute to nation branding in terms of country competitiveness, nation branding and country competitiveness interact, and the Turquality program provides significant contributions to businesses in this interaction. With the Turquality program, businesses can find a place for their brands in the global market and gain competitive advantage.
Açıklama
Sosyal Bilimler Enstitüsü, Pazarlama Yönetimi Ana Bilim Dalı, Pazarlama Yönetimi Bilim Dalı
Anahtar Kelimeler
Ekonomi, Economics
