Publication: Devlet destekli markalaşma programı Turquality’nin desteklenen işletmeler tarafından değerlendirilmesine yönelik bir araştırma
Abstract
Marka, Markalaşma, Uluslararasılaşma, Menşe Ülke Etkisi, Turquality ÖZET DEVLET DESTEKLİ MARKALAŞMA TURQUALITY’NİN DESTEKLENEN İŞLETMELER TARAFINDAN DEĞERLENDİRİLMESİNE YÖNELİK BİR ARAŞTIRMA Genel olarak işletmeler için marka, özellikle küresel bir marka olabilmek uzun soluklu bir süreçtir ve yatırım gerektirmektedir. Bazen işletmeler kendi olanakları ile bu yatırımları gerçekleştiremezler ve desteğe ihtiyaç duyarlar. Böyle durumlarda devlet desteği çok daha anlamlı olabilmektedir. İşte bu noktada Türkiye’de, “Turquality” adı altında çok özgün bir program yürütülmektedir. Adını “Türk” ve “Kalite” sözcüklerinin bir araya gelmesiyle alan Turquality ile, global potansiyele sahip Türk markaları desteklenerek, “Türk Malı” imajının dünya pazarlarında kabul gören bir marka haline gelmesi sağlanmaya çalışılmaktadır. Güçlü Türk markalarının yurt dışında yaratacağı taleple, Türkiye’nin markalı ürün ihracatında artış sağlaması hedeflenmektedir. Tez kapsamında devletin Turquality programını uygulamaya koyarkenki hedefleriyle, programın destek kapsamında yer alan işletmelere sağladığı katkılar araştırılmıştır. Destek kapsamında yer alan işletmelere yönelik uygulanan anket çalışması sonucunda; işletmelerin Turquality’nin marka yaratma gücüne dair inançlarının yüksek olduğu, ancak sistemin kendi işletmelerine sağladığı katkılar konusunda çekimsere yakın bir katılım gösterdikleri belirlenmiştir. İşletmelere sağlanan finansal desteklerin ödeme süreci çok yavaş işlemektedir. Ayrıca dünya markası yaratılabilmesi için destek süresi olan 5 yılın yeterli olmadığı ve Turquality destek programının tüm sektörlerin ihtiyaçlarına göre yeniden revize edilmesi yönünde ihtiyaç saptanmıştır. Brand, Branding, Internationalization, Country of Origin Effect, Turquality
A RESEARCH ON THE ASSESSMENT OF TURQUALITY, A STATE SUPPORTED BRANDING PROGRAMME, BY THE SUPPORTED ENTERPRISES In general, brand and particularly becoming a global brand requires a long-term process and investment for the enterprises. Sometimes, enterprises are not able to realize such investments within their limits and need support. In such cases, the state support would be more meaningful. At this point, a very specific programme, “Turquality”, is being carried out at Turkey. Taking its name from the combination of “Turk” and “Quality” words, Turquality supports the Turkish brands with global potential and ensures that “Made in Turkey” image becomes a globally recognized brand in the world markets. It is aimed to achieve an increase in the branded product export of Turkey with the demand created by the strong Turkish brands at overseas. Within the scope of the thesis, the aims of the state in implementing the Turquality programme and the contributions provided by the programme to the enterprises within the scope of the thesis have been studies. As a result of the survey performed at the supported enterprises, it’s seen that the enterprises have high confidence for Turquality’s power to create a brand, but that there is a reluctant participation about the contributions provided by the system to their enterprises. The payment process for the financial supports granted to the enterprise progresses very slowly. Furthermore, it’s been determined that the support period of 5 years is not sufficient for creating a global brand and also it’s been determined that there is a need for revising Turquality support programme according to the needs of all sectors.
A RESEARCH ON THE ASSESSMENT OF TURQUALITY, A STATE SUPPORTED BRANDING PROGRAMME, BY THE SUPPORTED ENTERPRISES In general, brand and particularly becoming a global brand requires a long-term process and investment for the enterprises. Sometimes, enterprises are not able to realize such investments within their limits and need support. In such cases, the state support would be more meaningful. At this point, a very specific programme, “Turquality”, is being carried out at Turkey. Taking its name from the combination of “Turk” and “Quality” words, Turquality supports the Turkish brands with global potential and ensures that “Made in Turkey” image becomes a globally recognized brand in the world markets. It is aimed to achieve an increase in the branded product export of Turkey with the demand created by the strong Turkish brands at overseas. Within the scope of the thesis, the aims of the state in implementing the Turquality programme and the contributions provided by the programme to the enterprises within the scope of the thesis have been studies. As a result of the survey performed at the supported enterprises, it’s seen that the enterprises have high confidence for Turquality’s power to create a brand, but that there is a reluctant participation about the contributions provided by the system to their enterprises. The payment process for the financial supports granted to the enterprise progresses very slowly. Furthermore, it’s been determined that the support period of 5 years is not sufficient for creating a global brand and also it’s been determined that there is a need for revising Turquality support programme according to the needs of all sectors.