The effects of the international marketing strategies that are employed by the firms, on their export performance: A survey on the firms that are located in Bursa which are exporters in textile field

With the improvements in the elements of globalisation that are communication and transportation, the nations had the opportinity to market their values in global perspective by means of communicating with each other and using all kinds of transportation facilities. This fact, became the most selected and the easiest method especially for the countries willing to invest in foreign markets.This research, studies as the field in international marketing that attracks the developing countries and helps to improve their ecenomies and as a branch in international marketing strategies which are to be applied by the firms? managers. Hence, this research tries to measure the degree which these strategies are applied in Turkey and evaluates the probable positive outcomes.With this aim in mind, while the textile and ready-made clothing sector that is one of the key sectors in Turkey is being selected as a sector for analysis, Bursa is selected as a city of analysis due to its being one of the priorities in this sector in Turkey.With the survey applied, the firms of textile and ready-made clothing sector are tried to be measured in terms of their degree of application of international marketing strategies and in terms of the effects that these strategies have on their export performances with the help of both objective and subjective measures.With this respect, the frequency data analysis were gathered and the results were evaluated.This research, although being a master?s thesis, had the opportinity to interview with the managers of the firms and tried to coopreate a bridge between the academic environment and the business perspective.This researh as being an academic study, was aimed to be a source to enlighten the up-coming studies in this field.Key Words: International Marketing, International Marketing Strategies, Export Performance, Textile and Ready-Made Clothing Sector