Turquality project in creating global brand: Field study at an industry enterprise

In this study, branding and globalization processes of a manufacturing firm supported through Turquality program were analyzed and contrubiton of the Turquality program on the branding and globalization processes of this firm was revealed. Face to face interviews were held in this study with the top managers of a firm producing machines in the manufacturing industry and supported through Turquality program since 30/05/2017. Those interviews were held with the Turquality expert, who had worked at this post since the beginning of the Turqualit support, and the top managers. The answers of the interviewees were recorded during the interviews and the data on the turnover, export values, number of employees, total production and promotion budget before and after the Turquality program were also obtained from the firm. According the results of the case study conducted through semi-structured interviews, it was found that Turquality program increased the exports of the firma and supported the firm to enter the new internetional markets. Due to the Turquality program, competition power and the market share of the firm has increased.