A qualified research on the determination of the factors affecting the structuring process of brand strategies in international entrepreneurship

Today's business areas that have moved from national markets to international markets have also made it possible for entrepreneurs to be involved in international markets. In the current situation, many entrepreneurs are turning up into international markets; however, they disappear from market in a very short time. It is essential to compete and achieve success at a competitive rate in order to survive in international markets which can be done through strong brands. Having well-structured brand strategies is one of the key components of a strong brand. Accordingly with the scope of this research, the process of structuring the brand strategies of an enterprises operating in the new field of international entrepreneurship has been tried to be explained. Since it is not likely possible for entrepreneurs, entering the market with brand strategies that are not formed correctly, to sustain their assets in the market. In this respect, the main objective of this research is to determine the factors affecting the structuring process of brand strategies in international entrepreneurship. It is also aimed to inform the participants about the factors that will influence the process of creating brand strategies in Turkey as an international entrepreneur. The research was carried out using qualitative methods and it was seen with 11 enterprises that are selected in the scope of the research with purposeful sampling method, in TRC1 region in different sectors, showing international entrepreneurship and actively pursuing brand studies. According to the purpose and nature of the study, this case study was preferred. The results of the face-to-face interviews were analyzed with the MAXQDA package program and the research model was reached at the end of the analysis period of the research data. As a result of this research, factors affecting the structuring process of brand strategy in international entrepreneurship have been gathered and explained under three main headings as depending on the business, market and market structure and consumer dependent factors.