Zeytinyağı ihracat pazarlamasında bir model olarak kooperatifler; Karaburun Yarımadasında vaka çalışması

Recent developments of globalisation urge many small producers to come together and work collaboratively in order to achieve sustainable success at their working field. Small olive oil producers also face with tough competition conditions against to major players of the sector and this situation oblige them for innovative and effective challenges. At this point, although the long historical background of olive and olive oil production and specific type of olive fruit which is called "hurma" or "furma" in Karaburun Peninsula still there has not been an international olive oil brand. Wrong harvesting techniques; old population; irrigation problems due the land structure; insufficient knowledge of pruning, fertilizing and agricultural spraying; wrong storing conditions, long duration of the olive oil production process especially keeping olives in sacks till to milling facility; insufficient branding activities; unsatisfying performance of the cooperatives constitute obstacles in front of creating an export branding of olive oil in Karaburun District. Purpose of this study is to investigate the relationships between export marketing efforts and cooperative performance to create an export brand of olive oil in Karaburun Peninsula. Keywords: Olive Oil, Karaburun, Cooperatives, Export Marketing, Branding.