Araştırma Makalesi/Research Article Başvuru/Submission: 24.08.2021 ADAM AKADEMİ Sosyal Bilimler Dergisi, 13 (1), 197-218 Kabul/Acceptance: 11.12.2022 DOİ: 10.31679/adamakademi. 986538 Turquality Support: A Study of Firms in İstanbul* Meltem KORKMAZ** Recep Tayyip Erdoğan University Ebru NERGİZ*** İstanbul Gelişim University Abstract Countries provide to improve their social and economic structure and to raise the country to modern countries through development. Ensuring and sustaining devel- opment is directly dependent on economic power. The financing and promotion of foreign trade, which is one of the important dynamics of economic power, is provided in line with appropriate opportunities. The aim of this study is to interpret Turquali- ty’s contribution to branding and company expectations through the interview form, which helps our country achieve its sustainable development goals. İn the study, 10 of 112 companies operating in and around İstanbul were selected by random sampling method. Appointment meetings were held with the senior managers responsible for the Turquality processes of these companies in different sectors. İn this context, the data were arranged and analyzed using “Open Analysis” and “NVivo” qualitative anal- ysis methods. İt has been concluded that the enterprises have expectations from the Turquality program on issues such as “accelerating the payments, reducing the for- malities, providing freight and R&D support”. Keywords International Trade, Turquality, Government Incentives. * Ethical Statement: Ethical approval for the questionnaire used in the study was obtained from the Ethics Committee of Ankara Hacı Bayram Veli University (approval number: 11054618-302.08.01-E.8395, approval date: 05/04/2019). ** Res. Asst., Recep Tayyip Erdoğan University, Fındıklı School of Applied Sciences, meltem. korkmaz@erdogan.edu.tr ORCİD: 0000-0002-7073-6430 *** Assoc. Prof., İ�stanbul Gelişim University, Faculty of Applied Sciences, energiz@gelisim.edu.tr 197 ORCİD: 0000-0003-2486-2388 ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences Turquality Desteği: İstanbul’daki İşletmelere Yönelik Bir Çalışma Özet U� lkeler toplumsal ve ekonomik yapısını geliştirmeyi, ülkeyi çağdaş ülkelere yetiştir- meyi kalkınma vasıtası ile sağlamaktadır. Kalkınmanın sağlanması ve sürekli hale ge- tirilmesi doğrudan ekonomik güce bağlıdır. Ekonomik gücün önemli dinamiklerinden biri olan dış ticaretin finansmanı ve teşviki, elverişli imkânlar doğrultusunda sağlanır. Bu çalışmanın amacı, ülkemizin sürdürülebilir kalkınma hedeflerine ulaşmasına yar- dımcı olan Turquality’nin markalaşmaya katkısı ve firma beklentilerini görüşme for- mu üzerinden yorumlamaktır. Çalışmada İ�stanbul ve çevresinde faaliyet gösteren 112 şirketten 10’u tesadüfi örnekleme yöntemiyle seçilmiştir. Farklı sektörlerde yer alan bu firmaların Turquality süreçlerinden sorumlu üst düzey yöneticileri ile randevulu görüşmeler yapılmıştır. Bu kapsamda veriler düzenlenmiş, “Açık Analiz” ve “NVivo” ni- tel analiz yöntemleri kullanılarak analiz edilmiştir. İ�şletmelerin Turquality programın- dan “ödemeleri hızlandırma, formaliteleri azaltma, navlun ve ar-ge desteği verilmesi” gibi konularda beklentileri olduğu sonucuna ulaşılmıştır. Anahtar kelimeler Uluslararası Ticaret, Turquality, Devlet Teşvikleri. 198 Meltem KORKMAZ, Ebru NERGİZ Introduction İnternational trade has started to respond to the needs of countries with the expansion of service borders. Through development, countries can improve their social and economic structures and make them modern countries. En- suring and sustaining development is directly dependent on economic power. The financing and promotion of foreign trade, which is one of the important dynamics of economic power, is provided in line with appropriate opportuni- ties. İt is possible to reach certain levels of standards and to produce on time with the use of correct financing methods. Countries that want to promote exports use this financial institution to meet their needs. Achieving rapid and sustainable economic growth is one of the most impor- tant issues for developing countries. One of the healthiest methods of achie- ving economic growth is to increase exports. Creating brands that are accep- ted in world markets is of great importance in the development of exports. The incentives of countries to increase exports and the creation of world brands provide a significant increase in export figures. The fact that Turkey’s country image does not have an important place in the world ranking and that Turkish brands cannot enter the world rankings has made it mandatory for the state to support businesses in branding with the Turquality program. The aim of the Turquality program is to increase exports by providing the necessary training and support to companies that do not have much experience in global markets. İn Turkey, these incentives are defi- ned as aids for branding, while similar aids in other countries are defined as support for increasing exports. The aim of this study is to reveal the contribution of Turquality support, which is one of the export incentives in Türkiye, to the financing of compa- nies as well as branding, and to discuss the expectations of companies from Turquality support. İn this study, the Turquality program and the place of government incentives in the financing of foreign trade were discussed, and the expectations of the companies that received support within the scope of Turquality in İstanbul and its surroundings were evaluated. 199 ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences Literature Government Aid in European Union Competition Policy State aid, which is one of the most effective means of the state’s interventi- on in the economy, refers to all kinds of aid from state resources to public enterprises and private enterprises. The European Union regulates state aid in Articles 87 and 89 of the Treaty of Rome within the Competition Law (İ�l- han, 2010). A company receiving government support may gain a distortive advantage over its competitors. Therefore, Article 107 TFEU1 generally pro- hibits State aid unless exceptionally justified. Under Article 6 of Commission Regulation (EC) 794/2004, the European Commission must publish, annual- ly, a State aid synopsis (“State aid Scoreboard” or “Scoreboard”) based on the expenditure reports provided by Member States (Table1). 1 Article 107 (ex Article 87 TEC): ”1. Save as otherwise provided in the Treaties, any aid granted by a Member State or through State resources in any form whatsoever which distorts or threatens to distort competition by favouring certain undertakings or the production of certain goods shall, in so far as it affects trade between Member States, be incompatible with the internal market. 2. The following shall be compatible with the internal market: (a) aid having a social character, granted to individual consumers, provided that such aid is granted without discrimination related to the origin of the products concerned; (b) aid to make good the damage caused by natural disasters or exceptional occurrences; (c) aid granted to the economy of certain areas of the Federal Republic of Germany affected by the division of Germany, in so far as such aid is required in order to compensate for the economic disadvantages caused by that division. Five years after the entry into force of the Treaty of Lisbon, the Council, acting on a proposal from the Commission, may adopt a decision repealing this point 3. The following may be considered to be compatible with the internal market: (a) aid to promote the economic development of areas where the standard of living is abnormally low or where there is serious underemployment, and of the regions referred to in Article 349, in view of their structural, economic and social situation; (b) aid to promote the execution of an important project of common European interest or to remedy a serious disturbance in the economy of a Member State; (c) aid to facilitate the development of certain economic activities or of certain economic areas, where such aid does not adversely affect trading conditions to an extent contrary to the common interest; (d) aid to promote culture 200 and heritage conservation where such aid does not affect trading conditions and competition in the Union to an extent that is contrary to the common interest; (e) such other categories of aid as may be specified by decision of the Council on a proposal from the Commission.” Meltem KORKMAZ, Ebru NERGİZ Table 1. Aid by main objectives in current prices (Million euro (current prices)) Country 2016 2017 2018 2019 2020 Belgium 2.591,34 2.340,83 3.767,27 4.662,92 6.381,79 Bulgaria 678,96 772,75 639,74 395,34 837,33 Czechia 2.571,21 2.952,49 3.715,95 3.441,18 4.875,21 Denmark 4.549,83 4.504,15 4.683,43 4.453,18 7.706,73 Germany 43.266,45 45.497,17 46.509,87 52.312,99 114.942,46 Estonia 182,02 247,15 277,94 339,05 458,28 Ireland 754,92 878,42 923,28 1.143,15 2.194,74 Greece 905,06 585,80 611,46 1.112,87 7.073,97 Spain 3.025,42 3.777,99 4.802,98 8.058,18 16.370,30 France 16.094,93 22.422,14 21.829,01 24.168,39 53.544,05 Croatia 554,36 730,67 820,64 751,76 1.350,47 Italy 3.945,06 5.232,60 8.229,18 8.593,53 36.797,62 Cyprus 128,01 116,35 104,88 110,88 233,64 Latvia 610,73 981,78 319,96 329,91 877,05 Lithuania 432,17 540,47 740,28 899,70 1.208,50 Luxembourg 193,49 157,77 164,47 193,07 457,69 Hungary 2.631,55 3.462,73 2.985,02 2.663,56 5.440,34 Malta 124,18 178,45 352,03 305,80 632,85 Netherlands 2.882,16 2.943,13 3.272,42 3.392,45 7.766,96 Austria 1.993,82 1.958,63 1.911,65 2.020,26 5.806,01 Poland 4.814,51 7.313,06 6.143,27 5.982,71 25.181,47 Portugal 737,02 1.073,21 1.164,45 1.074,71 3.510,05 Romania 1.088,78 968,50 1.152,27 1.464,33 5.280,23 Slovenia 331,88 381,37 432,70 417,09 1.613,28 Slovakia 386,30 280,88 463,03 612,46 1.653,59 Finland 2.070,23 2.241,47 2.347,24 2.267,93 3.159,40 Sweden 3.648,34 4.416,84 4.300,57 3.927,27 4.869,91 United King- dom 9.545,82 10.997,80 11.139,05 12.148,43 64.101,92 Total 110.738,55 127.954,6 133.804,04 147.243,1 384.325,84 Source: European Commısıon , 2022 The definition of state aid made by the World Trade Organization is; Accor- ding to the Agreement on Subsidies and Remedies, by the government or any public agency, government practice involves a direct transfer of funds, such as grants, loans and shares, or potentially involves a direct transfer of funds or obligations, such as a loan guarantee; an accrued government income is forgiven or not collected; the state provides or purchases goods or services in matters other than general infrastructure; the government makes payments or guarantees to a funding mechanism or entrusts a private entity with the task of performing certain functions; İn cases where income or price support is given in any way within the meaning of Article 16 of GATT 1994, which provides for the abolition of export incentives, and a benefit is obtained as a result of all these, the financial contribution is considered state aid (Rubini, 201 2004: 160). ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences Türkiye in 1980 after switching to open to the outside and industrialization model of development, in order to encourage exports in the context of mea- sures relating to the financial condition, exceptions, direct financial expendi- ture has benefited from the support tools such as low-interest loans. But in this case, the World Trade Organization (WTO) Agreement signed at the end of 1994, that Turkey’s member status, and further the European Union (EU) since entered the Customs Union era, made after the export to occur directly defined as a financial payment “cash incentives” or, in other words, today’s in- centives, which are defined as “ subsidies banned and based on foreign sales performance” have been abolished (Gürsoy, 2006:295). İnstead of the cash supports mentioned here, the supports provided by the Undersecretariat of Foreign Trade based on the WTO and EU norms have come into effect. These programs have been developed by people who export in Turkey to cover the requests and was launched with a new shape. (Kemer, 2003: 295). Branding of Turkish goods abroad, placing Turkish goods image and turquality support This support is based on the notification on supporting activities for branding Turkish products abroad and embedding the image of Turkish goods. İncentive tools used in the implementation of incentive programs are as fol- lows: (Oktay, 2008: 158): • Trademark registration and protection expenses, • Expenses related to promotional, marketing and advertising activities, • Rent, legal consultancy, service purchase expenses and real estate commission expenses regarding the foreign unit, • Rent and / or commission expenses related to showrooms, • Rent and / or commission expenses related to the departments, • Certification expenses, • Decoration expenses related to the stores opened through franchising, • Promotion, advertisement, marketing, rent, decoration, service procu- rement expenses, real estate agency commission expenses, legal con- sultancy expenses regarding Turquality stores, • Expenses for using the phrase “Turquality-From Turkey”, • Expenses made to use the phrase “Made in Turkey”. The Undersecretariat of Foreign Trade realized that a positive “Turkish Made” image was not created and developed the Turquality program. Turquality is derived from the words “Turkish” and “Quality” and the color turquoise was chosen for the logo, based on the idea that it symbolizes Turkish culture. (Mi- nistry of Commerce, 2020). İn Table 2, the publishing and beneficiary orga- 202 nizations regarding the branding of Turkish goods abroad and the establish- ment of the image of Turkish goods are given. Meltem KORKMAZ, Ebru NERGİZ Table 2. Branding of Turkish goods abroad, placing Turkish goods image and Turquality support Official newspaper date 11/5/2006 Notification Number 2006/4 İmplementing Agency Undersecretariats of Foreign Trade, General Secretariats of Exporters’ Unions authorized by the Undersecretariat Support Period 5 years (Turquality Support Program, 4 years (Brand Sup-port Program) Exporters’ Unions, Producer Unions, İndustrial and / or Beneficiaries commercial activities companies located in Turkey, Turkish fashion designers and Turquality store operator and / or operators, Producer Unions. Source: Republic of Türkiye Official Newspaper, 2019. The purpose, mission and objectives of the Turquality program The purpose of Turquality; • Turkey’s highly competitive and branding potential of the product group, sales to service up to after-sales services for the marketing of production to cover all the processes of all management information, being a global player in their brands and creating a Turkish product image through these brands ensuring institutionalization and develop- ment in international markets is a state-supported branding program. Mission of Turquality; • To create a national locomotive in global Turkish brands • To strengthen the brand power and corporate infrastructure of compa- nies • Creating brand awareness and awareness within the country. • Turquality of Goals; • Providing financial resources to companies that have the potential to become a global brand. • To support the development of companies and brands in order to cre- ate global Turkish brands with strategy, operations, organization and technology consultancy. • Providing training support to the management units of companies wit- hin the scope of the program. • To create a positive image of Türkiye abroad and carry out activities to promote communication and promotion. • To increase the brand awareness of Turkish businesses. • To provide intelligence support for Turkish companies to act within the scope of market information. 203 • Being a catalyst and incubator for selected Turkish brands. ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences İt emphasizes the importance of branding in Turkey in line with the stated objectives, mission and goals. (Republıc of Turkey Ministry of Commerce Turquality, 2020). Turquality support and brand supports The companies supported under Turquality are divided into two: Turquality and Brand Support. The support provided to companies in Brand Support is slightly more limited than the Turquality program. The companies in the Brand Support program are smaller companies than the companies in the Turquality program. Companies applying in the same way as the Turquality Program can be included in the Brand Support Program after the evaluation. The following expenses of the aforementioned companies for their respective brands are supported. İn the Turquality program, there is no limit for most of the support provided. İn addition, companies are supported for a total of 10 years, 5 + 5. By providing the necessary documents, the following expenses of the companies evaluated by the Turquality Program management consul- tancy firm and decided to receive Turquality Support by the Ministry of Trade are supported. Turquality supports within the scope of the communique no. 2006/4 provided are shown in Table 3. 204 Meltem KORKMAZ, Ebru NERGİZ 205 Table 3. Support Types Under the Turquality Support Program Limit Support Type 2018 Support 2019 Support 2020 Support Length / Piece2017 Support Limit Limit (CPI + Yi- Limit (CPI + Yi- Limit (CPI + Yi-PPI) / 2 PPI) / 2 PPI) / 2 Patent, utility model and industrial de- sign registration, trademark registration unlimited unlimited unlimited unlimited 5 years per target market / renewal / protection Promotion expenses unlimited unlimited unlimited unlimited 5 years per target market unlimited (for a unlimited (for a unlimited (for a unlimited (for a Store rent maximum of 50 maximum of 50 maximum of 50 maximum of 50 stores at the same stores at the same stores at the same stores at the same 5 years per target market time) time) time) time) Store basic installation / decoration / 800,000 TL/ (Sto- 909.560 TL/ (Sto- 1.154.000 TL/ 1.264.000 TL/ concept architecture expenses res with rental res with rental (Stores with rental (Stores with rental 5 years per target marketsupport) support) support) support) Office, warehouse, showroom, after-sales service, aisle / shelf / decorated corner unlimited unlimited unlimited unlimited 5 years per target market rental Office, warehouse, showroom, after-sales service, aisle / shelf / decorated corner basic installation / decoration / concept 800.000 TL/ unit 909.560 TL/ unit 1.154.000 TL/ unit 1.264.000 TL/ unit 5 years per target market architecture expenses Market entry documents, certification, 2. 887.000 TL/ licensing, testing / clinical testing 2.000.000 TL/year 2.273.900 TL/year year 3.164.000 TL/year 5 years per target market Franchise decoration / installation / 400,000 TL / store 454.780 TL / store 577.000 TL / store 632,000 TL / store concept architecture expenses (for a maximum of (for a maximum of (for a maximum of (for a maximum of 5 years per target market100 stores) 100 stores) 100 stores) 100 stores) ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences 206 800.000 TL / Year 909.560 TL / Year 1.154.000 TL / 1.264.000 TL / Maximum 2 years for the Franchise rent / Store (Maximum / Store (Maximum Year / Store (Maxi- Year / Store (Maxi- same store (target mar- 100 stores) 100 stores) mum 100 stores) mum 100 stores) ket based) 5 years per target market Consultancy for building institutional infrastructure (Annex 13A) 2.000.000 TL / 2.273.900 TL / 2.887.000 TL / 3.164.000 TL / first 5 years Consultancy exclusively for target mar- Year Year Year Year kets (Annex 13B) 5 years per target market unlimited (for up unlimited (for up unlimited (for up unlimited (for up Employment to 10 people at the to 10 people at the to 10 people at the to 10 people at the first 5 years same time) same time) same time) same time) Market research study and reports unlimited unlimited unlimited unlimited 5 years per target market Fair unlimited unlimited unlimited unlimited unlimited Storage Service unlimited unlimited unlimited unlimited 5 years per target market Development roadmap study 800.000 TL 800.000 TL 800.000 TL 800.000 TL One-off Source: Republıc of Turkey Ministry of Commerce Turquality, 2020. Meltem KORKMAZ, Ebru NERGİZ Companies within the scope of Turquality support program Within the scope of Decision No. 5973, 198 brands of 187 companies bene- fit from the TURQUALİTY Support Program, and 123 brands of 118 compa- nies benefit from the Brand Support Program. Within the scope of Decision No. 2564, 25 brands of 23 companies benefit from the TURQUALİTY Support Program, and 30 brands of 30 companies benefit from the Brand Support Program. Within the scope of Decision No. 5447, 8 companies benefit from the e-TURQUALİTY (Stars of İnformatics) Support Program. 112 of the companies that benefit from Turquality support operate in the pro- vince of İstanbul. The distribution by sectors is given in Table 4 and the distri- bution by sectors for the province of İstanbul is given in Table 5; Table 4. Distribution of Turquality support program by sectors Sector Number of companies Number of brands Natural Stone, Ceramic and Sanitaryware 9 10 Electric Electronic 14 13 Gastronomy 5 4 Ready-to-Wear 24 25 Processed Agricultural Products 19 17 Chemistry 25 25 Machine 4 3 Jewelry and Gems 6 5 Furniture 15 12 Automotive-Main İndustry 5 5 Automotive-Sub-İndustry 15 12 Plastic Products 3 3 Textile 19 15 Transport / Logistics 9 8 Other 51 51 Source: Republic of Türkiye Ministry of Commerce Turquality, 2022. 207 ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences Table 5. Distribution of Turquality support program by sectors in İstanbul province Sector Number of companies Natural Stone, Ceramic and Sanitaryware 3 Electric Electronic 10 Gastronomy 3 Ready-to-Wear 18 Processed Agricultural Products 8 Chemistry 15 Machine 1 Jewelery and Gems 5 Furniture 2 Automotive-Main İndustry 4 Automotive-Sub-İndustry 4 Plastic Products 2 Textile 7 Transport / Logistics 10 Other 20 Source: Republic of Türkiye Ministry of Commerce Turquality, 2022. When Table 4 and Table 5 are examined, it is seen that the majority of com- pnies in İstanbul are in the ready-made clothing and chemical industry. The Turquality program, which constantly renews and develops itself, continu- es to add value to companies as a holistic development tool that includes all players from its partners and senior managers of companies that have the potential to become a world brand. Research Method A general survey model based on qualitative data is used in this study, which aims to determine the opinions of company managers who receive Turquality support, regarding the effect of the Turquality Support Program on the finan- cing of companies. İn this study, in which the financial contribution of the companies benefiting from the activity was investigated, firstly the literature was searched on related subjects. The expressions about the variables in the research, and the data were collected through the interview questionnaire. The interview questions used in the study were formed as open-ended qu- estions. İnterview questions were prepared in order to measure the opini- ons of the participants about the contribution of the Turquality program to the financing and the participants were asked to give the most appropriate answers. Within the scope of the research, a total of 11 questions were as- 208 ked to the participants about the effect of financing within the scope of the Meltem KORKMAZ, Ebru NERGİZ Turquality Support Program. İnformation was collected about the support program by meeting face to face with the top managers of the companies. The scope and limitations of the research: The scope of the study consists of compnies that receive support from the Turquality program. As it will be difficult to meet face to face with all businesses within the scope of the study, the main mass of the research consists of 10 companies selected from ran- dom sectors from 112 enterprises operating in and around İstanbul, which have received Turquality support. The sectoral distribution of the companies evaluated in Table 6 is categorized. Table 6. Sectoral distribution of evaluated companies Sector Number Chemistry 1 Processed Agricultural Products 1 Electric-Electronic 2 Ready-to-Wear 2 Plastic Products 1 Textile 1 Other 2 Total 10 İn the light of the information obtained from the website of the Ministry of Commerce Turquality, there are brands that benefit from a total of around 230 Turquality support in Turkey, the number of companies operating in and around İstanbul is 112. 10 enterprises out of 112 companies, which meet 10 percent of them, were selected by random sampling method. Random samp- ling is when the researcher chooses a part of the universe according to the de- termined sample size. Sampling is a random sampling of students who go to any faculty and have a certain number of students (Arlı ve Nazik, 2001, s.75). One of these enterprises is in chemistry, one in processed agricultural produ- cts, two in electrical-electronics, two in ready-made clothing, one in plastic products, one in textile and two in other sectors. İnterviews were made with senior managers responsible for Turquality processes of these compnies by appointment. The evaluation questions were directed to the managers and a general evaluation was made in line with the answers received. Since the companies do not want their brands to be mentioned in this study, the names of the compnies are not shared in the study. Data analysis: Data are analyzed using qualitative analysis methods. İn this context, the data were organized, synthesized by dividing them into various 209 ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences analysis units, and patterns were revealed among the statements madeAlt- hough content analysis was used among the qualitative data analysis types, various comparisons were made and the situations that occurred over time were revealed. İn the study, the data collected from the interviews with the participants were analyzed with the technique called “open analysis” by co- ding and concept formation processes (McKeone, 1995). İn this technique, which is a form of content analysis, the dominant messages and subject in the text are defined. Support was received from NVivo qualitative research program in the coding and conceptualization process. The process followed in open analysis for the analysis of the interview text is similar to the open co- ding system prepared by Strauss ve Corbin (1990). İn-depth interviews with the participants in the data sample of the study contributed to the systematic evaluation and interpretation of these qualitative texts. İn line with the dis- course of the interviews with each participant, the assignments to the code tags were made with open coding. Finding Within the scope of the study, interviews were held to determine the opinions of the enterprises that receive Turquality support and the importance of the Turquality program in their efforts to become a global brand. The results of the interview are summarized below. Companies were asked to first evaluate why they were included in the Turqu- ality program, what procedures they went through with this program, and these procedures. Afterwards, questions were asked about what supports they benefited from after they were included in the program and what other supports should be available in addition to these supports. Finally, it was as- ked to share the numerical values of the supports received by the enterprises. However, none of the companies shared this information. When asked why businesses are included in the Turquality program in the first two questions, all of the enterprises answered as creating their own brands. Three of these enterprises replied that they wanted to complete their institutionalization and standardize all procedures besides branding. İn the third question, a question was asked to the companies about whether they are satisfied with the process and operation of the Turquality program. Two companies did not answer this question, while others mentioned that the process was slow and not too controlled. The necessity of monitoring pro- jects online has also been emphasized by companies. İt was mentioned that only the stages after the first application was made online, but it could not be followed online. İn addition to these, it was also argued that only the reports prepared by the audit firm were taken into consideration in the applications, 210 whereas the enterprises should be visited. Meltem KORKMAZ, Ebru NERGİZ When asked what procedures they went through, it was observed that they all went through the same procedure, regardless of brand support or Turquality full support. Consultants were assigned to each business first, and business analyzes were carried out with these consultants. All of the enterprises sta- ted that they completed these analyzes in 5-6 months. With this analysis, the organizational chart, work flow chart, strategic business plan of the business were created and both the current situation of the business was revealed and future plans for the business were prepared. After these studies, the audit firm appointed by the Ministry of Commerce comes to the company to con- duct inspections and presents the report they prepared about the enterprise to the ministry. After the preparation and evaluation of these reports, compa- nies are invited to the undersecretary level if they apply for the brand support program, and at the minister level if they apply for the Turquality full support program. After the interviews, it is decided whether the companies will be included in the scope of support. Companies find all these procedures they go through useful for institutionalization. Companies mentioned that all the procedures they went through to be inclu- ded in the support were not easy. They emphasized that they were especially uncomfortable because these procedures took too long. For this problem, it was emphasized that the staff working under the Turquality support program should be increased and their qualifications should be improved. But they also mentioned that the work done is beneficial both for institutionalization and for identifying and correcting the deficiencies. While Turquality’s full support program lasts 10 years, the brand support program lasting 4 years is considered a short time for branding. İt has been determined that companies within the scope of brand support benefit from patent, promotion and marketing, certification, consultancy and market re- search supports. On the other hand, companies with Turquality full support stated that they benefit from all support items. The adequacy of the supports provided to the enterprises and what other sup- ports should be were asked. The companies that distribute to all buyers from a single point have answered this question as the necessity of freight support. Because freight has an important place among the expenditure items they make, and this support is very important in terms of relieving businesses. İn addition, answers were received in the form of covering their transportation and accommodation expenses for market research and fairs and having R&D support. 211 ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences Table 7. Support types that businesses benefit according to their support scope Support Type Brand Turquality Support Support Patent, utility model and industrial design registration ✔ ✔ Promotion, advertising and marketing ✔ ✔ Office / warehouse / shop / restaurant / cafe rent ✔ Office / warehouse / shop / restaurant / cafe basic setup costs / architectural concept ✔ Rayon rent ✔ Showroom rental / decoration ✔ Certification ✔ ✔ Franchise decoration ✔ Franchise rent ✔ Consultancy ✔ ✔ Designer / cook / chef recruitment ✔ Expenses related to market research study and reports ✔ ✔ Development Roadmap ✔ İn Table 7, the types of support that businesses benefit from are given accor- ding to their support scope. All businesses answered the question about the benefits provided by the Turquality support program to their businesses in the form of institutionalization. İn addition to institutionalization, it has been determined that the performance evaluation of employees and works has be- come easier and institutional resource planning programs have started to be used. The enterprises in the brand support program, on the other hand, gave answers in order to provide the opportunity to see and correct the deficien- cies and to obtain information about new markets. Finally, the enterprises were asked about the amount of aid they received from the state and the change in their market shares together with these aids. The enterprises did not share the numerical data of the supports received from the state within the scope of the survey. Along with the support recei- 212 ved by the enterprises, data regarding the changes in their sector and market shares were not shared. Meltem KORKMAZ, Ebru NERGİZ Results and Discussion A brand is like a summary of the stages from the first time a product or service is designed to the time it is put into use by the consumer. Besides, it is a futu- re-oriented investment for businesses. İf all processes from the production of the product or service to its packaging / presentation, from pricing to public relations can be set up and managed properly, branding provides businesses with a great advantage over their competitors. However, the opposite of this situation also carries the risk of causing great losses to businesses. Due to reasons such as the disappearance of borders due to globalization and technological developments, saturated and small local markets, excess pro- duction and excess capacity, foreign market opportunities and the instinct to gain competitive advantage, businesses have felt the necessity to open up to global markets and create brands that are accepted in these markets. Being a global brand provides businesses with advantages such as increasing their trade volume and having a sustainable competitive advantage. Day by day, it is very important to have global brands for businesses as well as developing and developing countries. With the increase of economic competition in the world, the number of count- ries aiming at sustainable exports and high added value and having an estab- lished brand image in the global market is increasing. İn order for them to ful- fill all these goals and to contribute positively to the global image of the count- ries, businesses are supported by their countries with some export-oriented incentives. The Turquality program was created to encourage businesses with global brand potential. With this program, it aims to increase exports to Turkish businesses that do not have much knowledge and experience about global markets. İt is predicted by the authorities that the number of compa- nies included in this program will never reach tens of thousands. The upper limit is estimated to be around 250-300 businesses. When companies are included in the support program, they enter the items suitable for the expenditures to be made with the help of a road map for the relevant year. The state creates a budget according to the expenditure items of the companies. After the audit process is completed in a very detailed and comprehensive manner, financial resources are provided to businesses that will receive Turquality support. After the expenditures are examined by the exporters’ association, they are checked and approved for the second time by the experts of the Undersecretariat, the enterprises are paid by the Cent- ral Bank. İn Table 8, the expectations of the enterprises from the Turquality program are categorized. 213 ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences Table 8. Expectations of businesses from the Turquality program Brand Turquality Accelerating Payments ✔ ✔ Reducing Formalities ✔ ✔ Advance of Advertising and Promotion Expenses ✔ Providing National Supports ✔ Extension of Support Periods ✔ Providing Freight Support ✔ ✔ Providing R&D Support ✔ ✔ Creating National Brand Support ✔ As a result, export incentive measures and state aids in exports are the lea- ding measures for the development of the country’s economy and increase in its volume. Such practices help to produce quality goods and thus increase the income to be earned. This supports the goal of creating global brands. References Akdeve, E., & Karagöl, E. T. (2013). Geçmişten Günümüze Türkiye’de Teşvikler ve Ülke Uygulamaları. Dumlupınar U� niversitesi Sosyal Bilimler Dergisi, (37), 329-350. Arlı, M., & Nazik, H. (2001). Bilimsel araştırmaya giriş. Ankara: Gazi Kitabevi. Bhoga, T. S., & Trivedi, A. K. (2008), International Trade Finance A Pragmatic Approach. UK: Palgrave Macmillan . Commission Regulation (EC) No 794/2004 of 21 April 2004 implementing Council Re- gulation (EC)No 659/1999 laying down detailed rules for the application of Article 93 of the EC Treaty. Elitaş, C. (2016). Uluslararası Ticaret ve Finansman. Ankara : Gazi Kitabevi . European Commission (2022, November). Aid by main objectives in current prices, Access address: https://webgate.ec.europa.eu/comp/redisstat/databrowser/ view/AİD_SCB_OBJ/default/table?lang=en&category=AİD_SCB _OBJ Gürsoy, Y. (2006). Dış Ticaret İşlemleri Yönetimi. Bursa : Ekin Kitabevi. İ�lhan, B. (2010). Avrupa Birliği Rekabet Politikasında Devlet Yardımları ve Türkiye’nin Uyumu. Sayıştay Dergisi, (76), 101-132. Kemer, O. B. (2003). Pratik Dış Ticaret Teknikleri Teori-Uygulama. Bursa: Alfa Yayınevi. 214 Mckeone, D. H. (1995). Measuring Your Media Profile. London, England: Gower Press. Meltem KORKMAZ, Ebru NERGİZ Oktay, N. (2008), Dış Ticarete Giriş. Eskişehir: Anadolu U� niversitesi Yayınları. Republic of Türkiye Official Newspaper (2019, July). Access address: http://www.res- migazete.gov.tr/eskiler/2017/06/20170601-13.htm Republic of Türkiye Official Newspaper (2019, January). Access address: http://www. resmigazete.gov.tr/eskiler/2006/05/20060524-8.htm Republic of Türkiye Official Newspaper (2019, November). Access address: http:// www.resmigazete.gov.tr/eskiler/2017/11/20171126-7.htm Republic of Türkiye Official Newspaper (2020, October). Access address: http://www. resmigazete.gov.tr/eskiler/2006/10/20061021-20.htm Republic of Türkiye Official Newspaper (2020, March). Access address: http://www. resmigazete.gov.tr/eskiler/2008/03/20080319-11.htm Republic of Türkiye Ministry of Commerce Turquality (2020, March). Access address: https://ticaret.gov.tr/destekler/ihracat-destekleri/markalasma-ve-turqualit- y-destegi Republic of Türkiye Ministry of Commerce Turquality (2020, April). Access address: https://www.turquality.com/destekler/turquality-destekleri Republic of Türkiye Ministry of Commerce Turquality (2020, April). Access address: https://www.turquality.com/destekler/marka-destekleri Republic of Türkiye Ministry of Commerce Turquality (2022, November). Access add- ress: https://www.turquality.com/markalar/turquality-destek-programi-kapsa- mindaki-firmalar Republic of Türkiye Ministry of Commerce Turquality (2020, June). Access address: İ�hracat Destekleri: https://ticaret.gov.tr/ Rubini, L. (2004). The İnternational Context of EC State Aid Law and Policy: The Regu- lation of Subsidies in the WTO, The Law of State Aid in the European Union. Oxford University Press. Strauss, A., & Corbin, J. (1990). Basics of Qualitative Research: Grounded Theory Proce- dures and Techniques. Newbury Park, CA: Sage Publications. Tekoğlu, S. (2013). Forfaiting, Dış Ticaret ve Finansmanı, İ�stanbul: Beta Yayınları. Treaty on the Functioning of the European Union - Part Three: Union Policies and Inter- nal Actions - Title VII: Common Rules On Competition, Taxation and Approximation of Laws - Chapter 1: Rules on competition - Section 2: Aids granted by States - Ar- ticle 107 (ex Article 87 TEC). Turkish Statistical İnstitute (2020, March). Access address: Turkish Statistical İnstitu- te - Tüik: http://www.tuik.gov.tr/UstMenu.do?metod=temelist 215 ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences Extensıve Summary Countries can improve their social and economic structure and educate the country to modern countries through development. Ensuring and sustaining development depends directly on economic power. Financing and promotion of foreign trade, which is one of the important dynamics of economic power, is provided in line with convenient opportunities. Achieving standards to a certain level requires the use of the right financing methods with on-time and on-time production. Countries that want to promote export use this financial organization to meet their needs. The brand is like a summary of the stages from the very beginning of the de- sign of a product or service to the use of the consumer. İt is also a future-o- riented investment for businesses. İf all processes from production to packa- ging / presentation of products or services, from pricing to public relations can be correctly constructed and managed, branding gives enterprises a great advantage over their competitors. However, the reverse of this situation car- ries the risk of causing large losses to enterprises. The aim of this study is to interpret Turquality’s contribution to branding and company expectations through the interview form, which helps our country achieve its sustainable development goals. İn this study, the state incentives in export, Turquality program and the place of state incentives in financing foreign trade were discussed and suggestions were made on behalf of Turqu- ality program in the light of the information obtained as a result of the inter- views with the companies receiving support within the scope of Turquality in and around İstanbul. This research, which aims to determine the opinions of the company mana- gers who receive Turquality support regarding the effect of the Turquality Support Program on the financing of firms, is a research in the general sc- reening model based on qualitative data. Within the scope of Decision No. 5973, 198 brands of 187 companies benefit from the TURQUALİTY Support Program, and 123 brands of 118 companies benefit from the Brand Support Program. Within the scope of Decision No. 2564, 25 brands of 23 companies benefit from the TURQUALİTY Support Program, and 30 brands of 30 compa- nies benefit from the Brand Support Program. Within the scope of Decision No. 5447, 8 companies benefit from the e-TURQUALİTY (Stars of İnformatics) Support Program. İn this study, the financial contribution of the companies benefiting from the activity was searched and firstly literature review was made on related subje- cts. Published books, journals, articles, theses and some research results and statistical information were obtained. The relevant parts of these resources and studies have been discussed, examined and evaluated for use in the study. 216 Data about the research were collected by means of interview questionna- ire. The interview questions used in the study were formed as open-ended Meltem KORKMAZ, Ebru NERGİZ questions. İnterview questions; The aim of the study was to measure the par- ticipants’ opinions about the contribution of Turquality program to finance and they were asked to give the most appropriate answers. Within the scope of the research, 11 questions were asked to the participants about the impact of financing under the Turquality Support Program. The data are analyzed using qualitative analysis methods. İn this context, the data were arranged, divided into various analysis units and synthesized and patterns were revealed among the statements made. Although content analy- sis is used among the qualitative data analysis types, various comparisons have been made to reveal the situations that have occurred over time. İn the study, the data collected from the interviews with the participants were anal- yzed with the technique called “open analysis yapılarak by making coding and concept formation processes (McKeone, 1995). İn the questions asked, the companies were first asked why they were inc- luded in the Turquality program, what procedures they went through and evaluated. Afterwards, questions were asked about the support they recei- ved after joining the program and what other support should be available in addition to these supports. Finally, it was requested to share the numerical values of the supports received by the enterprises. But none of the businesses shared this information. When the first two questions were asked why they were included in the Turquality program, all of the enterprises responded by creating their own brands. İn the third question, companies were asked whether they are satis- fied with the process and operation of the Turquality program. While the two companies did not answer this question, others mentioned that the process was slow and did not go too much under control. When businesses were asked what procedures they went through, it was ob- served that all of them went through the same procedure, regardless of brand support or Turquality full support. Each company has been assigned a con- sultant first and analyzes have been made with these consultants. All of the enterprises stated that they completed these analyzes in a long time like 5-6 months. With this analysis, the organizational chart, work flow chart, strate- gic business plan of the enterprise have been prepared and both the current situation of the enterprise has been revealed and the plans for the future have been prepared. The adequacy of the supports given to the enterprises and what other sup- ports should be asked. Firms distributing to all buyers from a single point answered this question as the necessity of freight support. Because freight has an important place among the expenditure items and this support is very important in terms of comforting enterprises. All the enterprises answered the question asked about the benefits of the Turquality support program in 217 the form of institutionalization. ADAM AKADEMİ / Sosyal Bilimler Dergisi ADAM ACADEMY / Journal of Social Sciences As a result of this study, some suggestions are made in order to increase the benefits provided by Turquality program to the enterprises within the scope of support: • The enterprises interviewed within the scope of the study stated that the payments for the expenditures covered by the support lasted at least 6 mont- hs. İn line with this statement, the enterprises stated that the expenditures made were made within the facilities of the enterprise. Accelerating these payments means that businesses will accelerate their efforts on behalf of branding. • İn the Turquality support program, it was mentioned that formalities and bureaucratic procedures take a lot of time. Therefore, it is recommended to shorten and simplify the processes related to the application of support by enterprises. • The enterprises covered by the support mostly spend on promotion, adver- tising and marketing activities. These expenditures are important for ente- ring the global markets, operating and growing. • Most of the companies are located in Turkey. However, the support program covers only the expenses of the enterprises abroad. With increasing competi- tion, it is important to provide national support in order to protect the advan- tages of enterprises and reduce production costs. • İn addition to the support given to the companies that make production only in the country and export to the world from this point, freight support should also be provided. As a result, export promotion incentives and state aid in exports are the main measures for the development and increase of the economy of the country. Such practices help to produce quality goods and thus increase the income to be earned. This supports the goal of creating global brands. İt is also one of the most important objectives of this program, the name of Turkey is to become a brand known for quality. Only 10% of 112 companies that received Turquality support in and around İstanbul were included in this study. 218