TURQUALITY®: an emerging market story to inspire

In order to keep up with the competition, companies from emerging markets feel the urge to invest in building sustainable brands, and that’s where the Government has been stepping in for Turkey over the last 10 years.

Aiming to reach a US$500b export volume by 2023, the Turkish Government has been investing in supporting R&D, innovation, design and branding to boost exports through a subsidy program called TURQUALITY®.

Considering Turkey’s export volume was only a little over US$63b in 2004, when the program was first launched, it’s clear that the Government has set itself a challenging goal.

The objective is to ameliorate the perception of goods made in Turkey by means of improving and enhancing the key processes of program-accredited companies.

In order to make sure that efforts are directed into the right places, companies that apply for this subsidy undergo a series of evaluations, whereby their capabilities are assessed by authorized consulting firms according to industry-specific maturity models.

This meticulously built evaluation process ensures the subsidies are only offered to the best and the brightest.

Numerous industries have profited from this program, in particular, ready-to-wear clothing, processed agricultural goods and chemicals.

The overall effect has been an increase in the export of value-added goods.

Similarly, applications for copyrights and patents have taken an upward trend and have increased by more than 30% between the years 2010 and 2012. The same goes for exports in subsidized industries, with an overall compound annual growth rate of more than 7%.

What emerging markets need is the establishment of national development agendas that would leverage their individual potentials and put them on a rigorous and systematic path, leading to steady and sustainable improvements.

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