Turkish Products On Polish Market – Determinants Of The Success

Joanna Hernik
West Pomeranian University of Technology in Szczecin, Poland
Faculty of Economics, Marketing Department
Ümit Hasan Gözkonan
Abant Izzet Baysal University, Turkey
Faculty Of International And Administrative Sciences

The globalization has brought many things, in particular, it allowed local markets to be really opened to the world. The borders between countries are not a problem anymore, especially in the case of international trade and marketing. Therefore a product, which has been produced in one country, easily can be seen abroad, in ordinary shops and supermarkets. Trade capacity between Turkey and Poland has been increasing regularly as from 2000. The main products which have been exported from Turkey to Poland are for example cars, LCD monitors, unshelled hazelnuts, and washing machines. Recently, some companies like an Atateks-Morera, Beko, DSD Foreign Trade, Evita Textile-BGN, and the others, have established firms (branches) in Poland and they are launching own brands.

Turkish products

The purpose of this article is to determine which of the Turkish products are present in the stores in the West Pomeranian Voivodship in Poland. Then, by analyzing marketing activities, the basis of their success on the market will be determined. We are of the opinion (out thesis) that Turkish products are gaining clients because of their good quality on the one hand, and non-originating brand on the other. And our first results show that indeed the success depends on the strategy of separating from the country image, and of delivering good quality products. The methodology used in the work includes analysis of secondary data (trade statistics), searching for Turkish brands being present in stores in Poland, and observation of marketing activities of selected companies on the Polish market.

Keywords: Turkish Products, Polish Market, Turkey, Poland
JEL Codes: F14, F23, M16

International Conference on International Trade Abstract Book/ editörler Kürşat Çapraz Irina Raluca Badea

İstanbul: Hiperlink Yayınları, 2018.



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