How Turks (& being Turkish) affect Marketing to Turkey [1of3]

Abstract


What impact do national culture and sub-cultures have on multinational marketing in Turkey? This document serves to overview among various key components to arrive at a synthesis; and consequent recommendations vis-à-vis marketing posture, et.al.



Environment; Historic, Geographic, Legacy, Social and Cultural

As Americans, we are so accustomed to being self-referential with the term “melting pot” that a reader in the United States could feel un-centered sharing that appellation. Yet, metaphorically, if the US is the Crystal Cathedral, then Turkey is the Cologne Cathedral.

There have been many empires, and every empire leaves a lasting mark. Perhaps no empire has left as compelling and vibrant a legacy as the Ottoman. On a modest website, from the University of South California, Berkeley, there is a question posed: “So, what is exactly does "Turkic" mean?” As the anonymous web designer goes on to answer their own question we find an influence stretching across all of what we know as the East; the Middle East, the near East, the Far East and everything in between. Such a Turkish background, therefore, is not restricted to Turkey alone, and this influence is not restricted to a basic language root.

Just off what is perhaps the most famous city, Istanbul, between the Sea of Marmara and the Black Sea, is the Bosporus. If one is so inclined, and many people do this every year, swimming the length of the Bosporus affords the swimmer of the bragging rights that they swam from Europe to Asia (or vice versa). Although the country with the greatest landmass, Russia, also spans both Europe and Asia, no other country so aligned maintains such a designation (besides Russia and Turkey). Turkey is exactly that kind of kaleidoscope, Middle Eastern, European and Asian.

Like most cultures throughout the Middle East one would absolutely want to establish a relationship first before moving on to consummating any business. The relationship needs to be authentic and maintained, as well. Yet just as throughout all of Asia, this is more than just breaking bread, it is a matter of “face”, and much more is expected of any friendship in Turkey than would be the case anywhere in North America. Unlike Asia, and perhaps more European, this relationship building more often than not has a beverage of choice: either black tea or Turkish coffee (tea being the most common beverage along the eastern edge of Europe, otherwise they have their own espresso)(Cavusgil, Civi, Tutek, & Dalgic, 2003)(Kwintessential, 2010).

Both their history and geography have left a legacy of a hardy people, and although the strength that seems constantly reflected throughout all that is Turkish is clearly there, don't mistake it for testosterone alone, Turkish women are strong, hearty and proud as well.