ANALYSING THE RELATIONSHIP BETWEEN INTEGRATED MARKETING CHANNELS AND BORN GLOBAL COMPANIES

Abstract

This research is about born global companies operating in Turkey. Born global companies are firms expanding from or near their inception into overseas markets and display international business boldness. Based on past literature from different sources, a conceptual framework has been developed, it contains one independent variable: Integrated marketing channels, and one dependent variable; global-born companies' performance. A simple random sampling method has been used for sampling. The sample size is 97 and data was collected from born global textile companies operating in Turkey. Furthermore, data were analyzed by SPSS 27.0 Version. Initially, the frequency tables presented all demographic and items and two tables of descriptive statistics in which mean and standard deviation was calculated. Based on the conceptual framework factor analysis has been used under the KMO analysis (0.726) presents that sample is adequate. Cronbach Alpha of all scales is more than 0.7. The correlation suggests that there is a strong positive relationship among variables. Linear Regression analysis used for measuring the direct effect. (Beta1= 0.358, P= 0.03) suggests that Integrated Marketing Channels have a positive and significant effect on Born Global Companies Innovation performance. The research has examined that the correct use of marketing channels is benefited the textile industry so much. The research has found that the Turkish textile industry has a large organization with skilled and competitive employees the organization is highly focused on marketing strategies.