Global Business Profile: The Case for Turkey

The Turkish have a proverb that says, “Bir kahvenin kirk yil hatiri vardir”. Though there are variations on the translation, the essence is: “A cup of coffee is remembered for 40 years.”

This is an excellent proverb to keep in mind if you’re considering expanding your business into Turkey. The country’s future is bright, its people friendly, but there’s an expectation of serious commitment when you bring your company under the moon star (ay yildiz) flag.

But that commitment should pay off because Turkey is a powerful hub for global commerce. Friendly to establishing new business, allied with the EU via a free trade agreement, and fueled by an upwardly mobile domestic population of 79 million, Turkey is strategically sound for companies establishing a presence throughout Europe, Asia and the Middle East.

The Economic Case for Turkey 

In 2010, Turkey was the 16th largest economy in the world and experts forecast that it will join the world’s top 10 by 2050. If you’re among the early-bird investors in this swiftly emerging economy, you stand to reap significant rewards.

Opening a business in Turkey is a relatively quick process compared to other countries in the region. According to Invest in Turkey, it only takes six days to register property and establish a business in Turkey compared to an average of around 10 times that across Eastern Europe and Central Asia. In addition to a comparatively short start-up time, Turkey offers a relatively low corporate tax rate at a flat 20%.

Turkish entrepreneurs are eager to find international partners. Many U.S.-based businesses choose to enter Turkey as a limited liability company or corporation, but you can also establish branches, joint ventures and representative offices. Large companies in consumer goods (Best Buy, Coca-Cola, Starbucks, Nike), health and financial services (Pfizer, Johnson & Johnson, Citibank) have established local operations in the region.

Demographically, Turkey’s average age of 28 helps fuel a strong interest in new technologies and popular consumer items. According to an October, 2011 comScore, Inc., report, Turkey features the third most engaged online audience in Europe, with Facebook leading the way as the most popular site. While Internet speeds and accessibility are on par with European countries, a substantial amount of controversy has surrounded censorship battles with the BTK (Prime Ministry Information Technologies Board). 

A Few Cultural Guideposts to Follow in Turkey

If this economic landscape seems promising for your business, the next thing to consider is Turkey’s cultural and linguistic environment. A translation agency will be a strategic partner for you at this stage, helping you to gain familiarity with the ins and outs of localizing for the Turkish market.

Turkish is comprised of many dialects, but modern standard Turkish is derived from the dialect spoken in Istanbul. While usage of German and English in Turkey is not uncommon and roughly a sixth of the population speaks Kurdish, you’ll want to translate your business-critical content into Turkish first and foremost to be competitive. 

Primarily a Muslim country, there are also conservative cultural issues to take into account. Though considered a more secular and moderate Muslim nation when compared to many Arab countries of the Middle East, Turkey is far from liberal. There’s a high degree of sensitivity around attitudes surrounding family, sexuality, violence, and religious/cultural views.

Pepsi-Cola, for example, was fined in Turkey for an ad campaign announcement on their website that featured photos of people wearing turbans. The Turkish Advertising Board, responsible for regulating “decency” within advertising, ruled that the ad caused discrimination based on religious beliefs. Women in swimwear have been prohibited on the basis of obscenity and sexually-oriented content. Violence and the suggestion of violence have also come under fire from the Advertising Board, even when the tone of the ad was clearly comical.

It should be made clear, however, that the Advertising Board does not necessarily represent the views of the Turkish people. Many have, in fact, criticized the board’s rulings, especially when those rulings have proven inconsistent. Aggressive restrictions surrounding alcohol and tobacco products are also currently being debated within Turkey.

Finally, Muslim religious traditions and holidays are a part of life in Turkey, and aside from the questions of decency within your efforts to localize advertising and marketing campaigns, you should be familiar with major holidays, such as Ramazan (a.k.a Ramadan), when it will be more difficult to conduct business with agencies and government offices.

Turkish Localization & Translation Services

So, how should you prepare for a long-term investment in Turkey? Naturally, a visit to the country is an excellent idea, and you’ll come to understand why the region is on its way to becoming one of the five most visited countries in the world.

Choosing a translation agency with extensive experience in Turkish translation can help you evaluate the various localization questions you’ll face when preparing your products, consumer-facing website and marketing collateral for the Turkish market.

Turkey is a fascinating country that certainly merits a spot on your short list for global expansion. Get started today by contacting us for a free quote for Turkish translation. Now could be a great time to pour that first cup of Turkish coffee.