Export Competitiveness, Branding, and Sustainability: A Fuzzy BWM Evaluation of Turquality-Supported Firms
Export Competitiveness, Branding, and Sustainability: A Fuzzy BWM Evaluation of Turquality-Supported Firms

Summary/Abstract: The aim of this study is to examine the key criteria affecting the export competitiveness of firms receiving Turquality® support in Türkiye by employing multi-criteria decision-making approach. Due to the multidimensional nature of export performance, firms face complex strategic decisions regarding which factors should be prioritized to enhance their international competitiveness. In this context, seven evaluation criteria were identified based on a comprehensive literature review, the Global Competitiveness Index, and semi-structured interviews conducted with Turquality experts. These criteria were weighted using the Fuzzy Best–Worst Method (FBWM), which enables decision-making under uncertainty and subjective judgments. The results indicate that brand awareness, with a weight of 0.232, is the most influential determinant of export competitiveness, followed respectively by sustainability, financial markets, and supply chain performance. Moreover, the findings emphasize the critical role of intangible assets and organizational capabilities in sustaining export success. The study systematically identifies and prioritizes core competitiveness factors, providing strategic guidance for Turqualitysupported firms; additionally, it is expected to contribute to the literature by integrating fuzzy logic-based decision-making methods with export competitiveness analysis within the framework of branding.

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