Abstract
In the present research, authors examine Turkish market entry opportunities for three leading dairy companies in Lithuania. This study focuses on evaluating firms’ export performance opportunities and combining them with selected export market potential factors. For this purpose, the case-study method was used through personal interviews with export managers of three leading Lithuanian dairy companies in 2016, conducted in order to determine the factors affecting their Turkish market entry. Using a cross-case analysis, comparisons were made between different companies’ entry opportunities. According to the results, Lithuanian dairy companies can be described as being passive about the Turkish market. Its market protection politics, implemented by the Turkish government, could be named among the main reasons. From the first sight, this fact makes the Turkish market unattractive for European dairy producers. However, the study shows that, after doing some more detailed market research, new potential opportunities can appear.
Highlights
Export plays a crucial role in every country’s economy, influencing the level of economic growth, employment and the balance of payments
The Lithuanian dairy sector is taken as an example of a country, where dairy is one of the most important agricultural sectors
Lithuanian agriculture faces an ongoing change in farm structure
Summary
Export plays a crucial role in every country’s economy, influencing the level of economic growth, employment and the balance of payments. Dairy production will be examined from an export perspective. While the dairy sector is being one of the most important integral parts of agricultural industry, the exports of dairy products have considerable importance within the total agrifood trade for the EU. In this case, the Lithuanian dairy sector is taken as an example of a country, where dairy is one of the most important agricultural sectors. It is oriented toward exports, with more than half of its production being exported abroad
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