Challenges and opportunities of Turkish food retail in Germany from a value chain perspective

Abstract

Purpose Turkish food retail in Germany fulfils social, cultural, and economic functions, but is threatened by shifts in demand and competition. The purpose of this paper is to give a holistic, interdisciplinary, and action-oriented view of the challenges and opportunities of Turkish food retail in Germany. Design/methodology/approach Based on a qualitative study using expert interviews with 18 businesspersons from different parts of the Turkish food supply chain in Germany and a qualitative survey of 349 working Bachelor students of trade, industrial, and logistics management as well as business informatics, this paper takes a value chain approach. Findings The main opportunities of Turkish food retail in Germany lie in increasing its efficiency, using purchasing associations and brand building, targeting well-funded German consumers, offering fluent Turkish-German customer service and shopping experiences, providing appealing shop locations, designs, and layouts, product range adjustments, and promotions. Research limitations/implications This paper is based on a small scale qualitative study as access to Turkish food retail experts is limited. The sample was carefully selected to be a fair representation of the Turkish food supply chain. As for the consumers, only students have been surveyed so far, because they were targeted by the experts interviewed. In order to allow wider generalizations, this sample could be extended. Originality/value This study complements and enhances the very limited research on Turkish food retail in Germany. For the first time, the call for a holistic, interdisciplinary, and action-oriented examination of the challenges and opportunities of Turkish food retail in Germany is answered from a value chain perspective.