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Capital’s “The Most Popular Companies in Turkey” survey shows who are the winners this year in the competition to secure prestige.
The main factors which bring prestige are service quality, customer satisfaction and reliability. The top five remained unchanged this year, but there was noticeable movement in the list as a whole. In 2011, six new names joined the top 20. The leader in 2011 was again Turkcell. Garanti Bankası ranked second with Arcelik third.
IT IS NO LONGER enough just to be popular. Ensuring permanent prestige is becoming increasingly important. The giant companies in Turkey are aware of this fact. Capital’s “The Most Popular Companies in Turkey” survey contains some very important messages. The results show that prestige is not the product of a single formula. The most important components in achieving it are service quality, customer satisfaction, innovation and financial success. “The Most Popular Companies in Turkey” survey was conducted with GFK Türkiye, with Adecco providing the main sponsorship. The list included a total of 26 companies. The leader was again Turkcell. It was followed by Garanti Bankası and Arçelik. So what kind of benefits does being popular bring to companies? How is this prestige reflected in companies’ financial results? It was the CEOs of the most popular companies who provided the answers to these questions?
Turkcell’s secret is technology
Turkcell first appeared on the most popular list in 2001, rising steadily higher each year and not relinquishing the leadership to anyone else since 2007. The company ranked first again this year. Turkcell CEO Süreyya Ciliv explains the competition for prestige as follows: “The basic reason for Turkcell’s prestige is the well-intentioned, very hardworking Turkcell team using knowledge, science and technology… Of course, all of this popularity has concrete returns for us. We work very hard, are successful and we become popular with people. As our prestige rises so does the confidence our customers have in us.”
Immeasurable values
Eczacıbaşı Holding has kept its place in the popularity league for many years. This year it ranked fifth. The holding’s CEO ErdalKaramercan believes that immeasurable values the basic elements of prestige. Karamercan says: “It is very clear that coming to the fore through short term economic growth is no longer an applicable model today. This reality is well understood by society and it is companies which put sustainable growth at the forefront of their corporate principles at which quickly gain prestige.” Karamercan believes that Eczacıbaşı Holding’s prestige is reflected in the company’s results.
Unilever’s innovation difference
Unilever is one of the regulars in the most popular league. The company has featured in the list every year since it was started. It has been ranked among the top ten eight times. It has been rising steadily since 2007. Unilever ranks sixth in the list this year and the development of new products and service quality have an important place in the reasons why it is popular. “I believe that a company’s prestige does not increase because of just one factor but several,” says Unilever Türkiye CEO İzzet Karaca. The list of factors which bring it prestige is headed by a successful business performance, innovative vision and good human resources. “We don’t measure our success only with financial figures, it is how we achieve our results which is important,” he says.
P&G says “people first”
Procter & Gamble is another global giant which ranks amongst the top ten of the most popular companies. Saffet Karpat, the chair of the company’s board in Turkey, stresses that being a respected company means being close to consumers and shareholders. He says that R & D and innovation are essential. Karpat summarizes the formula for P & G’s popularity as follows: “We are constantly listening to our personnel and consumers and renewing ourselves and trying to keep pace with the times. P & G believes that its workforce are its most important asset. It develops the leaders of the future through its internal promotional system. In keeping with this approach, it offers its personnel competitive salaries and fringe benefits. We have succeeded in becoming a company of which our personnel are proud.”
Where is microsoft’s power?
Microsoft is one of the companies which, without exception, ranks amongst the list of most popular companies every year. Microsoft Türkiye General Manager Tamer Özmen believes that the most important factor increasing the prestige of the company is its workforce. Özmen says: “An increase in a company’s prestige runs in parallel to the rise in its intellectual capital which determines the manner in which the company conducts its business. This brings with it more concrete criteria, including characteristics such as turnover, capital value and growth. Microsoft is one of the best examples on exactly this point.”
BSH’s growth motor
BSH is one of the companies which moves up the rankings of the most popular companies each year. BSH Türkiye CEO Norbert Klein says that prestige is one of the most important elements a company’s capital. “A good reputation which is secured through a transparent ethical concept of management is more important than financial indicators,” says Klein, adding: “A good reputation brings with it a strong financial structure. Our most important goal is to both create value for our customers and ensure profitable growth.”
Source: Capital.com.tr
