Volatility is creating uncertainty for businesses globally, but for Turkish companies, it may also be creating an advantage. Years of navigating high inflation, currency fluctuations, and political instability have forced many organizations to become more agile and faster to respond to change.
In our latest video, Oyku Elmas, Partner in the Industrials practice in our Istanbul office, explores why this resilience can become a competitive strength and how companies across Turkey can turn uncertainty into growth through stronger pricing, monetization, and commercial agility.
Key takeaways from the video
1. Turn volatility into a competitive advantage
Turkish companies have already spent years operating in challenging market conditions, giving them experience that many businesses are only now developing.
Stay calm when others hesitate: Experience with uncertainty can help companies make decisions with greater confidence.
Act faster: Agility becomes a competitive advantage when market conditions change rapidly.
Turn uncertainty into opportunity: Companies that adapt quickly can seize opportunities while competitors remain cautious.
2. Protect margins through smarter commercial management
Rising energy prices and cost inflation are putting significant pressure on margins. While cost management remains important, commercial management can play an equally critical role in protecting profitability.
Differentiate pricing: Adapt pricing by customer, segment, and market rather than applying one approach across the board.
Monetize services: Avoid giving valuable services away for free and identify where customers are willing to pay.
Stay dynamic: Monitor market developments closely and adjust pricing frequently as conditions evolve.
3. Make pricing a strategic function
Leading industrial companies treat pricing as a strategic capability rather than a secondary commercial activity.
Give pricing a seat at the table: Build a strong, independent pricing function with visibility at senior leadership level.
Broaden the pricing portfolio: Consider not only products, but also services, data, digital offerings, and trade terms.
Enable pricing through data and digital tools: Greater pricing adaptability requires the right digital infrastructure to respond quickly to changing market conditions.
Agility gave Turkish companies a head start, but it’s smarter commercial management that will turn it into growth. The companies that combine that speed with stronger pricing discipline, monetization, and faster commercial decision-making are the ones best placed for success.
Watch the full video to hear Oyku’s perspective on how Turkish companies can turn volatility into opportunity and strengthen their commercial performance.
Watch the video:
