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Publications

MY BOOKS

The Pendulum of Asymmetric Competition in Greening Power

This work explores the transformation of economic systems through sustainability, asymmetric competition, and structural shifts in market dynamics

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MY ARTICLES

Ecosystem Marketing: The Sustainable System Engineering of the Future

Harvard Business Review,2019

This research stream develops the concept of ecosystem marketing over time.

Introduces ecosystem marketing as a framework for understanding how firms operate within interconnected systems.

Ecosystem Marketing: Building Sustainable Innovation Dynamics

Harvard Business Review,2020

Expands the concept by focusing on innovation dynamics, data-driven systems, and real-world applications.

Core Competencies in Sustainable Competition: Evidence from Local Restaurant Businesses

International Journal of Business Economics and Management Perspectives, 2021

This study explores core competencies through the lens of the Resource-Based View (RBV), analyzing how small restaurant businesses leverage internal capabilities to achieve sustainable competitive advantage.

Effect of Brand Authenticity on Brand Trust: A Research on Mobile Phones

Journal of Business Research-Turk, 2021

This study examines how brand authenticity influences brand trust in the mobile phone market, demonstrating a strong positive relationship through empirical analysis.

The Effect of Resource-Based Eco-Innovation as a Competitive Strength on Business
Performance: An Application in Antalya Industrial Enterprises

Mehmet Akif Ersoy University Journal of Social Sciences Institute,2024

This study investigates how resource-based eco-innovation influences business performance, demonstrating its critical role in achieving sustainable competitive advantage.

Video Portal Marketing: A Netnographic Study on Food Vlogger Entrepreneurs in Turkey

Journal of the Institute of Social Sciences,2025

This study explores video portal marketing through a netnographic analysis of food vlogger entrepreneurs, identifying positioning strategies and development areas in digital ecosystems.

Bibliometric Analysis of Publications Containing the Words Social Marketing and Technology

Paper Asia, 2025

This study analyzes the intersection of social marketing and technology through bibliometric methods, revealing key trends, themes, and research networks.

Agenda Marketing as a Strategic Tool: Evidence from Corporate Case Analyses

International Journal of Economics and Administrative Sciences,

This study examines agenda marketing as a strategic tool for shaping perception, building brand value, and achieving sustainable competitive advantage.

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