Per­en Oztur­an

My research explores how companies and leaders can act responsibly in times of uncertainty, from economic crises to global challenges such as social responsibility, activism, and sustainability. I study how marketing decisions affect not only firm performance but also society at large, helping businesses align resilience with responsibility. 

I focus on three areas: 

Crisis and change: How firms can adapt their communication and advertising strategies during downturns and turbulence. 

Responsibility and leadership: How executives’ voices and corporate social responsibility shape trust, legitimacy, and impact. 

Stakeholder value: How marketing functions can integrate social and environmental concerns into everyday practices. 

My ambition is to guide organizations toward strategies that balance performance with societal good—empowering leaders, brands, and consumers to drive meaningful change.