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 organisations towards strategies that balance performance with societal good – empowering leaders, brands, and consumers to drive meaningful change.