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This paper analyzes the impact of long-term orientation and perceived consumer effectiveness on environmentally/ecologically conscious consumer behavior in the context of Turkey. Turkey is a collectivist, high-context culture of significant geo-political importance with unique socio-cultural traits. The population is young and natural resources are rich. In Turkey, environmental consciousness is a relatively less internalized concept to which people are just recently beginning to adjust. All of this makes Turkey an interesting market to study the environmentally conscious consumer behavior (ECCB) construct. Looking at the impact of long-term orientation on ECCB is also one of the important contributions of this paper since environmental consciousness requires a long-term view of the world around us. Building upon the adaptation and extension of past research in the area, data are collected from 97 respondents, 80 per cent of whom are undergraduate college students, and analyzed through commonly used statistical methods. The measures used are similar to those used in previous studies. Environmentally conscious consumer behavior measure is adapted from Roberts (1996b) and McCarty and Shrum (1994). Roberts' (1996b) perceived consumer effectiveness measure is used in the study. Long-term orientation scale is adapted from Bearden, Money and Nevins (2006).

Purpose The purpose of this paper is to understand the relationship between two business orientations, namely, entrepreneurial orientation and market orientation, and innovativeness taking into account the moderating influence of environmental munificence. Design/methodology/approach This is a multiple respondent quantitative study. A total of 312 marketing managers middle level and above from 79 firms participated in the survey. Multiple regression and hierarchical multiple regression was the method of choice for data analysis. Findings Findings indicate that environmental munificence moderates the entrepreneurial orientation – innovativeness relationship. Findings reveal that even though a significant impact of entrepreneurial orientation is not present on innovativeness, this insignificance may be due to environmental munificence. Market orientation has a direct positive impact on innovativeness, and environmental munificence negatively moderates this relationship suggesting that when the environment is less munificent, the market orientation – innovation link becomes stronger. Practical implications Managers should be aware that the more munificent an environment becomes, having an entrepreneurial orientation will be more important for innovativeness. In addition, results of this study suggest that being market oriented more strongly impacts a firm’s ability to innovate in non-munificent environments where growth opportunities are undesirable. Originality/value This study is unique in that it is a multi-respondent study with respondents from different layers of each participating organization, incorporating the moderating impact of the business environment’s munificence on business orientations–innovativeness relationship.

The aim of this study is to understand the influence of marketing operational efficiency and marketing system effectiveness on firm performance dimensions. Marketing operational efficiency and marketing system effectiveness are two dimensions of marketing effectiveness derived as a result of the exploratory factor analysis performed on the data. Firm performance dimensions used in the study are overall performance, ROI, percentage of new product sales, change in market share, and sales growth, all measured relative to competitors. Multiple respondent firm level data are collected through a survey of 74 firms operating in a variety of industries, resulting in 296 individual surveys. Findings indicate that marketing operational efficiency, a set of short-term, operational dimensions, positively influences all of the firm performance dimensions. On the other hand, marketing system effectiveness, measuring longer-term, strategic factors, does not have such an impact.

The ongoing coronavirus (COVID-19) pandemic and the ensuing public health policy measures to contain its spread have inevitably had profound effects on businesses throughout the world. While the pandemic has impacted every industry in all countries, hospitality is clearly the worst hit. This chapter explores the impact of the pandemic on the hospitality industry by focusing on accommodation and food service businesses in Turkey. By looking at government policies and changes in business activities in these sectors in response to the crisis, the authors discuss the measures policymakers and firms can take to mitigate the devastating impacts of the pandemic. Findings suggest that focusing on creating novel products and processes, collaboration and open innovation, informational and corporate advertising, as well as investment in quality and health security measures and trust building via communication are effective in moving forward with the new normal.