Sustainable innovation in Turkey via marketing perspective: A qualitative study

This study aims to analyze the dynamics and factors affecting the SI in large enterprises for Sustainable Innovation SI activities. In Turkey and in the world towards sustainability and awareness for sustainability of business activities with increasing interest to become a part of the strategic plan has become commonplace. In this context, it is very important to understand sustainability in order to plan the activities on the right axis. Therefore, it is necessary to determine how accurately the characteristics of SI can be used in the same structure with the activities to be performed. In this study, the main dynamics and factors affecting the SI in large enterprises are examined by qualitative- exploratory research method within the framework of SI studies. Purposive sampling with semi-structured interviews with selected industry-leading three leading senior executives of companies operating in different areas in Turkey and secondary data were analyzed with the help of Nvivo 12 program. Factors affecting SI have been seen to act together and strengthen each other. Some of our findings are that regulations and corporate culture serve as important factors affecting others and information management for SI has not yet been fully developed. It can also be said that large enterprises are willing to be the first practitioners in the SI to transform traditional business practices and do not consider SIs as a normal business case, but as a long-term perspective that requires patience and investment. Keywords: Sustainable Innovation, Sustainability Marketing, Large Firms, Sustainability Innovation, Reosurce Based View