Market Orientation
The effects of market orientation dynamics on organizational performance and competitive advantage.
Academic working in market orientation, entrepreneurial marketing, strategic marketing management, and sustainable competitive advantage. 20+ years of research on marketing capabilities and business performance through a resource-based view perspective.
“Marketing is the stage where capabilities that build sustainable competitive advantage are performed.”
Prof. Dr. Ahmet Buğra Hamşıoğlu began his academic career as a research assistant at Kafkas University in 2001. In 2007 he completed his master's thesis titled “Entrepreneurial Marketing in the Changing Business World: Evaluation of Turkish Pharmaceutical Industry Applications”.
He defended his doctoral dissertation “The Effect of Market-Based Capabilities on Business Performance: An Application in Turkish Manufacturing Enterprises” at Kırıkkale University in 2015. He has been at Burdur Mehmet Akif Ersoy University since 2017, became Associate Professor in 2020 and Full Professor in 2025.
His research focuses on market orientation, entrepreneurial marketing, strategic marketing management, brand management, consumer behavior, the resource-based view, and sustainable competitive advantage. He has held several administrative positions including Director of the Graduate School of Social Sciences and Vice Dean of the Faculty of Economics and Administrative Sciences.
A defining feature of his academic work is testing theoretical frameworks directly with field data. Survey-based studies conducted across hundreds of firms in Turkish manufacturing, hospitality, pharmaceutical, retail and textile sectors have been modeled using Partial Least Squares (PLS-SEM), structural equation modeling, regression analysis, and multivariate statistical techniques.
He has designed dozens of applied studies across Ankara, Istanbul, Antalya, Burdur, Kars and other regions; field works with sample sizes ranging from 100 to 230 firms have empirically revealed dynamics of business performance, brand equity, customer satisfaction and competitive advantage.
Kırıkkale University · Graduate School of Social Sciences
Dissertation: The Effect of Market-Based Capabilities on Business Performance: An Application in Turkish Manufacturing Enterprises
Advisor: Prof. Dr. Tülin Durukan
Kafkas University · Graduate School of Social Sciences
Thesis: Entrepreneurial Marketing in the Changing Business World: Evaluation of Turkish Pharmaceutical Industry Applications and a Unifying Model
Advisor: Prof. Dr. Recai Çınar
Süleyman Demirel University · Faculty of Economics and Administrative Sciences
The effects of market orientation dynamics on organizational performance and competitive advantage.
Analysis of entrepreneurial marketing behaviors within the paradigmatic shift framework.
Interaction of strategic flexibility, environmental turbulence and marketing strategies.
Empirical research on brand personality, brand experience, brand love and brand loyalty.
Contribution of dynamic capabilities and market-based capabilities to sustainable performance.
Consumer behavior in digital environments, social media marketing and customer satisfaction.
Articles published in international and national peer-reviewed journals — with DOI links.
Hamşıoğlu, A. B., Nalcı, M. M., Papatya, İ. K. (2025). Bibliometric Analysis of Publications Containing the Words Social Marketing and Technology. PaperASIA, 41(2), 60–73. DOI: 10.59953/paperasia.v41i2b.375
Karaoğlan, S., Hamşıoğlu, A. B. (2022). Online Retail Food Shopping During The COVID-19 Pandemic Period. Mehmet Akif Ersoy Üniversitesi İİBF Dergisi, 9(2), 1400–1419. DOI: 10.30798/makuiibf.1097375
Hamşıoğlu, A. B., Ertekin, D., Kılıç, N. K., Serçebay, S. (2022). Brand Personality, Brand Identity, and Brand Influence on Integrated Digital Engagement. International Social Sciences Studies Journal, 99(8), 1943–1955. DOI: 10.29228/ssj.62509
Hamşıoğlu, A. B. (2020). Place Identity and Sustainable Consumption: An Application in Burdur. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 11(27), 369–380.
Hamşıoğlu, A. B. (2020). The Impact of Strategic Marketing Orientation on Social Media Performance: A Study in Antalya Organized Industrial Zone. Süleyman Demirel Üniversitesi İİBF Dergisi, 25(1), 43–56.
Hamşıoğlu, A. B. (2018). The Effect of Market Orientation and Organizational Strategy on Business Performance — A Resource-Based View Perspective. International Journal of Disciplines Economics & Administrative Sciences Studies, 4(9), 437–451.
Hamşıoğlu, A. B., Durukan, T. (2018). The Effect of Market-Based Capabilities on Business Performance: An Application in Turkish Manufacturing Enterprises. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 13(2), 1–22.
Hamşıoğlu, A. B. (2018). The Effect of Internal Market Orientation and Marketing Capabilities on Organizational Performance. Mehmet Akif Ersoy Üniversitesi İİBF Dergisi, 5(2), 187–203. DOI: 10.30798/makuiibf.409387
Hamşıoğlu, A. B. (2017). The Effect of Marketing Culture, Marketing Effectiveness and Marketing Capabilities on Export Performance. Journal of Current Researches on Business and Economics, 7(2), 1–16. DOI: 10.26579/jocrebe-7.2.1
Hamşıoğlu, A. B. (2017). The Relationship between Marketing Culture and Business Performance: A Study in Hotel Enterprises in Antalya. Journal of Current Researches on Social Sciences, 7(2), 77–90.
Durukan, T., Hamşıoğlu, A. B. (2016). The Role of Marketing Capabilities In Innovation Based Competitive Strategies: An Application on Production Businesses In Ankara. Advances in Social Sciences Research Journal, 3(11), 106–118. DOI: 10.14738/assrj.311.2316
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2015). Brand Equity and Brand Trust in Sustainable Competitive Management: An Application at Süleyman Demirel University. Süleyman Demirel Üniversitesi İİBF Dergisi, 20(3), 35–54.
Hamşıoğlu, A. B. (2013). An Application to Determine the Lifestyles of Consumers Who Purchase Fast Food Products. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 6(11), 17–34.
Durukan, T., Bozacı, İ., Hamşıoğlu, A. B. (2013). Determination of Interaction Expectations of Consumer With Firm through Social Media: A Field Research with Kırıkkale University Students. International Review of Management and Business Research, 2(2), 480–487.
Durukan, T., Bozacı, İ., Hamşıoğlu, A. B. (2012). An Investigation of Customer Behaviours in Social Media. European Journal of Economics, Finance and Administrative Sciences, 44(1), 148–158.
Gökmen, A., Hamşıoğlu, A. B. (2011). Tacit Knowledge and Its Correlation to Innovation and Performance in Obtaining Competitive Advantage: A Study in the Textile Industry. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 4(7), 19–34.
Gökmen, A., Hamşıoğlu, A. B. (2011). The Effect of Knowledge Management, Technological Capability and Innovation on the Enterprise Performance: A Comprehensive Empirical Study of the Turkish Textile Sector. Journal of Information & Knowledge Management, 10(01), 1–10. DOI: 10.1142/S021964921100278X
Hamşıoğlu, A. B. (2011). The Relationship between Market Orientation, Quality Orientation and Business Performance: A Study in the Pharmaceutical Sector. Ege Akademik Bakış Dergisi, 11(1), 91–101.
Gökmen, A., Hamşıoğlu, A. B. (2010). The Contemporary Concept of E-Government and The Case of Turkey. International Journal of Emerging and Transition Economies (IJETE), 3(2), 249–268.
Gökmen, A., Hamşıoğlu, A. B. (2009). Previous Developments and The Current Situation in The Turkish Banking Sector. International Journal of Economics & Finance, 1(1), 47–58.
Hamşıoğlu, A. B., Paşaoğlu Baş, D. (2008). Challenge Strategies of Business Competition: Creative Marketing Approach. Lex ET Scientia International Journal, 15(1), 166–172.
Hamşıoğlu, A. B. (2004). A New Opening in Marketing: One-to-One Marketing and CRM Evaluation. Manas Üniversitesi Sosyal Bilimler Dergisi, 5(9), 155–167.
Hamşıoğlu, A. B., Nalcı, M. M. (2021). The Effect of Social Media Marketing on Brand Value, Brand Trust and Brand Loyalty. İşletme Araştırmaları Dergisi, 13(4), 3076–3089. DOI: 10.20491/isarder.2021.1309
Hamşıoğlu, A. B., Papatya, İ. K. (2021). Effect of Brand Authenticity on Brand Trust: A Research on Mobile Phones. İşletme Araştırmaları Dergisi, 13(3), 2042–2055. DOI: 10.20491/isarder.2021.1245
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2020). The Relationship Between Strategic Orientation Dimensions and Service Innovation Capability and Market Performance. İşletme Araştırmaları Dergisi, 12(4), 4051–4064. DOI: 10.20491/isarder.2020.1089
Hamşıoğlu, A. B. (2020). Establishing Customer-Brand Relationships through Brand Experience. İşletme Araştırmaları Dergisi, 12(2), 1285–1296. DOI: 10.20491/isarder.2020.911
Papatya, G., Papatya, N., Hamşıoğlu, A. B. (2019). The Relationship Between Strategic Flexibility, Environmental Turbulence, Business Competencies and Performance: A Study in Four-Five Star Hotels in Ankara. İşletme Araştırmaları Dergisi, 11(3), 1663–1673. DOI: 10.20491/isarder.2019.697
Hamşıoğlu, A. B. (2019). Researching the Determinants and Results of Marketing Capabilities in Entrepreneur Business. İşletme Araştırmaları Dergisi, 11(2), 848–863. DOI: 10.20491/isarder.2019.640
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2018). The Effect of Dynamic Resource-Based Capabilities on Sustainable Business Performance: An Application in Ankara Manufacturing Enterprises. Business Management Studies: An International Journal, 6(4), 1354–1378. DOI: 10.15295/bmij.v6i4.286
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2018). The Relationship Between Marketing Capabilities and Performance in Sustainable Competitive Advantage: An Application in Manufacturing Enterprises in Ankara Province. İşletme Araştırmaları Dergisi, 10(3), 65–79. DOI: 10.20491/isarder.2018.463
Hamşıoğlu, A. B. (2018). The Effect of Reputation Orientation on Marketing Strategy Formation and Performance Interaction: A Study. Üçüncü Sektör Sosyal Ekonomi, 53(2), 477–500.
Hamşıoğlu, A. B. (2018). The Paradigmatic Change in Marketing — The Role of Entrepreneurial Orientation and the Determination of Entrepreneurial Marketing Behaviours. Mehmet Akif Ersoy Üniversitesi SBE Dergisi, 10(24), 199–222. DOI: 10.20875/makusobed.418029
Hamşıoğlu, A. B. (2017). Entrepreneurial Orientation, Strategic Orientation and Performance Relationship: A Case Study For Textile Firms In Istanbul. İşletme Araştırmaları Dergisi, 9(2), 376–403. DOI: 10.20491/isarder.2017.276
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2016). Entrepreneurial Orientation, Intrapreneurship and Business Performance Relationship: A Research in Turkish Textile Sector Firms. Hacettepe Üniversitesi İİBF Dergisi, 34(4), 19–48.
Durukan, T., Hamşıoğlu, A. B. (2015). The Effects of Market Orientation and Marketing Capabilities on Export Performance in Achieving Competitive Advantage. Kırıkkale Üniversitesi JEBPIR, 1(2), 1–19.
Papatya, G., Papatya, N., Hamşıoğlu, A. B. (2012). Perceived Service Quality and Patient Satisfaction in Health Enterprises: A Comparative Research in Two Private Hospitals. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 2(1), 87–108.
Hamşıoğlu, A. B. (2004). The New Competitive Advantage of the Business World: Intellectual Capital. Standart Ekonomik ve Teknik Dergi, 43(511), 84–88.
Hamşıoğlu, A. B. (2003). Emotional Intelligence (EQ) as a Performance Determination Tool in Businesses. Standart Ekonomik ve Teknik Dergi, 42(494), 26–29.
Papatya, N., Papatya, G., Hamşıoğlu, A. B., Papatya, İ. K. (2022). Customer Engagement and Brand Experience Effects on Brand Loyalty in Turkish Banking. 26. Pazarlama Kongresi.
Hamşıoğlu, A. B. (2021). The Effect of Brand Experience on Brand Love: A Research on Samsung. International Cappadocia Scientific Research Congress, 1(1), 70–81.
Hamşıoğlu, A. B. (2021). The Effects of Relational Bonds on Attitudinal and Behavioral Customer Loyalty: An Application in Luxury Hotels. 4th International Business, Economics & Marketing Congress, 79–94.
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2019). The Role of Market Orientation and Strategic Flexibility on Business Performance During Economic Crisis. PPAD Pazarlama Kongresi, 371–383.
Papatya, G., Papatya, N., Hamşıoğlu, A. B. (2018). The Relationship Between Strategic Flexibility, Environmental Turbulence, Business Competencies and Performance: A Study in Four-Five Star Hotels in Ankara. 26. Ulusal Yönetim ve Organizasyon Kongresi, 682–689.
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2017). The Role of Dynamic Resource Based Capabilities on Sustainable Firm Performance. 2. Uluslararası İktisadi ve İdari Perspektifler Kongresi, 189–191.
Papatya, G., Papatya, N., Hamşıoğlu, A. B. (2017). The Relationship between Transformational Leadership, Management Innovation and Organizational Performance: A Study in 4-5 Star Hotels in Antalya. I. Uluslararası İnsan ve Toplum Bilimleri Kongresi, 461–468.
Durukan, T., Bozacı, İ., Hamşıoğlu, A. B. (2014). An Empirical Investigation of the Relationships among Impulse Purchasing, Customer Loyalty and Word of Mouth in Discount Retailing. ISIS-Paris International Multidisciplinary Academic Conference, 6(1), 36–45.
Papatya, G., Papatya, N., Hamşıoğlu, A. B. (2014). The Effect of Innovation Production Capability on Business Performance. 13. Ulusal İşletmecilik Kongresi, 1067–1074.
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2013). The Effect of Hedonic Perceptions on Brand Equity Dimensions: A Mobile Phone Brand Application. 18. Ulusal Pazarlama Kongresi, 269–284.
Gökmen, A., Hamşıoğlu, A. B. (2010). The e-Transformation Turkey Project and Its Applications. 2nd International Conference on eGovernment and eGovernance, 99–114.
Papatya, N., Papatya, G., Hamşıoğlu, A. B. (2009). Re-reading Experiential Marketing: Shaping Customer Creative Perceptions. I. International Marketing Communications Symposium, 190–200.
Books from national and international publishers, and editorial work.
Bölüm/Chapter: A Theoretical Evaluation of Online Carbon Footprint Awareness and Its Possible Antecedents
Bölüm/Chapter: Pazarlama Araştırmasına Giriş
Bölüm/Chapter: Paylaşım Ekonomisi ve Pazarlama
Bölüm/Chapter: Duygusal Marka Bağlılığı ve Müşteri Memnuniyetinin Belirlenmesi
Bölüm/Chapter: Mobil Ticarette Her Yerde Bulunabilme, Risk ve Maliyetin Algılanan Değer Üzerindeki Etkisi
Bölüm/Chapter: Öğrenme Yönlülük, Girişimci Yönlülük ve Yeniliğin Performans Üzerindeki Etkisi
Bölüm/Chapter: Otel İşletmelerinde Marka Deneyimi, Marka İmajı ve Ürün Özellikleri
Bölüm/Chapter: Sosyal Girişimlerde Pazarlama
Bölüm/Chapter: Pazarlamada Yapay Zeka Kullanımı
Bölüm/Chapter: Etkileyici Kişi Pazarlaması (Influencer Marketing) — Kavramsal Bir İnceleme
Bölüm/Chapter: The Effect of Market Orientation on the Customer-Based Performance — Evidence From Turkey
Bölüm/Chapter: The Roles of Knowledge Management, Strategic Orientation, Marketing Capabilities and Innovation on Business Performance
Papatya İlbey Kutluhan — The effect of cooperation culture and strategic innovation capabilities in ecosystem marketing on sustainable competitive advantage: A study in Turkey's renewable energy sector. MAKÜ Graduate School · Business Administration. İ. K. Papatya
Akbaş Leyla — The mediating role of social media marketing, influencer marketing, and lifestyle marketing in the impact of strategic social marketing on brand equity. MAKÜ Graduate School · Business Administration.
Serçebay Semih — The effect of internal marketing on employee satisfaction and service quality: An application in hotels in Kütahya and Afyon.
Demirtaş Sebahat — The effect of experiential marketing on customer satisfaction in 4-5 star hotels in Antalya.
Ertekin Deniznaz — The effect of social media shopping on word-of-mouth communication and purchase intention.
Arıcan Canan — The effect of learning orientation, entrepreneurial orientation, and innovation on performance in Antalya OIZ.
Mayda İbrahim — The effect of brand authenticity on brand loyalty, brand image and purchase intention.
Papatya İlbey Kutluhan — The effect of eco-innovation on business performance within the resource-based theory framework. İ. K. Papatya
Yalçın Mustafa — The effect of brand personality on perceived quality, consumer satisfaction, and brand loyalty.
Kaya Oğuz — Attitudes of racket sport athletes towards the social marketing of sports.
Bayraktar Varkal Yasemin Zeynep — The effect of yoga and pilates on the quality of life of public employees.
Valued academics with whom collaborative research has been conducted over the years. Joint articles, papers, and book chapters in marketing, strategic management, and sustainable competitive advantage have made significant contributions to the academic literature.
Süleyman Demirel University · Faculty of Economics and Administrative Sciences
Founding President · Ecosystem Dominance Policies Research and Development Center (EHPAGM)
Long-standing scholar in strategic management, ecosystem dominance, sustainable competitive advantage, and resource-based capabilities. Has produced numerous joint publications with Hamşıoğlu on market orientation, brand equity, dynamic capabilities, and entrepreneurial marketing.
Süleyman Demirel University · Faculty of Economics and Administrative Sciences
Scholar working on strategic management, business competition, dynamic capabilities, and sustainable performance. Conducted joint research with Hamşıoğlu on innovation capability, strategic flexibility, environmental turbulence, and service quality.
Kırıkkale University · Faculty of Economics and Administrative Sciences · Department of Business Administration
Hamşıoğlu's doctoral dissertation advisor. Has produced numerous international and national joint publications on market-based capabilities, export performance, consumer behavior on social media, and marketing capabilities.
Accounting and Finance Scholar
Joint study with Hamşıoğlu in 2002 on the new economy concept and electronic commerce.
Business & Finance Scholar
Joint research with Hamşıoğlu on consumer ethnocentrism and country-of-origin effect on purchase behavior.
Kırıkkale University · Faculty of Economics and Administrative Sciences
Joint work in consumer behavior and country-of-origin research. Editorial team member of Changing Marketing Approaches.
International Business & Textile Economics
Numerous joint articles with Hamşıoğlu in international journals on knowledge management, technological capability, innovation, textile sector performance, and e-government transformation.
Kırıkkale University · Department of Business Administration
Joint studies in social media consumer behavior, impulsive buying, customer loyalty, and word-of-mouth communication.
Strategic Management Scholar
Joint international publications on the role of capabilities and resources in sustainable competitive advantage, and creative marketing approaches.
Marketing Scholar
Co-author on the online carbon footprint awareness book chapter, and co-editor of Current Developments in Marketing.
International Marketing Scholar
International joint publication on online carbon footprint awareness and its antecedents.
Burdur Mehmet Akif Ersoy University · PhD in Business Administration
Completed his doctoral dissertation “The Effect of Cooperation Culture and Strategic Innovation Capabilities in Ecosystem Marketing on Sustainable Competitive Advantage” in 2025 under Hamşıoğlu's supervision. Researches brand authenticity, eco-innovation, and marketing in the renewable energy sector.
Marketing Researcher
Numerous joint publications on social media marketing, brand equity, AI-driven marketing, and influencer marketing. Co-author of Marketing Research.
Marketing Researcher
Joint article on online retail grocery shopping during the COVID-19 era.
MAKÜ Graduate School · Master's (2022)
Master's thesis and book chapter under Hamşıoğlu on the effect of learning orientation, entrepreneurial orientation, and innovation on performance.
MAKÜ Graduate School · Master's (2022)
Co-author on the international article about brand personality, brand identity, and digital engagement.
Marketing Researcher
Co-author on the international article about brand personality and brand influence on integrated digital engagement.
MAKÜ Graduate School · Master's (2023)
Master's thesis under Hamşıoğlu on the effect of internal marketing on employee satisfaction and service quality.
For academic collaborations, thesis supervision, conference invitations and editorial processes, you may reach out via the institutional email address.