Up to now, far more attention has been paid to assessing the environmental, social, and economic aspects of sustainability. However, what makes this paper distinct is that it proposes a guiding framework that can be employed as a useful tool for business enterprises and other related stakeholders in transforming the potential of marketing disciplines towards upper levels of marketing orientations and sustainable consumption patterns. This present paper follows a typological model that classifies the conceptual approximations that are relatively dispersed in the literature. In doing so, the authors trace back to Kotler’s distinction of positive and normative scopes of marketing, then based on this dichotomy, they propose five different sustainability marketing levels and tag them. This paper aims to provide a convenient roadmap for traditional growth-oriented and transitionary firms who are stuck in short-term positive marketing level and thus need to include sustainability and sufficiency as the most prospective options for long term competitive advantage.

The aim of this study is to identify the factors behind consumers' adoption of shopping via mobile applications and to develop a new model that explains this situation. The related literature was examined for this purpose. Delphi technique was preferred to determine factors in the study. Data was collected through questionnaires. Exploratory Factor Analysis (EFA) was conducted with SPSS. A research model based on an integration of various theoretical fields was developed. As a result of EFA, ten new dimensions emerged in the study. And then, in order to statistically analyze the measurement and structural models, this study used Smart PLS for Structural Equation Modeling (SEM) technique. After path analysis with Smart PLS, a new conceptual model was developed to explain adoption of shopping via mobile applications by consumers in Turkey. Structures such as Personalization, Word of Mouth Communication and Perceived Mobility used in the model developed within the scope of this research, but rarely used in this field of studies, were verified to be determinants of shopping behavior via mobile applications in Turkey. The model developed within the study is both valid and reliable in terms of its structure and all relations established within the scope of the model are significant.

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Today, companies' incremental innovations and reactive approaches remain insufficient to cope with shocks like the COVID-19 pandemic and the climate crisis. Thus, they need to start with a radical shift in their thinking to be responsible and sustainable at the minimum level. Furthermore, companies must build, transform, and adapt an innovation ecosystem with stakeholders who interact to create and diffuse innovation. The author suggests that ‘organizational transformation', which emphasizes creating more shared value within society, and ‘system building', which highlights the company that goes beyond the institutional borders and redefines the purpose of the company's mission in society, are essential innovation strategies in overcoming the shocks generated by the COVID-19 pandemic and climate crisis. This chapter aims to clarify the meaning of the innovation terms related to sustainability and provide responsible and sustainable business practices from traditional resources and gray literature based on organizational transformation and system building approaches.

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