Marketing professor Goksel Yalcinkaya studies two types of product innovations
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How do customers really think, feel, and act? This question drives Goksel Yalcinkaya, associate professor of marketing, as he conducts research in the areas of new product development and innovation.
“As a marketing researcher, I start with satisfying my natural curiosity of marketing topics, including target demographics, segmentation, social influence, branding, and new products,” he said.
This curiosity leads him to new questions as he researches how to bring new products into the marketplace. Yalcinkaya’s research focuses on the relative impacts of exploitation and exploration capabilities on new product development, and how sustainability in this process can affect a company’s brand loyalty and bottom line.
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