Goksel Yalcinkaya

Associate Professor of Marketing
Paul College 260L

Goksel Yalcinkaya is Associate Professor in the marketing department at the Paul College of Business and Economics at the University of New Hampshire. He earned his Ph.D. from Michigan State University. His current research interests include new product launch, diffusion of innovations, and global marketing. Within these broad areas his major research areas are the emergence of aggregate level diffusion patterns from individual level adoption decisions, the relative impact of exploitation and exploration capabilities on product innovation and market performance, and the new product launch strategies. His research has been published in numerous leading academic journals including the Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of World Business, International Marketing Review, Journal of Product Innovation Management and others.​

Goksel’s teaching interests are in marketing strategy, marketing analytics, global marketing and innovation. He teaches/has taught courses in Marketing Management and Marketing Analytics at the graduate-level MBA, as well as courses in the Principles of Marketing, Marketing Strategy, and Market Opportunity Analysis at the undergraduate level. Goksel is the recipient of the “2013 Excellence in Teaching Award” from the Peter T. Paul College of Business and Economics. Currently, he serves on the Editorial Boards of the Journal of International Marketing and Journal of Global Academy of Marketing Science.

Fields of Specialization

Marketing Strategy, New Product Development, Quantitative Marketing, and Global Marketing


Ph.D., Michigan State University
M.S., Northeastern University
M.B.A., Suffolk University
B.A., Ege University

Recent Research


Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA‐UNH Doctoral Consortium” (with Ludwig Bstieler, Thomas Gruen, Billur Akdeniz, Danielle Brick, Shuili Du, Lin Guo, Moein Khanlari, James McIllroy, Matt O'Hern), Journal of Product Innovation Management, 35(3): 300-307.

Understanding the Importance of the Length of Global Product Rollout: An Examination in the Motion Picture Industry” (with David A. Griffith, Gaia Rubera, and Verdiana Giannetti), Journal of International Marketing, 2017, 25 (4): 50-69.

"How Often Should a Firm Modify Its Products? A Bayesian Analysis of Automobile Modification Cycles," (with Sengun Yeniyurt, Tevfik Aktekin, and Setiadi Umar), Marketing Letters, 2017, 28 (1): 85-97.

"Sustainability, Open Innovation, and New Product Development Performance" (with Shuili Du and Ludwig Bstieler), Journal of Product Innovation Management, 2016, 33 (S1): 55-71.

"Brand Extension Effects and Core Attributes of Experience Product Franchises: A Bayesian Approach,” (with Tevfik Aktekin), Journal of Product Innovation Management, 2015, 32 (5): 731-746.

Country-Level Performance of New Experience Products within a Global Rollout: The Moderating Effects of Economic Wealth and National Culture,” (with David Griffith and Gaia Rubera), Journal of International Marketing, 2014, 22 (4):1-20.

A Longitudinal Analysis of Supplier. Involvement in Buyer's New Product Development: Working Relations, Inter-dependence, Co- innovation, and Performance Outcomes,” (with Sengun Yeniyurt and John W. Henke), Journal of the Academy of Marketing Science, 2014, 42 (3): 291-308.

Technological and Design Innovation Effects in Regional New Product Rollouts: A European Illustration,” (with Gaia Rubera and David A. Griffith), Journal of Product Innovation Management, 2012, 29 (6): 1047-1060.

A Cross-Cultural Examination of Corporate Social Responsibility Marketing Communications in Mexico and the United States: Strategies for Global Brands,” (with Karen L. Becker-Olsen, Charles R. Taylor and Ronald Paul Hill), Journal of International Marketing, 2011, 19 (2): 30-44.

“Consumer Complicity across Emerging Markets,” (with Peggy E. Chaudhry, Ronald Paul Hill and Stephen A. Stumpf), Advances in International Marketing: Measurement and Research Methods in International Marketing, Shaoming Zou (eds.), 2011, 22: 223-239.

Do Marketing Capabilities Consistently Mediate Effects of Intangible Capital on Firm Performance Across Institutional Environments?” (with David A. Griffith and Roger J. Calantone ), Journal of World Business, 2010, 45 (3): 217-227.

Resource-Advantage Theory: A Foundation for New Insights into Global Advertising Research,” (with David A. Griffith), International Journal of Advertising, 2010, 29 (1): 15-36.

Are Decisions “Arbitrary” in Our International Business Ranking Study? A Response to Harzing,” (with Shichun Xu and Steven H. Seggie), Asia Pacific Journal of Management, 2008, 25 (4): 691-695.

A Culture-Based Approach to Understanding the Adoption and Diffusion of New Products across Countries,” International Marketing Review, 2008, 25 (2): 202-214.

Prolific Authors and Institutions in Leading International Business Journals,” (with Shichun Xu and Steven H. Seggie), Asia Pacific Journal of Management, 2008, 25 (2): 189-207.

An Examination of Exploration and Exploitation Capabilities: Implications for Product Innovation and Market Performance,” (with Roger J. Calantone and David A. Griffith), Journal of International Marketing, 2007, 15 (3): 63-93. 

An Empirical Examination of a Technology Adoption Model for the Context of China,” (with Roger J. Calantone and David A. Griffith), Journal of International Marketing, 2006, 14 (4): 1-27.

An Exploratory Examination of the Factors Influencing Distributor Self-perceived Power in Channel Relationships: A Seven Country Study,” (with David A. Griffith), Advances in International Marketing: International Channels of Distribution, Carl Solberg (eds.), 2006, 16: 267-286. 


“Understanding the Role of Culture in Online Groups,” Handbook of Research in International Marketing Research, 2nd Edition, Subhash  Jain and David A. Griffith (eds.), Edward Elgar Publishing Inc. (2011), 432-446.


Entering and Succeeding in Emerging Countries: Marketing to the Forgotten Majority by A. Coskun Samli,” International Business Review, (2004),13 (5), 651-653.


"In China, Tech Adoption Must Include Gov’t Needs," (with Roger J. Calantone and David A. Griffith), Marketing News, 2006, 40 (20): 33-34.

Honors & Awards