Billur Akdeniz Talay

Phone: (603) 862-0751
Office: Paul College, 10 Garrison Avenue Rm 260G, Durham, NH 03824
M. Billur Akdeniz Talay

Dr. Billur Akdeniz Talay is an Associate Professor of Marketing at the Peter T. Paul College of Business and Economics at the University of New Hampshire. She was the former Faculty Director of Strategy for the MBA program in 2018-2021. Billur’s research encompasses empirical modeling of marketing strategy problems. Her main areas of interest are marketing strategy, new products and innovation, and international marketing. Recently, she won the Faculty Scholar Award at UNH for fall 2021. Her research has been published in the Academy of Management Journal, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, and Journal of Product Innovation and Management, among others.

Billur is an award-winning teacher, and her main teaching areas are marketing analytics, marketing strategy, and international marketing. She has taught both at the undergraduate level and in the MBA program, both in-class and online.

Billur is on the Editorial Review Board of the Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Business Research, and International Business Review. She has also served as Special Issue Guest Editor for journals. She is a member of the American Marketing Association and Academy of Marketing Science.

Select Honors, Awards, and Grants

2020     Online MBA Teaching Excellence Award, Peter T. Paul College
2019     Best Reviewer Award, Journal of the Academy of Marketing Science
2018     Advancing Academic Leaders Fellow, University of New Hampshire
2017     Recipient of the Peter T. Paul College Excellence in Teaching Award
2015     Research and Engagement Academy Fellowship, University of New Hampshire
2014     Richard E. Rosenthal Early Career Connection Fellowship, INFORMS Business Analytics and  Operations Research Conference
2012     Summer Research Fellowship, Graduate School, University of New Hampshire
2011     Faculty Instructional Technology Summer Institute (FITSI) Fellowship, UNH
2008     Fellow, AMA-Sheth Doctoral Consortium, University of Missouri


  • Ph.D., Marketing, Michigan State University
  • M.B.A., Administrative Science and Economics, Bogazici University
  • B.A., Economics, Bogazici University

Research Interests

  • Innovation
  • International Marketing
  • Marketing Strategy
  • New Product Development

Courses Taught

  • ADMN 860: International Marketing
  • ADMN 901: PAUL MBA CORE Knowledge
  • ADMN 960: Marketing/Customer Value
  • DATA 901: Analytics Applications I
  • MKTG 763: Marketing Analytics

Selected Publications

O'Hern, M., Akdeniz, B., & Du, S. (n.d.). The effects of crowdsourcing contribution type and temporal consistency on new product development success. R&D Management. doi:10.1111/radm.12481

Kirca, A. H., Randhawa, P., Talay, M. B., & Akdeniz, M. B. (2020). The interactive effects of product and brand portfolio strategies on brand performance: Longitudinal evidence from the U.S. automotive industry. International Journal of Research in Marketing, 37(2), 421-439. doi:10.1016/j.ijresmar.2019.09.003

Talay, M. B., Akdeniz, M. B., Obal, M., & Townsend, J. D. (2019). Stock Market Reactions to New Product Launches in International Markets: The Moderating Role of Culture. Journal of International Marketing, 27(4), 81-98. doi:10.1177/1069031x19874789

Akdeniz, M. B., Zhang, C., & Cavusgil, S. T. (2019). Innovative Pedagogical Approaches in Teaching International Business. Journal of Teaching in International Business, 30(2), 96-101. doi:10.1080/08975930.2019.1668333

Bstieler, L., Gruen, T., Akdeniz, B., Brick, D., Du, S., Guo, L., . . . Yalcinkaya, G. (2018). Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA-UNH Doctoral Consortium. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 35(3), 300-307. doi:10.1111/jpim.12447

Talay, M. B., Akdeniz, M. B., & Kirca, A. H. (2017). When do the stock market returns to new product preannouncements predict product performance? Empirical evidence from the US automotive industry. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 45(4), 513-533. doi:10.1007/s11747-016-0507-4

Akdeniz, M. B., & Calantone, R. J. (2017). A longitudinal examination of the impact of quality perception gap on brand performance in the US Automotive Industry. MARKETING LETTERS, 28(1), 43-57. doi:10.1007/s11002-015-9392-8

Talay, M. B., Akdeniz, M. B., & Kirca, A. H. (2017). Prophecy or Myopia: Can Stock Market Returns Predict New Product Performance?. AMA Scholarly Insights. Retrieved from

Gonzalez-Padron, T., Akdeniz, M. B., & Calantone, R. J. (2014). Benchmarking sales staffing efficiency in dealerships using extended data envelopment analysis. JOURNAL OF BUSINESS RESEARCH, 67(9), 1904-1911. doi:10.1016/j.jbusres.2013.11.022

Akdeniz, M. B., Calantone, R. J., & Voorhees, C. M. (2014). Signaling Quality: An Examination of the Effects of Marketing- and Nonmarketing-Controlled Signals on Perceptions of Automotive Brand Quality. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 31(4), 728-743. doi:10.1111/jpim.12120

Akdeniz, M. B., & Talay, M. B. (2013). Cultural variations in the use of marketing signals: a multilevel analysis of the motion picture industry. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 41(5), 601-624. doi:10.1007/s11747-013-0338-5

Akdeniz, B., Calantone, R. J., & Voorhees, C. M. (2013). Effectiveness of Marketing Cues on Consumer Perceptions of Quality: The Moderating Roles of Brand Reputation and Third-Party Information. PSYCHOLOGY & MARKETING, 30(1), 76-89. doi:10.1002/mar.20590

McNally, R. C., Akdeniz, M. B., & Calantone, R. J. (2011). New Product Development Processes and New Product Profitability: Exploring the Mediating Role of Speed to Market and Product Quality. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 28, 63-77. doi:10.1111/j.1540-5885.2011.00861.x

Kirca, A. H., Hult, G. T. M., Roth, K., Cavusgil, S. T., Perryy, M. Z., Akdeniz, M. B., . . . White, R. C. (2011). FIRM-SPECIFIC ASSETS, MULTINATIONALITY, AND FINANCIAL PERFORMANCE: A META-ANALYTIC REVIEW AND THEORETICAL INTEGRATION. ACADEMY OF MANAGEMENT JOURNAL, 54(1), 47-72. doi:10.5465/AMJ.2011.59215090

Akdeniz, M. B., Gonzalez-Padron, T., & Calantone, R. J. (2010). An integrated marketing capability benchmarking approach to dealer performance through parametric and nonparametric analyses. INDUSTRIAL MARKETING MANAGEMENT, 39(1), 150-160. doi:10.1016/j.indmarman.2008.05.002

Talay, M. B., & Akdeniz, M. B. (2009). What Causes Break-ups? Factors Driving the Dissolution of Marketing-Oriented International Joint Ventures. Advances in International Marketing.