M. 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 and Director of Strategy for MBA programs at the Peter T. Paul College of Business and Economics at the University of New Hamphire. 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. Her research has been published in the Academy of Management Journal, Journal of the Academy of Marketing Science, Journal of Product Innovation and Management, and Marketing Letters among others.

Billur’s teaching areas are marketing analytics, marketing strategy, and research methods. She has taught both at the undergraduate levels and MBA programs (online and in-class) in the areas of Marketing Analytics and Marketing Management. She is also a faculty for M.S. Analytics program at UNH where she has taught Customer Analytics.

Billur is on the Editorial Review Board of the Journal of the Academy of Marketing Science, Industrial Marketing Management, and Journal of Business Research. She is an ad hoc reviewer for the International Journal of Research in Marketing and Journal of Product Innovation Management among others. She is a member of American Marketing Association and Academy of Marketing Science.

Research Interests

Marketing strategy, Market signaling, New products and innovation, and International marketing

Select Honors, Awards, and Grants

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
  • New Product Development

Courses Taught

  • ADMN 960: Marketing/Customer Value
  • DATA 901: Analytics Applications I
  • MKTG 763: Marketing Analytics

Selected Publications

Kirca, A. H., Randhawa, P., Talay, M. B., & Akdeniz, M. B. (2019). 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.

Talay, M. B., Akdeniz, M. B., Obal, M., & Townsend, J. (2019). Stock Market Reactions to New Product Launch in International Markets: The Moderating Role of Culture. Journal of International Marketing.

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 U.S. 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 https://www.ama.org/

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(s1), 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.