Ansattprofil

Tuba Yilmaz

Førsteamanuensis - Institutt for markedsføring

Bilde av Tuba Yilmaz

Biografi

Tuba Yilmaz holds a doctoral degree in Marketing from Koc University, Turkey. Before entering academia, Yilmaz gained practical experience in advertising and product management. Her research centers on marketing strategy, specifically innovation, interorganizational relationships, marketing-finance interface, and business-to-business marketing. More recently, she has become interested in the impact of digital advancements on marketing.

Publikasjoner

Yilmaz, Tuba; Sagfossen, Sofie & Velasco, Carlos (2023)

What makes NFTs valuable to consumers? Perceived value drivers associated with NFTs liking, purchasing, and holding

165 Doi: https://doi.org/10.1016/j.jbusres.2023.114056

Non-fungible tokens (NFTs) are unique digital assets that exist in a given blockchain. NFT projects, containing unique collections of these assets, are blockchain-based companies that deliver value to customers. Why do people buy NFTs paying up to millions of dollars? Given the lack of studies on what makes NFTs valuable to consumers, we conceptualized the NFT journey through an analysis of the customer journey and the current NFT space dynamics, assessing key stage-based value drivers. We developed the temporal dimension of value perception in the digital asset journey, conceptualizing it as three distinct interaction stages with NFT collections: liking, buying, and holding or selling. Then, throughout three studies involving NFT users, we assessed the drivers associated with these stages. Using consumer-based value theory, we identified and categorized distinct drivers of value and examined the dynamics of these drivers across all stages. This exploratory study lays a foundation for future digital asset value research. Keywords:

Harmancioglu, Nukhet; Griffith, David A. & Yilmaz, Tuba (2019)

Short- and long-term market returns of international codevelopment alliances of new products

1, s. 1- 21. Doi: https://doi.org/10.1007/s11747-018-00622-w - Fulltekst i vitenarkiv

Strategic alliances entail process-oriented decisions, in which information about outcomes is unveiled over time. Therefore, it is difficult for investors to gauge the value of such decisions in the short term; longitudinal analysis is necessary. Accordingly, the authors apply latent growth modeling to a data set of 270 international codevelopment alliances announced over an 18-year period. The results demonstrate that investors reward firms for their international codevelopment alliances in the short term but punish them in the long term. Initially, exchange conditions have positive effects, but these effects decrease over time. However, the decrease slows when firms’ market updates contain positive news. Although investors view sharing of innovation resources as a competitive advantage in the short term, they perceive exchange conditions as transaction hazards in the long term. The results also show that long-term decreases in market returns are greater when codevelopment activities are conducted offshore rather than onshore.

Yilmaz, Tuba; Stepanova, Anna & Sande, Jon Bingen (2025)

Controlling Third-party Opportunism in Public Procurement Projects

[Conference Lecture]. Event

Yilmaz, Tuba; Antia, Kersi, Wathne, Kenneth Henning & Wuyts, Stefan (2017)

Crises in Multilateral Co-branding Alliances: Consequences for Member Firms

[Conference Lecture]. Event

Akademisk grad
År Akademisk institusjon Grad
2017 Koc University PhD
Arbeidserfaring
År Arbeidsgiver Tittel
2021 - Present BI Norwegian Business School Associate Professor
2017 - 2021 BI Norwegian Business School Assistant Professor