Tuba Yilmaz

Førsteamanuensis - Institutt for markedsføring


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.


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

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

Journal of Business Research, 165 Doi: 10.1016/j.jbusres.2023.114056

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

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

Journal of the Academy of Marketing Science, 1, s. 1- 21. Doi: 10.1007/s11747-018-00622-w - Fulltekst i vitenarkiv

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

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

[Academic lecture]. Winter Educator’s AMA Conference.

Akademisk grad
År Akademisk institusjon Grad
2017 Koc University PhD
År Arbeidsgiver Tittel
2017 - Present BI Norwegian Business School Assistant professor