Sengun Yeniyurt

Dr. Yeniyurt is a Dean’s Research Professor and the Chair of the Marketing Department at Rutgers Business School. He has an outstanding interdisciplinary research record, and currently serves as the founding Co-Editor-in-Chief of Rutgers Business Review (RBR). RBR is a new Rutgers-based journal that aims to provide thought leadership in the business world by combining academic rigor with practical relevance. He also serves as the Founding Co-Director of the Center for Market Advantage. In his research, Dr. Yeniyurt studies market strategies using econometric models and bridges multiple disciplines: marketing, supply chain management, innovation management, and international business. His research has appeared in top journals in each of these disciplines and addresses a variety of topics including global market strategies, new product development and launch, brand management, supply chain strategies, supplier relationship management, and inter-firm networks. The impact of his research is evidenced by the many citations, awards, and media mentions he received. His research has been recognized by the Rutgers Business School when he received the Junior Faculty Research Excellence Award in 2011 and the Dean’s Award for Meritorious Research in 2010. From 2016 to 2018, he was recognized as a Chancellor’s Scholar at Rutgers University. Over the last few years, his work has been mentioned in Forbes, IB Times, and PR Newswire.

Areas of Expertise:

• Marketing, Supply Chain Management, International Business

Education

• Ph.D. Michigan State University - Eli Broad College of Business (2001 — 2005)
• MBA Boğaziçi Üniversitesi (1999 — 2001)
• B.S. Istanbul Technical University (1995 — 1999)

Companies

• Marketing Department Chair Rutgers Business School (2020)
• Dean's Research Professor Rutgers Business School (2019)
• Professor Rutgers Business School (2018)
• Editor in Chief Rutgers Business Review (2015)
• Founding Director, Center for Market Advantage Rutgers Business School (2014)
• Vice Chair, Marketing Department Rutgers Business School (2019 — 2020)
• Chancellor's Scholar Rutgers University (2016 — 2018)
• Associate Professor Rutgers Business School (2012 — 2018)
• Vice Chair, Supply Chain Management and Marketing Sciences Department Rutgers Business School (2012 — 2013)

Publications

Professor Yeniyurt’s published work with Ph.D. students:

With Mehmet Berk Talay, while he was a Ph.D. candidate at Michigan State University:

Townsend, Janell D., Yeniyurt, Sengun and Mehmet Berk Talay (2008) Getting to Global: An Evolutionary Perspective of Brand Expansion in International Markets, Journal of International Business Studies, forthcoming.

Yeniyurt, Sengun, Townsend, Janell D. and Mehmet Berk Talay (2007) Factors Influencing Brand Launch in a Global Marketplace, Journal of Product and Innovation Management, 24 (September), pp 471-485.

Townsend, Janell, Yeniyurt, Sengun, and Mehmet Berk Talay, Global Coevolution: Factors Influencing the International Expansion of Automotive Brands, 2007 Academy of International Business Conference, (Indianapolis, IN, June 25-28, 2007).

With Jing Yang, while she was a Ph.D. candidate at University of Massachusetts, Amherst:

Yang, Jing, Chan, Kwong, andSengun Yeniyurt, Exploring Brand Equity Differences Between Utilitarian and Hedonic Products, 2008 Academy of Marketing Science Annual Conference (Vancouver, BC, Canada, May 28-31, 2008).

With Erin Cavusgil, while she was a Ph.D. student at Michigan State University:

Yeniyurt, Sengun, Townsend, Janell D. and Erin Cavusgil, International Marketing Alliance Dynamics: Empirical Findings from the Pharmaceutical Industry, 2005 AMA Winter Marketing Educators’ Conference Proceedings (San Antonio, TX, February 11-14, 2005). Awarded Best Global Marketing Paper.