Sengun (Shen) Yeniyurt
Professor, Co-Editor-in-Chief of Rutgers Business Review
Dr. Yeniyurt is a Professor in the Marketing Department. 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. He frequently organizes and teaches in executive training and professional certificate programs.
Areas of Expertise: Marketing, Supply Chain Management, International Business
Ph.D., Michigan State University; Marketing
MBA, Bogazici University
B.S., Istanbul Technical University; Industrial Engineering
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.
Name: Emine Erdogan
Graduation Date: 2018/October
Thesis Title: The Effect of Consumer Mindfulness on Complex New Product Acceptance
Name: Alotaibi, Rayed
Graduation Date: 2018/May
Thesis Title: The Impact of the Announcement of Athlete Endorsements on Firm Value: An Event Study Analysis
Name: Hong, Zhijian
Graduation Date: 2017/October
Thesis Title: The Impact of Employee Referral Programs on Referral Likelihood and Customer Purchase Intention
Name: Umar, Setiadi
Graduation Date: 2017/January
Thesis Title: Competitive Condition and Dynamics of Market Positioning
Name: Satoglu, Emine
Graduation Date: 2016/October
Thesis Title: The Role of National Innovation Systems on FDI: A Longitudinal Data Analysis on Dunning’s Investment Development Path
Name: O'Connor, Genevieve
Graduation Date: 2014/October
Thesis Title: Enhancing Service Usage by Improving Access: Essays on Service Marketing
Name: Carnovale, Steven
Graduation Date: 2014/May
Thesis Title: The Antecedents of Supply Chain Manufacturing Joint Ventures: A Social Network Perspective
Name: Bayraktar, Ahmet
Graduation Date: 2013/May
Thesis Title: Understanding the Effect of Country Equity on Consumer-Based Brand Equity: A Foundation to Country Branding Strategies
Prof. Yeniyurt teaches the Global Marketing Strategy course which presents the unique and complex characteristics of marketing in global markets. In this course, EMBAs are presented with organizational and environmental factors that have to be taken into account while formulating and implementing global marketing strategies.