Employee Profile

Tuba Yilmaz

Associate Professor - Department of Marketing


Tuba Yilmaz received her Ph.D. from Koc University in 2017. Her research interests are within the marketing strategy field. Specifically, she is interested in complex interorganizational relationships, with a focus on the risk element that is inherent in these relationships. Prior to entering academia, Yilmaz worked as a product manager.

Research Interests
Substantive: Marketing Strategy, Strategic Alliances, Networks, Marketing-Finance Interface

Methods: Multilevel Modeling, Econometric Models, Event Study

Area of Expertise


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

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

Journal of Business Research

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 - Full text in research archive

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.

Academic Degrees
Year Academic Department Degree
2017 Koc University PhD
Work Experience
Year Employer Job Title
2017 - Present BI Norwegian Business School Assistant professor