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Serdar Durmuşoğlu

Professor
Ph.D: 
Michigan State University
Teaching Areas: 

Various new product development/innovation courses, retailing, branding, marketing research

Research Areas: 

The role of artificial intelligence in product innovation, open innovation, innovation strategies under market uncertainty, sustainable product innovation, new product portfolio management, social innovation
 

E-Mail: 
serdar.durmusoglu@bogazici.edu.tr
Selected Publications: 
Karageyim, M. Ahu and Serdar S. Durmusoglu (2025), “Relationship marketing challenges in the Turkish banking industry: an exploratory study,” (2025). International Journal of Bank Marketing, 43(5), 1022-1046. https://doi.org/10.1108/IJBM-04-2024-0214.   
Du, Weiyu, Xin Shen, Serdar S. Durmusoglu, and Jinjin Li (2025), “The Influence of Advertisement Humor on New Product Purchase Intention: Mediation by Emotional Arousal and Cognitive Flexibility,” (2025). European Journal of Innovation Management, 28(2), 271-297. (https://doi.org/10.1108/EJIM-09-2022-0459).   
Görçün, Ömer Faruk, Noor Ul Ain, Hande Küçükönder, Erfan B. Tirkolaee, Serdar S. Durmusoglu, and Nimet Uray, “Evaluating Green Marketing Practices in the Logistics Industry under Type-2 Neutrosophic Fuzzy Environment” (2025). Accepted: Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2025.146756..   
Felekoglu, Burcu, Serdar S. Durmusoglu, James Moultrie, and Anja M. Maier (2024), “Top Management Involvement in New Product Development Projects: A Socio-Technical Perspective on Its Antecedents, Operationalization, and Consequences,” (2024). European Journal of Innovation Management, 27(3), 742-774. (https://doi.org/10.1108/EJIM-08-2021-0408).   
Durmusoglu, Serdar S. and B. Selin Gokkut (2024), “Boosting Upcycled Value: Evidence from an Emerging Economy,” (2024). Journal of International Consumer Marketing, 36(5), 403–422. (https://doi.org/10.1080/08961530.2024.2383910).   
Durmusoglu, Serdar S. and Roger J. Calantone (2023), “Antecedents of New Product Development Team Performance: A Meta-Analytic Review and a Path Analysis,” (2023). Journal of Business and Industrial Marketing, 38(1), 12-35. (https://doi.org/10.1108/JBIM-03-2020-0.   
Durmusoglu, Serdar S., Roger J. Calantone, and Kwaku Atuahene-Gima (2023), “Strategic Decision-Making Processes and Marketing Strategy Outcomes in New Product Development: Moderation by Market Information Time Sensitivity and Analyzability,” (2023). European Journal of Innovation Management, 26(6), 1619-1648. (https://doi.org/10.1108/EJIM-11-2021-0575).   
Durmusoglu, Serdar S., Regina C. McNally, and Junsong Chen (2022), “Emerging Research Questions for New Journey Development in Industrial Markets,” Industrial Marketing Management, 106(O (2022).   .