Carnegie Mellon University, Industrial Administration, 2000

Boğaziçi University, Business Administration, 1996, Carnegie Mellon University, MBA, 1998

Boğaziçi University, Industrial Engineering, 1990

Professor (Dr.) Tolga Akçura has been a Professor at Özyeğin University; Y-Combinator Founder (YCW15, eBrandValue, Inc., MountainView, CA), Founder eBrandValue A.Ş. (Istanbul, Turkey) and a member of various organizations such as Institute for Operations Research and Management Science, American Marketing Association and Direct Marketing Institute. Professor Akçura has over 25 years of experience in researching and teaching marketing. He has developed and taught courses on marketing strategy, marketing analytics, and marketing research at Carnegie Mellon University, Purdue University, and Long Island University. At Özyeğin University, he teaches marketing strategy, integrated marketing communication strategies, advanced topics in innovation, business model development and marketing, for undergraduates, graduates and executives. His research has been published by elite research journals (e.g., including FT50 journals such as Marketing Science, Management Science, Journal of Management Information Systems), featured in the popular press (e.g., Bloomberg). Before joining academia, Professor Akçura has worked for Procter & Gamble in Europe (Brussels, London, Manchester & Istanbul).  Professor Akçura holds a B.Sc. in Industrial Engineering (1990), a MA in Business from Boğaziçi University (1996); M.Sc. (1998) in Marketing, and a Ph.D. in Quantitative Marketing (2000) from Carnegie Mellon University.

Information Technology-Computer Science and Marketing, Expert Systems, Brand Valuation, Learning behavior of consumers and structural choice models, Brand equity and its dynamic structure, Competitive strategies behind pricing, brand equity.

Refereed Publications

• “A Game-Theoretic Analysis of the Adoption of Patient-Generated Health Data,” with Z. Ozdemir, H. Tarakci, Journal of Theoretical and Applied Electronic Commerce Research 19, 315-339 (2024)
• “Campaign participation prediction with deep learning,” with D. Ayvaz, R. Aydoğan, and M. Şensoy, Electronic Commerce Research and Applications, 48, 101-158 (2021)
• “Data-Driven Manufacturer-Retailer Collaboration Under Competition,” with Z. Özdemir, Enterprise Information Systems, 13, 303-328 (2019)
• “Effects of Multitier Private Labels On Marketing National Brands,” with D. HuiMing and I. Sinapuelas, Journal of Product and Brand Management, 28, 391-407 (2019)
• “A Strategic Analysis of Multi-Channel Expert Services,” with Z Özdemir, JMIS 34, 216-231 (2017) (A Ranked, FT50)
• “Noninfluentials and Information Dissemination in Microblogging Community” with K. Altınkemer and C. Hailiang, Information Technology and Management 19, 89-106 (2018) (Indexed in Science Citation Index)
• “Online Intermediary as a Channel for Selling Quality-Differentiated Services,” with Z. Özdemir and M Rahman, Decision Sciences 46, 37-62 (2015) (A Ranked)
• “How to Make Global Cities: Information Communication Technologies and Macro-Level Variables” with Avci, B. Technological Forecasting & Social Change 89, 68–79, (2014) (A Ranked)
• “Drug Prescription Behavior and Decision Support Systems,” with Z. Özdemir, Decision Support Systems 57, 395-405 (2014) (A Ranked)
• “Expert Competition and the Internet,” with Z. Özdemir, and S. Jain, International Journal of Electronic Commerce, 18, 1-11 (2013), ranked as the top 4th journal out of 62 for ecommerce, http://web.csulb.edu/journals/jecr/FullTable3.pdf
• “The Strategic Role Of Private Labels On Retail Competition,” with A. Kalra and R. Bezawada, Lead Article, Boğaziçi Journal: Review of Social, Economic and Administrative Studies 1-25, 26 (2012); Indexed also in EbscoHost, premier journal in Turkey
• “Affiliated Marketing,” Information Systems and e-Business Management, 8, 379-394 (2010) http://dx.doi.org/10.1007/s10257-009-0118-4; Indexed in Social Science Citation Index,
• “Digital Bundling,” with K. Altinkemer, Information Systems and e-Business Management, 8, 337-355 (2010), http://dx.doi.org/10.1007/s10257-009-0117-5; indexed in Social Science Citation Index,
• “Privacy, Customization, and Cross-Selling of Personal Information” with Z. Ozdemir and K. Altinkemer, Journal of Organizational Computing and Electronic Commerce 19, 112 – 132 (2009); Indexed in Science Citation Index,
• “A Multivariate Mixed Poisson-Lognormal Model of Cross-Category Store Brand Purchasing Behavior,” with H. D. Wang and M. Kalwani, Journal of Retailing and Consumer Services 14, 369-382 (2007), Indexed in Scopus
• “Second Opinions and Online Consultations,” with Z. Ozdemir and K. Altinkemer, Decision Support Systems, 42, 1747-1758 (2006), Indexed in Science Citation Index (A Ranked)
• “Customer Intimacy and Cross-Selling Strategy,” with K. Srinivasan, Management Science, 51, 1007-1012 (2005), William W. Cooper Award, Indexed in Social Science Citation Index (A Ranked, FT50)
• “Consumer Learning and Brand Valuation: An Application On Over-The-Counter (OTC) Drugs,” with F. Gonul and E. Petrova, Marketing Science 23, 156-169 (2004), William W. Cooper Award, Indexed in Social Science Citation Index (A Ranked, FT50)
• “Brand Salience and Private Label Competition,” Lead Article, Boğaziçi Journal: Review of Social, Economic and Administrative Studies, 17, 3-21 (2003); Indexed in EbscoHost, premier journal in TR Diffusion Models for B2B, B2C and P2P Exchanges and E-Speak,” with K. Altinkemer, Journal ofOrganizational Computing and Electronic Commerce 12, 243-261 (2002), Indexed in Science Citation Index
• “Determinants of microblogging and sentiments towards brands on the web,” with K. Altınkemer and H. Chen, Conference on Information Systems and Technology, Phoenix, Arizona, October, 2012
• “Strategic Advance Selling Quality Differentiated Services,” with M. Rahman Proceedings of the 3^rd Biennial International Conference on Services Marketing 2012
• “Physician Learning and Clinical Decision Support Systems,” AMCIS 2009 Proceedings, http://aisel.aisnet.org/amcis2009/499

Manuscripts under Peer Reviewed Journals, Working Papers

• “Bremen 1827 Introduction,” forthcoming Asian Case Research Journal (SSCI)
• “Weather Abnormality Effects On Social Media Behavior And Category Sales,” with I. Turan, preparing for resubmission to Journal of Marketing Research (JCR Q1)
• “Branding in the Age of Social Nedia” with Kıvılcım Değerlioğlu

Published Cases/ Editorials/ White Papers/ Blogs

• “A methodology of How to Communicate,” March 2023, available at ebrandvalue.com/whitepaper
• “Social Provides God’s Eye-View Data,” Jan 13, 2023, available at https://www.ebrandvalue.com/en/blog/social-provides-gods-eye-view-data/
• “Take Models with a Grain of Salt, a Slice of Lime and A Shot of Tequila,” December 2022, https://www.ebrandvalue.com/en/blog/take-models-grain-salt-slice-lime-and-shot-tequila/
• “Accelerate Your Marketing Through eBrandValue’s Brand-Health Framework,” September 2020, available at ebrandvalue.com/whitepaper
• “Accelerate Your Marketing Through eBrandValue’s Sales Model,” August 2020 available at ebrandvalue.com/whitepaper/
• A New branding paradigm, https://www.ebrandvalue.com/en/blog/new-branding-paradigm/ Role of a Brand and eBrandValue's Approach, August 2020, https://www.ebrandvalue.com/en/blog/role-brand-and-ebrandvalues-approach/,
• “Fiba Factoring SME Market Entry,” available at http://www.ecch.com/
• Case # 513-022-1, 1 - 17 2013;
• Teaching Note – Reference No 513-022-8, 1- 8, 2013;
• “Editorial Introduction,” Bogaziçi Journal, 12(1), 1-2 (2003)

Marketing Strategy, Integrated Marketing Communication Strategies, Advanced Topics in Innovation, Business Model Development and Marketing