Innovation, New Product/Service Development, Product/Service Design, International Marketing
Management and performance implications of innovations in the automotive and pharmaceutical industries, development and launch of new products and services, foreign market selection, entry mode choice, adaptation to local markets
Berk Talay, Ph.D., studies strategic marketing problems related with product competition among firms along with the global co-evolution of products, companies, and industries. He is currently involved in a set of large-scale projects, which examine the drivers of new product success in different markets with particular emphasis on competition, sustainability, and portfolio management.His prior research involves the analyses of how and why innovations affect competitiveness over time, drivers of success and failure in inter-firm collaborations for new product development, and global evolution of brands. In the course of his research, Berk has worked on automotive, pharmaceutical, entertainment, and retailing industries.Talay’s work has appeared in top tier scholarly business journals such as the Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of International Marketing, and Industrial Marketing Management, among others. He has also received several grants as PI or Co-PI from UMass Lowell, Marketing Science Institute, as well as Fonds de recherche du Québec – Société et culture (FRQSC) for his research projects on new products. He also serves at the Editorial Review Boards of the Journal of Product Innovation Management and Industrial Marketing Management. His research has been highlighted in high-profile media outlets such as the BBC, CNN, Wall Street Journal, Forbes Magazine, and Fast Company as well as other outlets as the Lowell Sun, Sentinel and Enterprise, and WalletHub.com.