Serdar S. Durmusoglu

Contact Information

Serdar S. Durmusoglu

Associate Professor

  • Full-Time Faculty

Courses Taught

  • MKT 300 - Survey of Marketing
  • MKT 301 - Principles of Marketing
  • MKT 315 - Retail Marketing
  • MKT 435 - New Product Development
  • MKT 437 - Advanced New Product Development
  • MGT 429 - Innovative Design and Entrepreneurship
  • MBA 638 - Product Planning and Development


  • Michigan State University, PhD, 2007
  • Purdue University, MBA, 2001
  • Bogazici University, BS, 1997

Research Interests

  • New product development
  • Innovation management

Selected Publications

  • Charlie N. Noble, Serdar S. Durmusoglu, and Abbie Griffin (2014), “Product Development Management Association - New Product Development Essentials: Tools for Open Innovation,” Wiley. 
  • Durmusoglu, Serdar S., Tanawat Hirunyawipada, and Regina C. McNally (2017), "New Product Development Process Implementation in a Business-To-Business Firm: The Driving and Moderating Factors for Improved Program Performance and Time-To-Market" Journal of Business-to-Business Marketing 24(1), 35-56.
  • Dubiel, Anna, Serdar S. Durmusoglu, and Sebastian Gloeckner (2016), “Firm Characteristics and NPD Program Success: The Significant Influence of Global Discovery Management" Journal of Product Innovation Management, 33(S1), 86-100.
  • Kawakami, Tomoko, Gloria Barczak, and Serdar S. Durmusoglu (2015), “Information Technology Tools in NPD: The Moderating Role of Organizational Innovativeness,” Journal of Product Innovation Management, 32(4), 622–635.
  • Durmusoglu, Serdar S., Mark Jacobs, Dilek Zamantili Nayir, Shaista E. Khilji, and Xiaoyun Wang (2014), “The Quasi-Moderating Role of Organizational Culture in the Relationship between Rewards and Knowledge Transfer: Evidence from a European Multinational Firm,” Journal of Knowledge Management, 18(1), 19-37.
  • Dilek Zamantili Nayir, Ulrich Tamm, and Serdar S. Durmusoglu (2014), “How Formalization Hinders Different Firm Innovativeness Types: Opening the Black Box with Evidence from a Service Industry,” International Journal of Innovation and Technology Management, 11(5).
  • Durmusoglu, Serdar S. (2013), “Merits of Task Advice for New Product Development Teams: Network Centrality Antecedents and New Product Outcomes of Knowledge Richness and Knowledge Quality,” Journal of Product Innovation Management, 30(3), 487-499.
  • Durmusoglu, Serdar S., Roger J. Calantone, and Regina C. McNally (2013), “Ordered to Innovate: A Longitudinal Examination of the Early Periods of a New Product Development Process Implementation in a Manufacturing Firm,” Journal of Product Innovation Management, 30(4), 712-731. Curriculum Vitae_Serdar S. Durmusoglu 2/15
  • Regina C. McNally, Serdar S. Durmusoglu, and Roger J. Calantone (2013), “New Product Portfolio Management Decisions: Antecedents and Consequences,” Journal of Product Innovation Management, 30(2), 245-261.
  • Durmusoglu, Serdar S., Dilek Zamantili Nayir, Gerhard Apfelthaler, Roberto Alvarez, and Terry Mughan (2012), “The Effect of Government-Designed Export Promotion Service Use on Small and Medium-Sized Enterprise Goal Achievement: A Multidimensional View of Export Performance,” Industrial Marketing Management, 41(4), 680-691.
  • Kawakami, Tomoko, Serdar S. Durmusoglu, and Gloria Barczak (2011), “Factors Influencing Information Technology Usage for New Product Development: The Case of Japanese Companies,” Journal of Product Innovation Management, 28(6), 833-847.
  • Durmusoglu, Serdar S. and Gloria Barczak (2011), “The Use of Information Technology Tools in New Product Development Phases: Analysis of Effects on New Product Innovativeness, Quality, and Market Performance,” Industrial Marketing Management, 40(2), 321-330.
  • Durmusoglu, Serdar S. (2009), “The Role of Top Management Team's Information Technology (IT) Infrastructure View on New Product Development: Conceptualizing IT Infrastructure Capability as a Mediator,” European Journal of Innovation Management, 12(3), 364-385.
  • McNally, Regina C., Serdar S. Durmusoglu, Roger J. Calantone, and Nukhet Harmancioglu (2009), “Exploring New Product Portfolio Management Decisions: The Role of Managers' Dispositional Traits,” Industrial Marketing Management, 38(1), 127-143.
  • Nayir, Dilek Zamantili and Serdar S. Durmusoglu (2008), “Country Image in the Context of European Union Membership: The Turkish Case,” Journal of Management Development, 27(7), 791-808.
  • Harmancioglu, Nukhet, Roger J. Calantone, Regina McNally, and Serdar S. Durmusoglu (2007), “Your NPD is Only as Good as Your Process: A Multi-Case Analysis of NPD Process Design,” R&D Management, 37(5), 399-424.
  • Durmusoglu, Serdar S., Roger J. Calantone, and V. Sambamurthy (2006), “Is More Information Technology Better for New Product Development?” Journal of Product & Brand Management, 15(7), 435-441.