Expertise:
Marketing, International Marketing, Entrepreneurship, International Business, Branding, Product Development, NASA Technology Commercialization, Global Business StrategyWith international marketing experience spanning 20 years, H. Erkan Ozkaya has devised market entry strategies, led market research and developed marketing strategies for global firms in the information technology, port operations, construction, and apparel industries.
Ozkaya is a technology transfer project consultant to NASA Armstrong Flight Research Center and the founding director of NASA-Cal Poly Pomona Business Startup Program, which focuses on developing new products based on NASA technologies and creating new ventures. In this role, he leads student teams assessing the global commercialization potential of new NASA discoveries and devise marketing strategies to enhance the technology licensing process.
He is also the director of the Center of Entrepreneurship and Innovation, mentoring hundreds of students to strengthen their entrepreneurial skills in projects that also provide funding for student assistantships. He has been recognized with the Outstanding Faculty Award from College of Business four times.
Recent Grants and Fellowships:
- Cal Poly Pomona, Faculty Grant, CPP National Aeronautics and Space Administration Business Startup Program, $24,050 (2016-2018)
- NASA-CPP Business Startup Program Projects, $12,500
- Venture Well E-Teams Grant, $5,000 (2017-2018)
Selected Publications:
- With M. Heinberg, C. Katsikeas and M. Taube, “How nostalgic brand positioning shapes brand equity: Differences between emerging and developed markets,” Journal of the Academy of Marketing Science, 2019
- With M. Heinberg and M. Taube, “Do corporate image and reputation drive brand equity in India and China? – Similarities and differences,” Journal of Business Research, 2018
- With M. Heinberg and M. Taube, “The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting,” Journal of International Business Studies, 48, 1009-1022, 2017
- With G. Gureli and I. Karakadilar, “How to Achieve and Measure Success in Social Media Marketing,” Encyclopedia of E-Commerce Development, Implementation, and Management, 2016 (IGI Global)
- With M. Heinberg and M. Taube, “The influence of brand positioning strategies on advertising effectiveness: How local iconic and global brands act as sources of advertising communication,” Journal of International Business Studies, 2017
- With M. Heinberg and M. Taube, “A brand build on sand: Is acquiring a local brand an ill-advised strategy for global companies?” Journal of the Academy of Marketing Science, 2015
- With F. Bryant, J. Roxas and D. Whitson, “Factors Affecting the Usage Rate of QR codes,” Journal of Direct, Data and Digital Marketing Practice, 209-224, 2015
Interviews:
- “Market Ready,” CPP Magazine, Spring 2020
Education:
B.B.A., Business Administration, Baskent University (Ankara, Turkey)
M.B.A., Business Administration, Yeditepe University (Istanbul, Turkey)
Ph.D., Marketing, Michigan State University
Languages:
Turkish