Pelin Bicen, PhD

Associate Dean of Undergraduate Programs; Associate Professor of Marketing

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Dr. Pelin Bicen’s research focuses on intra- and inter-firm marketing and innovation strategy, global supply chain strategies, and inter-organizational governance issues. Her most recent research focuses on the agrifood supply chains and how Geographical Indications (GIs) help small players take stage in the global marketplace and increase regional/national economic growth and create wealth and social welfare. She has authored several articles in marketing and innovation journals some of which are Journal of Business Research, Creativity and Innovation Management, Journal of Marketing Theory and Practice, Journal of Business and Industrial Marketing, Journal of Marketing Management, Innovation: Management, Policy, and Organization, and Management Research Review among others. She has presented her research at national and international marketing strategy and innovation conferences. She is currently in the editorial review board of Journal of Marketing Theory and Practice.

Previously, she worked in marketing strategy and marketing analytics for BBDO Advertising Agency in Istanbul, managing both national and international brands in their advertising campaigns.

She collaborated with a number of global companies like iRobot, Sonos,, Autism Research Institute, Pandora, SiriusXM and various high-tech startups for student or professional consultation services.


Ph.D., Texas Tech University
MBA, Yildiz Technical University, Turkey
BS, Mathematics, Bogazici University, Turkey

Honors and Recognitions

  • Awarded Suffolk University Research Grant, 2016, 2018, 2019
  • Excellence in Teaching, National Society of Leadership and Success, Penn State Erie, 2014
  • Awarded Cleveland State University Research Grant, 2014
  • Nominee, Council of Fellows Excellence in Teaching Award, Penn State Erie, 2010, 2011, 2014
  • Dean’s Excellence in Teaching Award, Texas Tech University, 2009
  • AMA Tech SIG Best Dissertation Award, 2008
  • Finalist, ISBM Doctoral Dissertation Award Competition, 2007

Professional Activities

  • Editorial Review Board Member, Journal of Marketing Theory and Practice
  • Advisory Board Member, Everett High School
  • Marketing Strategy Track Chair, American Marketing Association Winter Conference, 2016


Recent Intellectual Contributions

  • Johnson, W. H. A., Bicen, P., & Zhu, Z. (2023). Being lean: Conceptualizing and operationalizing the Lean Innovation Capability (LIC) of innovative companies. Technovation, 126, 102794. ISSN 0166-4972.
  • Madhavaram, S, Hunt, S.D, and Bicen, P. (forthcoming), “Building customization capability in B2B marketing: the role of organizational capital,” Journal of Marketing Management. DOI: 10.1080/0267257X.2021.1910858
  • Yuksel, M., Smith, A, Smith, R., Bicen, P., Wilson, E., and Weiner, J. (forthcoming), “Student interest in client-sponsored projects: The quest for engagement in marketing research courses,Journal of Marketing Education.
  • Bicen, Pelin, Shelby D. Hunt and Sreedhar Madhavaram (2021), “"Enhancing Horizontal Innovation Alliance Performance: How Alliance's Market Orientation Promotes Effective Relational Governance,” Journal of Business Research, 123 (February), 23-31.
  • Bicen, Pelin (2021), “The R-A Theory Perspective on the Geographical Indications (GIs) Debate” Journal of Global Scholars of Marketing Science, 31, 213-233.
  • Bicen, Pelin and Naveen Gudigantala (2019), “Designing the Way Forward: The Role of Design Thinking in the Era of Digital Creativity,Journal of Strategic Innovation and Sustainability, 14(5).
  • Gudigantala, Naveen, Pelin Bicen (2019), “Do Consumers’ Ethical Judgments Matter for Purchase Intentions in Online Gray Markets?Journal of Marketing Development and Competitiveness, 13 (4).
  • Bicen, Pelin and Naveen Gudigantala (2018) “Exploring the Relationships Among Digital Marketing and Social Media Activities, Online Customer Satisfaction and E-Commerce Performance: A Cluster Analysis of U.S. E-Commerce Retailers,” Journal of Digital & Social Media Marketing, 6 (1), 62-74.
  • Elliott, Esi, Aron Darmody, and Pelin Bicen (2018), “Value Co-Creation for Service Delivery Innovations in Emerging Markets,” Journal of Business Cases and Applications, 22, 1-17.
  • Gudigantala, Naveen, Pelin Bicen, and Mike Eom (2016) “An Examination of Antecedents of Conversion Rates of E-Commerce Retailers,” Management Research Review, 39 (1), 82-114.
  • Bicen, Pelin and William H.A Johnson (2015) “Limited-Resources Innovation in High Turbulent Markets: The Role of Lean Innovation Capability,” Creativity and Innovation Management, 24 (2), 278-299.

Intellectual Contributions

Media Highlights

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Courses Taught

MKT898: Capstone Marketing Consultancy
MKT870: Advanced Marketing Analytics with R
MKT846: Marketing in the Age of Exponential Technologies
MKT499: Capstone Consumer Insights
MKT446: Disruptive Technologies in Marketing
MKT220: Business Research Methods

Professional Links

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