Berk Talay

Berk Talay is a Professor in the Department of Marketing, Entrepreneurship, and Innovation at the Manning School of Business, University of Massachusetts Lowell. He is currently serving as a Fulbright Fellow at CY Advanced Studies (CY AS), invited by ESSEC, where he is conducting research and delivering lectures on strategic marketing during economic recessions.

His research focuses on marketing strategy, particularly the timing and success of new product launches during economic downturns. Drawing from extensive datasets in the UK FMCG and US automotive sectors, his work investigates how recession depth and launch timing affect product survival. This research contributes to both marketing theory and managerial decision-making in challenging economic climates.

The recent study presented in his guest lecture reveals that products launched later in a recession tend to survive longer, although deeper recessions reduce overall survival rates. These findings advocate for a counter-cyclical approach to innovation and market entry.

Scientific Awards:

• Fulbright Fellow

Berk Talay advises students in marketing and innovation-related fields and is actively involved in collaborative international research. His current work at CY AS highlights his engagement with European academic institutions and interdisciplinary research networks.

He is associated with research initiatives analyzing long-term product trajectories and macroeconomic influences on consumer markets, contributing to both academic discourse and industry practice.