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, a marketing strategy scholar, uses empirical modeling to solve managerial problems in the areas of new product development, market signaling and international marketing.

Her most recent research looks at the predictive power of stock market responses to pre-announcement events for the future performance of new car models.

鈥淧reviously, research on new product pre-announcement has looked at its impact on shareholder value as a possible indicator of the product鈥檚 future performance. We鈥檝e gone beyond this,鈥� Akdeniz said.

鈥淧reviously, research on new product pre-announcement has looked at its impact on shareholder value as a possible indicator of the product鈥檚 future performance,鈥� Akdeniz said. 鈥淲e鈥檝e gone beyond this relationship by first looking at the impact of a pre-announcement signal on firm value and then actually examining how well this value predicts post-launch new product performance. No studies have closed the loop like this before.鈥�

In addition to opening a new avenue of inquiry at the interface of marketing and finance, the research findings offer substantial evidence that stock market reactions following pre-announcements can predict future product performance, albeit with five moderating conditions:听

鈥�听听 听Greater specificity of new product information earns greater trust.

鈥�听听 听Pre-announcement impact requires sustained advertising to stick.

鈥�听听 听Brands with strong reputations enjoy greater success.

鈥�听听 听Hyper-competitive areas enjoy less success than quieter ones.

鈥�听听 听Gradual innovations perform better than radical innovations.

Akdeniz鈥檚 work has earned her recognition as a Richard Rosenthal Early Career Fellow in 2014, as well as invitations to serve as the marketing strategy track chair at the 2017 Academy of Marketing Science Conference and the global new product development and innovation track chair at the 2017 American Marketing Association Global Marketing Conference.

Akdeniz also serves on the editorial board of Industrial Marketing Management, a leading journal in the field.