PhD Defence: Baris Erman Depecik
In his dissertation ‘Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies’ ERIM’s Baris Erman Depecik explores the effectiveness of some of the most commonly utilized ‘revitalization’ strategies.
Baris defended his dissertation in the Senate Hall at Erasmus University Rotterdam on Thursday, 6 October 2016 at 13:30. His supervisor was Prof. Gerrit van Bruggen and his co-supervisors were Dr Yvonne van Everdingen and Dr Berk Ataman. Other members of the Doctoral Committee were Prof. Stefano Puntoni (Rotterdam School of Management), Prof. Dennis Fok (Erasmus School of Economics), Prof. Els Gijsbrechts (Tilburg University) and Prof. Peeter Verlegh (Vrije Universiteit Amsterdam)
About Baris Erman Depecik
Baris Erman Depecik received his Bachelor’s degree in Electrical and Electronics Engineering from Bilkent University in Ankara, Turkey. He received his Masters’ degrees in Economics from Sabancı University in İstanbul, Turkey. Prior to his Ph.D. at Rotterdam School of Management, Erasmus University, he worked at Finansbank, Hewlett & Packard Company, and TEB Investment-BNP Paribas. Currently, he is working as an Assistant Professor of Marketing at the Faculty of Business Administration, Bilkent University.
He studies empirical quantitative marketing with specific interests in marketing communications, advertising, retailing, branding, and brand portfolio management. He presented his research in several international conferences. He has taught a variety of marketing courses at the undergraduate and master's levels and in executive development and entrepreneurship education programs.
Thesis Abstract
In today’s continuously changing and proliferating consumer products markets, manufacturers and retailers pursue a variety of strategies to keep their portfolio of brand offerings relevant and energetic. In this dissertation, I explore the effectiveness of some of the most commonly utilized ‘revitalization’ strategies.
In chapter 2, I examine firm value effects of focus-increasing brand divestitures. In chapter 3, I focus on brand exits (i.e., the removal of a brand from a market either by a manufacturer or a retailer). In chapter 4, I move away from strategies involving simplification of brand offerings and focus on sponsorships which is a commonly utilized strategy to energize established brands in mature product categories. My findings collectively highlight the importance of pursuing a portfolio approach in successfully executing revitalization strategies.
- View and download Baris' dissertation
- View photos of his defence
Photos: Chris Gorzeman / Capital Images
