Senior Lecturer in Marketing
Oguz A. Acar is a Senior Lecturer (Associate Professor) in Marketing at Cass Business School, City University London. Before joining to Cass, he was a Lecturer (Assistant Professor) in Marketing at King's College London, and a visiting scholar at Massachusetts Institute of Technology (MIT) and NYU Stern School of Business. He completed his PhD from Rotterdam School of Management, Erasmus University. He also worked as a marketing professional in FMCG and financial services industries.
Dr Acar’s research revolves around creativity and innovation management, digital marketing and consumer behaviour. It aims to answer questions such as how using recent digital marketing strategies for engaging consumers (e.g., crowdsourcing, co-creation) impact a firm’s innovative efforts, how these strategies psychologically impact consumers, and how creativity and managerial decision-making performance can be enhanced in new product development. This research has been published in leading journals such as Psychological Science, PLoS ONE, Leadership Quarterly and Journal of Advertising Research.
Dr Acar's research and opinions have attracted widespread global media coverage – he has written op-eds for business magazines like Advertising Age and Forbes, and had his research featured/mentioned in dozens of popular media outlets from Canada, China, France, India, Indonesia, Italy, Mexico, Moldova, Netherlands, Russia, Singapore, Spain, Turkey, UAE, Ukraine, UK, USA and Vietnam, including outlets like the Daily Mail, Financial Times and Yahoo News.
Dr Acar is a Fellow of the Higher Education Academy. He has broad experience in teaching marketing and innovation management related topics to students and executives. At Cass, he teaches Market Research & Customer Insight.
My research interests revolve around; digital marketing, innovation management, consumer behavior, creativity, incentives and motivation, decision making, affective and cognitive processing, individual differences