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Publications in VIVO

Koc, Tuba Instructor


Research Areas research areas


research overview

  • My research mainly focuses on the internationalization performance of multinational retail enterprises. I am particularly interested in their frequent and costly market exits. For example, French retailer Carrefour left Russia within four months in 2009; Walmart quit Germany and South Korea in 2006; Tesco recently pulled out of the US, Japan, and Taiwan; and after only two years of operations Target wrote off $5.4 billion dollars to discontinue its Canadian venture, closing all of its 133 stores and terminating 17,600 employees. I seek to understand why many multinational retail enterprises struggle in foreign markets.


  • Retail Management, Global Marketing, Emerging Markets, Marketing Strategy



courses taught

  • BCOR 1025 - Statistical Analysis in Business
    Primary Instructor - Spring 2018 / Spring 2019
    Covers sampling concepts, graphical and numerical data summaries, basic probability theory, discrete and continuous probability models, sampling distributions, hypothesis testing, correlation and both simple and multiple regression analysis. Students learn decision making and solving business problems by using data. Uses statistical features of Excel. Course requirements: laptop with Excel 2013 or newer; clickers. Credit not granted for this course and BCOR 1020.
  • INBU 3450 - International Business and Marketing
    Primary Instructor - Spring 2018 / Fall 2018 / Spring 2019 / Fall 2019 / Spring 2020
    Describes the economic, geographic, political and social forces that have shaped and continue to define global markets. Examines topics critical to success in international markets, including assessment of a firm's international capabilities, techniques for gauging the potential of international markets, international segmentation approaches and alternative arrangements for entering foreign markets. Compares and contrasts product, price, distribution, logistics, promotion and research decisions made in global versus domestic markets. Introduces students to financial arrangements characteristic of international marketing, including exchange rates and controls, balance-of-payment principles, import licensing agreements and tariffs. Same as INBU 5100.
  • MKTG 3350 - Marketing Research and Analytics
    Primary Instructor - Fall 2018 / Fall 2019 / Spring 2020
    Explores fundamental techniques of data collection and analysis used to solve marketing problems. Specific topics include problem definition, planning an investigation, developing questionnaires, sampling, tabulation, interpreting results, and preparing and presenting a final report. Required for marketing majors. .
  • MKTG 4300 - Pricing and Channels of Distribution
    Primary Instructor - Spring 2019
    Offered regularly to examine pricing and channel management, the two key components of companys' marketing strategies. Help students to understand the common types of pricing and channel strategies, the rationales behind these strategies. Train students to think analytically in order to apply these strategies. Required for marketing majors.


International Activities

global connections related to teaching and scholarly work (in recent years)