I am

Burcin GUCLU ULGEN

Marketing
Permanent

Presentation

Biography

Dr. Burçin Güçlü is Assistant Professor of Marketing at ICN Business School Berlin. Regarding her research, she is working on the applications of Big Data in sports industry and sharing economies. Her main skills are quantitative research methodology and social listening. Previously, she earned BA degrees in Business Administration and Economics from Koç University, and Master of Research in Management (MRM) and PhD in Management from IESE Business School, University of Navarra. She also held research and teaching positions in BES La Salle (Universitat Ramon Llull), Toulouse Business School, and Universitat Internacional de Catalunya.

Degrees and Training

Year Title Institution Country
2014 PhD in Management – Managerial Decision Sciences (Magna Cum Laude) IESE Business School Spain
2012 Master of Research in Management IESE Business School Spain
2010 Degree in Economics Koç University Turkey
2010 Degree in Business Administration Koç University Turkey

Courses Taught

Year Title Country Institution
2021 Data Analysis France ICN Business School
2021 German culture & Arts in Berlin France ICN Business School
2021 Marketing / Strategic Planning France ICN Business School
2021 Offering Management in the Digital Era France ICN Business School
2020 Responsible Entrepreneurship Germany ICN Business School
2020 Fundamentals of Digital Transformation Germany ICN Business School
2020 Digital Strategy and Brand Analytics Germany ICN Business School
2020 Responsible & Digital Business Models & Governance Germany ICN Business School
2020 The Business Plan Germany ICN Business School
2020 Project development Germany ICN Business School
2016 Mathematics for Business & Linear Algebra Spain BES LA SALLE – RAMON LLULL UNIVERSITY
2016 Methods of Decision Analysis Spain BES LA SALLE – RAMON LLULL UNIVERSITY
2016 Applied Research Methods Spain BES LA SALLE – RAMON LLULL UNIVERSITY
2015 Principles of Marketing France Toulouse Business School
2015 Research Methodology France Toulouse Business School
2014 Quantitative Research in Marketing Spain UNIVERSITAT INTERNACIONAL DE CATALUNYA
2014 Principles of Marketing Spain UNIVERSITAT INTERNACIONAL DE CATALUNYA
2014 Marketing Strategy Spain UNIVERSITAT INTERNACIONAL DE CATALUNYA

Publications

Year Type Reference
2026 Keynote speaker/Invited in a academic conference ALAEDDINI, M., B. GUCLU, H. BEN OTHMAN – “Green Resilience and the Socioeconomic Flip: Signaling Dynamics in P2P Lending Amid the Pandemic” – 2026, Albert Gubay Business School, Bangor University, February 25th 2026, The UK, Great Britain
2025 Journal article WANG, L., B. GUCLU, “The more, the not merrier? Exploring information overload in the context of electronic word-of-mouth (eWOM)”, Journal of Marketing Communications, January 2025, vol. 31, no. 1, pp. 81-98
2025 Communications in an Academical or Professional conference TILLOU, C., B. GUCLU, C. J. COLLINS, “A multifoci analysis of the influence of commitment on consultants’ intention to leave” in ACIEK Conference, 2025, Alcala de Henares, Spain
2025 Communications in an Academical or Professional conference ALAEDDINI, M., B. GUCLU, H. BEN OTHMAN, “Shifting signals: From environmental to socioeconomic sustainability: Shifting signals in P2P lending amid disruptions in emerging economies” in AFAAG Conference, 2025, Londres, Great Britain
2024 Communications in an Academical or Professional conference HENDRIKS, J., B. GUCLU, “The dark side of sharing economy platforms: safety concerns, information asymmetries and consumer choice” in European Academy of Management (EURAM), 2024, Bath, Great Britain
2023 Journal article CANBOY, B., C. TILLOU, C. BARZANTNY, B. GUCLU, F. BÉNICHOUX, “The impact of perceived organizational support on work meaningfulness, engagement, and perceived stress in France”, European Management Journal, February 2023
2020 Journal article GUCLU, B., D. ROCHE, F. MARIMON, “City characteristics that attract Airbnb travellers: Evidence from Europe”, International Journal for Quality Research, March 2020, vol. 14, no. 1, pp. 271-290
2019 Book Chapter GUCLU, B., M.GARZA, C.KENNETT, “What Are Basketball Fans Saying on Twitter?: Evidence From Euroleague Basketball’s Final Four Event” in Big Data and Knowledge Sharing in Virtual Organizations., Williams, I Eds, IGI Global, chap. 8, pp. 176-197, 2019
2019 Book Chapter GUCLU, B., M., A. CANELA, I.ALEGRE, “An Exploratory Analysis Using Co-Authorship Network: Trends in Risk Behavior” in Machine Learning Techniques for Improved Business Analytics., Kumar G., D. Eds, IGI Global, chap. 8, pp. 166-200, 2019
2017 Journal article GUCLU, B., M., A.CANELA, “The destructive effect of complex analytics on innovativeness”, International Journal of Applied Behavioral Economics, October 2017, vol. 6, no. 4, pp. 38-56
2017 Book Chapter GUCLU, B., M. , A. CANELA, “Analytics Overuse in Advertising and Promotion Budget Forecasting” in Advertising and Branding: Concepts, Methodologies, Tools, and Application., Koshrow-Pour, M. Eds, IGI Global, chap. 22, pp. 477-505, 2017
2017 Book Chapter GUCLU, B., M., A. CANELA, “Analytics Overuse in Advertising and Promotion Budget Forecasting” in Organizational Productivity and Performance Measurements Using Predictive Modeling and Analytics., Tavana, M. Eds, IGI Global, chap. 9, pp. 163-191, 2017