Nükhet Vardar Academia – Elizi Communications Consultancy

Works for Academia

Academic Degrees

Academic Posts

Scholarships

N. Vardar has been publishing extensively an academician and as a practitioner in marketing/advertising/branding over the years; having

13 Books

6 Book Chapters

30+ Business Cases

70 Presentations 100+ presentations

including webinars

Academic & Teaching Related Publications

Books

1. VARDAR, N., F. DE BEULE, JAKLIC, A., MROCZEK-DĄBROWSKA, K., BLACKBURNE, G. (2021) Open Access Digital Video Case Library for Teaching International Business: A Manual for Academic Teaching Staff, ERASMUS+ Project No. 2018-1-BE02-KA203-046832 MNC Whispering Video Case Collection
December (Open Source) https://www.mncwhispering.com/?page_id=3300

2- VARDAR, N. (1998), Global Advertising:Rhyme or Reason, LGAd Inc, Kore. (The original book published in 1992 in English was translated into Korean in 1998)

English version e-pub link: https://play.google.com/store/books/details/N%C3%BCkhet_Vardar_
Global_Advertising_Rhyme_or_Reason?id=HTWVEAAAQBAJ&gl=GB

3- VARDAR, N., A. ALYANAK, P. ÇIRPILI (editors), (1994) Pazar Arastırmaları Terimler Sözlüğü: İngilizce – Türkçe – İngilizce (Translation of ESOMAR Market Research Glossary), Turkish Market Researchers’ Assoc. İstanbul.

4- VARDAR,N. (1992) Global Advertising:Rhyme or Reason, Paul Chapman Pub., London, Feb. (N. Vardar’s part of Ph.D was turned into a book targeted for the business life in 1992. This book is now included into Sage portfolio and still being sold at www.amazon.com in 2022)

English version e-pub link: https://play.google.com/store/books/details/N%C3%BCkhet_Vardar_Global_
Advertising_Rhyme_or_Reason?id=HTWVEAAAQBAJ&gl=GB

Book Chapters

1- VARDAR, N. (2016) “Turkish EMNCs with Foreign Direct Investments in the EU:Their Motivations,Degree of Internationalization and Company Performance” (Chapter 7) in Emerging Market Multinationals in Europe, ed. by Brennan and C. Bakır, Routledge Publications, July.

2- VARDAR, N., (2012) “Turkey with 3rd Wave of MNCs”, in Marketing Management in Asia, ed by S.J.Paliwoda, T. Andrews , J. Chen, Routledge, Sept.

3- URAY, N., N. VARDAR, R. NACAR (2012) “International Marketing Related Outward FDI Motives: Turkish MNCs’ Experience in the EU”, in Progress in International Business Research : New Policy Challenges for European Multinationals, by R. van Tulder, A. Verbeke, L. Voinea, Emerald Publication, Dec.

4- VARDAR, N. (1995) ”Türkiye’de Reklamcılık” ve ”Uluslararası Reklamcılık” chapters Açıköğretim Fakültesi’nin Reklamcılık ve Satış Yönetimi, T.C. Anadolu Univ. (Open Univ) Publications, No. 117. (Chapters 12 and 13)

5- VARDAR, N. (1995) ”Media Burst in a Euroasian Country: A Blessing or a Burden?” in International Marketing Reader,ed. by S.J. Paliwoda and J.K. Ryans, Jr., Routledge, London.

Theses Written

1-VARDAR, N. (1989) Management of International Advertising: Involvement of Foreign Headquarters in UK Subsidiaries and Agencies, Ph.D. Thesis, University of Manchester Institute of Science and Technology, UMIST, UK

2- VARDAR, N. (1984) Industrial Buying Behaviour with Regard to Foreign Purchases, M.Sc. by Research Thesis, UMIST, UK

Articles & Teaching Cases

1) VARDAR, N. (2022) “The trade off between science and art: Axe Turkey”, in International Business by Buckley, P., P. Enderwick, P. and H. Voss, Second ed., June 2022, pp.308-309 (Openning case of Chapter 11)

2) VARDAR, N., G. BLACKBURNE, H. VOSS (2021) “Customer-centric internationalisation of a SME- Hydraulics Online”, MNC Whispering Video Case Series, May

Video: https://casecent.re/p/181526
Teaching Note: https://casecent.re/p/181527

3) VARDAR, N. (2021) “Social entrepreneurship for creating own electricity –Democratisation of energy in Africa:Open Enery Labs”, MNC Whispering Video Case Series, May

Video: https://casecent.re/p/181525
Teaching Note: https://casecent.re/p/181524

4) GURSOY, G., G. TUNC, N. VARDAR, (2021) “Revisiting Net Working Capital Management – Brisa Bridgestone Sabanci Tyre Man and Trading Inc”, Brands Whisper’g Video Case Series, UK, March

Video case in English: http://casecent.re/p/174921
Case: http://casecent.re/p/174920
Teaching Note: http://casecent.re/p/174923 and http://casecent.re/p/174922
Video case in Turkish: https://www.youtube.com/watch?v=v5zCSc7yJkA

5) VARDAR, N. (2020) “Empowering Sales Force Through Digital Technologies – Brisa Bridgestone Sabanci”, Brands Whisper’g Video Case Series, UK, December

Video case in English: http://casecent.re/p/173473
Case: http://casecent.re/p/173472
Teaching Note: http://casecent.re/p/173475 and http://casecent.re/p/173474
Video case in Turkish: https://www.youtube.com/watch?v=9B0a_zWLF0E

6) VARDAR, N. (2020) “Digital Transformation Through Artificial Intelligence – Brisa Bridgestone Sabanci”, Brands Whisper’g Video Case Series, UK, December

Video case in English: http://casecent.re/p/173469
Case: http://casecent.re/p/173468
Teaching Note: http://casecent.re/p/173471 and http://casecent.re/p/173470

Video case in Turkish: https://www.youtube.com/watch?v=2lv3WI1_NLE

7) VARDAR, N. (2020) “Networking and networking orchestration” [Video file], In The Business& Management Collection, Henry Stewart Talk Series, UK, September https://hstalks.com/t/4419/networking-and-networking-orchestration/?business

8) VARDAR, N. (2020) “Global advertising in the 21st century” In Business& Management Collection, Henry Stewart Talk Series, UK, June
https://hstalks.com/t/4315/global-advertising-in-the-21st-century/?business#info-col-links

9) VARDAR, N. (2020) “Branding through experiential marketing: launch of National Geographic in an emerging country”In Business& Management Collection, Henry Stewart Talk Series, UK, April https://hstalks.com/t/4232/branding-through-experiential-marketing-launch-of-/?business#info-col-links

10) VARDAR, N. (2020) “The right time to change a logo – an extreme case of a parcel delivery company”, In Business& Management Collection, Henry Stewart Talk Series, UK, February https://hstalks.com/t/4199/the-right-time-to-change-a-logo-an-extreme-case-of/?business#info-col-links

11) VARDAR, N. (2019) “Building on Brand Equity: Dealing with Competition – Dalin”, Brands Whisper’g Video Case Series, UK, September

Video case in English : http://casecent.re/p/164943
Case: http://casecent.re/p/164937
Teaching Note: http://casecent.re/p/164938 and http://casecent.re/p/164939
Video case in Turkish:
https://www.youtube.com/watch?v=3aD2477e39A

12- VARDAR, N. (2019) “Global Campaigns versus Localisation: Evolving Brand Messages – Axe”, Brands Whisper’g Video Case Series, UK, September

Video: http://casecent.re/p/164944

Case: http://casecent.re/p/164940

Teaching Note: http://casecent.re/p/164941 and
http://casecent.re/p/164942

Video case in Turkish: https://www.youtube.com/watch?v=xuupWtaqzpo

13- VARDAR, N. (2019) “Social Responsibility Campaigns and Branding OPET”, Brands Whisper’g Video Case Series, UK, February

Video: http://casecent.re/p/160064

Case: http://casecent.re/p/160062

Teaching Note: http://casecent.re/p/160063

Video case in Turkish: https://www.youtube.com/watch?v=_isj0wyF6pA

14- VARDAR, N. (2019) “The Role of CRM in Branding? – OPET”, Brands Whisper’g Video Case Series, UK, February

Video: http://casecent.re/p/159943

Case: http://casecent.re/p/160060

Teaching Note: http://casecent.re/p/160061

Video case in Turkish: https://www.youtube.com/watch?v=d6_WA9meTBc

15- VARDAR, N. (2018) “How Can a Local Brand Compete Against International Giants? Jollibee, or ‘Asia’s McDonald’s’”, [Video file], In The Business& Management Collection, Henry Stewart Talk Series, UK, March

https://hstalks.com/t/3681/how-a-local-brand-can-compete-against-internationa/?business#info-col-links

16- VARDAR, N. (2018) “A Local Brand Becoming International: From a University Corner Shop in Istanbul, to Oxford Street, London“, Henry Stewart Talk Series, UK

https://bit.ly/2NT5E8l

17- VARDAR, N. (2018) “Crisis Management – YENİ RAKI”, Brands Whisper’g Video Case Series, UK (Video: https://bit.ly/2wC4KmL

Case: https://bit.ly/2QmjApA
Teaching Notes: https://bit.ly/2MNmdTa

Video case in Turkish: https://www.youtube.com/watch?v=L6A72Ykvv-A

18-VARDAR, N. (2018) “Product Standardisation – McDonald’s“, Brands Whisper’g Video Case Series, UK (Video: https://bit.ly/2CePO34

Case: https://bit.ly/2Q2U74a
Teaching Note: https://bit.ly/2PZftQ6

Video case in Turkish: https://www.youtube.com/watch?v=3mLSKs7LJc0

19- VARDAR, N. (2018) “Market Diversification – IPRAGAZ”, Brands Whisper’g Video Case Series, UK

Video: https://bit.ly/2PAQtxJ
Case: https://bit.ly/2Q238uA

Teaching Note: https://bit.ly/2wFXJQL

Video case in Turkish: https://www.youtube.com/watch?v=p5jcMNQHgsc

20-VARDAR, N. (2018) “How is a New Brand Created? Brand Strategy – FORD TRUCKS”, Brands Whisper’g Video Case Series, UK

Video: https://bit.ly/2oB8ksI

Case: https://bit.ly/2NMhBJl

Teaching Note: https://bit.ly/2PvEMIo

Video case in Turkish: https://www.youtube.com/watch?v=sV_UCC44k3M

21- VARDAR, N. (2018) “Target Audience and Positioning – CarrefourSA”, Brands Whisper’g Video Case Series, UK

Video: https://bit.ly/2NLJVvI

Case: https://bit.ly/2oAtQhh

Teaching Note: https://bit.ly/2Q26uxG

Video case in Turkish: https://www.youtube.com/watch?v=teh7S-zqa3s

22- VARDAR, N. (2018) “Sustained Market Leadership since 1991- Okey in Turkey”,

Sage Business Online Case Series, USA, https://bit.ly/2LTkw1o

23- VARDAR, N. (2018) “An International Brand’s National Launch – IKEA Turkey”, Sage Business Online Case Series, USA, https://bit.ly/2oAnL4j

24- VARDAR, N. (2018) “The Ultimate Truth in Marketing: Consumer Perception and Hyundai, Turkey”, Sage Business Online Case Series, USA, https://bit.ly/2Q4pUSH

25- VARDAR, N. (2018) “How Did A Newly Launched Brand Combat the Economic Crisis?”, Sage Business Online Case Series, USA, https://bit.ly/2PA9u3o

26- VARDAR, N. (2018) “The Faster Fish Beats the Larger Fish” – Applying Porter’s Value Chain”, Sage Business Online Case Series, USA, Jan. https://bit.ly/2Pycvkp

27) VARDAR, N. (2017) “Hedef Kitle ve Segmentasyon – Enpara.com”, Markalar Fısıldıyor Collection, Nov. (video case in Turkish) https://www.youtube.com/watch?v=tk2-kS2a6I8

28) VARDAR, N. (2017) “Dijital çağda iletişim – Vestel”, Markalar Fısıldıyor Collection Jan. (video case in Turkish) https://www.youtube.com/watch?v=fpij4JM6AGU

29-VARDAR, N. (2017) “How can you Extend the Product Life Cycle of a FMCG Brand?” (Video File), in the Business & Management Collection, Henry Stewart Talk Series, UK, https://hstalks.com/bm/3644/

30) VARDAR, N. (2016) “Hızlı balık büyük balığı geçer- Arzum” Markalar Fısıldıyor Collection, March (video case in Turkish) https://www.youtube.com/watch?v=z3rl_6Grfhk

31) VARDAR, N. (2016) “Yeni Pazar yaratma ve yaşam eğrisi – Orkid” Markalar Fısıldıyor Collection, March (video case in Turkish) https://www.youtube.com/watch?v=sAHpTL95q5A

32- VARDAR, N. (2012) “Bank Z’s Communication Dilemma During Turkey’s 2001 Crisis”, Emerald Emerging Markets Case Studies Series, Haziran https://bit.ly/2D05jft

33) 4- VARDAR, N. (2008) “Hyundai: The Struggle for International Success”, in International Business: Strategy, Management and New Realities , by T. Çavuşgil, G. Knight and J. R. Riesenberger, Prentice Hall, ABD (Chapter Case)

Articles

1) VARDAR, N. (2022) “Putting DEI principles into practise while teaching IB”, Academy of International Business (AIB) Teaching & Education SIG Insight News, Dec. https://tesig.aib.world/how-can-we-put-dei-principles-into-practice-while-teaching-ib/

2) DE BEULE, F., JAKLIC, A. , VARDAR, N. (2022) “An example of experiential learning through multimedia cases in IB teaching”, Academy of International Business (AIB) Teaching & Education SIG Insight News, Sept. https://tesig.aib.world/an-example-of-experiential-learning-through-multimedia-cases-in-ib-teaching/

3) DE BEULE, F., JAKLIC, A. , KANIA, A., MROCZEK-DĄBROWSKA, K., VARDAR, N., VOSS, H. (2019) Video Case Studies in IB Teaching: An Empirical Comparison of Academic and Student Perceptions and Expectations, Journal of Teaching in International Business, 30:2, 175-195; DOI: 10.1080/08975930.2019.1663777

4) DE BEULE, F., JAKLIC, A., KANIA, A., K. Mroczek-Dąbrowska, N. VARDAR, H. VOSS, (2019) “Teaching IB has changed, right? Changes in IB curricula, desired by professors and students”, EIBAZINE International Business Perspectives, Issue № 25, Autumn/Winter

5) URAY, N., N. VARDAR, R. NACAR, C. AKTAN (2011) “Do Turkish MNCs Have Different Marketing Motives? A Case Study Approach”, EIBAzine International Business Perspectives, Issue № 9, Nov.

6) YOLBULAN OKAN, E., N. VARDAR (2011) “Şikayet Yönetimi ile Memnun Müşteri Yaratmak: Türk Bankacılık Sektöründe Ampirik bir Çalışma”, in Pazarlama, İşletme Yönetimi ve Eğitiminde Seçilmiş Yazılar – Prof. Dr. Selime Sezgin’e Armağan, Oct., Beta Basım, İstanbul, 239-256

7) SÖZER, E.G., N. VARDAR (2009) “How Does Event Sponsorship Help in Leveraging Brand Equity?” , J. of Sponsorship, Dec, Vol. 3, No. 1, 35-42

8) PALIWODA, S. J. , N. VARDAR (2006) “Coca-Cola: The Enduring Heritage Brand in Britain and Turkey”, Advertising Express, Jan, The ICFA University Press

9) VARDAR, N. (2004) “How did Dove Emerge as a Bigger Brand from the Recent Turkish Economic Crisis?” Admap, April, 46-48

10) VARDAR, N. (2004) “Reklamın Ekonomiye Katkısı: Ekonomik Durgunluk Dönemlerinde Reklamın Yararları”, Pİ Pazarlama İletişimi, Apr, Vol. 8

11) VARDAR, N., S. J. PALIWODA (1993) “Successful International Advertising Campaigns and the ‘Mirroring Effect’ Between MNC’s and their Agencies”, J. of Euromarketing, Vol. 2, No. 4, 45-66

12) VARDAR, N. (1993) “Market Research in Turkey”, ESOMAR Newsbrief, July/August, Number 6 , 8-10

13) PALIWODA, S.J., N. VARDAR (1987) “Industrial Buying Behaviour Applied to Imports”, Quarterly Review of Marketing, Jan, 12(2)

Presentations / Webinars

1) VARDAR, N., M. RASKOVIC, M. LANGOSCH, (2022) “How to Integrate cases in the IB Syllabus”, Georgia State Univ.- CIBER Webinar Series, March 31, 2022.

2) VARDAR, N., WEATHERBY, K., POLZER, T. (2022) “Use of digital technologies in higher education” Georgia State Univ.- CIBER Webinar Series, April 21, 2022.

3) DE BEULE, F., N. VARDAR, H. VOSS (2022) “Experiential learning through multimedia cases in IB teaching”, Academy of International Business AIB 2022 Annual Conf., Miami, USA, July 9

4-DE BEULE, F., N. VARDAR, A. JAKLIC, RASKOVIC, M. (2021) “Can We Cover IB Curriculum with the Help of Video Cases?” Panel Discussion Academy of International Business 2021 Online Conference, June 28-July.

5- BLACKBURN, G., F. DE BEULE, A. JAKLIC, N. VARDAR, (2021) “Workshop:Video Case Studies for Teaching in IB”, Academy of International Business UK & Ireland Chapter Online Conference, University of Greenwich, London, UK April 15

6- VARDAR, N., (2020) “Teaching IB Online with the Help of Feature Films” European International Business Academy 2020 Online, December 12

7- VARDAR, N. (2020) “Change Management”, Harvard Business Review Turkey Online Webinar on August 27

8- VARDAR,N. (2020) “Digital Transformation in Business Studies”, Bahcesehir Univ. Webinar, August 12

9- VOSS, H., F. DE BEULE, N. VARDAR (2020) “A New Teaching Format: Video Case Textbooks”, 80th Annual Meeting of Academy of Management Teaching and Learning Conference 2020 Online, Vancouver, Canada, Aug 9

10- VOSS, H., A. JAKLIC, F. DE BEULE, A. KANIA, N. VARDAR, (2020) “Teaching international business through video case studies” (Panel), Track 8, Teaching and Education, Academy of International Business 2020 Miami Online, USA, , July 8

11- VARDAR, N., F. DE BEULE (2020) “Using multimedia for interactive synchronous online teaching in IB”, Georgia State University -CIBER Webinar Series, Atlanta, USA, June 11

12- CAVUSGIL T., F., DE BEULE, N. VARDAR, H. VOSS, A. YAPRAK (2019) “Case Studies in IB – with focus on video case development”, 45th EIBA Annual Conference 2019, Post-Conference Events International Business Pedagogy Workshop, Leeds University Business School, Leeds, UK, December 16th

13- VARDAR, N. (2019) “Brands Whisper’g® Using ‘Reality Learning’ for Teaching Marketing” BAM MKE Conference ‘Teaching and Learning for Impact’, York St John University, York, UK, June 19

14- VARDAR, N. (2019) “Brands Whisper’g® Teaching Business Studies Differently”, Media & Learning Conference 2019, STUK, Leuven, Belgium, June 6

15- VARDAR, N., F. DE BEULE, JAKLIC, A., VOSS, H., KANIA, A. (2019) “Teaching IB to Today’s Students: Introducing Erasmus+ Project on Open Access Video Case Library for International Business”, Panel Discussion, International Business in a Transforming World – the Changing Role of States and Firms, EIBA 2018 Poznan Conference, Poznan, Poland, December 13-16

16- Panel member on: “Teaching IB to Today’s Students: Introducing Erasmus+ Project on Open Access Video Case Library for International Business”, International Business in a Transforming World – the Changing Role of States and Firms, EIBA 2018 Poznan Conference, 13-16 December, Poznan, Poland

17-VARDAR, N. (2018) “Lecturer Scripted Executive Video Cases: Could they be an alternative for teaching business studies?” Surrey Business School, University of Surrey, Centre for Management Learning, co-badged event with British Academy of Management Knowledge and Learning Special Interest Group (SIG), Marketing & Retail SGI and MKE, Nov. 21, 2018

18- VARDAR, N. (2018) “Reality Learning Via Executive Video Cases: A Possible New Approach for Teaching Business Management”, British Academy of Management 2018 Annual Conference, Professional Development Workshop (PDW), Sept 4, 2018, Bristol.

19-VARDAR, N. (2018) “Introducing Brands Whisper’g Series: Reality Learning Via Executive Video Cases”, British Academy of Management, Management Knowledge and Education Conference (BAM MKE), titled ‘Transforming our Teaching Practice Together’, June 20, 2018, London.

20-VARDAR, N. (2016), Introducing Brands Whisper’g to Marketing Academics – Live on Stage, 20th Marketing Conference, organized by marketing academics in Turkey (PPAD), Kütahya, October 6.

21-VARDAR, N. (2014), “The Turkish EMNCs with Outward FDI Interests in 2012 and 2013 – What Does the Future Hold?”, The Final Conference of COST Action IS0905, “The Emergence of Southern Multinationals and their Impact on Europe”, University of Iceland, Reykjavik, Iceland, May 19-20, 2014.

22-NACAR, R., B. KAPLAN, N. URAY, N. VARDAR (2013), The Moderating Role of Host Country Selection in EU for Direct Investment of Turkish MNCs: Analysis of the Relationship between Marketing Motives, Degree of Internationalization and Marketing Performance, European Marketing Academy 42nd Annual Conference, Istanbul, Turkey, June 4-7, 2013

23-VARDAR, N., URAY, N. , NACAR, R. (2012), “An Empirical Study on Turkish MNCs with Outward FDI into the EU and their Marketing Related Underlying Dimensions”, EIBA 2012 Conference Sussex, England, Dec 7-9, 2012.

24-VARDAR, N., URAY, N., NACAR, R. (2012) “Marketing Motives of Turkish MNCs with Outward FDI into EU:The Preliminary Results of an Empirical Research”, The Role of Large Emerging Countries in the World Economy: Threats and Opportunities for European Firms?, EPI 2012 Conference, June 18-19, 2012, Parma, Italy.

25-URAY, N., N. VARDAR, R. NACAR, C. AKTAN (2011) “Do Turkish MNCs with Outward FDI into Europe Have Different Motives than Other EMNCs? – An International Marketing Focus”, 37th EIBA 2011 – European International Business Academy, Dec. 8-10, 2011, Bucharest, Romania.

26-VARDAR, N., N. URAY, R. NACAR, C. AKTAN (2011) “Turkish Companies with Outward Foreign Direct Investment (OFDI) in the EU: An International Business and Marketing View”, COST (European Cooperation in Science and Technology) IS0905 Committee Management Meeting İstanbul, May 24-25, 2011.

27-VARDAR, N. (2010) “Recent Trends in Global Advertising Practice”, Henry Stewart Talks Series, in Exporting, International and Global Marketing Management: Beyond the Fundamentals https://bit.ly/2MLZJ55

28-VARDAR, N. (1995) Moderator of the “Global Communication & Advertising Research” panel, Fourth Annual World Business Congress International Management Development Association (IMDA), July 13-16, Conrad Hotel, İstanbul, Turkey.

29-VARDAR, N., S.J. PALIWODA (1989) “International Advertising Agencies’ Organisational Structure for Global Campaigns” in Marketing Education Group Proceedings 22nd Annual Conference: Marketing Audit of the ‘80s, ed. by L. Moutinho, D. Brownlie, J. Livingstone, Vol. 1 July 11-13, 1989, Glasgow Business School, Glasgow, Scotland.

30-VARDAR, N. (1988) “Headquarter Involvement in the Advertising Activities of UK Subsidiaries and Advertising Agencies”, Manchester School of Management, Research Seminar, March 2., Manchester, UK.

31- PALIWODA, S. J., N. VARDAR (1986) “The Relationship with Foreign Suppliers in Industrial Purchases: A Study of British Importers”, 3rd International IMP Research Seminar on International Marketing, September 3-5, Lyon, France.5

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