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CMA Leadership

Shen Yeniyurt, PhD

Director, Center for Market Advantage

Shen Yeniyurt is a Dean’s Research Professor and the Chair of the Marketing Department at Rutgers Business School. He has an outstanding interdisciplinary research record, and currently serves as the founding Co-Editor-in-Chief of Rutgers Business Review (RBR). In his research, Dr. Yeniyurt studies market strategies using econometric models and bridges multiple disciplines: marketing, supply chain management, innovation management, and international business. His research has appeared in top journals in each of these disciplines and addresses a variety of topics including global market strategies, new product development and launch, brand management, supply chain strategies, supplier relationship management, and inter-firm networks. The impact of his research is evidenced by the many citations, awards, and media mentions he received. His research has been recognized by the Rutgers Business School when he received the Junior Faculty Research Excellence Award in 2011 and the Dean’s Award for Meritorious Research in 2010. From 2016 to 2018, he was recognized as a Chancellor’s Scholar at Rutgers University. 

Areas of Expertise: marketing, analytics, supply chain management, international business, innovation.


Can Uslay, PhD

Founding Director

Can Uslay is Professor and Vice Dean for Academic Programs and Innovations at Rutgers Business School. Dr. Uslay received his MBA and Ph.D. from the Georgia Institute of Technology where he also taught for three years. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor's Award, the Valerie Scudder Award, MAACBA Teaching Innovation Award, and several Dean's awards for outstanding scholarship, teaching, and service. His research has been presented in various international conferences and published in the leading academic journals. He has coauthored two and co-edited four books, over fifty articles/book chapters/sections (eight in re-print). He currently serves as the Chair of the Entrepreneurial Marketing SIG of the American Marketing Association, Area Editor for the Rutgers Business Review, and DSEF and AEF VPP Fellow. His work experience prior to academia includes various organizations/functions such as internal consulting at a conglomerate, international marketing of consumer electronics, and assisting the State of Georgia for high-tech based economic development.

Areas of Expertise: marketing strategy, entrepreneurial marketing, entrepreneurship and innovation.

Erich Toncre

Director of Marketing Education

Erich Toncre is a Management Consultant/Marketing Professional with nearly twenty years of management experience working with small businesses to Fortune 500 firms in the areas of sales, marketing, general management, corporate training and new product development. Currently he is senior partner (working part-time) with Compass Strategies Group, a management consultancy firm that specializes in financial and marketing consulting. As a consultant, he stresses the importance of training as the vehicle for providing continuous learning to continuous improvement for firms.

In 2009, he joined full-time as a Rutgers Business School faculty member. In 2014, he was appointed as Director of Marketing Education to work on initiatives that support the marketing department. As a marketing faculty member, he teaches a wide range of marketing courses for both undergraduates and graduate students from Intro to Marketing to Marketing Strategy. His Marketing Consulting for Small Business course provides an opportunity for undergraduate students to work with 'real world' clients solving their 'real world' marketing problems.

In 2014, he was appointed to the Executive Board of the NYC/NJ Chapter of the Product Development and Management Association. In 2015, as a member of the NYC Chapter of the American Marketing Association, he joined the Marketing Hall of Fame Committee which manages and hosts the event that selects the best academic and industry leaders of the marketing profession each year.

Areas of Expertise: marketing strategy, crisis management, brand management.


Nagaraj Bukkapatnam​

Executive in Residence

Nagaraj is an entrepreneur with background in Technology Strategy, Market Analysis, Brand Strategy, Product Innovation, Research and Design. He advises companies on new and emerging paradigms in technology, marketing and consumer behavior. He is passionate about discovering and developing cutting-edge solutions and, breakthrough products for clients combining deep technical knowledge and keen business acumen.  He serves on advisory boards for companies and helps them to establish corporate structures and develop core competencies. He mentors and coaches various teams on disruptive technology and business challenges. He is a featured speaker on many technology and business forums. He created multiple products and has patents pending on an AI based solution that optimizes marketing channel attribution and enhances customer engagement.

Areas of Expertise: AI strategies, data analytics, innovation, marketing engineering.

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