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Personal information

Barış is an assistant professor at the department of Marketing of the Vrije Universiteit Amsterdam. 

Prior to joining the VU, Barış was a PhD candidate at the Eindhoven University of Technology (TU/e). His doctoral thesis, titled "Customer Behavior in the B2B Subscription Economy," delved into the intricacies of B2B customer value creation within various contexts of the subscription economy.


His research aims to explore how new technologies, business models, and marketing instruments affect the stages of customer value creation: acquisition, retention, and expansion. He uses advanced regression-based approaches and causal inference to investigate underlying customer behavior. By utilizing data-driven strategies, he provides managers with valuable recommendations to enhance their decision-making processes. His studies involve real-world applications through collaborations with both local and global B2B companies.

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Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure


Dive into the research topics where Barış Kocaman is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years

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