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Diffusion of Context-Aware Innovations: An Empirical Study of Sports Technologies

Yusuf Oc

About the Speaker

Yusuf Oc has worked two years in the private sector after graduating from Boğaziçi University's Department of Electrical and Electronics Engineering. After his experience in the private sector; he has decided to pursue an academic career and recieved his MBA degree from Boğaziçi University. Following his MBA, he started his Ph.D. in Marketing at the Georgia State University. During his Ph.D., he had started his first start-up company "Unitrend", where he designed and sold university branded products to Bogazici University. To this day, his designs are being sold in Boğaziçi Store. Yusuf Oc founded his second start-up company "", and after two years of practice he quit it. Currently, he is a consulting partner in another start-up company that produces solutions for the problems in blockchain sector and finishing his Ph.D. thesis on “Sports Technologies” at Bogazici University. He presented a part of his thesis study "Diffusion of Context-Aware Innovations: An Empirical Study of Sports Technologies" in AMA Winter 2019. His research interests encompass digital marketing, innovation, and entrepreneurship areas.

The Abstract

There is a new era of technology as a result of advancements in artificial intelligence and microsensors. Instant use of contextual data improves service customization with highly personalized feedbacks and objectives. Current literature lacks to incorporate the adoption of context-aware innovations. In an attempt to extend the current understanding of the intentions of using a context-aware technology from the consumer perspective, we used sports technologies as the study domain and created a new construct, named "Context Awareness," with four dimensions: tracking, coaching, sharing, and gamification. The purpose of this study is to understand the effects of context-aware characteristics on users’ adoption together with sports motivation, sports type, and other innovation characteristics. The proposed model is empirically tested and findings reveal that the context-aware characteristics have a effect on the new product diffusions.


EMBA 102
March 11, 2019 - 13:00