Mrs Cagla Dayangan

Before joining Southampton Business School, Cagla Dayangan gained significant teaching experience at both undergraduate and graduate levels at Dokuz Eylül University’s Faculty of Business. She conducted seminars on Export and Import Operations Management, focusing on the challenges and complexities of global trade during the academic years 2021-2022 and 2022-2023. In addition, Cagla taught courses on Business-to-Business Markets to help students grasp the dynamics of B2B relationships.

Cagla has also contributed to international teaching programs by delivering seminars on Social Entrepreneurship at the graduate level at IAE Lyon School of Management in France since 2024. She taught Marketing in the Digital Age (MANG 3054) at Southampton Business School for the Fall 2024-2025 term. In addition, she taught Predictive Analytics I: Regression and Combinatorial Techniques (MANG 1043) during Spring 2023-2024, both at the undergraduate level. Cagla’s teaching approach emphasizes practical understanding and aims to foster a positive learning environment for her students.

Cagla Dayangan is a Postgraduate Researcher at Southampton Business School, specializing in marketing with a focus on managing uncertainty in unpredictable and volatile environments. Her research explores uncertainty management in decision-making processes, encompassing both consumer-centric perspectives and firm-level strategic adaptation.

At the individual-level, Cagla examines how contextual factors that give rise to uncertainty influence consumer coping and decision-making. Her work investigates cognitive appraisal, diverse identity motives and emotions, as well as compensatory consumption. Cagla aims to address broader themes such as identity-related dilemmas, distinct motives, and uncertainty management in consumer decisions. While her current PhD research focuses on self-uncertainty in luxury retail settings, her interests extend to understanding how uncertainty and coping strategies shape consumer preferences and judgments across various contexts. 

On the firm side, Cagla investigates how businesses and brands cope with uncertainty, particularly focusing on dynamic capabilities, relocation strategies, entrepreneurial mindset, and resilience-building in global markets. Specifically, Cagla explores strategic ambidexterity, entrepreneurial orientation, and performance relationships in diverse international business settings, as well as capability deployment and strategy implementation amids uncertain international settings. This research stream, while mostly spans business-to-business (B2B) relationships, it is also informed by her individual-level research, where Cagla examines public and consumer reactions to strategic firm decisions such as reshoring and nearshoring. By examining sustainability motives, relational investments, and strategic adaptation, her work bridges organizational and individual-level perspectives in uncertain market environments.

Cagla has presented her work at leading conferences, including EMAC, AIB, AMA Global Marketing SIG, EIBA, and AMSWMC. She actively contributes to the academic community as an ad hoc reviewer for journals such as International Marketing Review, International Business Review, Industrial Marketing Management, and for conferences including AIB, AMSWMC, AMA Global Marketing SIG, and Global Marketing Conference. Recognized as a best reviewer at the AIB Annual Conferences in 2023 and 2024, she demonstrates a strong commitment to advancing academic knowledge.

Her academic pursuits are enriched by her professional background as an entrepreneur and the roles in international trade and e-commerce, where she led operations for her family’s business in Turkey. This practical experience informs her research by providing a unique perspective on the interplay between theory and real-world applications.