Mrs Cagla Dayangan

Cagla teaches across marketing and management subjects at undergraduate and postgraduate levels, with an emphasis on practical understanding and creating an engaging learning environment. At the University of Southampton Business School (USBS), she has led seminars in Marketing in the Digital Age (MANG3054), lab sessions and seminars in Predictive Analytics (MANG1043), and Making Successful Decisions (MANG2069). She also delivered guest lectures in Digital Marketing Strategy (MANG6560) and seminars in Digital Technologies in Business (MANG1050), and serves as Data Analysis Tutor for Undergraduate Dissertations as part of the Education Development Office at USBS. Since 2024, she has designed and delivered a graduate seminar in Social Entrepreneurship at IAE Lyon School of Management, with full responsibility for curriculum, assessment, and facilitation. Prior to Southampton, she delivered seminars across management, entrepreneurship, and international business programmes at Dokuz Eylül University.

Cagla Dayangan is a Postgraduate Researcher (PhD candidate) at Southampton Business School. Her doctoral research investigates how uncertainty shapes consumer decision-making, with a focus on how consumers interpret and respond to identity-related uncertainty and the coping strategies this gives rise to. Her PhD is supervised by Professors Paurav Shukla, Jaywant Singh, and Dr Steve Chen.

She also pursues a second line of research at the organisational level, looking at how firms respond when competitive environments become volatile and ambiguous. This agenda covers dynamic capabilities, strategic ambidexterity, and resilience in international business, and extends to how consumers and the public react to firm-level strategic decisions such as reshoring and nearshoring.

Cagla has presented her research at conferences including EMAC, AIB, AMA Global Marketing SIG, EIBA, and AMSWMC, and reviews regularly for journals and conferences in the field. She was recognised as Best Reviewer by International Business Review in 2025, and by AIB in 2023 and 2024.

Her research and teaching are also informed by over a decade of hands-on experience in international trade, e-commerce, and B2B relationship management, including founding her own venture and leading export operations and e-commerce across B2B markets.