Tuba holds a B.Sc. from Middle East Technical University (Turkey), an MBA from Texas Tech University, an MA in Sociology from University of Illinois at Urbana-Champaign and a Doctorate in Business Administration from Harvard University.
Before starting her academic career, Tuba worked as a financial analyst at Procter & Gamble, and as a marketing VP at a local company. She also started a small business-to-business trading company in Turkey.
Tuba's research focuses on extending existing theories in the sociology of consumption to account for the distinctive context of the developing world. She is interested in issues around consumer acculturation and status consumption. Her research has appeared in Journal of Consumer Research, Harvard Business Review and Advances in Consumer Research.
Prior to joining CSU, Tuba has worked as a Reader in Consumer Culture at Cass Business School, London.