My primary research focus is Innovation in Marketing Strategy. More specifically, I research the performance advantages for firms that successfully foster and implement Marketing Innovation in the core business processes of product development, supply chain management, and customer relationship management. My secondary research interests include sales force management, student / client satisfaction and loyalty, location choice, and online marketing.
My future research builds on my dissertation and existing publications following two key research streams. The first stream seeks to further address the specific firm performance implications of Marketing Innovation by (1) looking more deeply at the specific interactions among the levels of Marketing Innovation in the 3 core business processes, (2) investigating the moderating role of geographic proximity, and (3) examining the differences among various international firm environments. The secondary research stream explores marketing technology and its role in (1) marketing innovation, (2) sales force automation projects, (3) firm Internet exposure, and (4) social media investment.
For specific details, abstracts and publication samples, please see: