Author: Nancy White


Internship Success Story: Logan Bement

Logan Bement is a senior marketing major who has worked for the Boston Red Sox for the last three summers. Logan worked on the marketing and execution of fan clubs including pricing and packaging, organizing the different benefits for each club and analyzing data and market research. When asked about marketing classes, he said he only took one marketing course which established a foundation and sparked his interest in marketing.Continue Reading


Internship Success Story: Emily Vasington

Emily Vasington is a marketing senior who had a summer internship with Whirlpool Corporation. She received this internship by attending the Fall Career Fair and learned more through her business fraternity, Pi Sigma Epsilon. At Whirlpool, she created a holistic assessment of the company’s in-store marketing materials and developed strategic recommendations to maximize the effect of its in-store marketing investments.Continue Reading


Research Seminar with Robin Soster, University of Arkansas

Recently, the Marketing Department invited Professor Robin Soster from the University of Arkansas to speak about her research. Professor Soster presented a paper titled, “How cost reclassification can reduce rumination on loss and eliminate the sunk cost effect in preliminary choice settings” on Friday, November 13. This research examines the effect of cost reclassification (i.e., reframing sunk costs as instrumental toward a newly-available alternative) on the propensity of Continue Reading


Research Seminar with Ahmed Khwaja, Yale School of Management

On October 16, Professor Ahmed Khwaja from Yale School of Management gave a research seminar for the School of Business Marketing Department about “firm expansion, size spillovers and market dominance in retail chain dynamics.” This research examines firm expansion and contraction decisions, and in particular, focuses on the role of firm size on future profitability and market dominance. Continue Reading


Marketing Faculty Accomplishments – Spring 2015

Mary Caravella
Mary Caravella received awards for Top Marketing Professor – PMBA and Outstanding Contribution to the MBA Program.

Robin Coulter
Robin Coulter was named as an inaugural Brands and Brand Relationships Institute Fellow and Voya Financial Fellow in Marketing.Continue Reading


Ph.D. Research and Accomplishments – Spring 2015

Selcan Kara
Selcan Kara presented: Shared and Connected: Interpersonal Relationships and Shared Brands.   She also successfully defended her dissertation proposal titled, “Two Essays on the Effect of Alphanumeric Brand Names on Consumers’ Brand Related Decisions.”

Bin Li
Bin Li passed his CE titled, “Technology and Market Structure: An Empirical Analysis of Entry and Exit in the Banking Industry” and received the Voya Financial Summer Doctoral and School Year Doctoral Fellowship.Continue Reading


Drivers of Local Relative to Global Brand Purchases: A Contingency Approach.

Journal of International Marketing (2015), 23 (1), 1-22.

Yuliya Strizhakova and Robin A. Coulter

As globalization has ensued, consumers around the world are increasingly making choices between global brands (sold under the same name in multiple countries around the world), and local brands (sold under a given name in one country or local region). Historically, local brands, particularly in emerging markets, were viewed as low quality and unappealing, but with the increased prevalence of global brands, local brands have become more competitive alternatives that signal originality, local cultural connections, pride and prestige. Notably, local brands are steadily gaining market share in India, China, Russia, and Brazil.Continue Reading


On the Brink: Predicting Business Failure with Mobile Location-based Checkins.

Decision Support Systems, 2015.

Joseph Pancras (Marketing). Co-authors: Ram Gopal (OPIM), Ramesh Shankar (OPIM), Lei Wang (Penn State University)

Consumers are increasingly using mobile services for engaging with firms in the offline world both directly through purchases and loyalty points redemptions, and indirectly through mobile gamification portals related to the retail outlet. One major such portal is Foursquare, the location-based service provider, which has been gaining popularity in the last few years. Continue Reading


Managing Customer Acquisition Risk Using Co-operative Databases.

Journal of Interactive Marketing, Volume 29, February 2015, Pages 39-56.

Authors: Hongju Liu and Joseph Pancras (Marketing). Co-author: Malcolm Houtz (Alliant Inc)

Firms typically have detailed information only about their own customers. In order to gain a broader view of customers across firms, several firms may pool their data together and engage an intermediary called a co-operative database firm to manage and analyze the pooled data to provide better targeting solutions for the firms. In this paper Professors Liu and Pancras study these interesting intermediaries by developing a framework for firms to manage customer acquisition risk using co-operative databases.Continue Reading


Investigating the Impact of Customer Stochasticity on Firm Price Discrimination Strategies using a New Bayesian Mixture Scale Heterogeneity Model

Marketing Letters, 2015, 1-16.

Joseph Pancras (Marketing) and Dipak K. Dey (Statistics) Co-author: Xia Wang (University of Cincinnati)

Targeted marketing is increasingly popular among new media firms and accurate targeting requires well-calibrated statistical models which will identify customer preferences from their previous historical transactions so as to customize an offering to their needs. A typical example of such targeted marketing is customized pricing, where a price sensitive customer is given a coupon with a higher face value, while a less price sensitive or brand loyal customer may be given a lower face value or no coupon at all. Continue Reading