Department of Marketing
Research and Publications
Faculty members in the Department of Marketing at Daniels are nationally recognized for their thought leadership in the marketing industry. Their research and publications have appeared in journals such as Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of International Marketing, Journal of Consumer Psychology, Journal of Advertising, Business Ethics--A European Review, The American Journal of Psychology, Journal of Consumer Marketing, and Journal of Marketing Education.
Research Spotlight
Our faculty members' research covers a wide spectrum of marketing disciplines and interests. Below is a sampling of recent research projects and publications.
Strategic market planning and entrepreneurship
Dr. Pete Whalen's areas of expertise and research are in strategic marketing planning, and business planning and entrepreneurship. He has presented his research at the American Marketing Association and Academy of Marketing Sciences national conferences and has several publications under review with related academic journals.
Evaluating customer satisfaction assessments
In his research, Professor Donald Bacon applies statistical theories of measurement and multivariate statistics to problems such as customer satisfaction assessment, where he is developing and testing new ways to evaluate the importance of service attributes. He also consults with numerous industry clients on sampling, survey design, and data analysis issues.
Customer experience management in the B-2-B sector
A current research project of Dr. Charles Patti is a personal interview study of the obstacles to implementation of customer experience management (CEM) in the business-to-business sector. This study focuses on the cable and telecommunications industry and explores the adoption of the principles and practices of CEM, a rapidly-emerging business concept. Data collection takes place in spring 2009 and planned submission for publication review is fall 2009.
Ethics in international marketing
Pallab Paul's research publications focus on marketing managers', consumers' and marketing educators' decision-making process across country boundaries. Specifically, it involves ethical issues in business (part of the mission of the Daniels College of Business) in a cross-cultural setting.
Recent Publications
Growth via Intellectual Property Rights Versus Gendered Inequity in Emerging Economies: An Ethical Dilemma for International Business.
Pallab, Paul and Kausiki Mukhopadhyay. (2009). Journal of Business Ethics, Spring 2009. Read abstract >
Improving writing through the marketing curriculum: A longitudinal study.
Bacon, D.R., Paul, P., Johnson, C., & Conley, T. (2008). Journal of Marketing Education, 30(3), 217-225. Read abstract >
Abstracts
Growth via Intellectual Property Rights Versus Gendered Inequity in Emerging Economies: An Ethical Dilemma for International Business.
Paul, Pallab, and Kausiki Mukhopadhyay. (2009). Journal of Business Ethics, Spring 2009.
Abstract
In this paper, we critique the emergent international normative framework of growth--the knowledge economy. We point out that the standardized character of knowledge economy's flagship--intellectual property rights (IPRs)--has an adverse impact on women in emerging economies, such as India. Conversely, this impact on women, a significant consumer segment, has a feedback effect in terms of market growth. Conceptually, we analyze the consequences of knowledge economy and standardized IPR through a feminist lens. We extend the analyses by pointing to various contradictions surrounding growth norms; for example, there are inherent contradictions between established ''formal'' legalistic interpretation of IPR, ''soft law'' norms of corporate social responsibility, a fluid situation of moral claims of human rights, and different institutional capabilities at the international and domestic level. Consequently, we are able to demonstrate how standard IPR laws fail to deliver equity for all. We argue our case through exploring the growth aspects of the agricultural sector in India and the adverse impact of standard biopatenting on women farmers' rights (as producers and consumers) and preservation of environment. We suggest that desired gendered equity is better achieved when there is a constellation of actors--private-sector business, the state, and civil-society leaders--working together to ensure a balanced development through tailoring of IPR to local needs.
Improving writing through the marketing curriculum: A longitudinal study.
Bacon, D.R., Paul, P., Johnson, C., & Conley, T. (2008). Journal of Marketing Education, 30(3), 217-225.
Abstract
An objectively-scored assessment of basic writing skills was used systematically in several courses throughout the marketing curriculum at a private university. Results indicate that repeated testing on editing skills with feedback will lead to repeated improvements in skills, and that these skills tend to be recalled for substantial periods of time. Further, the objectively-scored instrument was found to correlate significantly with actual writing performance. Despite the success with this method, barriers remain to wider adoption.
