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Areas of Research

Areas of Research

At the Eli Broad College of Business, doctoral students have the opportunity to work and publish with some of the top researchers in marketing, as evidenced by the rankings below.

Faculty-student collaboration is part of the Broad experience, and it leads to results. Focused on marketing strategy, Eli Broad’s faculty has developed three areas of research excellence:

  • Corporate Marketing Strategy
  • Product and Brand Management
  • Relationship Marketing
  • International Marketing

Doctoral students work with faculty in each of these areas to research the most compelling issues facing businesses today, and Broad provides the resources to get it done.

 

Centers of Excellence

At the Eli Broad College of Business, doctoral students have the opportunity to work and publish with some of the top researchers in marketing, as evidenced by the rankings below.

Corporate Marketing Strategy

Finally, the overarching theme for research at Michigan State University’s marketing department is marketing strategy.  The anchor for this focus is our strong reputation and core faculty studying corporate marketing strategy.  Among notable faculty in this center of research excellence is Dr. Tomas Hult. Dr. Hult is the Director of the International Business Center (MSU-CIBER), former editor of the Journal of the Academy of Marketing Science, and one of the 50 most cited researcher in marketing (hyperlink: https://marketing.broad.msu.edu/2014/11/21/marketing-ranks-top-15-world-research/). During his time at MSU, Dr. Hult has co-authored several books on international business, has chaired multiple dissertation committees, and has collaborated with doctoral students on numerous publications. In addition, Roger Calantone, Ahmet Kirca, and Irina Kozlenkova also conduct research in this area.

Recent publications on Corporate Marketing Strategy:

2015 – 2016

Katsikeas, Constantine S., Neil A. Morgan, Leonidas C. Leonidou, and G. Tomas M. Hult (2016), “Assessing Performance Outcomes in Marketing,” Journal of Marketing, 80 (2), In Press.

Bamiatzi, Vassiliki, Konstantinos Bozos, S. Tamer Cavusgil, and G. Tomas M. Hult (2016), “Revisiting the Firm, Industry and Country Effects on Profitability under Recessionary and Expansion Periods: A Multi-level Analysis,” Strategic Management Journal, In Press.

Ozkaya, Erkan, Cornelia Droge, G. Tomas M. Hult, Roger Calantone, and Elif Ozkaya (2015), “Market Orientation, Knowledge Competence, and Innovation,” International Journal of Research in Marketing, 32 (3), 309-318.

Arrfelt, Mathias, Robert M. Wiseman, Gerry McNamara, and G. Tomas M. Hult (2015), “Examining a Key Corporate Role: The Influence of Capital Allocation Competency on Business Unit Performance,” Strategic Management Journal, 36 (7), 1017-1034.

Lee, J. –Y., Kozlenkova, I. V., and Palmatier R. W., “Structural Marketing: Using Organizational Structure to Achieve Marketing Objectives,”(forthcoming), Journal of the Academy of Marketing Science.

Product and Brand Management

The Eli Broad College of Business has long been recognized for its excellence in Product and Brand Management. In a study (hyperlink: https://www.rpi.edu/dept/lally/news/2012/inmgmtsch.12.pdf) by Drs. Pianpain Yang and Lei Tao, MSU ranked 3rd among universities for Innovation Management and 1st in the Big 10. Scholarship in this area has been a long-standing strength at Broad, and its faculty has won numerous awards in this center of research excellence.

As a doctoral student, you will have the opportunity to collaborate with renowned scholars in Product and Brand Management. The Broad faculty continually works with doctoral students in this area. Just check out our list of recent publications below.

Among notable faculty in this center of research excellence is Dr. Roger Calantone. Dr. Calantone has been ranked as the world’s 2nd top scholar in Innovation Management and as the 10th most cited marketing researcher worldwide (University of Minnesota report – http://carlsonschool.umn.edu/worlds-50-most-cited-marketing-departments-and-scholars). In addition to these accomplishments, he is a University Distinguished Professor, has chaired many dissertations, and has published numerous articles with doctoral students. Dr. Calantone, as well as other faculty in this area, enjoys working with doctoral students in this area and providing tutelage on research. In addition, a number of other faculty work in this area including, Cornelia Droge, Ahmet Kirca, Hang Nguyen, and Clay Voorhees.

Recent publications in Product and Brand Management:

2015 – 2016

Dean, Tereza, David A. Griffith, Roger J. Calantone, “New Product Creativity: Understanding Contract Specificity in New Product Introductions,” Forthcoming, Journal of Marketing.

Sarangee, K., J. Schmidt, and R. J. Calantone (2015), “Does the Future Impact the Present during New Product Development?” Journal of Product and Innovation Management.

Vickery, S., Y. Bolumole, M. Castel, and R. J. Calantone (2015), “The Effects of Product Modularity on Launch Speed,” International Journal of Production Research, Vol. 53, Iss. 17.

Vickery, S., X. Koufteros, C. Dröge, and R. J. Calantone (2015), “Product Modularity, Process Modularity, and New Product Introduction Performance: Does Complexity Matter?” Production and Operations Management, p1-20.

Bolumole, Y., R. Calantone, C. A. Di Benedetto, and S. A. Melnyk (2015), “New Product Development in New Ventures: The Quest for Resources,” International Journal of Production Research, Vol. 53, Iss. 8, p2506-2523.

Chauduri, M., R. Calantone, and P. Randhawa (2015), “New Wine from Old Grapes: Innovation in the Eco-Friendly B2C Space,” Journal of International Consumer Marketing, Vol. 27, Iss. 2, p99-122.

Ozkaya, H. E., C. Dröge, G. T. M. Hult, R. Calantone, and E. Ozkaya (2015), “Market Orientation, Knowledge Competence, and Innovation,” International Journal of Research in Marketing.

Relationship Marketing and Sales

Relationship Marketing and Sales is one of the hottest areas of marketing research today. At the Eli Broad College of Business, you’ll have access to some of the top faculty in the field. With multiple publications in leading journals, the Broad’s relationship marketing and sales center of research excellence is becoming one of the best in the nation. Here is but a brief list of awards in this center of research excellence:

  • AMA’s Emerging Service Scholar Award
  • AMA Sales SIG Excellence in Research Award
  • Winner of the 2011, 2012, 2015 Industry Relevance Awards granted by the Cornell Center for Hospitality Research

Doctoral students who focus on relationship marketing and sales have access to some of the best faculty in the field. Among notable faculty in this center of research excellence are Dr. Douglas Hughes and Dr. Clay Voorhees. Dr. Hughes is the Incoming Editor of the Journal of Personal Selling & Sales Management and an area editor for the Journal of the Academy of Marketing Science. His research focuses on salesforce management issues and has appeared in the Journal of Marketing, the Journal of Marketing Research, and the Journal of the Academy of Marketing Science. Dr. Voorhees is an associate professor at MSU whose research focuses on customer experience and loyalty management. His research has appeared in the Journal of Marketing, Journal of Marketing Research, Strategic Management Journal, and the Journal of the Academy of Marketing Science. Both have chaired multiple dissertations and collaborate with doctoral students on research. In addition, a number of other faculty work in this area including, Roger Calantone, Tomas Hult, Irina Kozlenkova, and Stephanie Mangus.

Below is a list of recent publications in this area:

2015-2016

Bone, Sterling A., Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen B. DeTienne, and R. Bruce Money (2016), “Mere Measurement “Plus”: How Solicitation of Feedback Influences Customer Repurchase Intentions and Behavior,” forthcoming in the Journal of Marketing Research.

Bolander, Willy, Cinthia Santornino, Douglas E. Hughes, and Gerald R. Ferris (2015), “Social Networks within Sales Organizations: Their Development and Importance for Salesperson Performance,” Journal of Marketing.

Kozlenkova, Irina, G. Tomas M. Hult, Donald Lund, Jeannette A. Mena, and Pinar Kekec (2015), “The Role of Marketing Channels in Supply Chain Management: A Review of the Literature and Takeaways for Future Research,” Journal of Retailing, 91 (4), 586-609.

Sridhar, Srihari, Clay M. Voorhees, Srinath Gopalakrishna (2015), “Assessing the Drivers of Short and Long-Term Outcome at Business Trade Shows” Customer Needs and Solutions, 2(3), 222-229.

Miao, C. Fred, Douglas E. Hughes, Keith A. Richards, and Frank Q. Fu (2015), “Understanding the Interactive Effects of Service Climate and Transactional Sales Climate on Service Quality and Sales Performance,” Journal of the Academy of Marketing Science.

Baldus, B., C. Voorhees, and R. J. Calantone (2015), “Online Brand Community Engagement: Scale Development and Validation,” Journal of Business Research, Vol. 68, Iss. 5, p978-85.

Allen, Alexis, Michael Brady and Stacey Robinson, and Clay M. Voorhees (2015), “One Firm’s Loss is another’s Gain: Capitalizing on Other Firms’ Service Failures,” Journal of the Academy of Marketing Science.

Brocato, Deanne, Julie Baker, and Clay M. Voorhees (2015), “Creating Consumer Attachment to Retail Service Firms through Sense of Place,” Journal of the Academy of Marketing Science, 43(2/March): 200-220.

International Marketing

The Eli Broad College of Business has been ranked #1 in international business research (International Business Review – hyperlink: http://www.bus.miami.edu/magazine/pdf/sciencedirect.pdf).  Doctoral students who choose to focus on international marketing will have access to resources such as CIBER (hyperlink: http://global.broad.msu.edu/ibc), and to faculty who are thought leaders in the field. The Broad faculty regularly collaborates with doctoral students in this area (see list of recent publications below), and have served as committee members and chairs of several dissertations.

Among notable faculty in this center of research excellence is Dr. Tomas Hult. Dr. Hult is the Director of the International Business Center (MSU-CIBER), former editor of the Journal of the Academy of Marketing Science, and one of the 50 most cited researcher in marketing (hyperlink: https://marketing.broad.msu.edu/2014/11/21/marketing-ranks-top-15-world-research/). During his time at MSU, Dr. Hult has co-authored several books on international business, has chaired multiple dissertation committees, and has collaborated with doctoral students on numerous publications. In addition, Roger Calantone, Ahmet Kirca, and Irina Kozlenkova also conduct research in this area.

Recent publications in international marketing:

2015 – 2016

Kostova, Tatiana and G. Tomas M. Hult (2016), “Meyer and Peng’s 2005 Article as a Foundation for an Expanded and Refined International Business Research Agenda: Context, Organizations, and Theories,” Journal of International Business Studies, 47 (1), In Press.


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