The department's mission is to produce and disseminate knowledge that significantly advances marketing theory and practice. To that end, we are committed to excellence in research and strong academic programs at the bachelors, masters, and doctoral levels.

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Recent Submissions

  • Who is the ideal worker? How gendered organizations adversely impact women's promotability and development 

    Steele, Clarissa R. (University of Missouri--Columbia, 2020)
    Women tend to earn fewer promotions (Roth et al., 2012) and receive fewer developmental opportunities (King et al., 2012) than men, but little research explains why. I explore the stereotype of the ideal worker, someone ...
  • Catch-up innovation in emerging market multinationals 

    Chen, Li (University of Missouri--Columbia, 2020)
    [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] In this dissertation, I study how emerging market multinationals innovate to catch up with incumbent global leaders. By extending entrepreneurial ...
  • The effects of customer participation on service outcomes : a fit perspective 

    Dong, Beibei, 1981- (University of Missouri--Columbia, 2010)
    [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] Previous research in customer participation argues that customer participation positively influences service quality and customer satisfaction. However, ...
  • A consumer perspective on mass customization 

    Hunt, David M., 1968- (University of Missouri--Columbia, 2006)
    This dissertation investigates the influence of individual differences in need for optimization (NFO), centrality of visual product aesthetics (CVPA), and consumer need for uniqueness (CNFU) on perceived value of customized ...
  • Cynical consumers : dangerous enemies, loyal friends 

    Helm, Amanda E., 1973- (University of Missouri--Columbia, 2006)
    This dissertation introduces and develops the construct of consumer cynicism, characterized by a perception of a pervasive, systemic lack of integrity in the marketplace, and investigates how cynical consumers behave in ...
  • Have you seen the new model? : visual design and product newness 

    Radford, Scott K., 1973- (University of Missouri--Columbia, 2007)
    Firms must continually innovate to successfully meet both consumer needs and competitive pressures. Previous investigations of innovation have examined this construct solely from the firms' perspective and only minimal ...