VITA
GEOFFREY L. GORDON
OFFICE ADDRESS
Department of Marketing
Barsema Hall 128K
Northern Illinois University
DeKalb, IL 60115
(815) 753-6226
EDUCATION:
1988-1991
HOME ADDRESS
1319 Devonshire Drive S
Sycamore, IL 60178
(815) 899-4124
Ph.D. in Business Administration
University of Kentucky
Lexington, Kentucky
Major Field: Marketing
Dissertation Title: Measuring Value Driven Choice
in Business-To-Business Service Innovation
1978-1980
Master of Business Administration
Duke University
Durham, North Carolina
Areas of Concentration: Marketing and Accounting
1973-1977
Bachelor of Science in Business
Lehigh University
Bethlehem, Pennsylvania
Major Field: Finance
ACADEMIC EXPERIENCE:
1991-Present
OTA/Off The Record Research Professor of Investment Research, Department of
Marketing,
Northern Illinois University, DeKalb, Illinois.
Received tenure, August 1994.
Teaching responsibilities include: Marketing Strategy (graduate and undergraduate) and
Marketing Seminars. Responsible for overseeing independent studies at both the
undergraduate and graduate level.
1988-1991
Graduate Teaching Assistant, Department of Marketing, University of Kentucky,
Lexington, Kentucky. Teaching responsibilities included: Marketing Strategy and
Planning and Promotion Management.
1981-1988
Assistant Professor, Department of Business Administration, Lycoming College,
Williamsport, Pennsylvania. Received tenure in August 1987. Teaching responsibilities
included: Marketing Management I and II, Marketing Research, Business Policy,
Quantitative Business Analysis, and Management Accounting. Chairman of the
Department, 1984, 1986-1987.
OTHER EXPERIENCE:
1995-present
Marketing Research Consulting, OTR Global, San Francisco, Ca.
Oversee research and product development efforts for OTR Global, which provides
research products to leading mutual funds and investment houses.
1985-1988
Instructor, Bellcore, Lisle, Illinois.
Developed and taught seminars entitled, "Strategic Marketing Tools," "Business Update,"
and "Customer Analysis Workshop" for the seven Regional Bell Operating Companies.
Co-author (with Craig C. Gordon) of a business case study on Centrex.
1980-1981
Consultant, Management Information Consulting Division, Arthur Andersen and
Company, Charlotte, North Carolina. Conducted profit improvement program for
nationwide photographic company. Responsible for design and installation of general
ledger, budgeting, and accounting system for major North Carolina power agency.
JOURNAL ARTICLES PUBLISHED
“Building a University Brand From Within,” Services Marketing Quarterly, Volume 30 (1), 2008
forthcoming (Co-authored with Kimberly Judson and Timothy Aurand).
“The Boomer Consumer: The Importance of Preventing Consumer Grudges Within the Mature Market,”
Journal of Contemporary Business Issues, Volume 15 (2) Fall 2007, pp. 11-21 (Co-Authored with David
Aron, Kimberly Judson, Timothy Aurand, and Sandra Domagalski).
“B2B E-Marketing Strategies of Multinational Corporations: Empirical Evidence from the United States
and Australia,” Mid-American Journal of Business, Volume 22 (1) 2007, pp. 31-44 (Co-Authored with
Tanuja Singh and Sharon Purchase).
“Consumer Grudgeholding: Does Age Make a Difference?” Mid-American Journal of Business, Volume
22 (1) 2007, pp. 45-58 (Co-Authored with David Aron, Kimberly Judson, and Timothy Aurand).
“The New Product Development Process: Let the Voice of the Salesperson Be Heard,” Journal of Product
& Brand Management, Volume 15 (3) 2006, pp. 194-202 (Co-Authored with Denise Schoenbachler, Dan
Weilbaker, Kimberly Judson, and Rick Ridnour).
“Consumer Grudgeholding: An Ounce of Prevention is Worth a Pound of Cure,” Marketing Management
Journal, Vol. 16 (1) Spring 2006, pp. 158-173 9 (Co-Authored with David Aron, Kimberly Judson, and
Timothy Aurand).
“Building Brand Loyalty Through Individual Stock Ownership,” (with Denise D. Schoenbachler and
Timothy Aurand), Journal of Product and Brand Management, (2004)13 (7), 488-497.
“Trust and Customer Willingness to Provide Information in Database-driven Relationship Marketing,”
(with Denise D. Schoenbachler) Journal of Interactive Marketing, (2002) 16 (3), 2-16.
“Multi-Channel Shopping: Understanding What Drives Channel Choice,” (with Denise D. Schoenbachler)
Journal of Consumer Marketing, (2002) 19 (Winter), 42-51.
“Going Off The Record with Reg FD,” (with Craig C. Gordon and Denise D. Schoenbachler), Council of
American Survey Research Organizations 2002 Annual Journal, (2002) 111-114.
"Critical Considerations in the Design and Development of Cross-Functional Business Programs," (with
Timothy Aurand and Carol DeMoranville), Mid-American Journal of Business, Vol. 16 (2) Fall 2001, pp.
21-30.
“Integration and New Product Development Success: The Role of Formal and Informal Controls,” (with Denise
D. Schoenbachler and Douglas Ayers), Journal of Applied Business Research, Vol. 17 (2) Spring 2001, pp.
133-148.
"The Importance of Courting the Individual Investor," (with Craig Gordon, Paul Vogelheim, and Denise
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Schoenbachler), Business Horizons, Vol. 44 (1) January-February 2001, pp. 69-76.
"The Delivery of an Undergraduate, Cross-Functional Business Principles Program: One University's
Continuing Journey"(with Timothy Aurand and Carol DeMoranville), Marketing Education Review, Vol.
10 (3) Fall 2000, pp. 29-42.
“Insider Trading”, Marketing Research, Summer 1997, pp. 21-23. (Non-refereed)
“Telemarketers’ Awareness and Knowledge of the FTC Telemarketing Sales Rule,” (with Denise D.
Schoenbachler and Jay S. Wagle), Journal of the American Telemarketing Association, Vol. 2 (1), April
1997, pp. 8-15.
“New Product Development: Using the Salesforce to Identify Opportunities,” (with Denise D.
Schoenbachler, Peter F. Kaminski, and Kimberly A. Brouchous), The Journal of Business & Industrial
Marketing, Vol. 12 (1), 1997, pp. 33-50.
“Understanding Consumer Database Marketing,” (with Denise D. Schoenbachler, Dawn Foley, and Linda
Spellman), Journal of Consumer Marketing, Vol. 14 (1), 1997, pp. 5-19.
“Reengineering and the Marketing Function: Integration of Theory and Practice,” (with Timothy W.
Aurand and Denise D. Schoenbachler), The Journal of Product & Brand Management, Vol. 5 (3), 1996, pp.
6-23.
“The Development and Marketing of Business Seminars by Universities: Participant Format Preferences,”
(with Linda Gorchels and Timothy W. Aurand), Journal of Marketing for Higher Education, Vol. 7 (3),
1996, pp. 49-64.
"Active and Passive Teaching Methodologies: Student Outcomes Over a Semester Course," (with Mike
Drafke and Denise Schoenbachler), Marketing Education Review, Vol. 6 (1), 1996, pp. 9-17.
"Adolescent Response to Anti-Drug Public Service Announcements: A Segmentation Approach," (with
Denise Schoenbachler and Douglas Ayers) Journal of Applied Business Research, Vol. 12 (2), 1996, pp. 921.
Article Abstract of following article appeared in The Journal of Product Innovation Management, Vol. 13
(1), January 1996, pp. 71-72.
"The Product Development Process: Three Misconceptions Which Can Derail Even the Best-Laid Plans,"
(with Douglas Ayers, Nessim Hanna, and Rick Ridnour), Journal of Product & Brand Management, Vol. 4
(1), 1995, pp. 7-17.
"New Product Development Practices in Consumer Versus Business Products Organizations," (with Nessim
Hanna, Doug Ayers, and Rick Ridnour), Journal of Product & Brand Management, Vol. 4 (1), 1995, pp. 3355.
"Information Gathering and Customer Value Creation in Business-to-Business Services: Applied to the
Telecommunications Industry," (with Roger J. Calantone and C. Anthony di Benedetto), Journal of
Customer Service in Marketing & Management, Vol. 1 (2), 1995, pp. 123-142.
"Taking a Real-Time Approach to International Marketing Research," (with Craig Gordon, Denise
Schoenbachler, and Thomas Rogers), Journal of Professional Services Marketing, Vol. 11 (2), 1995, pp.
189-205.
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"Destination Advertising: Assessing Effectiveness With the Split-Run Technique," (with Denise
Schoenbachler, C. Anthony di Benedetto, and Peter Kaminski), Journal of Travel & Tourism Marketing,
Vol. 4 (2), 1995, pp. 1-21.
"Communicating Value for Business-to-Business Services," (with Denise D. Schoenbachler and Doug J.
Ayers), Journal of Promotion Management, Vol. 2 (3/4), 1995, pp. 141-158.
"Marketing Information Systems for Consumer Product Companies: A Management Overview," (with
Terry O’Brien and Denise Schoenbachler), Journal of Consumer Marketing, Vol. 12 (5), 1995, pp. 16-36.
"Determinants of Service Quality in the Commercial Airline Industry: Differences Between Business and
Leisure Travelers," (with Peter Ostrowski and Terrence O'Brien), Journal of Travel & Tourism Marketing,
Vol. 3 (1), 1994.
"Brand Equity as an Evolutionary Process," (with C. Anthony di Benedetto and Roger J. Calantone), The
Journal of Brand Management, Vol. 2 (1) August 1994.
"The Use of Humor in Japanese Advertising," (with Nessim Hanna and Rick Ridnour), Journal of
International Consumer Marketing, Vol. 7 (1), 1994.
"The Effect of Country-of-Origin Information on Consumer Purchase Decision Processes When Price and
Quality Information are Available," (with Thomas Rogers, Peter F. Kaminski, and Denise D.
Schoenbachler), Journal of International Consumer Marketing, Vol. 7 (2), 1994.
"Physician Choice Criteria: Factors Influencing Selection of Generalists Versus Specialists," (with Nessim
Hanna and Denise D. Schoenbachler), Health Marketing Quarterly, Vol. 12 (2), 1994, pp. 29-42.
"Brand Equity in the Business-To-Business Sector: An Exploratory Study," (with Roger J. Calantone and
C. Anthony di Benedetto) The Journal of Product & Brand Management, Vol. 2 (3), 1993.
"Customer Knowledge Acquisition in the Business Products Market," (with Roger J. Calantone, C. Anthony
di Benedetto, and Peter F. Kaminski) The Journal of Product & Brand Management, Vol. 2 (3), 1993.
"Service Quality and Customer Loyalty in the Commercial Airline Industry," (with Peter Ostrowski and
Terrence O'Brien) Journal of Travel Research, Fall 1993.
"Linking Customer Knowledge With Successful Service Innovation," (with Peter F. Kaminski, Roger J.
Calantone, and C. Anthony di Benedetto), The Journal of Applied Business Research, Vol. 9 (2) Spring
1993.
"Business-to-Business Service Marketing: How Does It Differ From Business-to-Business Product
Marketing," (with Roger J. Calantone and C. Anthony di Benedetto), Journal of Business & Industrial
Marketing, Vol. 8 (1), 1993
"What Is A Business-To-Business Market Orientation?" (with Peter F. Kaminski and Thomas Rogers)
Journal of Marketing Management, Vol. 3 (2) Fall/Winter 1993.
"Mature Markets and Revitalization Strategies: An American Fable," (with Roger J. Calantone and C.
Anthony di Benedetto), Business Horizons, May-June, 1991.
"The Use of Production Information in Test Market Decisions," (with Paulette Marino), Production and
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Inventory Journal, Second Quarter, 1991.
"How Electrical Contractors Choose Distributors," (with Roger J. Calantone and C. Anthony di Benedetto),
Industrial Marketing Management, January-February, 1991.
CONFERENCE PROCEEDINGS PUBLISHED OR FORTHCOMING:
“The New Product Development Process: Let the Voice of the Salesperson Be Heard,” (with Denise D.
Schoenbachler, Rick E. Ridnour, Kimberly Judson, and Dan Weilbaker), National Conference for Sales
Management, Spring 2006, March 2-4.
"Building Brand Loyalty: The Role of the Individual Investor," (with Denise D. Schoenbachler), Marketing
Management Association Conference Proceedings, Spring 2002, February 27-March 1.
"Cross-Functional Business Education: A Case of Reengineering," (with Timothy W. Aurand and Carol
DeMoranville) Midwest Business Administration Association Meeting, MMA Conference Proceedings,
March 7-9, 2001.
"Team Teaching in a Cross-Functionally Integrated Class: Look Before You Leap," (with Timothy Aurand
and Carol DeMoranville) MMA Fall Educators' Conference Proceedings, 2000, St. Louis, MO.
"The Role of Trust in Minimizing Privacy Concerns in Database Relationship Marketing," (with Denise
Schoenbachler) presented at the DMEF Educators' Conference, October 15, 2000, New Orleans, LA and
published as an abstract in Frontiers in Direct and Interactive Marketing Research, Vol. 3, pp. 79-80.
"The Development and Use of Scales for Measuring the Value Inherent in Business-To-Business Service
Innovations," (with Doug Ayers and Denise Schoenbachler), Southwestern Marketing Association
Conference Proceedings, 1995, pp. 46-55. Awarded Best Paper in Business Marketing Track.
"An Empirical Investigation of the Role of the Sales Force in the New Product Development Process," (with
Peter Kaminski and Denise Schoenbachler), American Society of Business and Behavioral Sciences
Perspectives Journal, Proceedings of the 1995 Las Vegas Conference, pp. 100-112.
"Consumption Symbolism: A Consumer Socialization Perspective," (with Denise Schoenbachler and Doug
Ayers), Southwestern Marketing Association Proceedings, 1995, pp. 70-77, Presented at the SWMA
Conference.
"An Examination of the Match-Up Hypothesis: Corporate Sponsorship of Auto Racing," (with Doug Ayers
and Denise Schoenbachler) Midwest Marketing Association Proceedings, 1995, pp. 77-81.
"Overcoming the Complexities of Marketing to the Federal Government," (with Denise D. Schoenbachler
and Jenny Ahlberg) Midwest Marketing Association Conference Proceedings, 1994, Chicago, Il.
"Fulfilling the Promise of Communications Technology: Marketing Strategy Recommendations For Buyers
and Sellers," (with Denise D. Schoenbachler and Peter F. Kaminski), Southwest Marketing Association
Conference Proceedings, 1994, Dallas, TX.
"Tracking the Elusive Prey: Attempts at Defining/Operationalizing the Marketing Concept and Directions
For Future Research," (with Doug J. Ayers, Nessim Hanna, and Rick Ridnour), Atlantic Marketing
Association Proceedings, 1994, Atlantic City, NJ.
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"Improving the R&D/Marketing Interface Through Management of Organizational Culture," (with Doug J.
Ayers), Proceedings of the Southern Marketing Association Conference, October 1992, New Orleans,
Louisiana.
"Utilization of Information Technology in Small Business," (with Ann M. Thompson and Peter F.
Kaminski), Proceedings of the Atlantic Marketing Association, 1992, Orlando, Fl.
"A Conceptual Integration of Innovation and Diffusion Drivers of Industrial New Product Success," (with
Roger J. Calantone and C. Anthony di Benedetto), Proceedings of the American Marketing Association
1991 Winter Educators Conference, February 1991, Orlando, Florida.
"Using Product and Technological Life Cycles As Guides In Strategic Opportunity Identification," (with
Roger J. Calantone and C. Anthony di Benedetto), Proceedings of the Product Development and
Management Association Conference, October 1991, Boston, Massachusetts.
"Franchise Extension: Does the Customer Buy the Product or the Firm?" (with Paulette Marino),
Proceedings of the Southern Marketing Conference, October 1990, Orlando, Florida.
"Marketing: The Missing Piece to the Value Analysis Puzzle," (with Roger J. Calantone and C. Anthony di
Benedetto), Proceedings of the Product Development and Management Association Conference, October
1990, Marina Del Ray, California.
"Which Way Do We Go: Strategic Choice in the U.S. Telecommunications Industry," (with Rakesh B.
Sambharya), Proceedings of the Second International Conference on Managing the High Technology Firm,
January 1990, Boulder, Colorado.
OTHER PUBLICATIONS:
"The Use of Humor in Advertising: The Case of Hong Kong," (with Cheung Wah-leung and Nessim
Hanna), Hong Kong Baptist University School of Business Working Paper Series, 1995.
ACADEMIC COMMITTEE SERVICE PAST AND PRESENT
University Judicial Committee
University Judicial Advisory Committee
University Faculty Senate
Departmental Scholarship Committee
Departmental Personnel Committee
Departmental Portfolio Committee
College Council
Teaching and Research Sub-Committee of the Strategic Plan Action Groups
Department of Marketing Fund-Raising Committee
College of Business MBA Committee
Department of Marketing Merit Review Committee
Department of Marketing Search Committee
Department of Marketing Grade Appeal Committee.
ADDITIONAL INFORMATION:
Certified in Production and Inventory Management (CPIM)
Member of the American Marketing Association
Member of the Marketing Management Association
Member of the Marketing Research Association
Member of the Product Development Management Association
Board Member, Kishwaukee YMCA
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Former President, Sycamore Youth Baseball
Former President, Sycamore Travel Sports
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