ANDREW T. CRECELIUS. Contact. Education. Research Overview. Dissertation. Ph.D. Candidate, Marketing University of Missouri

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1 ANDREW T. CRECELIUS Ph.D. Candidate, Marketing Contact 402 Cornell Hall Trulaske College of Business Columbia, MO Phone: (314) Education 2016 Ph.D. Marketing,, (Proposal defended May 2015) 2013 M.B.A. Marketing, 2010 B.B.A. Finance, University of Notre Dame Research Overview Emphasis: Marketing strategy sales and relationship marketing Philosophy: Apply appropriate empirical techniques to address topics with high practitioner interest and little academic attention Selected Interest Areas: Social networking behaviors at the organizational frontlines Measuring and improving sales prospecting effectiveness The interaction of advertising with specific salesperson behaviors Salesperson efforts to represent customers within the selling firm Applied statistical modeling Dissertation Salesperson Networking and Sales Prospecting Outcomes: Essays on the Roles of Motivation and Communications-Mix Synergies Chair: Srinath Gopalakrishna Committee: Lisa Scheer, Detelina Marinova, and Dan Turban Stage: Dissertation proposal completed and defended May 2015, Main data collection completed Andrew T. Crecelius Page 1 of 6

2 Summary Extant marketing research and practitioner knowledge emphasize the importance of managing the front end of the sales funnel by generating high-quality leads. Prospecting for leads is a crucial activity undertaken by the sales force in support of this goal, yet scholarly research substantially lags behind practice in this domain. The nascent literature on sales networks provides important insights but has not yet investigated the front-end sales outcomes most likely to be influenced by a salesperson s network outside the firm. I advance academic and managerial knowledge by applying a network perspective to the problem of prospecting. I investigate network-driven prospecting using a novel conceptualization of sales networking. Specifically, I conceptualize frontline networking behaviors as a form of marketing communication executed by the salesperson across the boundaries of the organization that is, a salesperson may spread awareness of both herself and the firm through actions executed against her network outside the firm. My dissertation follows a two-essay format. Essay one focuses on how frontline networking behaviors interact with the motivation for the behaviors (i.e., internally or externally driven) to influence prospecting outcomes. Essay two addresses the interaction of these behaviors with other elements of the communications mix. Both essays utilize a unique and wide-ranging set of survey, archival, and secondary data pertaining to a large auto insurance sales force. Essay 1: The Moderating Role of Motivation in the Relationship between Frontline Networking and Prospecting Performance Essay 2: Exploring the Interaction between Frontline Networking Behaviors and Marketing Communications: An Empirical Investigation Manuscript Under Review Bloch, Peter, Srinath Gopalakrishna, Andrew Crecelius, and Marina Murarolli, [Title omitted to honor double-blind review process], Under review at International Journal of Research in Marketing. Working Papers Gopalakrishna, Srinath, Andrew Crecelius, and Raghuram Iyengar, Leveraging the Social Network to Improve Sales Prospecting Outcomes, * Planned submission July 2015 to Journal of Marketing. * Winner of the Marketing Science Institute Sales Excellence Institute s Thought Leadership on the Sales Profession grant competition ($14,000) Andrew T. Crecelius Page 2 of 6

3 Crecelius, Andrew and Srinath Gopalakrishna, The Moderating Role of Motivation in the Relationship between Frontline Networking and Prospecting Performance (Dissertation Essay 1), Planned submission to Journal of Marketing. Stage: Main data collection complete; Initial analyses completed and working draft prepared Research in Progress Crecelius, Andrew and Srinath Gopalakrishna, Exploring the Interaction between Frontline Networking Behaviors and Marketing Communications: An Empirical Investigation, (Dissertation Essay 2), Target: Journal of Marketing Research. Stage: Main data collection complete; Preliminary analysis completed and working draft in preparation Gopalakrishna, Srinath Andrew Crecelius, and Ashutosh Patil, Assessing the Drivers of Sales Prospecting Effectiveness: An Empirical Investigation, * Planned submission August 2015 to Journal of Marketing Special Issue on Theory + Practice in Marketing. Stage: Data collection complete; Analysis underway * Awarded a Marketing Science Institute research grant ($5,000) Lawrence, Justin, Andrew Crecelius, and Lisa Scheer, In Search of Sustainable Customer Engagement: The Role of Salesperson s Customer Advocacy, Planned submission to Journal of the Academy of Marketing Science Special Issue on Understanding and Managing Customer Engagement Using Customer Relationship Management. Stage: Archival CRM/purchasing data collected from a large industrial wholesaler; First-stage analysis complete Lawrence, Justin, Andrew Crecelius, and Lisa Scheer, An Exploration of Dysfunctional and Appropriate Salesperson s Customer Advocacy: A Divided Loyalties Perspective, Target: Journal of Marketing. Stage: Conceptualization and research design in place; Research agreement secured with a large industrial wholesaler with survey data collection scheduled for July 2015 Crecelius, Andrew and Brandon Gustafson (Wash. St.), How the Dark Side of Mentoring Affects Relationship Marketing Implementation: The Role of Detrimental Trust Exchange. Stage: Conceptualization in place; Research design in progress Andrew T. Crecelius Page 3 of 6

4 Conference Presentations Exploring the Interaction between Frontline Networking Behaviors and Marketing Communications, with Srinath Gopalakrishna (June 19 th, 2015), 37 th ISMS Marketing Science Conference, Johns Hopkins University (Baltimore, Maryland) Understanding the Relationship between Salesperson Networking Behaviors and Sales Productivity: A Perspective from Self-Determination Theory, with Srinath Gopalakrishna (June 16 th, 2015), 5 th Enhancing Sales Force Productivity Conference, Georgia Institute of Technology (Atlanta, Georgia) Assessing the Drivers of Sales Prospecting Effectiveness: An Empirical Investigation, with Srinath Gopalakrishna and Ashutosh Patil (June 12 th, 2015), 5 th Theory + Practice in Marketing (TPM) Conference, Georgia State University (Atlanta, Georgia)* * Participants invited to submit papers to a special issue of the Journal of Marketing In Search of Sustainable Customer Engagement: The Role of Salesperson s Customer Advocacy, with Justin Lawrence and Lisa Scheer (June 4 th, 2015), JAMS-MSI Thought Leaders in Customer Engagement and Customer Relationship Management Conference, HEC-Paris (Paris, France)* * Participants invited to submit papers to a special issue of the Journal of the Academy of Marketing Science The Impact of Salesperson Social Network Structures on Sales Prospecting Effectiveness, with Srinath Gopalakrishna and Raghuram Iyengar (June 13 th, 2014), 36 th ISMS Marketing Science Conference, Emory University (Atlanta, Georgia) Leveraging the Social Network to Improve Sales Prospecting Outcomes, with Srinath Gopalakrishna and Raghuram Iyengar (June 10 th, 2014), MSI Thought Leadership on the Sales Profession Conference, Columbia University (New York, New York) Linking Social Network Structures to Sales Prospecting Outcomes, with Srinath Gopalakrishna (July 12 th, 2013), 35 th ISMS Marketing Science Conference, Özyeğin University (Istanbul, Turkey) Grants and Scholarships 2015 Marketing Science Institute grant ($5,000) 2015 Graduate Professional Council travel grant ($500) 2013 Marketing Science Institute Sales Excellence Institute s Thought Leadership on the Sales Profession competition grant ($14,000) , Summer Research Fellowship , Ponder Scholarship Trulaske College of Business Ph.D Scholarship , Strategic Priority Scholarship Andrew T. Crecelius Page 4 of 6

5 Honors and Awards AMA-Sheth Doctoral Consortium Fellow (July 15 th 18 th, 2015), London Business School (London, United Kingdom) 2015 Outstanding Graduate Teaching Assistant Award (awarded to one graduate instructor in each department of the business school) 2014 ISBM Ph.D. Student Camp Fellow (July 29 th -30 th, 2014), San Francisco State University (San Francisco, California) ISMS Doctoral Consortium Fellow (June 11 th, 2014), Emory University (Atlanta, Georgia) 2014 Selected to represent the as a discussant for the 23 rd Annual Robert Mittelstaedt Doctoral Symposium (April 3 rd -5 th, 2014), University of Nebraska-Lincoln (Lincoln, Nebraska) Academic Service and Memberships - Session chair (Sales Force I) for 2015 ISMS Marketing Science Conference - Ad hoc reviewer for the Selling and Sales Management track of the 2015 AMA Summer Marketing Educators Conference (Chicago, Illinois) - Ad hoc reviewer for the Sales and Sales Management track of the 2015 Academy of Marketing Science Conference (Denver, Colorado) - Member of the American Marketing Association since 2011 Teaching Interests: Sales management, Marketing analytics, Marketing strategy, Principles of marketing, Business-to-business marketing Philosophy: Engage students through case-based learning, real-world examples, and the application of class concepts to students own experiences Experience: Sales Management, (Marketing 4420) Spring 2016: Scheduled to teach two sections Fall 2015: Scheduled to teach two sections Spring 2015: 4.3 / 5.0 composite rating* Fall 2014: 3.9 / 5.0 composite rating* Spring 2014: 3.9 / 5.0 composite rating* Fall 2013: 2.8 / 5.0 composite rating* Principles of Finance, (Finance 2000) Taught in Spring 2011 (as an MBA Graduate Instructor): 3.9 / 5.0 composite rating* * Composite ratings are the means of all 5-point-scaled items Andrew T. Crecelius Page 5 of 6

6 Academic Employment, Trulaske College of Business Fall 2013 Present Graduate Instructor for Marketing department Fall 2011 Spring 2013, Research Assistant to Srinath Gopalakrishna, Detelina Marinova Summer 2011 Research Assistant to S. (Ratti) Ratneshwar, Srinath Gopalakrishna, Murali Mantrala Spring 2011 Graduate Instructor for Finance department Selected Graduate Coursework Marketing: Introduction to Research Methods in Marketing (Lisa Scheer) Advanced Research Methods in Marketing (Marsha Richins) Consumer Behavior (S. Ratti Ratneshwar and Peter Bloch) Marketing Strategy (Detelina Marinova and Chris Groening) Marketing Models (Srinath Gopalakrishna and Murali Mantrala) Quantitative: Multivariate Analysis (Shaoming Zou) IPSS Seminar: Social Networks Analysis (Christophe Van den Bulte) Time Series Analysis (Scott Holan) Applied Statistical Models II (Paul Speckman) Bayesian Statistics (Dongchu Sun) Econometric Methods I (Yu-Chin Hsu) Applied Econometrics (J. Isaac Miller) Microeconomic Theory (X. H. Wang) References Referee Designation Contact Info Srinath Gopalakrishna Lisa Scheer Peter Bloch Detelina Marinova David and Judy O'Neal MBA Professor and Professor of Marketing, Emma S. Hibbs Distinguished Professor and Professor of Marketing, Pinkney C. Walker Teaching Excellence Professor and Professor of Marketing, Frances Ridge Gay MBA Professor and Associate Professor of Marketing, (573) (573) (573) (573) Andrew T. Crecelius Page 6 of 6

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