VITA GEOFFREY L. GORDON OFFICE ADDRESS HOME ADDRESS Department of Marketing 1319 Devonshire Drive S Barsema Hall 128K Sycamore, IL 60178 Northern Illinois University (815) 899-4124 DeKalb, IL 60115 (815) 753-6226 EDUCATION: 1988-1991 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 2
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. 9-21. 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. 33-55. "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. 3
"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 4
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. 5
"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 6
Former President, Sycamore Youth Baseball Former President, Sycamore Travel Sports 7