Larry M. Robinson Office: 636 Fisher Hall Office Phone: 614-292-0680 Cell Phone: 614-496-2119 Email: robinson_878@cob.osu.edu ACADEMIC EXPERIENCE THE OHIO STATE UNIVERSITY Visiting Associate Professor of Marketing 2005-2009 Senior Lecturer in Marketing and Logistics 2004-2005 Developed and taught two sections of MBA elective in Pricing Strategies and Tactics in 2004, 2005, 2006, 2007 and 2008 Taught core course in Marketing for full time MBA Program 2004, 2005, 2006 and 2007 Taught core course in Marketing for Working Professional MBA Program 2004, 2005, 2006, 2007 and 2008 Taught Marketing Research elective for MBA program in 2008 PURDUE UNIVERSITY Visiting Professor of Management Summer, 2004, 2005, 2006, 2007, and 2008 Taught core Marketing course for Executive MBA program RICE UNIVERSITY Visiting Associate Professor of Management 2002-2004 Taught core marketing course for Executive MBA and for Full-time MBA program, seven sections, 350 students Taught Marketing elective courses in Integrated Marketing Communications, Marketing Channels, Marketing Research, and Pricing Strategies and Tactics Taught in seven non-degree executive education programs on Marketing, Business Strategy, and Customer Relationship Management Served on MBA for Executives program committee, 2002-2004 FRANKLIN UNIVERSITY Adjunct Professor of Marketing 1993-1994 Taught core marketing course in MBA program EMORY UNIVERSITY 1979-1985 Adjunct Professor of Marketing Taught Social Marketing course for the Master of Public Health program GEORGIA STATE UNIVERSITY Assistant Professor of Marketing 1977 1980 Taught marketing courses at the undergraduate and MBA level 1
Served on dissertation committees for two doctoral students Advised student chapters of AMA and Sales and Marketing Executives Served on committee that developed Executive MBA Program and taught marketing for the first Executive MBA class (1980) Selected as most outstanding Georgia State faculty member by Sigma Nu Fraternity (1979) Named outstanding professor for the College of Business Administration by student vote (1979) THE OHIO STATE UNIVERSITY Graduate Research Assistant 1974 1977 assisted the Meshulam Riklis Professor of Business and its Environment in research and textbook development ANTIOCH COLLEGE Assistant Professor of Administration 1971 1974 Taught management, marketing, economics and finance WRIGHT STATE UNIVERSITY Instructor of Management 1970 1971 Taught principles of management, supervisory management and production management PUBLICATIONS BOOKS: Marketing Megaworks The Top 150 Books and Articles, co-authored with Roy D. Adler, forward by Paul E. Green (Westport, CN, Praeger Publishing), 1987 Health Care Marketing Management, co-authored with Phillip D. Cooper (Rockville, MD, Aspen Publishing), 1982 Marketing and Society: Cases and Commentaries, co-authored with Roy D. Adler and Jan E. Carlson (Englewood Cliffs, NJ, Prentice Hall, Inc.), 1981 Annotated Bibliography of Health Care Marketing, co-authored with Phillip D. Cooper, (Atlanta, Centers for Disease Control), 1980 The Corporate Social Challenge, co-authored with Frederick D. Sturdivant (Homewood, IL, Richard D. Irwin), 1977, Revised Edition, 1981 BOOK CHAPTERS: Robinson, Larry, edited by Bernard Webb, Connor Harrison and James Markham 1992. "Principles of Marketing" Insurance Operations, Malvern, PA American Institute of Property and Casualty Underwriters, pp.37-80 Robinson, Larry, with Robert J. Gibbons, (Ed). 1983. "Strategic Marketing." Dimensions of Corporate Strategy, American Institute of Property and Casualty Underwriters, pp.420-445 2
Robinson, Larry, with F. Brown Whittington, and Philip D. Cooper, editor. 1979. "Marketing as Viewed by Hospital Administrators." Health Care Marketing: Issues and Trends Germantown, Md. Aspen Systems Corporation pp. 39-54 JOURNAL ARTICLES: Robinson, Larry, Ernest R. Cadotte, 1984, "An Evaluation of Automated Polling Devices." Journal of Data Collection pp. 14-26 Robinson, Larry. 1983. "Marketing Hyperopia." Journal of Health Care Marketing pp. 5-7 Robinson, Larry, with Deborah Bauer, 1982. "High Level Wellness for Corporate Executives: An Approach to Program Design." Journal of Health Care Marketing pp. 14-26 Robinson, Larry, with John A. Goodman, 1982. "Strategies for Improving the Satisfaction of Business Customers." Business pp. 40-44 Robinson, Larry, with Roy D. Adler, 1981. "Measuring the Impact of Marketing Scholars and Institutions: An Analysis of Citation Frequency." Journal of the Academy of Marketing Science pp. 147-162 Robinson, Larry, with Philip D. Cooper. 1981. "Roadblocks to Hospital Marketing." Journal of Health Care Marketing Vol. 1, No.1 Robinson, Larry, with Thomas J. Stanley, 1980. "Opinions on Consumer Issues: A Review of Recent Studies." Journal of Consumer Affairs pp. 207-220 Robinson, Larry, with Ruth B. Smith, 1980. The Continuing Relevance of Foundation Literature in Marketing: Implications for Marketing Education. Journal of Marketing Education Vol. 2, No. 4, pp. 39-46 Robinson, Larry, with Robert A. Hansen, 1980. "Testing the Effectiveness of Alternative Foot -in-the-door Manipulations." Journal of Marketing Research Vol. 17, No.3 pp. 359-364 Robinson, Larry. 1980. "The Marketing Manager s Bookshelf." Business, pp. 48-52 Robinson, Larry, with Roy. D. Adler, August 4, 1978. "Citations Provide Objective Ratings of Schools, Scholars." Marketing News, pp. 1-2 Robinson, Larry, with Ernest R. Cadotte, 1978. "The Measurement of Consumer Satisfaction: An Innovation." Journal of Marketing, pp. 8, 58 PROCEEDINGS: Citations Analysis as an Educational Tool: A Reading List of the Most Frequently-Cited Marketing Articles and Books, 1978. Southern Marketing Association New Orleans: Allied Southern Business Association 3
Consumer Complaint Behavior: A Review with Implications for Further Research, New Dimensions of Consumer Satisfaction and Complaint Behavior, 1978. Indiana University Foundation for the School of Business New Dimensions of Consumer Satisfaction and Complaint Behavior Consumer Complaint Behavior: A Bibliography of Research Findings, 1978. Indiana University Foundation for the School of Business New Dimensions of Consumer Satisfaction and Complaint Behavior What About Compliments: A Followup Study of Customer Complaints and Compliments Indiana University, 1979. Indiana University Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior A Consumer Satisfaction Model Based on Job Satisfaction Theory, 1979. Indiana University Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior Personality as an Explanatory Variable for Complaint Action of Automobile Buyers, 1979. American Psychological Association 87th Annual American Psychological Association Convention Through the Looking Glass: Consumer Behavior Education in Grade Schools, Evolving Marketing Thought for the 1980s, 1980. Southern Marketing Association New Orleans: Southern Marketing Association BUSINESS EXPERIENCE AMERICAN GENERAL CORPORATION, Houston, TX 1996 2001 Sr. Vice President Product Management, Variable Annuity Life Insurance Company (VALIC) 2000 2001 Led product development, market research, market planning and marketing programs for tax sheltered annuities for education and healthcare markets Chairman, American General Life of Bermuda, Ltd. 1998-2000 Conceived, developed and brought to success a company focused on serving wealth management needs of high net worth U.S. citizens Vice President-Institutional Markets, American General Life 1997 1998 Developed life insurance and annuity products and distribution relationships with mutual fund companies, banks and major distributors of variable insurance products Vice President-Business Development, American General Corporation 1996 1997 Developed variable products business strategy and plan for American General Corporation ALLMERICA FINANCIAL LIFE INSURANCE, Worcester, MA Vice President-Marketing 1994-1996 Responsible for market planning and product development for distribution systems used by Allmerica for variable insurance products NATIONWIDE LIFE INSURANCE COMPANY, Columbus, OH 4
Vice President-Life Marketing 1991-1994 Led marketing for five strategic business units focused on markets for individual life, health and annuity products NATIONWIDE MUTUAL INSURANCE COMPANY, Columbus, OH Vice President-Property and Casualty Marketing 1989 1991 Responsible for national and cooperative advertising, market research, markets development and marketing information Vice President-Marketing Information and Education 1985 1989 Managed Agent Training and Sales Management Development Department for 5,000 agents and 400 sales managers Managed market research for property, casualty, life, health and annuities Vice President Research 1980 1985 Managed research programs and projects for marketing, claims, underwriting, actuarial, investments and human resources OTHER PROFESSIONAL Professional certificates and licenses: CLU, ChFC, CPCU, ARP, NASD Series 6 and 26 Taught marketing part of Georgia Executive Management Seminar (GEMS) at Georgia State University, 1978 1980, 1990 Member, Editorial Advisory Board, Journal of HealthCare Marketing, 1978 1987 Taught marketing session for insurance Executive Summer Program at Georgia State University, 1978 1980 Chairman, Insurance Research Council, 1986 Member, Conference Board Market Research Council, 1983 1985 Member, Research Advisory Council of LIMRA, 1988 1994 Consultant, Federal Trade Commission Minor Disputes Resolution Program, 1978 1980 EDUCATION Ph.D, Marketing, The Ohio State University Minor in Business and Its Environment MBA, Wright State University BSIE, Kettering University COMMUNITY SERVICE Chairman, Nationwide s 1992 United Way Campaign Chairman, Columbus, OH Metropolitan Human Services Commission, 1990 1991 Chairman, State of Ohio Certificate of need Review Board, 1988 1992 Chaired, Corporate Partners program for the Columbus Symphony Orchestra, 1993 Vice-Chair, Keystone Development Campaign of the Columbus Museum of Art, 1994 Member, marketing committees for the Columbus Museum, Columbus Symphony, 1992 1994 5
Graduate, Columbus Area Leadership Program, 1982 Member, Advisory Council, College of Human Ecology, The Ohio State University, 1990 1993 INDUSTRY SERVICE Member, International Market Planning and Research Council (IMPARC), 1984 2002 Member, executive committee of the LIMRA Research Council, 1998 1999 Chairman, Insurance Research Council, chaired industry-wide studies on Patterns of Shopping Behavior for Auto Insurance and Attorney Involvement in Claims, 1986 Represented property and casualty industry on the Conference Board s Marketing Research Council, 1983 1985 Member, research committees of LIMRA, HIAA, NAII, ACLI, NAVA and III Member, Education Council for LOMA, 2000 Invited to speak at industry meetings on such topics as: the image of the property and casualty industry, commitment to customer service excellence, and marketing challenges facing insurance companies, 1980 2002 Company coordinator for LIMRA company principal representative for LOMA, 1991 1994 Authored marketing text for CPCU (Chartered Property & Casualty Underwriter) program, 1988 Authored market planning text for ARP (Associate in Research Planning) program, 1990 6