Ph.D, Business, Spring 2017 (expected) Major: Marketing, Minor: Supply Chain Management

Transcription

1 Lisa Beeler Haslam College of Business, The University of Tennessee Department of Marketing and Supply Chain Management 310 Stokely Management Center Knoxville, TN Mobile: Education University of Tennessee, Knoxville, TN Ph.D, Business, Spring 2017 (expected) Major: Marketing, Minor: Supply Chain Management University of Kentucky, Lexington, KY M.A., Communications, December 2007 Major: Mass Media Effects University of Tennessee, Knoxville, TN B.S., Communications, Spring 2005 Major: Advertising, Minor: Business Research Interests Personal selling, sales management, cross-functional team management, B2B, marketing frontlines Dissertation Proposal Defended June 2016 Committee: Alex Zablah (Co-Chair), Stephanie Noble (Co-Chair), Dan Flint, Tim Munyon Title: Blinded by the Brand: Can Brand Attachment Be Detrimental when Selling to Friends? Abstract: Buoyed by the proliferation of direct selling organizations, selling to friends is on the rise. For instance, in 2014, over 18.2 million of Americans reported selling a product to a friend, an 8.3% increase from Despite the increasing prevalence of this phenomenon, little is known about why some individuals succeed and others fail when selling to friends. The strategy employed by many direct selling organizations, however, is rooted in the assumption that salespeople who succeed in selling to friends are those who have a strong belief in and thus attachment to the brand they sell. The research reported herein examines this untested assumption and proposes that while salesperson brand attachment is likely to enhance salesperson performance (by promoting increased effort on behalf of the brand), it is also likely to undermine their performance because it promotes salesperson behaviors that violate friendship expectations, thus weakening the salesperson-friend bond. I explore these ideas across three studies. Study one, a field survey with matched salesperson-customer data, examines the mechanisms that account for the countervailing effects of salesperson brand attachment on salesperson performance. Studies two and three employ an experimental design to test the moderating impact of product characteristics (price) and salesperson tactics (open versus closed) on the effect of brand attachment on salesperson performance. 1

2 Dissertation Timetable Task Expected Time Period Completed? Exploratory Interviews (n=30) Jan-May 2016 Yes Study 1 (n=200) August 2016 No, sample is known Study 2 (n=480) July 2016 No, sample is known Study 3 (n=240) August 2016 No, sample is known Defense Date Spring 2017 No Professional National Marketing and Sales Director Experience January 2010-July 2013 AmeriPark, Atlanta, GA Marketing and Sales Consultant February 2011-July 2013 The Arches Threading Lounge, Atlanta, GA Marketing and Sales Coordinator August 2008-December 2009 Homespice Décor, Atlanta, GA Marketing Design Assistant August 2006-May 2008 University of Kentucky College of Arts & Sciences and Communication, Lexington, KY Published Under Review In Development Shaner, Matthew, Lisa Beeler and Charles Noble, Do We Have to Get Along to Innovate? The Influence of Multilevel Social Cohesion on New Product and New Service Development, Forthcoming at Journal of Product Innovation Management. Cultural Evolutions in a Sales Dominant Firm, with Alex Zablah; target journal: Under first round revision at the Journal of Business Research. Blinded by the Brand: Can Brand Attachment be Detrimental when Selling to Friends?, with Alex Zablah, Stephanie Noble and Dan Flint; data collection in progress; target journal: Journal of Marketing. (Dissertation) Sales Strategies and Social Media; A Netnography, with Alex Zablah; data collected and first draft completed; target journal: Journal of the Academy of Marketing Science. Why Giving Salespeople Authority is a Double-edged Sword, with Lucy Matthews and Alex Zablah; data collected and first draft completed; target journal: Journal of Marketing. Evolution of Logistics within the Supply Chain Discipline, with Ted Stank, Li Cheng and Vince Castillo; data collected and first draft completed; target journal: Journal of Business Logistics. 2

3 Work in Progress Typology Testing: A Meta-analysis of Sales Influence Tactics Versus Channel Influence Tactics, with Alex Zablah; data collection phase; target journal: Journal of Marketing. Co-opetition s Influence on Intra-Firm Social Capital and Performance Between the Marketing and Sales Functions, with Nawar Chaker; data collection phase; target journal: Journal of the Academy of Marketing Science. Misrepresentation in the Salesperson-Purchasing Dyad, data collection phase; target journal: Journal of Personal Selling and Sales Management. "Interfunctional Tension: Considering a Socio-psychological Inhibitor of Sales Cross Functional Integration," with Nawar Chaker and Adam Powell; data collection phase; target journal: Journal of Personal Selling and Sales Management. Honors and Awards 2016, Sheth Consortium Fellow 2016, Haslam College of Business Outstanding Doctoral Student Teacher 2016, Co-recipient of the Southeastern Marketing Symposium DRS Award 2016, Supply Chain Forum Grant Recipient 2013-Present, University of Tennessee Chancellor s Scholarship 2013-Present, University of Tennessee ESPN Scholarship Conference Presentations Nawar Chaker, Adam Powell and Lisa Beeler (2016), "Interfunctional Tension: Considering a Socio-psychological Inhibitor of Sales Cross Functional Integration," presenting at the American Marketing Association Summer Educators Conference, Atlanta, GA Beeler, Lisa and Nawar Chaker (2015), Co-opetition s Influence on Intra- Firm Social Capital and Performance Between the Marketing and Sales Functions, presented at the American Marketing Association Summer Educators Conference, Chicago, IL. Shaner, Matthew, Lisa Beeler and Charles Noble (2015), Do We Have to Get Along to Innovate? The Influence of Multilevel Social Cohesion on New Product and New Service Development, presented at the Southeast Marketing Symposium, Tallahassee, FL. Beeler, Lisa (2014), To Compete or Cooperate? That is the Question. A Conceptual Model of the Antecedents of Intra-firm Co-opetition, presented at the Southeast Marketing Symposium, Fayetteville, AR. Undergraduate Instructor, Consumer Behavior (MKT 350), University of Teaching Teaching Tennessee, Haslam College of Business, Fall 2015, Instructor rating: 4.6/5.0, Experience College Average: 4.0 3

4 Instructor, Consumer Behavior (MKT 350), University of Tennessee, Haslam College of Business, Summer 2015, Instructor rating: 4.6/5.0, College Average: 3.9 Instructor, Consumer Behavior (MKT 350), University of Tennessee, Haslam College of Business, Spring 2015, Instructor rating: 4.2/5.0, College Average: 4.0 Instructor, Marketing and Supply Chain Management (MKT 300), University of Tennessee, Haslam College of Business, Summer 2014, Instructor rating: 4.5/5.0, College Average: 4.0 Guest Lecturer, Mark Moon s Market Demand undergraduate course, University of Tennessee, Fall 2013: Global Branding and Spring 2014: Marketing Strategy Guest Lecturer, Charles Noble s Marketing Strategy undergraduate course, University of Tennessee, Fall 2015: Case study of Apple, Inc. Graduate Guest Lecturer, Charles Noble s New Product Development MBA course, Teaching University of Tennessee, Fall 2015 Experience Guest Lecturer, Daniel Flint s Shopper Marketing MBA course, University of Tennessee, Spring 2015 Service Professional Affiliations , President, Haslam College of Business Doctoral Student Association 2016, Reviewer, American Marketing Association Summer Educators Conference, Atlanta, GA. 2015, Chair of Session, American Marketing Association Summer Educators Conference, Chicago, IL. 2015, Reviewer, Decision Sciences Institute, Fall Marketing Strategy Track , Board member, University of Tennessee, Young Alumni Board American Marketing Association (AMA) Academy of Marketing Science (AMS) Graduate Marketing Course Work Theoretical Foundations David Schumann Consumer Behavior Research Stephanie Noble Marketing Strategy I Charles Noble Marketing Strategy II Alex Zablah Supply Chain Evolution of Supply Chain Management Diane Mollenkopf Evolution of Purchasing Wendy Tate 4

5 Evolution of Logistics Thought Methods and Statistics Quantitative Research Methods Qualitative Research Methods Experimental Design Statistics for Business Research Analysis of Variance Multiple Regression Structural Equation Modeling (Current) Other Teaching Philosophy Strategic Management Academic Writing Theodore Stank Chad Autry Daniel Flint Christian Vossler Ham Bozdoga Lowell Gaertner Lowell Gaertner Tom Lad David Schumann Russell Crook Lisa Murray 5