My research explores insights for creating economic and social value in services, sales, and society. 

Two big questions I'm always asking are:  

How can we use emerging insights about value to design better experiences?

How might we broaden the way we think about value to promote growth and well-being?

It is a joy to frequently collaborate with for-profit, non-profit, and social enterprise organizations to understand their customers, develop compelling value propositions, and craft strategies, messaging, and experiences that resonate.

My value creation research pushes the boundaries for how we think about, measure, and model value creation, often called perceived value. My research has been published in 30+ premier and leading journals such as the Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Journal of Personal Selling & Sales Management, Journal of Public Policy & Marketing, California Management Review, and others. Some of my recent work examines how organizations can address scarcity among employees and customers as well as become more purpose-oriented in their organizational ideology, culture, and go-to-market strategies. 

My teaching focuses on helping undergraduates and MBAs absorb and apply Design Thinking and Innovation, Sustainability, and Cross-Cultural Marketing to promote growth and well-being. I have also taught courses on Global Marketing Strategy, Business + Social Impact, International Marketing, Marketing Management, Marketing for Sustainable Enterprises, Selling & Sales Force Management, and Marketing Principles.

Prior to working in the university, I worked in marketing and global account management with Sprint and AT&T before completing my Ph.D. at the University of Tennessee.