Marketing

Academic Areas

The Marketing area at Haskayne strives to provide high quality experiential education for students alongside a vibrant research culture.

Our faculty publish in high quality marketing and related journals such as: Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Marketing Letters, Journal of Consumer Culture, Journal of the American Marketing Society, and the Harvard Business Review.  We currently support six PhD students within the area.

Teaching in the marketing area utilizes hands-on experiences, live case studies, team projects, and real world learning opportunities for students across a large variety of companies.

Spotlight on Research

Does Ambidexterity in Marketing Pay Off? The Role of Absorptive Capacity

Hillbun Ho, Oleksiy OsiyevskyyJames Agarwal, and Sadat Reza

A new study by James Agarwal and Oleksiy Osiyevskyy (and colleagues) shows that firms have higher sales performance when they achieve ‘balanced levels’ of marketing exploitation and exploration, as opposed to strategies that emphasize either one of these marketing activities. These authors investigate how these approaches play out in the marketing function within firms by conceptualizing and measuring a new construct, ‘Marketing Ambidexterity’ (MA), defined as a balance between exploitation and exploration across major marketing activities (e.g., product design, promotion, segmentation and targeting, pricing, and customer service). Analyzing a unique dataset that combines survey and archival financial data of 318 private firms, they find MA has a positive, accelerating relationship with firm’s sales growth. Importantly, this positive effect gets stronger for firms that possess high absorptive capacity (i.e., organizational ability to absorb knowledge and learn). Interestingly, the same relationship gets weaker and reverses direction when absorptive capacity is low. Firms are financially justified in allocating resources to shift their strategic focus of their marketing function from a unilateral to a bilateral, balanced focus and adopting MA as a competitive strategy.

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Faculty

James Agarwal

James Agarwal

Professor
Area of expertise: international marketing, customer relationships, ethics
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Charan Bagga

Charan Bagga

Assistant Professor
Area of expertise: brand positioning, marketing metrics, object valuation
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Marc Boivin

Marc Boivin

Area Chair - MKTG and REAL | Senior Instructor
Area of expertise: competencies and education, experiential learning
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Peter Bowal

Peter Bowal

Professor
Area of expertise:
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Derek Hassay

Derek Hassay

Assistant Professor
Area of expertise: sales management, direct marketing
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Jack Kulchitsky

Jack Kulchitsky

Senior Instructor
Area of expertise: buyer/supplier relationships, supply chain management
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Mehdi Mourali

Mehdi Mourali

Associate Professor
Area of expertise: decision-making, consumer judgment, consumer behavior
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Ruth Pogacar

Ruth Pogacar

Assistant Professor
Area of expertise: marketing linguistics, brand perceptions, choice framing
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Scott Radford

Scott Radford

Associate Professor, Associate Dean - Teaching & Learning
Area of expertise: sustainability and design, mass customization
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Lynne Ricker

Lynne Ricker

Teaching Professor
Area of expertise: retail management, retail real estate
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J.R. Brent Ritchie

J.R. Brent Ritchie

Professor Emeritus
Area of expertise: tourism, tourism development, tourism management
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