Fordham - Marketing Area News & Information       
LETTER FROM THE CHAIR                              


Greetings from New York City.  It is hard to believe that another academic year just ended. As you all know, the month of May also means graduation. We are very proud to see our students complete their degrees and leave Fordham ready to pursue their dreams in the United States, China, India, Brazil, Belgium or wherever they may go. Congratulations to Class of 2019!

Spring ’19 was a very busy time for our marketing area and faculty as we organized and hosted many successful events including global conferences, summits, thinks tanks, panels, etc. The Global Conference on Creating Value and the Global Business Anthropology Summit were two such events that brought together many academics and business professionals from all over the world. You can read more about those events under the Hot Topics section.

As usual, our marketing faculty have spent their spring term working on various research projects. Under the Research section, you can read summaries of some of the selected publications of my colleagues.

As always, please accept this e-newsletter as an open invitation to share your ideas or suggestions for possible collaborations and joint projects with our area and/or individual faculty members. You can always contact me at If you happen to be in New York City, feel free to stop by our campus and say "hi."

Best Regards,
Sertan Kabadayi, PhD
Professor of Marketing
Area Chair, Marketing

Luke Kachersky and his and co-author examine the role of perceived donation efficacy in individual charitable giving in an article published in the Journal of Business Research. More

Sertan Kabadayi and his co-authors offer a definition and a comprehensive conceptualization of smart service experience in a forthcoming article in the Journal of Service Management. More
Alexander Buoye and his co-authors investigate the role of platforms in diffusing data value across multiple stakeholders in a forthcoming article in the Journal of Service ManagementMore

Ahir Gopaldas and his co-author explore why the bad boy is a popular archetype in advertising, fashion, journalism, movies and other forms of commercial culture in a forthcoming article in Consumption, Markets & CultureMore

In their forthcoming article in the Journal of Brand Strategy, Dawn Lerman and her co-author explain how and why managers should conduct a brand language audit, and then use the findings from such audit to develop a brand language brief. More 

In a co-authored article in the American Journal of Business EducationHooman Estelami and his co-author analyze the determinants of tuition for Online MBA programs. More

In his book chapter in The Oxford Handbook of Publishing, Albert Greco outlines some of the individuals who played a substantive role in the development of strategies used by the publishers. More

The Marketing Area organized and hosted the Second Global Conference on Creating Value at Lincoln Center on May 14-15. The conference co-chaired by Sertan Kabadayi and Gautam Mahajan, the President of Customer Value Foundation, had 158 participants from 18 countries. There were 16 Plenary Speakers including 3 Distinguished Professors like Christian Gronroos, Raj Sisodia, 8 CEOs, one of which was Russ Klein, the CEO of the American Marketing Association (AMA), and 48 Academic Paper Presentations. The keynote speaker of the conference was Philip Kotler (pictured here).  Photos
In May 2019, Sertan Kabadayi
co-chaired the "Refugee Crisis and the Role of Transformative Services" track with Ray Fisk (Texas State University) and Silke Boenigk (University of Hamburg) at the 2019 
Transformative Consumer 
Research Conference at Florida State University. The research team consists of 13 members from 8 countries and work on a paper that, they hope, will be a launch pad article for future research on refugees. This paper is the first project of the 
ServCollab, a nonprofit organization recently founded by Ray Fisk at Texas State University for "Serving Humanity Through Collaboration."  please check for details.
On May 29, 2019, The 2019 Global Business Anthropology Summit was held at Gabelli School of Business. It was a well-attended summit with more than 160 business professionals & academics.
Timothy Malefyt and Robert Morais (Columbia) were the organizers of this year's summit that included panels, workshops and an evening reception sponsored by the American Anthropological Association
photos & More 
On May 13, 2019, our Marketing Area hosted the 
Service and Retail Management 2030 Think Tank as a collaboration with the M3 Center for Hospitality, Technology and Innovation at the University of South Florida and the Association of North America Higher Education International. Sertan Kabadayi and Cihan Cobanoglu from the University of South Florida co-chaired this event where 42 academics from 35 different institutions got together to discuss and theorize how Service and Retail industries would look like in 2030
Photos & More 
Social Innovation Speaker Panel, a collaboration with the Leading People and Organizations area, took place on April 11 at Fordham's Lincoln Center Campus. The theme of the panel was "Transforming Business Through Social Innovation Research, Practice and Pedagogy." Our panelists included speakers from around the globe including a co-recipient of Noble Peace Prize. Over 130 people attended this event. More 
The Marketing Area launched The Mindshare-Gabelli Marketing Analytics Competition in March 2019 as a result of the efforts of Mohammed Nejad. This competition provided an avenue for graduate marketing student teams to discover and develop actual data-driven solutions to cutting-edge challenges faced by the marketing industry. PhotosMore
The Marketing EDGE Collegiate Summit was hosted at Gabelli School of Business with the assistance of Lerzan Aksoy and Sertan Kabadayi. Undergraduate students from all over the country, including 9 students from Gabelli were in attendance. This summit consisted of networking sessions and presentations from the top professionals in the marketing industry.
The AMA SERVSIG and Gabelli School of Business Travel Scholarship Program
continue to provide financial support to a PhD student/junior faculty. This year, Nila Windasari was selected as the recipient of this scholarship program so she can attend Frontiers in Service Conference, the premier global conference in the services field, in Singapore in July.
Conference website

David Gautschi has designed Business Strategy Simulation courseThis course is built upon a decision-making laboratory that creates a context-rich environment in which student teams manage simulated businesses. More

The 8th edition of Let's Talk About Service (LTAS) Workshop will be held at Gabelli School of Business in New York City on Dec 4-6, 2019. This year’s theme will be “Achieving Interdisciplinary and Transdisciplinary Service Research,” with an impressive list of speakers.

For details contact
Dr. Sertan Kabadayi at 
LTAS website More
CONGRATULATIONS                               Please click on view entire message
- Congratulations to Lerzan Aksoy and her colleagues who won the Highly Commended Paper Award from the Journal of Service Management for their paper title, "A Roadmap for Driving Customer Word-of-Mouth," (with Timothy Keiningham, Roland Rust, Bart Lariviere, and Luke Williams). 
- On May 8, Gabelli School of Business Faculty Day took place to celebrate our business faculty's accomplishments. During the event, two of our marketing colleagues were recognized for their service and impact in the field. Congratulations to
Hooman Estelami for receiving The Dean's Award for Faculty Service, and to Yuliya Komarova for receiving The Dean's Award for Impact.

- Congratulations to Sertan Kabadayiwho has been invited to join the Editorial Advisory Boards of the Journal of Service Management and Journal of Services Marketing. He also got the invitation to be an Associate Editor at Journal of Services Marketing.

- Congratulations to 
Alexander Buoye, who won the Best Reviewer Award for 2018 from the Journal of Service Management, and to Sertan Kabadayi who won the Best Reviewer Award from the Journal of Service Theory and Practice.

- Congratulations to Timothy Malefyt, Clinical Associate Professor of Marketing, for receiving the Cura Personalis Award at the Undergraduate Programs at Lincoln Center, and congratulations to Linda Luca, Adjunct Professor of Marketing, for receiving the Award for Teaching Excellence at the Undergraduate Program at Rose Hill. 

- Congratulations to Albert Greco who was interviewed by Reuters about college book textbook publishing, pricing, and online textbook purchases. Video

Fordham's MS in Marketing Intelligence (MSMI) program provides students with:
• Career-development workshops and applied projects
• The ability to make data-driven marketing decisions using various quantitative methods  
• Detailed knowledge of qualitative methods for revealing customer insights 
• Comprehensive skills in marketing analytics.

 Program Director: Peter Johnson, DPS
Peter Johnson, director of the MS in Marketing Intelligence program, invited international students, faculty and administrators to attend the Annual MSMI Fordham basketball game to allow the international students to immerse into the American culture. More

MARKETING AREA FACULTY:  Rose Hill  |  Lincoln Center  |  Westchester

Lerzan Aksoy - Associate Dean/Professor                                Peter Johnson - Clinical Associate Professor      

Alexander Buoye - Assistant Professor                                      Sertan Kabadayi - Area Chair/Professor

Marina Carnevale - Assistant Professor                                      Luke Kachersky - Assistant Professor                               

Janet DiLorenzo - Clinical Associate Professor                          Yuliya Komarova - Associate Professor 

Hooman Estelami - Professor                                                      Dawn Lerman - Professor  

Marcia Flicker - Associate Professor                                           Timothy Malefyt - Clinical Associate Professor  
David Gautschi - Professor                                                           Mohammad Nejad - Associate Professor

Ahir Gopaldas - Assistant Professor                                           Genevieve O’Connor - Assistant Professor    

Albert Greco - Professor                                                               Anthony Defrancesco - Lecturer   


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