Marketing Area news & information

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Dear Colleagues,

Greetings from New York City. We just finished another busy yet successful academic year here at the Gabelli School of Business.

Our marketing faculty have spent their spring semester finalizing various research projects and submitting them to peer-reviewed journals. While they are waiting to hear back from reviewers, you can read summaries of selected publications under the Research section of this newsletter. Topics range from customer value in multichannel systems, to brand linguistics, to financial well-being.

We are getting ready to host the Frontiers in Service conference, the world’s leading annual conference on service research, at our Lincoln Center campus in the heart of Manhattan, from June 22 to 25, 2017. The program is now available at the Conference website. You can read more about this conference under the Hot Topics section.

Preceding the Frontiers Conference, the AMA SERVSIG Doctoral Consortium in 2017 will also take place here at Fordham from June 21 to 22, 2017. I have the distinct pleasure of co-hosting the Doctoral Consortium with Lisa Bruggen from Maastricht University and Yany Grégoire from HEC Montréal. The details can be found at
Finally, as in many other institutions, May is the time of graduation for our students. On behalf of my marketing colleagues, I wish the best of luck to the Gabelli School of Business class of 2017.

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 I am looking forward to seeing some of you at the Frontiers conference here in New York in June. If you happen to be in the Big Apple over the summer, feel free to stop by at our campus and say "hi."

Best wishes,
Sertan Kabadayi, PhD
Associate Professor of Marketing
Area Chair, Marketing

In their forthcoming article, Sertan Kabadayi and his co-authors develop a new comprehensive definition for financial well-being and offer a research agenda: “Financial Well-Being: A Conceptualization and Research Agenda,” Journal of Business Research, forthcoming.

Marina Carnevale and Dawn Lerman at Fordham University, together with David Luna at Baruch College, integrate over two decades of research in the field of psycholinguistics, sociolinguistics, and semiotics to convey a novel and interdisciplinary perspective on how language affects brand-related managerial concerns in a forthcoming article in International Journal of Research in Marketing.
Sertan Kabadayi, Yuliya Komarova and Marina Carnevale examine how customer value can be created in a multichannel system of service delivery in their paper titled “Value Creation in Multichannel Systems: The Role of Integration Quality and Multichannel Complexity.”  The article appeared in Journal of Creating Value, 2017.

In his article titled "Anthropology in Advertising Agencies: Mediating Structures of Power and Knowledge Capital by Managing Relationships" in the Journal of Business Anthropology, Timothy Malefyt discusses how knowledge of consumers and markets produce differently from within corporate structures and how it might be accessed outside of them.

Please click on the blue type to view further information.

For the first time, the Frontiers in Service conference will be held in New York City, at the Gabelli 
School of Business from June 22 to 25, 2017. The world’s leading annual conference on service research will offer an impressive lineup of keynote speakers, paper presentations, and poster sessions. The theme of the 2017 Frontiers in Service conference is “What Service Leaders Do Differently.” 

The social program will include an awards dinner at the Marriott Marquis hotel in Times Square and a networking event on a dinner cruise along the Hudson River, featuring views of Ellis Island, the Statue of Liberty, the Brooklyn Bridge, and the stunning night lights of the Manhattan skyline.

Academic researchers from all disciplines and practitioners from all industries are invited to attend this premier conference. In total, close to 400 attendees from 40 countries will be present. For further details, please visit We look forward to seeing you in New York City in June. 

Faculty from different academic areas of the Gabelli School of Business will present their research at the Frontiers conference. Click here to see the list of faculty and the titles of their presentations.
The 6th Annual Richard Colombo Marketing Analytics Competition organized by assistant professor Mohammad Nejad took place this past March. This year’s competition was open to both undergraduate and graduate students for the first time, and a total of 60 students signed up to participate in this competition to show their analytical and problem solving skills. The students competed in two rounds and worked with a data set using SAS, SPSS, or Excel to develop a measure for TV advertising effectiveness and provide the conceptual reasoning behind each measure. The winners were recognized in the marketing area meeting in early May. 
The marketing area has launched the Visiting Emerging Scholars in Service Research 
Simon Hazée, a teaching assistant and Ph.D. candidate in the marketing department from HEC University of Liège, visited the Gabelli School of Business for six weeks in the spring to work on his research project. While at Fordham, Simon attended research talks and gave lectures as a guest lecturer in the field of service research to our marketing students. He worked with Sertan Kabadayi, his mentor at Fordham, on a project that also has Cécile Delcourt and Yves Van Vaerenbergh as co-authors.  Simon, a very promising young scholar in the field of service research, finished his visit at Gabelli with a research presentation to an audience of faculty from different academic areas and PhD students.
As part of our Industry Talks Series, we had three guest speakers, professionals from local New York City-based companies who provided our marketing students with insightful and impactful information.
      Dean BealsPresident and CEO, DKB Med
      "Medical education and pharma: challenges, pitfalls and opportunities"
      Edwin Philogene - Marketing and Insights Leader formerly at Tumblr and BBDO
      “Marketing using digital platforms”
      Larry Black - Managing Director, Global Head of Marketing, FTSE Russell
      “Disruption in Social Media”
With the guidance of clinical associate professoTimothy Malefyt, we will continue this series of talks that bring graduate and undergraduate students together with executives, offering them the opportunity to learn and network.

FORDHAM HISTORY- celebrating 175 years
Rose Hill Campus began in 1841175 things to know about Fordham 

With its great central clock tower and collegiate Gothic architecture, Keating Hall may seem medieval, but it wasn’t built until the mid-1930s. It served as the backdrop for the University’s commencement for the first time on June 10, 1936. The building opened in fall 1935 and was named for Joseph B. Keating, S.J., the University’s treasurer from 1910 to 1948.

Lerzan Aksoy professor of marketing and the associate dean of undergraduate studies, has received the Dean's Award for Excellence in Research, for her co-authored article titled, “Modeling Heterogeneity in the Satisfaction, Loyalty Intention and Shareholder Value Linkage: A Cross-Industry Analysis at the Customer and Firm Level” that appeared in the Journal of Marketing Research (2016, Vol. 53, February, pp. 91-109).  Dr. Aksoy also received the Marketing Area Excellence in Research Award in 2016 for the same article.

Mohammad Nejad, assistant professor, received the Marketing Area Excellence in Teaching Award in 2016. This award is given to the full time faculty with the highest student evaluations in a calendar year.

Five of our faculty membersAlexander BuoyeYuliya KomarovaSertan Kabadayi
Mohammad Nejad, and Lerzan Aksoy, are among the authors of the article that won the 2016 Robert Johnston Highly Commended Award from the Journal of Service Management. This award is given to the papers that make a significant contribution to service literature. (Alexander Buoye, Yuliya A. Komarova, Sertan Kabadayi, Mohammad G. Nejad, Timothy L. Keiningham, Lerzan Aksoy, and Jason Allsopp (2016), “Is Share of Wallet Exclusively about Making Customers Happy or Having More Customers? Exploring the Relationship between Satisfaction and Double Jeopardy,” Journal of Service Management, Vol. 27, No. 4, pp. 434-459.
Master of Science in Marketing Intelligence (MSMI)
Director: Peter Johnson, DPS

Fordham offers a unique MS program in Marketing Intelligence.
It provides students with:

• Comprehensive skills in marketing analytics  
• Detailed knowledge of qualitative methods for revealing customer insights 
• Ability to make data-driven marketing decisions using various quantitative methods  
• Career-development workshops and applied projects

MARKETING AREA FACULTY -  Rose Hill / Lincoln Center / Westchester campuses

Lerzan Aksoy - Professor/Associate Dean,  Alexander Buoye - Assistant Professor,  
Marina Carnevale - Assistant Professor,      Janet DiLorenzo - Clinical Assist. Professor,  
Hooman Estelami - Professor,                    Marcia Flicker Associate Professor,           
David Gautschi - Professor,                        Ahir GopaldasAssistant Professor,
Albert Greco - Professor,                            Peter Johnson - Clinical Assistant Professor,  
Sertan Kabadayi - Chair/Associate Professor, Luke Kachersky - Assistant Professor, 
Lawrence King - Assistant Professor,          Yuliya Komarova - Assistant Professor,  
Dawn Lerman - Professor/Associate Dean,  Timothy Malefyt - Clinical Assoc. Professor,
Mohammad Nejad - Assistant Professor,     Genevieve O’Connor - Assistant Professor,
James Weldon - Lecturer. 

Marketing Area Faculty Brochure highlights our faculty's individual research and bios.
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