Key Account Management
Customer Relationship Management
New Product Sales
Structural Equation Modeling
Ph.D. - 2007, University of Houston
M.B.A. - 1995, Indiana University
B.A. - 1990, Baylor University
2012: "Salesperson Attributions: Evaluating the Impact of Timing of Prior Actions," Journal of American Academy of Business, Cambridge, 17 (2), 1-7, Keith A. Richards and Frank Fu.
2010: "Motivating Salespeople to Sell New Products: The Relative Influence of Attitudes, Subjective Norms, and Self-Efficacy," Journal of Marketing, 74 (6), Frank Fu, Keith A. Richards, Doug Hughes and Eli Jones.
2010: "Tracking and Updating Academic Research in Selling and Sales Management: A Decade Later," Journal of Personal Selling and Sales Management, 30 (3), Keith A. Richards, Bill Moncrief and Greg Marshall.
2009: "Key Account Management: Adding Elements of Account Fit to an Integrative Theoretical Framework," Journal of Personal Selling and Sales Management, 29 (4), Keith A. Richards and Eli Jones.
2009: "The Motivation Hub: Effects of Goal Setting and Self-Efficacy on Effort and New Product Sales," Journal of Personal Selling and Sales Management, 29 (3), Frank Fu, Keith A. Richards and Eli Jones.
2009: "Developing a Strategic Framework of Key Account Performance," Journal of Strategic Marketing, 17 (3). Eli Jones, Keith A. Richards, Diane Halstead, and Frank Fu.
2008: "Measuring Customer Relationship Management: Finding Value Drivers," Industrial Marketing Management, 37 (2), Keith A. Richards and Eli Jones.
Professional Activities and Memberships
American Marketing Association
Honors and Awards
UC Foundation Professorship Recipient, University of Tennessee at Chattanooga (2011)
Summerfield Johnson Grant Recipient (2008, 2009, 2011)
Faculty Development Grant Recipient, University of Tennessee at Chattanooga (2010)
Dean's Merit, University of Tennessee at Chattanooga (2009-2011)
Winner, James M. Comer Award for Best Contribution to Selling and Sales Management Theory in the Journal of Personal Selling and Sales Management for paper, "Key Account Management: Adding Elements of Account Fit to an Integrative Theoretical Framework" (2009)
Dean's Award for Academic Excellence, University of Houston (2007)
Winner, “Best in Track,” Product Development Track at Academy of Marketing Science
Winner, Outstanding Teacher, Program for Excellence in Selling, University of Houston
AMA Sales SIG / DSEF Sales Dissertation Research Grant Winner (2006)
ISBM Dissertation Competition Finalist (2006)
AMA Sheth Foundation Doctoral Consortium Fellow (2006)
National Conference in Sales Management, Doctoral Fellow (2005, 2006)
Winner, Provost’s GA Teaching Excellence Award, University of Houston (2006)