Dr. Diane Halstead was named as the inaugural holder of the Mary Harris Distinguished Professorship in August 2002. 

This Distinguished Professorship was created and named in honor of Mary Harris, the sister of Clarence E. Harris who founded Carriage Industries. Clarence and his wife, Bobbye, were instrumental in the creation of the entrepreneurship programs at UTC’s College of Business through the Harris Foundation, a non-profit charitable organization. 

Established in 2002 with a five-year endowment of $500,000, the Mary Harris Distinguished Professorship will provide support and funding for additional research, teaching, and community service in the areas of small business management and entrepreneurship. For example, undergraduate students in MKT 4490/ETR 4490 Practicum in Marketing and Entrepreneurship course develop customized consulting solutions for local businesses each spring semester.   Dr. Halstead also provides free consulting services to clients of the INCubator, the largest business incubator in the state of Tennessee, and the third largest in the United States. A program of the Chattanooga Area Chamber of Commerce, they’re located in the Hamilton County Business Development Center (BDC) in downtown Chattanooga, the urban core of Hamilton County, Tennessee.

Another supporter of this Distinguished Professorship is local entrepreneur Brenda Lawson, CEO of Lawson and Associates. Ms. Lawson donated significant operating funds to this Professorship in order to “kick start” its entrepreneurship activities. Her strong belief in the entrepreneurial spirit of the College of Business led to her generous contribution.

Entrepreneurship and Small Business Strategy
Marketing Strategy
Services Marketing
Advertising and Promotion
Strategic Brand Management
Customer Service, Satisfaction, Quality, and Loyalty


Advertising and Promotion: 

  • Consumer Responses to Religious Messages in Advertising
  • Service Providers’ Use of Religious Messages in Advertising 

Services Marketing: 

  • Customer Satisfaction, Customer Service, and Service Quality
  • Self-Service Technologies 

Small Business Marketing Strategies: 

  • Small Service Providers’ Advertising Messages
  • Small vs. Large Internet Sellers
  • Small Business Marketing Strategy

Ph.D. - 1990, Michigan State University
M.B.A - 1981, Western Michigan University
B.B.A. - 1980, Western Michigan University

Sample Publications

2014:  “From High Tech to High Touch:  Enhancing Customer Service Experiences via Improved Self-Service Technologies,” Innovative Marketing, December, Diane Halstead with Keith A. Richards.

2014: "The Impact of Small Service Providers' Christian Identity on Consumer Perceptions," Academy of Marketing Studies Journal, in press, Diane Halstead with Valerie A. Taylor.


2012: “A Multi-Objective Optimization Approach using the RFM Model in Direct Marketing,” Academy of Marketing Studies Journal, Diane Halstead with Beni Asllani.

2011:  "Using RFM Data to Optimize Marketing Campaigns: A Linear Programming Approach," Academy of Marketing Studies Journal, 15 (2), 59-76, Diane Halstead with Arben Asllani.

2010: “Consumer Responses to Christian Religious Symbols in Advertising,” Journal of Advertising, 39 (2), 79-92, Diane Halstead with Valerie A. Taylor and Paula J. Haynes.

2010: “An Exploratory Model of Interpersonal Cohesiveness in New Product Development Teams,” Journal of Product Innovation Management, 27 (2), 201-219, Diane Halstead with Beverly K. Brockman, Melissa E. Rawlston, and Michael A. Jones.  

2009: “Service Provider Use of Christian Religious Messages in Yellow Pages Advertising,” Advertising and Society Review, 10 (4), Diane Halstead with Paula J. Haynes and Valerie A. Taylor.

2009: “Developing a Strategic Framework of Key Account Performance,” Journal of Strategic Marketing, 17 (3-4), 221-235, Diane Halstead with Eli Jones, Keith A. Richards, and Frank Q. Fu. 

2008: “Customer Orientation of Financial Advisors,” Journal of Financial Services Marketing, 13 (3) 183-192, Diane Halstead with Michael A. Jones, Vance P. Lesseig, and Thomas I. Smythe. 

2008: "Auction Characteristics and Outcomes: An Empirical Examination of eBay," Journal of Internet Commerce, 7 (3), 403-424, Diane Halstead with Richard C. Becherer, and A.J. Taylor.

2007:“Satisfaction Theory and the Disadvantaged Consumer", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 20 (December), 15-35.  Halstead, Diane, Michael A. Jones, and April N. Cox.

2004: “Characteristics and Internet Marketing Strategies of Online Auction Sellers,” International Journal of Internet Marketing and Advertising, 1 (1), 24-37.  Becherer, Richard C. and Diane Halstead.

2003: “Internet Auction Sellers: Does Size Really Matter?” Internet Research: Electronic Networking Applications and Policy, 13 (3), 183-194.  Halstead, Diane and Richard C. Becherer.

2003: “Marketing Orientation in SMEs: Effects of the Internal Environment,” New England Journal of Entrepreneurship, 6 (1), 13-22.   Becherer, Richard C., Diane Halstead, and Paula Haynes.

2003:  “The Impact of Instruction Understanding on Satisfaction and Switching Intentions,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16 (December), 10-18.   Jones, Michael A., Valerie A. Taylor, Richard C. Becherer, and Diane Halstead.

2002: “Negative Word-of-Mouth: Substitute For or Supplement to Consumer Complaints?” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15 (December), 1-12.

2000: “Antecedents of Job Burnout among Small Company Presidents,” Journal of Small Business Strategy, 11 (1), 26-38.   Becherer, Richard C., Diane Halstead, and John Maurer.

1999: “The Use of Comparison Standards in Consumer Satisfaction Research and Management: A Review and Proposed Typology,” Journal of Marketing Theory and Practice, 7 (3), 13-26.

Professional Activities and Memberships

Editorial Review Board:  Journal of Marketing Theory and Practice
Editorial Review Board:  Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Small Business & Entrepreneurship Committee, Chattanooga Chamber of Commerce
American Marketing Association
Beta Gamma Sigma

Honors and Awards

Awarded EDO rating of Exceptional Merit (2014-2015)

College of Business named Top Corporate Fundraising Team for ALS (2010)                                                

Awarded "Dean's Merit" (2009-2010)                                                                                                        

Awarded EDO rating of "Dean's Merit (2009-2010)

Awarded EDO rating of “Exceptional Merit” at UTC (2008-2009)

Inducted into Alpha Society at UTC (2003)

Inducted into “Who’s Who in Business in Higher Education” (2003)

Awarded “Dean’s Merit” honor for “Excellence in Development” (2003)

Awarded Mary Harris Distinguished Professorship (2002)

Awarded Alan S. Lorberbaum Professorship (2001)

Awarded EDO rating of "Exceptional Merit" at UTC (1999)

Awarded "Excellence in Applied Research" Honor at UTC (1999)

Awarded EDO rating of "Exceptional Merit" at UTC (1998)

Awarded EDO rating of "Exceptional Merit" at UTC (1997)

Awarded UC Foundation Professorship at UTC (1998)

Appointed W. Max Finley Centennial Scholar (1997-1998)

Awarded "Highest Quality Rating" from ANBAR Electronic Intelligence, a leading guide to management journal articles, for two articles (1996 JBR and 1997 JAMS)

University of Kentucky Competitive Summer Research Fellowship Award (1995)