Marketing Strategy

Marketing Strategy and Agency Theory
The Strategic Impact of Pricing Decisions

D.B.A. - 1992, Mississippi State University
MBA - 1978, William and Mary
B.S. - 1976, Radford University

Sample Publications

2012: "The Quality War in the 1991-2010 U.S. Vehicle Market: Japan vs. Germany," Alliance Journal of Business Research, Vol. 6, Iss. 2, pp. 45-58, James Henley and Michael J. Cotter.


2012: "The German Automobile Paradox," Advances in Business Research, Vol. 3, No. 1, pp. 90-98, James Henley and Michael Cotter


2010: "Is the U.S. Vehicle Industry Rising from the Ashes?" Marketing Management Journal, Vol. 20, Iss. 2, pp. 192-204, James Henley and Michael J. Cotter


2009: “Subservient Seller Syndrome:  Outcomes in Zero-Sum Game Negotiations Examining The Influence of the Seller and Buyer Labels,” Marketing Management Journal, Fall 2009, Volume 19, Issue 2, pages 38-51, with Michael J. Cotter.

2008: “First Offer Disadvantage in Zero-Sum Game Negotiation Outcomes,” Journal of Business-to-Business Marketing, Vol. 15, Iss. 1, pp. 25-44, with Michael J. Cotter. Discipline Based Research

2006: “College Student Salary Demands for a Military Hitch: A Potential Solution to the Military Recruiting Shortfall,” Marketing Management Journal, Vol. 16, Iss. 2, Fall 2006, pp. 137-146, with Michael J. Cotter and Kathryn M. Nichols.

2004:“Quality and Pricing in the Hotel Industry: The Mobil “Star” and Hotel Pricing Behavior,” International Journal of Hospitality and Tourism Administration, Vol. 5, No. 4, 2004, pp. 53-65, with Michael J. Cotter and J. Duncan Herrington.

2004:“Pressurized Zero-Sum Game Negotiation Outcomes: Gender Contrasts,” Marketing Management Journal, Vol. 14, Iss. 2, Fall 2004, pp. 148-157, with Michael J. Cotter.

2004: “Can Socio-Cultural Factors Aid in the Understanding of Economic Problems? The Case of Japan,” Global Business & Economics Review , Vol. 6, No.4, December 2004, pp. 230-238, with Bento J. Lobo

2004: “The Importance of Consumer Guide Information to Management: The Mobil “Check” and Hotel Pricing Behavior,” Tourism Analysis, Vol. 9 no. 3, 2004, pp. 197-206, with Micheal J. Cotter and Duncan Herrington.

2003: “Vizcaino Versus Microsoft’s Impact on the Future of Short-Term and Permatemp Contingent Employment in Marketing: an Agency Theory Perspective,” Marketing Management Journal, Vol. 13, Iss. 2, Fall 2003, pp. 132-142, with Michael J. Cotter and Charles S. White.

2001: "Exceptions to Agency Theory Assumptions and the Rise of Contingency Employment in Marketing," Marketing Management Journal, Vol. 11, Iss. 2, 2001 with Michael J. Cotter and Charles S. White.

Professional Activities and Memberships

Society of Business Research Editorial/Advisory Board 2013-2014
Marketing Management Association, 2008-2011
American Marketing Association, past
Society for Marketing Advances, past
Southwest Marketing Association, past

Honors and Awards

UTC's Alpha Society (2014)

College of Business Dean's Exceptional Merit Recommendation (2013)

Henry Hart Professorship (2011-2014)                                                                                                              

College of Business Dean’s Merit (2008)

UC Foundation Professorship, The University of Tennessee at Chattanooga (1997-2014)

Student Citation: At the 1997 SGA Outstanding Seniors Awards, I received a citation from Staci Bryan for having had a positive influence on her and her work (1997)

W. Max Finley professorship, The University of Tennessee at Chattanooga (1995-1996)

W. Max Finley Professorship, The University of Tennessee at Chattanooga (1994-1995)

Outstanding Teacher Award, School of Business Administration, The University of Tennessee at Chattanooga (1992)

Beta Gamma Sigma Business Honor Fraternity, The University of Tennessee at Chattanooga

Phi Kappa Phi National Academic Honor Fraternity, Radford University

Delta Mu Delta National Business Honor Fraternity, Radford University

Pi Gamma Mu National Social Science Honor Fraternity, Radford University