Susan Mcdowell Mudambi

Susan McDowell Mudambi

August 2000

680 Cedar Drive

Blue Bell PA 19422

tel: 215-619-6745

RESEARCH & TEACHING INTERESTS

Business-to-Business Marketing, Electronic Commerce, Branding, International Business, Marketing Channels

EDUCATION

UNIVERSITY OF WARWICK, Warwick Business School, UK

Ph.D. in Marketing, 1998.

OXFORD BROOKES UNIVERSITY, Oxford, UK

Cert. H.E., 1996, Certificate in the Teaching of Higher Education.

CORNELL UNIVERSITY. Ithaca, New York

M.S., 1985, Applied Economics with Marketing

MIAMI UNIVERSITY, Oxford, Ohio

B.A.magna cum laude, 1980, Public Administration & Sociology

SUMMARY OF Ph.D. DISSERTATION

The Importance of Branding in Industrial Markets (Supervised by Professor Peter Doyle and Dr. Veronica Wong)

The research examined the role of branding in business-to-business markets, exploring what industrial branding is, its role and importance, and to whom and it what situations is it important. The implications of the quantitative analysis are explored for manufacturers attempting to increase their brand equity in a global, competitive marketplace.

SUMMARY OF EXPERIENCE

Ten years of marketing and managerial experience, primarily in business-to-business areas. Two years of marketing teaching experience at John Carroll University, and five years of teaching experience in UK universities at the undergraduate and MBA levels. Published six refereed journal articles, one book, two book chapters and numerous refereed papers in conference proceedings.

TEACHING EXPERIENCE

8/98 - 8/00 ASSISTANT PROFESSOR

JOHN CARROLL UNIVERSITY, University Heights, Ohio

Taught marketing at the undergraduate and executive levels, including B2B marketing, marketing principles, and marketing management.

8/96 - 7/98LECTURER (Assistant Professor)
THE OPEN UNIVERSITY BUSINESS SCHOOL, UK

Taught marketing at the MBA, diploma and certificate levels for Europe's
largest business school. Developed texts and interactive materials for the supported distance learning and residential teaching programs.

9/94 - 7/96LECTURER (Assistant Professor)

OXFORD BROOKES UNIVERSITY, Oxford, UK

Taught wide range of marketing and retail management subjects at

undergraduate and MBA levels. Supervised MBA and undergraduate
dissertations. Involved in a restructuring of the MBA program.

1/93 - 7/94LECTURER (Part-time)

UNIVERSITY OF BUCKINGHAM, Buckingham, UK

Taught marketing and economics at the undergraduate level.

3/93RESIDENTIAL TUTOR

OPEN UNIVERSITY BUSINESS SCHOOL, UK

Taught weekend management course to working managers.

1986INSTRUCTOR

MUHLENBERG COLLEGE, Allentown, Pennsylvania

Taught introductory statistics to university business students.

1983-84GRADUATE ASSISTANT

CORNELL UNIVERSITY, Ithaca, New York

RESEARCH PUBLICATIONS

Refereed Journal Articles

Mudambi, Susan McDowell, Peter Doyle and Veronica Wong (1997), “An Exploration of Branding in Industrial Markets,” Industrial Marketing Management (26), 5, September, 433-446.

Reprinted in Brand Management: An Edited Text, Leslie de Chernatony, editor.
Aldershot, UK: Ashgate Publishing, 1998, 73-86.

Mudambi, Susan McDowell (1996), "The Games Retailers Play," Journal of Marketing Management, 12 (8), November, 695-706.

Mudambi, Susan McDowell (1996), "More Than Language: An Exploratory Study of Multinational Diversity," Journal of European Business Education, 5(2), May, 45-55.

Mudambi, Ram and Susan McDowell Mudambi (1995), "From Transaction Costs to Relationship Marketing: A Model of Buyer-Supplier Relations," International Business Review, 4(4), 419-33.

Mudambi, Susan McDowell (1994), "A Topology of Strategic Choice in Retailing," International Journal of Retail and Distribution Management, 22(4), 33-41.

McDowell, Susan and William Lesser (1987), "The Effects of Unions on Labor Productivity," Agribusiness, 3(3), 273-80.

Work in Progress

"Branding Receptivity in Business Markets," July 2000. Under peer review.

"The Global Viability of Industrial Distributors," with Raj Aggarwal. Mimeo, John Carroll University, March 2000, accepted at the AIB 2000 Conference, Phoenix, November 2000.

"Diversification and Market Entry Choices in the Context of Foreign Direct Investment," with Ram Mudambi. Mimeo, John Carroll University, February 2000.

"Business-to-Business Branding Strategies in the E-Commerce Environment." Mimeo, John Carroll University, January 2000.

"An Analysis of E-Commerce Attitudes and Utilization by Entrepreneurs," with James H. Martin. Data collection in progress.

Book

DeChernatony, Leslie, Susan Mudambi, and Francesca Dall'Olmo Riley (1999), Brands as an Application of Knowledge Management. Milton Keynes UK: The Open University Business School. (ISBN 0 7492 9582 1)

Book Chapters

Mudambi, Susan McDowell, Peter Doyle and Veronica Wong (1998), “An Exploration of Branding in Industrial Markets,” in Brand Management: An Edited Text, edited by Leslie de Chernatony, Aldershot, UK: Ashgate Publishing, 1998, 73-86.

Mudambi, Ram and Susan McDowell Mudambi (1998), "A Model of Buyer-Supplier Relations with Implications for the Multinational Firm," in The Organisation of the Firm: International Business Perspectives, edited by Ram Mudambi and Martin Ricketts, London, Routledge, 126-144.

Refereed Publications in Conference Proceedings

Mudambi, Ram and Susan McDowell Mudambi (1999), "Product Diversification and Market Entry Choices in the Context of Foreign Direct Investment,"Proceedings of the Annual Conference of the Academy of International Business, Charleston, South Carolina, November 20-23.

Mudambi, Ram, and Susan McDowell Mudambi (1999), "Product Diversification and Foreign Market Entry Choices by Multinational Firms," Academy of International Business Northeast Regional Meeting Best Papers and Abstracts, abstract, Temple University, Philadelphia, June 4-6.

Mudambi, Susan McDowell (1998), “Strategic Segmentation and Cluster Analysis in Industrial Markets,” American Marketing Association (AMA) 1998 Summer Educators’ Conference Proceedings, abstract, Boston, August.

Mudambi, Susan McDowell (1997), "Choice Models in Theory and Practice in Industrial Markets," American Marketing Association (AMA) 1997 Summer Educators' Proceedings, abstract, Chicago, August.

Mudambi, Susan McDowell, Peter Doyle and Veronica Wong (1997), "An Analysis of Situational and Decision Factors Affecting Industrial Purchases," Academy of Marketing Annual Conference Proceedings, Manchester Metropolitan University, Manchester, UK, July.

Mudambi, Susan McDowell, Peter Doyle and Veronica Wong (1997), "The Value of Branding to the Industrial Customer," The 26th European Marketing Academy Conference (EMAC) Proceedings, pp. 1869-1878, Warwick Business School, Coventry, UK, May.

Mudambi, Susan McDowell (1996), "Retail Games," American Marketing Association (AMA) 1996 Summer Educators' Proceedings, abstract, San Diego, August.

Mudambi, Susan McDowell (1996), "Choice Models in Theory and Practice," Marketing Education Group (MEG) Conference Proceedings, abstract, University of Strathclyde, Glasgow, UK, July.

Mudambi, Susan McDowell, Peter Doyle and Veronica Wong (1996), "A Critical Examination of Branding in Industrial Markets," The 25th European Marketing Academy Conference (EMAC) Proceedings, 849-866, Budapest, May.

Mudambi, Susan McDowell (1995), "Rethinking Industrial Branding Research," American Marketing Association (AMA) 1995 Summer Educators' Proceedings, Vol. 6, pp. 115-120, Washington, D.C., August.

Mudambi, Susan McDowell (1995), "More than Language: Measuring Learning Experiences and Expectations in a Multinational Marketing Classroom," Marketing Education Group (MEG) Conference Proceedings, abstract, p. 954, University of Bradford, UK, July.

Mudambi, Susan McDowell, and Ram Mudambi (1995), "Synthesizing Transaction Cost Economics and Marketing: A Model of a Buyer's Switching Decision," The 24th European Marketing Academy Conference (EMAC) Proceedings, Vol.I, pp. 831-846, ESSEC, Paris, France, May.

Mudambi, Susan McDowell, and Ram Mudambi (1994), "Switching to a Backup Supplier," 10th Annual Industrial Marketing & Purchasing (IMP) Conference Proceedings, Vol.II, pp. 71-94, University of Groningen, The Netherlands, September.

Mudambi, Susan McDowell (1994), "Strategic Choices in Hotel Marketing", Hospitality Marketing Conference Proceedings, pp.127-152, Cheltenham, UK, September.

Mudambi, Susan McDowell (1994), "Strategic Games on the Information Superhighway", Marketing Education Group (MEG) Conference Proceedings, pp. 646-655, University of Ulster, Coleraine, UK, July.

Other

Mudambi, Ram, and Susan McDowell Mudambi (1999), "Product Diversification and Foreign Market Entry Choices by Multinational Firms," Discussion Papers in International Investment and Management, vol. XII, no. 271, University of Reading, June.

Mudambi, Susan McDowell (1995), "More than Language: An Exploratory Study of Multinational Diversity at Oxford Brookes University," Oxford Brookes University School of Business Research and Discussion Papers, Number 5, November.

Mudambi, Susan McDowell (1993), "The Games Retailers Play," Working Paper, University of Buckingham, December.

Mudambi, Susan McDowell (1993), "A Topology of Strategic Choice in Retailing," University of Buckingham Discussion Papers, No. 64.

Mudambi, Ram and Susan McDowell Mudambi (1993), "Buyer-Supplier Relationships: A Risk Reduction Model of Single Sourcing," University of Buckingham Discussion Papers, No.63.

McDowell, Susan, Gerald White and Bruce Anderson (1986), "The Feasibility of a Grape Producer Cooperative in the Finger Lakes," Agricultural Economics Research Bulletin, 86-8(March), Cornell University.

SUMMARY OF CONFERENCE PRESENTATIONS

AMA Business Marketing Faculty Consortium, Northwestern University - 2000

Academy of International Business World Conference - 1999

Academy of International Business North East Regional Meeting - 1999

American Marketing Association (AMA) Summer Educators' Conference - 1998, 1997,
1996, 1995

Participant in the AMA Doctoral Consortium, University of Cincinnati - 1997

European Marketing Academy (EMAC) - 1997, 1996, 1995

Academy of Marketing (UK) - 1997, 1996, 1995, 1994

Industrial Marketing and Purchasing (IMP) - 1994

Other presentations before practitioner conferences

MARKETING & MANAGERIAL EXPERIENCE

1989 - 1991 PRODUCT MANAGER

BELL+HOWELL COMPANY, Allentown, Pennsylvania

Developed marketing strategy for new product development of electronic mail

processing products. Created and implemented plans for international product

launches. Led Total Quality Management team.

1986 - 1988PROJECT COORDINATOR

BELL+HOWELL COMPANY, Allentown, Pennsylvania

Monitored new product development project schedules and spending.

Coordinated interdepartmental project teams.

1986MARKET RESEARCH ANALYST (temporary post)

IBM CORPORATION, Franklin Lakes, New Jersey

Analyzed competition in key sectors. Conducted segmentation analysis of
of service industry. Researched opportunities and risks of single sourcing.

1985MARKET ANALYST

CORNELL UNIVERSITY/U.S. DEPT. OF AGRICULTURE

Examined industry trends and explored product alternatives in the grape and

wine industry. Created and implemented telephone surveys. Developed

marketing strategies for New York State grape growers.

1980 - 1982LEGISLATIVE ASSISTANT

THE NATIONAL GRANGE, Washington, D.C.

Lobbyist on rural, agricultural and trade issues for a national farm

organization. Testified before House and Senate committees. Edited

national legislative newsletter.

ACADEMIC HONORS

Teaching Excellence Grant, John Carroll University

Herbert Lehmann Graduate Fellowship at Cornell University

Cornell University Graduate Assistantship

Miami University Alumni Merit Scholarship

Phi Beta Kappa, Phi Kappa Phi

PROFESSIONAL AFFILIATIONS

Academy of International Business (AIB)

American Marketing Association (AMA)

European Marketing Academy (EMAC)

Academy of Marketing (UK)

British-American Chamber of Commerce

1