Stephen  Carson
  • David Eccles Professor, Marketing Department
  • Chair Department of Marketing
  • Professor, Marketing Department

Research Statement

Stephen J. Carson is David Eccles Professor of Marketing and Chair of the Marketing Department. He joined the David Eccles School of Business in 2000 after receiving a Ph.D. from the University of Minnesota. He holds an M.B.A. from the University of Texas-Austin and an A.B. in Economics from the University of Illinois. His research focuses on marketing strategy, marketing channels, and digital marketing. It has appeared in leading marketing and strategy journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, Strategic Management Journal, Organization Science, and the Academy of Management Journal. A winner of both the Brady Superior Teaching Award and the Faculty Research Excellence Award, he currently teaches the core marketing strategy class in the Professional MBA program.

 

Research Keywords

  • Marketing Strategy
  • Marketing Channels
  • Innovation
  • Internet Marketing

Presentations

  • Amrita Dey, & Stephen J. Carson. (2022) Differences in Online Review Content between Old and New Products--Academy of Marketing Science Conference, Monterey, CA. Presentation, Presented, 05/2022.
  • Ekaterina V. Karniouchina, & Stephen J. Carson, Carol Theokary, Lorien Rice, and Siobhan Reilly. (2022) Women and Minority Film Directors in Hollywood: Performance Implications of Product Development and Distribution Biases--Academy of Marketing Science Conference, Monterey, CA. Presentation, Presented, 05/2022.

Publications

  • Jake D. Hoskins & Stephen J. Carson (2022). Industry Conditions, Market Share, and the Firm’s Ability to Derive Business-Line Profitability from Diverse Technological Portfolios. Journal of Business Research. Vol. 149. Discipline based - refereed, Published, 10/2022.
  • Ekaterina V. Karniouchina, Stephen J. Carson, William L. Moore, Kumar R. Sarangee & Can Uslay (2022). The Varying Returns to Diversification along the Value Chain. Strategy Science. Discipline based - refereed, Published, 07/2022.
  • Linyi Li, Shyam Gopinath & Stephen J. Carson (2022). History Matters: The Impact of Online Customer Reviews across Product Generations. Management Science. Vol. 68. Discipline based - refereed, Published, 05/2022.
  • Ekaterina V. Karniouchina, Stephen J. Carson, Carol Theokary, Lorien Rice & Siobhan Reilly (2022). Women and Minority Film Directors in Hollywood: Performance Implications of Product Development and Distribution Biases. Journal of Marketing Research. Vol. 60. Discipline based - refereed, Published, 04/2022.
  • Carson, Stephen J. and Mrinal Ghosh (2019), “An Integrated Power and Efficiency Model of Contractual Marketing Channel Governance: Theory and Empirical Evidence,” Journal of Marketing, 83 (July): 101-120. Discipline based - refereed, Published, 07/2019.
  • Elham Yazdani, Shyam Gopinath & Stephen J. Carson (2018). Preaching to the Choir: The Chasm between Top-Ranked Reviewers, Mainstream Customers, and Product Sales. Marketing Science. Published, 08/2018.
  • Nga N. Ho-Dac, Stephen J. Carson & William L. Moore (2013). The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter?. Journal of Marketing. Vol. 77. Published, 11/2013.
  • Stephen J. Carson & George John (2013). A Theoretical and Empirical Investigation of Property Rights Sharing in Outsourced Research Development and Engineering Relationships. Strategic Management Journal. Vol. 34. Published, 09/2013.
  • Ekaterina V. Karniouchina, Stephen J. Carson, Jeremy C. Short & David J. Ketchen (2013). The Firm versus Industry Debate: Does Industry Lifecycle Stage Matter?. Strategic Management Journal. Vol. 34. Published, 08/2013.
  • Stephen J. Carson, Tao Wu & William L. Moore (2012). Managing the Tradeoff between Ambiguity and Volatility in New Product Development. Journal of Product Innovation Management. Vol. 29(6). Published, 11/2012.
  • Aric Rindfleisch, Kersi Antia, Janet Bercovitz, James Brown, Joseph Cannon, Stephen J. Carson, Mrinal Ghosh, Susan Helper, Diana C. Robertson & Kenneth H. Wathne (2010). Transaction Costs, Opportunism, and Governance: Contextual Considerations and Future Research Opportunities. Marketing Letters. Vol. 21. Published, 09/2010.
  • Stephen J. Carson, Robert D. Jewell & Christopher Joiner (2007). Prototypicality Advantages for Pioneers over Me-Too Brands: The Role of Evolving Product Designs. Journal of the Academy of Marketing Science. Vol. 35. Published, 06/2007.
  • Stephen J. Carson (2007). When to Give Up Control of Outsourced New Product Development. Journal of Marketing. Vol. 71. Published, 01/2007.
  • Stephen J. Carson, Anoop Madhok & Tao Wu (2006). Uncertainty, Opportunism and Governance: The Effects of Volatility and Ambiguity on Formal and Relational Contracting. Academy of Management Journal. Vol. 49. Published, 10/2006.
  • Stephen J. Carson, Anoop Madhok, Rohit Varman & George John (2003). Information Processing Moderators of the Effectiveness of Trust Based Governance in Inter-Firm R&D Collaboration. Organization Science. Vol. 14. Published, 01/2003.
  • Terry L. Childers, Christopher Carr, Joann J. Peck & Stephen J. Carson (2001). Hedonistic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing. Vol. 77. Published, 11/2001.
  • Stephen J. Carson, Timothy M. Devinney, Grahame R. Dowling & George John (1999). Understanding Institutional Designs within Marketing Value Systems. Journal of Marketing. Vol. 63, 115-130. Discipline based - refereed, Published, 12/1999.