Stephen  Carson
  • Professor and David Eccles Scholar, Marketing Department
  • Chair Department of Marketing
  • Professor, Marketing Department
  • David Eccles Faculty Fellow, School Of Business

Research Statement

Stephen Carson is a Professor of Marketing, Chair of the Department of Marketing, and a David Eccles Faculty Scholar. 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 and teaching interests focus on marketing strategy, marketing channels, digital marketing, and innovation. A winner of the Brady Superior Teaching Award, he currently teaches the core marketing strategy class in the Executive MBA and Professional MBA programs and a Ph.D. seminar in marketing strategy and empirical research methods. His research has appeared in leading marketing and strategy journals including the Journal of MarketingMarketing ScienceStrategic Management JournalAcademy of Management JournalOrganization Science, and Journal of Retailing.

Research Keywords

  • Marketing Strategy
  • Marketing Channels
  • Innovation
  • Internet Marketing


  • Linyi Li, Shyam Gopinath, and Stephen J. Carson (2021), “History Matters: The Impact of Online Customer Reviews across Product Generations,” forthcoming, Management Science. Discipline based - refereed, Accepted, 12/31/2020.
  • 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.