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.



  • Stephen J. Carson, Timothy M. Devinney, Grahame R. Dowling, and George John (date unknown). Understanding Institutional Designs within Marketing Value Systems. Journal of Marketing. Vol. 63, 115-130. Accepted, .
  • Nga N. Ho-Dac, Stephen J. Carson, and William L. Moore (date unknown). The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter?. Journal of Marketing. Vol. 77, 37-53. Accepted, .
  • Stephen J. Carson, Tao Wu, and William L. Moore (date unknown). Managing the Tradeoff between Ambiguity and Volatility in New Product Development. Journal of Product Innovation Management. Vol. 29, 1061-1081. Accepted, .
  • Terry L. Childers, Christopher Carr, Joann J. Peck, and Stephen J. Carson (date unknown). Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing. Vol. 77, 511-535. Accepted, .
  • Jake D. Hoskins and Stephen J. Carson (date unknown). Industry Conditions, Market Share, and the Firm’s Ability to Derive Business-Line Profitability from Diverse Technological Portfolios. Vol. 149, 178-192. Accepted, .
  • Stephen J. Carson, Anoop Madhok, and Tao Wu (date unknown). Uncertainty, Opportunism and Governance: The Effects of Volatility and Ambiguity on Formal and Relational Contracting. Academy of Management Journal. Vol. 49, 1058-1077. Accepted, .
  • Elham Yazdani, Shyam Gopinath, and Stephen J. Carson (date unknown). Preaching to the Choir: The Chasm between Top-Ranked Reviewers, Mainstream Customers, and Product Sales. Marketing Science. Vol. 37, 838-851. Accepted, .
  • Stephen J. Carson and George John (date unknown). A Theoretical and Empirical Investigation of Property Rights Sharing in Outsourced Research Development and Engineering Relationships. Strategic Management Journal. Vol. 34, 1065-1085. Accepted, .
  • Aric Rindfleisch, Kersi Antia, Janet Bercovitz, James Brown, Joseph Cannon, Stephen J. Carson, Mrinal Ghosh, Susan Helper, Diana C. Robertson, and Kenneth H. Wathne (date unknown). Transaction Costs, Opportunism, and Governance: Contextual Considerations and Future Research Opportunities. Marketing Letters. Vol. 21, 211-222. Accepted, .
  • Ekaterina V. Karniouchina, Stephen J. Carson, Jeremy C. Short, and David J. Ketchum (date unknown). Extending the Firm versus Industry Debate: Does Industry Lifecycle Stage Matter?. Strategic Management Journal. Vol. 34, 1010-1018. Accepted, .
  • Stephen J. Carson and Mrinal Ghosh (date unknown). An Integrated Power and Efficiency Model of Contractual Marketing Channel Governance: Theory and Empirical Evidence. Journal of Marketing. Vol. 83, 101-120. Accepted, .
  • Stephen J. Carson, Robert D. Jewell, and Christopher Joiner (date unknown). Prototypicality Advantages for Pioneers over Me-Too Brands: The Role of Evolving Product Designs. Journal of the Academy of Marketing Science. Vol. 35, 172-183. Accepted, .
  • Linyi Li, Shyam Gopinath, and Stephen J. Carson (date unknown). History Matters: The Impact of Online Customer Reviews Across Product Generations. Management Science. Vol. 68, 3878-3903. Accepted, .
  • Stephen J. Carson (date unknown). When to Give Up Control of Outsourced New Product Development. Journal of Marketing. Vol. 71, 49-66. Accepted, .
  • Stephen J. Carson, Anoop Madhok, Rohit Varman, and George John (date unknown). Information Processing Moderators of the Effectiveness of Trust Based Governance in Inter-Firm R&D Collaboration. Organization Science. Vol. 14, 45-56. Accepted, .
  • Ekaterina V. Karniouchina, Stephen J. Carson, Carol Theokary, Lorien Rice, and Siobhan Reilly (date unknown). Women and Minority Film Directors in Hollywood: Performance Implications of Product Development and Distribution Biases. Accepted, .
  • Ekaterina V. Karniouchina, Stephen J. Carson, William L. Moore, Kumar R. Sarangee, and Can Uslay (date unknown). The Varying Returns to Diversification along the Value Chain. Accepted, .