Steve Carson
Chair & David Eccles Professor
Department of Marketing
Faculty, Staff, Tenure Track
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.
Ph.D., Marketing, University of Minnesota, 2000
M.B.A., Marketing, University of Texas-Austin, 1991
A.B., Economics, University of Illinois, 1989
Dr. Carson’s research and teaching interests focus on marketing strategy, marketing channels, and digital marketing.
MKTG 4999 – Marketing Honors Projects
MKTG 6090 -Marketing Management
MKTG 6090 – Marketing Management
MKTG 7970 – Thesis Research, Ph.D.
MKTG 7980 – Faculty Consultation
MKTG 7990 – Continuing Registration, Ph.D.
Karniouchina, Ekaterina V., 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,” forthcoming (published online), Journal of Marketing Research.
Linyi Li, Shyam Gopinath, and Stephen J. Carson (2021), “History Matters: The Impact of Online Customer Reviews across Product Generations,” forthcoming (published online), Management Science.
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.
Elham Yazdani, Shyam Gopinath, and Stephen J. Carson (2018), “Preaching to the Choir: The Chasm Between Top Ranked Reviewers, Mainstream Customers, and Product Sales,” Marketing Science, 37 (September-October): 838-851.
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: 37-53.
Carson, Stephen J., and George John (2013), “A Theoretical and Empirical Investigation of Property Rights Sharing in Outsourced Research Development and Engineering Relationships,” Strategic Management Journal, 34 (September): 1065-1085. Republished in Strategic Management Journal’s Inaugural Virtual Special Issue on Innovation, Intellectual Property, and Strategic Management.
Ekaterina V. Karniouchina, Stephen J. Carson, Jeremy C. Short, and David J. Ketchum (2013), “Extending the Firm Versus Industry Debate: Does Industry Lifecycle Stage Matter?” Strategic Management Journal, 34 (August): 1010-1018.
Carson, Stephen J., Tao Wu, and William L. Moore (2012), “Managing the Tradeoff between Ambiguity and Volatility in New Product Development,” Journal of Product Innovation Management, 29 (November): 1061-1081.
Aric Rindfleisch, Kersi Antia, Janet Bercovitz, James Brown, Joseph Cannon, Stephen J. Carson, Mrinal Ghosh, Susan Helper, Diana C. Robertson, and Kenneth H. Wathne (2010), “Transaction Costs, Opportunism, and Governance: Contextual Considerations and Future Research Opportunities,” Marketing Letters, 21 (September): 211-222.
Carson, Stephen J., Robert D. Jewell, and Christopher Joiner (2007), “Prototypicality Advantages for Pioneers over Me-Too Brands: The Role of Evolving Product Designs,” Journal of the Academy of Marketing Science, 35 (June): 172-183.
Carson, Stephen J. (2007), “When to Give Up Control of Outsourced New Product Development,” Journal of Marketing, 71 (January): 49-66.
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.
Carson, Stephen J., Anoop Madhok, Rohit Varman, and George John (2003), “Information Processing Moderators of the Effectiveness of Trust Based Governance in Inter-Firm R&D Collaboration,” Organization Science, 14 (January-February): 45-56.
Terry L. Childers, Christopher Carr, Joann J. Peck, and Stephen J. Carson (2001), “Hedonistic and Utilitarian Motivations for Online Retail Shopping Behavior,” Journal of Retailing, 77 (Winter): 511-535.
Carson, Stephen J., Timothy M. Devinney, Grahame R. Dowling, and George John (1999), “Understanding Institutional Designs within Marketing Value Systems,” Journal of Marketing, 63: 115-130.
