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Scholarship
Mark Parry
specializes in innovation management, new product launch
strategies, brand strategies, channel strategies. He is
ranked as World’s #11
Innovation Management Scholar
Journal of Product Innovation Management,
2007, Vol. 24, 214-229.
View for a full list of articles
Selected
Key Publications
1. Song,
Michael and Mark Parry (2009), “The Desired Level of Market
Orientation and Business Performance,” Journal of Academy of
Marketing Science, forthcoming (DOI
10.1007/s11747-008-0114-0).
2. Charles Ingene and Parry, Mark E. (2007), “Bilateral
Monopoly, Identical Competitors/Distributors, and
Game-Theoretic Analyses of Distribution Channels,” Journal
of the Academy of Marketing Science, 35(4), 586-602.
3. Charles Ingene and Parry, Mark E. (2000), “Is Channel
Coordination All It Is Cracked Up to Be?” Journal of
Retailing, 76(4), 511-547.
4. X. Michael Song and Mark E. Parry (1997), “The
Determinants of Japanese New Product Successes,” Journal of
Marketing Research, 34(1), 64-76.
5. X. Michael Song and Mark E. Parry (1997), “A
Cross-National Comparative Study of New Product Development
Processes: Japan and the United States,” Journal of
Marketing, 61(2), 1-18. (Lead article with two awards:
“Citation of Excellence for the Highest Quality Rating
Article” and “The 2005 Excellence in Research Award”
presented by the American Marketing Association for an
outstanding research article published within the last 10
years which has significantly influenced the direction of
global marketing.) \
6. Charles Ingene and Mark E. Parry (1995), “Channel
Coordination When Retailers Compete,” Marketing Science,
14(4), 360-377.
7. Charles Ingene and Mark E. Parry (1995), “A Note on
Multi-Regional Marketing,” Management Science, 41(7),
1194-1201.
8. Kusum L. Ailawadi, Paul W. Farris, and Mark E. Parry
(1994), “Share and Growth Do Not Predict Advertising/Sales
Ratio,” Journal of Marketing, 58(January), 15-26.
9. Jeffrey R. Edwards and Mark E. Parry (1993), “On the Use
of Polynomial Regression Equations as an Alternative to
Difference Scores in Organizational Behavior Research,”
Academy of Management Journal, 36(6), 1577-1613.
10. Paul Farris, Mark E. Parry, and Kusum Ailawadi (1992),
“Structural Analysis of Models with Composite Dependent
Variables,” Marketing Science, 11(1), 76-94.
Entrepreneurial Experience
Founder, Parry
& Associates
Education
Ph.D.
Management Science, The University of Texas at Dallas, 1988.
M.A. Economics, The University of Texas at Arlington, 1984.
B.A. History, Metropolitan State College, 1981.
Honors &
Awards
2005
Excellence in Global Marketing Research Award by the
American Marketing Association for the article “A
Cross-National Comparative Study of New Product Development
Processes: Japan and the United States,” with X. Michael
Song, Journal of Marketing, 16 (2), April 1997, 1-18.
Outstanding Reviewer Award, Journal of Retailing,
2004
Honorable
Mention, The William R. Davidson Award for Best
Article Contributing to Theory and Practice in Retail
Marketing, Journal of Retailing, 1995
Wachovia
Award for Research, 1994
Outstanding Paper Award, Product Development and
Management Association’s 1992 International Conference,
Chicago, IL
Outstanding Paper Award,
Product Development and Management Association’s 1991
International Conference, Chicago, IL
Selected Academic
Positions Held
Professor of
Business Administration, The Darden School, University of
Virginia, 2001 – 2005.
Robert F.
Vandell Research Professor of Business Administration, The
Darden School, University of Virginia, 1997-2001.
Associate
Professor with tenure, The Darden School, University of
Virginia, 1994 – 1998.
Assistant
Professor, The Darden School, University of Virginia, 1988 –
1994.
Research
Assistant, The University of Texas at Dallas, 1985 – 1988.
Instructor,
The University of Texas at Arlington, 1984 – 1985.
Teaching
Assistant, The University of Texas at Arlington, 1982 – 1984.
Selected
Consulting / Teaching Experience
AAA South,
Allied Signal, Carrier Corporation, Coca-Cola, Cerveceria
Cuauhtemoc Moctezuma, Graphics Controls, GTech,
Ingersoll-Rand, Lexis Law Publishing, Milliken & Company,
Ortho Biotech, and the Swedish Institute of Management.
Courses Taught
Entrepreneurship Bootcamp: An introduction to
entrepreneurship designed to provide students with the tools
they need to start their own business (an elective course
offered to graduate and undergraduate students at UMKC)
Marketing Strategy: An introduction to the
fundamental concepts of marketing strategy (taught in both
the Darden MBA program and the Bloch School’s EMBA program)
First-Year Marketing: The introductory course in
Marketing Management is required of all students. Topics
covered include consumer analysis, channels of distribution,
selling, advertising, pricing, and product line policy. I
also served as first-year course head at Darden for three
years (Fall 1998 through Spring 2001).
Consumer Psychology: This course examines basic
concepts of consumer psychology and the application of those
concepts to marketing decisions.
Marketing Research: An introduction to collecting,
analyzing, and interpreting marketing research data.
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