Professor Emeritus of Marketing
PhD, University of California, Berkeley, 1965
MBA, University of California, Berkeley, 1960
BS, Oregon State University, 1957Specialties
Marketing strategy, customer-oriented business culture, business-to-business marketing, competition analysis.Positions Held
At the University of Washington since 1966.
Assistant professor at the University of British Columbia (1964-66)
Business-to-business marketing at the Boise Cascade Corporation (1960-61).Current Research
Creating a customer-focused organization, integrating organizational learning and customer orientation, analysis of market orientation and performance.Honors and Awards
MBA Professor of the Year (1993)
Best Paper Award from Marketing Science Institute (1996)
Fulbright Fellowship (1980)
Listed in Who's Who in America.Academic Service
Director of the Center for Retail and Business Market Strategy (1988-95)
Chairman of the Department of Marketing and International Business (1974-78, 1982-83).Selected Publications
"Market Oriented is more than Being Customer Led," with S. Slater, Strategic Management Journal
(forthcoming in 2000).
"Customer-Led and Market-Oriented: Let's Not Confuse the Two," with S. Slater, Strategic Management Journal
(Vol. 19, 1998).
"Creating a Market Orientation," with S. Slater and B. Tietje, Journal of Market-Focused Management
(Vol. 2, 1998).
"Market Orientation and the Learning Organization," Journal of Marketing
"Does Competitive Environment Moderate the Market Orientation-Performance Relationship?" Journal of Marketing
"The Effect of Market Orientation on Business Profitability," Journal of Marketing
The Marketing Economy: An Analytical Approach, Holt, Rinehart, and Winston (1971).
Conglomerate Mergers and Market Competition, University of California Press (1967).Selected Consulting Experience
U.S. WEST, Weyerhaeuser, PlumCreek Timber Company, and Weldwood of Canada, creating a customer-focused organization.