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Authentically Cornell: the Evolution of Marketing at Cornell


The authors reflect on what makes the marketing department at Cornell University’s SC Johnson College of Business distinct from marketing departments in other business schools. They present a brief history of the study of marketing at Cornell, discuss the current structure of the department, the pedagogical approach, and the values and ideals cherished by the marketing faculty at Cornell.

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Fig. 1


  1. This ranking is based on publications listed in the UT Dallas Research database for the 2019 to 2021 period. The four top-tier journals include the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, and Marketing Science. Columbia Business School, Booth School of Business and the Wharton School rank higher than Cornell in this list.

  2. In the current structure, the marketing sub-area and the management communication sub-area are grouped together as one area with a common area coordinator. However, given the aim and scope of this article, we restrict our discussion to the marketing sub-area.

  3. This is not an exhaustive list of marketing faculty members at the Johnson School. Our aim here is to provide some illustrative examples of the research activities that took place at the Johnson School in its formative years.

  4. The Cornell SC College of Business offers 19 different degree programs with cross-school coursework and collaboration.


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All authors are faculty members at the Cornell SC Johnson College of Business. Manoj Thomas is Nakashimato Professor and Area Coordinator for Marketing and Management Communication; Helen Chun is Associate Professor of Services Marketing; Sachin Gupta is Henrietta Johnson Louis Professor of Management and Editor-in-Chief of the Journal of Marketing Research; Jura Liaukonyte is the Dake Family Associate Professor in Applied Economics and Management; Suzanne Shu is the John S. Dyson Professor in Marketing and the Dean of Faculty and Research for the Cornell SC Johnson College of Business; and Kaitlin Woolley is Associate Professor of Marketing. The authors gratefully acknowledge inputs from Vithala Rao, Ed McLaughlin, Chekitan Dev, and Michael Lynn.

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Thomas, M., Chun, H., Gupta, S. et al. Authentically Cornell: the Evolution of Marketing at Cornell. Cust. Need. and Solut. (2022).

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