Skip to main content

Authentically Cornell: the Evolution of Marketing at Cornell

Abstract

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.

This is a preview of subscription content, access via your institution.

Fig. 1

Notes

  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.

References

  1. Edmondson B (1996) Hospitality leadership: the Cornell Hotel School. Cornell Society of Hotelmen

  2. Joly H (2021) The heart of business: leadership principles for the next era of capitalism, Harvard Business Review Press

  3. Schmotter JW (1992) Not just another school of business administration: a history of graduate management education at Cornell University. Johnson Graduate School of Management, Cornell University

  4. Smith A (1776) The wealth of nations. Harriman House Limited

  5. Smith A (1790) The theory of moral sentiments. Penguin

  6. Stanton BF (2001) Agricultural economics at Cornell: a history, 1900–1990. College of Agriculture and Life Sciences at Cornell University

  7. Summers WC (2007) Hospitality goes global: the Cornell Hotel School. Cornell Hotel Society

  8. van Osselaer SMJ, Lim S (2019) Research productivity of faculty at 30 leading marketing departments. Mark Lett 30(2):121–137

    Article  Google Scholar 

Download references

Acknowledgements

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.

Author information

Authors and Affiliations

Authors

Additional information

Publisher’s Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Thomas, M., Chun, H., Gupta, S. et al. Authentically Cornell: the Evolution of Marketing at Cornell. Cust. Need. and Solut. (2022). https://doi.org/10.1007/s40547-022-00129-0

Download citation

  • Accepted:

  • Published:

  • DOI: https://doi.org/10.1007/s40547-022-00129-0