Faculty Directory

Professor of Marketing

John C. Narver Endowed Professor in Business Administration

Research Director of the Center for Sales and Marketing Strategy

Education

Postdoctoral Northwestern University (2005)

PhD University of Missouri (2004)

MBA Georgia State University (1989)

MSEE Georgia Institute of Technology (1984)

BSEE Georgia Institute of Technology (1983)

Academic Expertise

Industries

Current Research

Big Data and CRM Marketing

Loyalty Programs

Online Marketing

Sales Channels and Retail Management

Sales Management

Data Privacy

Brands and relationship valuation

Positions Held

At the University of Washington since 2007

Assistant Professor, University of Cincinnati, Cincinnati, OH, 2005-2007

Visiting Professor, Northwestern University, Evanston, IL, 2004-2005

Research and Teaching Assistant, University of Missouri, Columbia, MO, 2001-2004

President and Chief Operating Officer, C&K Components, Inc. ($110M electronics company selling to communication and computing firms) Watertown, MA, 1998-2001

Tyco-Raychem Corporation, Menlo Park, CA

European General Manager and Director of Worldwide Marketing, 1995-1996

Director of Worldwide Strategic Planning, 1994-1995

North American Sales and Marketing Manager, 1991-1995

United States Navy–Lieutenant on nuclear submarines, 1984-1990

Licensed Professional Engineer, Electrical Engineering, 1989

Selected Publications

1. “Conceptual Research: Multidisciplinary Insights for Marketing“

   Journal Article:Palmatier, R., (2025). Journal of Marketing,
2. “Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions“

   Journal Article:Palmatier, R., (2024). Journal of Marketing,
3. “Uncovering Synergy and Dysergy in Consumer Reviews: A Machine Learning Approach“

   Journal Article: (2023). Management Science,
4. “Understanding Online Influencer Marketing Effectiveness“

   Journal Article: (2022). Journal of Marketing,
5. “From Vision to Reality: Lessons in Creating a Marketplace of Ideas“

   Journal Article: (2022). Journal of Marketing,
6. “Does Influencer Marketing Really Payoff?“

   Journal Article: (2022). Harvard Business Review,
7. “Digital Technologies: Tensions in Privacy and Data“

   Journal Article: (2022). Journal of Academy of Marketing Science,
8. “Online Influencer Marketing“

   Journal Article: (2022). Journal of Academy of Marketing Science,
9. “Marketing Analytics: Based on First Principles“

   Book: (2022). Bloomsbury,
10. “An Emerging Theory of Avatar Marketing“

    Journal Article: (2022). Journal of Marketing,

Consulting

• Rebuttal of Misleading Marketing Survey Rebuttal. Dechert LLP, Center for Inquiry v. Boiron (2022 CA 1610 B). (Report, 2024, ongoing)

• Pharmaceutical Sales and Marketing. Kirkland & Ellis, Holwill v. AbbVie (1:18-cv-06790). (Report, deposition testimony 2024)

• Retail, Misleading Advertising Survey Rebuttal. Gordon Rees, Agee v. Kroger (1:22-cv-04744). (Report, 2024)

• Pharmaceutical, Brand and Customer Marketing. US Treasury (IRS commissioner), Amgen Corporation v. Commissioner of Internal Revenue (16017-21 U.S. Tax Court). (Reports, deposition and trial testimony 2024)

• Automotive and Computer, Trademark Dilution. The Marbury Law Group, PLLC. Mercedes-Benz Group. v. Lenovo, 5:23-CV-00203-M-BM. (Surveys, report, 2024)

• Beauty Products, Distribution, Secondary Meaning, and Brand Damages. BlankRome, Urawa Corporation Co., LTD. v. Kupa Incorporated 8:22-cv-01370-JVS-DFM (Report, deposition testimony, 2024).

• Technology, Contract, Reasonable Commercial Efforts. Goodwin Law, Guzik Technical Enterprises. v. Keysight Technologies, Inc. 19CV355879 (Report, 2023).

• Retail, Misleading Marketing. Norton Rose Fulbright, Center for Inquiry, Inc. v. Walmart, Inc. 2019 CA 003340 B (Report, 2023).

• Retail, Misleading Marketing. Foley & Lardner LLP, Center for Inquiry, Inc. v. CVS Pharmacy, Inc. 2018 CA 004698 B (Report, 2023).

• CPG, Misleading Advertising. BraunHagey & Borden, LLP. Charles Strow, v. B&G Foods, Inc., Case No. 1:21-cv-05104. (Survey, reports, 2023)

• CPG, Trademark. BraunHagey & Borden, LLP. Pet Life, LLC. v. KAS PET, LLC and DOES 1-10., 1:23-cv-4882-GRB-SIL. (Report, 2023)

• CPG, Trademark. Miller Barondess, LLP. Juanita’s Foods Inc. v. Dominguez Family Enterprises, Inc., 2:22-cv-06049-PA-PDx. (Surveys, reports, 2023)

• Technology, Trade Secret. Knobbe Martens, LLP. Masimo Corporation and Cercacor Laboratories, Inc. v. Apple Corporation. 8:20-cv-00048-JVS-JDE. (Reports, deposition testimony, trial testimony 2023)

• Services, Trade Secret. Sidley Austin, LLP., Motista LLC. v. Ernst and Young U.S. LLP and Ernst and Young, Arbitration. (Report, trial testimony 2023)

• Bitcoin, Trademark. BraunHagey & Borden, LLP., Tari Labs, Inc. v. Lightning Labs, Inc., 3:22-cv-07789-WHO. (Survey, report, 2023)

• Defense and Aerospace, Trademark. The Marbury Law Group, PLLC. Cesiummastro Inc. v. Cesium GS Inc., 1:22-CV-128. (Survey, report)

Knobbe Martens, Sidley Austin, Alston+Bird, Paul Hastings, Akin Gump, McNaul Ebel Nawrot & Helgren, US Treasury (IRS), Bates White, BraunHagey & Borden, Microsoft, Telstra, Amazon, Starbucks, Emerson, Fifth Third Bank, Wells Fargo, Genie, Cincom, World Vision, Belkin, Tableau, Everett Clinic, Expedia, Concur, New Innovations, Wells Fargo, etc.

• Trademark. BraunHagey & Borden, LLP. Stone Brewing Co., LLC, v. Millercoors, 3:18-cv-00331-BEN-LL. (Deposition and trial testimony 2022)

• Transfer Pricing, Brand and Customer Relationship Valuation. Represented US Treasury (i.e., IRS commissioner) in Western Digital Corporation v. Commissioner of Internal Revenue (18984-18 U.S. Tax Court). (Trial testimony 2022)

• Trademark. BraunHagey & Borden, LLP. Waterloo Sparkling Water Corp. v. Treaty Oak Brewing and Distilling Co, Civil Action no. 1:21-CV-161-RP.

• Misleading Advertising-Class Action. BraunHagey & Borden, LLP. SABRINA SILVA and NANCY SHIER, on behalf of themselves and all others similarly situated, Plaintiffs, v. B&G FOODS, INC. and B&G FOODS NORTH AMERICA, INC.

• Trademark. BraunHagey & Borden, LLP. Wave Soda v. Ocean Spray Wave Soda.

• Survey Rebuttal-Class Action. Summit Law Group in Cathleen Robertson v. Valley Communications Center, 16-2-06437-0 KNT (Wash. Supr. Ct.).

• Sales Attributed to Product Feature-Class Action. Akin Gump, Strauss Hauer & Feld LLP in Converse V. Vizio, Inc. in 3:17-cv-05897-BHS (W.D. Wash.)

• Patent Infringement-Value of Sales and Marketing. Alston Bird in Kroy IP Holdings, LLC v. Autozone, Inc. in Civil Action No. 2:13-cv-888-WCB (E.D. Tex.)

• Patent Infringement-Value Attributed to Product Feature. Paul Hastings in Power Integration, Inc. v. Fairchild Semiconductors International, Inc. in 09-CV-05235-MMC (N.D. Cal.). (Deposition)

• Sales Practices and Valuation of Lost Sales. Value of McNaul, Ebel, Nawrot & Helgren PLLC in Education Logistics INC. v. Datsopoulos, MacDonald & Lind, P.C. No. 15-2-11342-9 (Wash. Supr. Ct.).

• Wrongful Salesperson Termination. Nadeau, et al., v. Wealth Counsel LLC, et al., No. 2:17-cv-00561-MCE-AC (E.D. Cal.).

Honors and Awards

Louis W. Stern Awards (2011, 2014, 2015, 2017, 2019, 2023) for “contribution to theory and practice, originality, technical competence, and impact on the field of channels of distribution.” One paper selected each year.

Harold H. Maynard Awards (2008, 2017) and Finalists (2014, 2017, 2023) for “significant contribution to marketing theory and thought” in the Journal of Marketing. One paper selected each year.

AMA-EBSCO-RRBM Award for Responsible Research in Marketing Finalist (2023) for outstanding research that produces both credible and useful knowledge that can be applied to benefit society.

JAMS Sheth Foundation Best Paper Award (2022) and Finalist (2021) for the best Journal of Academy of Marketing Science article published in a given year.

Sheth Journal of Marketing Award (2016, 2022) and Finalist (2022) for the Journal of Marketing article that has "made a long-term contribution to the discipline of marketing." One paper selected each year.

JMR Paul E. Green Award Finalist (2022) for the paper in the Journal of Marketing Research that demonstrates the greatest potential to contribute to the theory, methods and practice of marketing.

AMA Berry Book Award (2021) for innovative ideas published in a book within the last three years that have had a significant impact on marketing. One book selected per year.

Excellence in Global Marketing Research Award (2021) for outstanding article that has made a significant contribution to the literature on global marketing in the previous 10 years. One paper selected each year.

Interorganizational Research Award for Lifetime Contributions (2020) for lifetime contributions to the field of channels/interorganizational marketing research. One person selected each year.

Mahajan Award for Lifetime Contributions to Marketing Strategy (2019) for lifetime contributions to the field of marketing strategy research. One person selected each year.

Davidson Award (2018, 2020) for the "best paper published in the Journal of Retailing." One paper selected each year.

Harold H. Maynard Awards (2008, 2017) and Finalist (2014, 2017) for "significant contribution to marketing theory and thought in the Journal of Marketing.

Robert D. Buzzell Awards (2016, 2018) for the Marketing Science Institute paper that has made the most significant contribution to marketing practice and thought over previous two years, awards in.

Louis W. Stern Awards (2011, 2014, 2015, 2017, 2019) for contribution to theory and practice, originality, technical competence, and impact on the field of channels of distribution.

MSI/ H. Paul Root Award Finalist (2017, 2019) for paper "that has made a significant contribution to the advancement of the practice of marketing." One paper selected each year.

S. Tamer Cavusgil Award Finalist (2017) given to "the article published in the calendar year that has the most significant contribution to the advancement and practice of international marketing management."

Research Productivity Awards, 10th most productive scholar in marketing (top 4 UTD journals) from 2008 to 2017; 1% cited researcher Clarivate Analytics

MBA Professor of the Year and Robert M. Bowen EMBA Excellence in Teaching Awards (3 times), selected as top professor by EMBA students based on professor's engagement, learning, and impact.

PhD Mentoring Awards (3 times) selected by PhD students for excellence in doctoral mentoring.

Dean's Award for Excellence in Research, (2017) annual award given to research faculty for outstanding research contribution in previous year.

Dean's Leadership Award, (2017) annual award given to faculty for outstanding leadership.

Andrew V. Smith Award for Service, (2013) awarded by the dean for extraordinary service to the Foster School of Business.

Marketing Science Institute Scholar and Young Scholar, Varadarajan Early Contribution to Marketing Strategy Research, and SMA Palgrave Promising Young Scholar Awards.

Selected as a member of NASA's Computing, Information, and Communications Advisory Group to assess the current state of technology development as it relates to NASA's information technology activities and space exploration requirements.

Academic Service

Past Editor-in-Chief Journal of the Academy of Marketing Science

Past Co-editor of Journal of Marketing

Research Director for Center of Sales and Marketing Strategy