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Faculty Directory

Robert W. Palmatier
Office: 418
PACCAR Hall
Phone: 206-913-3388
Fax: 206-543-7472

Curriculum vitae:

Foster School of Business
University of Washington
Box: 353226
Seattle, WA 98195-3226

In the transition to a highly dynamic, knowledge-based economy driven by innovation and service solutions, competitive advantage is being shaped by managers’ and firms’ relationship networks. Relationship ties are a key source of information and often impact decision processes.

Robert W. Palmatier

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

business to business marketing
business to consumer marketing
marketing strategy
sales

Industries

Financial Services
Health Care
Retail & Wholesale
Technology

Current Research

Big Data and CRM Marketing
Loyalty Programs
Online Marketing
Sales Channels and Retail Management
Sales Management

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. Marketing Analytics: Based on First Principles
    Book:(forthcoming). Bloomsbury,
  2. Understanding Online Influencer Marketing Effectiveness
    Journal Article:(Conditionally Accepted), (2022). Journal of Marketing,
  3. Uncovering Synergy and Dysergy in Consumer Reviews: A Machine Learning Approach
    Journal Article:(forthcoming). Management Science,
  4. An Emerging Theory of Avatar Marketing
    Journal Article: (2022). Journal of Marketing,
  5. Marketing, Through the Eyes of the Stigmatized
    Journal Article: (2021). Journal of Marketing Research,
  6. Reality Check: Infusing Ecological Value into Academic Marketing Research
    Journal Article: (2021). Journal of Marketing,
  7. Evolution of Consumption: A Psychological Ownership Framework
    Journal Article: (2021). Journal of Marketing,
  8. Handbook of Customer Centricity: Strategies for Building a Customer-Centric Organization
    Book:Edward Elgar, (2019).
  9. Challenging the Boundaries of Marketing
    Journal Article: (2019). Journal of Marketing, Vol. 83(5), pp. 1-4.
  10. The Intelligent Marketer’s Guide to Data Privacy
    Book: (2019). Palgrave
  11. Relationship Marketing in a Digital Age
    Book: (2019). Taylor Francis
  12. Creating Effective Customer Online Experiences
    Journal Article: (2019). Journal of Marketing,
  13. JM as a Marketplace of Ideas
    Journal Article: (2019). Journal of Marketing,
  14. A Strong Privacy Policy Can Save Your Company Millions
    Journal Article: (2018). Harvard Business Review,
  15. Review Articles: Purpose, Process, and Structure
    Journal Article: (2018). Journal of the Academy of Marketing Science,
  16. Advancing Marketing Strategy Research
    Journal Article: (2018). Journal of the Academy of Marketing Science,
  17. Marketing Research Centers: Community, Productivity, and Relevance
    Journal Article: (2017). Journal of the Academy of Marketing Science,
  18. Customer Engagement Marketing
    Book: (2017). Springer,
  19. Group Marketing: Theory, Mechanisms, and Dynamics
    Journal Article: (2017). Journal of Marketing,
  20. Marketing Strategy: Based on First Principles and Data Analytics
    Book: (2017). Palgrave
  21. Online Relationship Formation
    Journal Article: (2017). Journal of Marketing,
  22. Data Privacy: Effects on Customer and Firm Performance
    Journal Article: (2016). Journal of Marketing,
  23. Understanding the Effectiveness of Loyalty Programs: Managing Target and Bystander Effects
    Journal Article: (2016). Journal of the Academy of Marketing Science,
  24. Editorial: The Past Present and Future of JAMS
    Journal Article: (2016). Journal of the Academy of Marketing Science,
  25. Improving Publication Success at JAMS: Contribution and Positioning
    Journal Article: (2016). Journal of the Academy of Marketing Science,
  26. Dynamic Relationship Marketing
    Journal Article: (2016). Journal of Marketing,
  27. Understanding the Effects of Plural Marketing Structures on Alliance Performance
    Journal Article: (2016). Journal of Marketing Research,
  28. If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches
    Journal Article: (2016). Journal of Marketing Research,
  29. Structural Marketing: Using Organizational Structure to Achieve Marketing Objectives
    Journal Article: (2015). Journal of the Academy of Marketing Science,
  30. Dependence and Interdependence in Marketing Relationships: Meta-Analytic Insights
    Journal Article: (2015). Journal of the Academy of Marketing Science,
  31. Building, Measuring, and Profiting from Customer Loyalty
    Journal Article: (2015). Journal of the Academy of Marketing Science,
  32. Customer-Centric Org Charts Aren’t Right for Every Company
    Journal Article: (2015). Harvard Business Review,
  33. Transformational Relationship Events
    Journal Article: (2015). Journal of Marketing,
  34. Effects of Incentivizing New and Existing Buyers and Sellers on Advertising Revenue in Business-to-Business Online Platforms
    Journal Article: (2015). Journal of Marketing Research,
  35. Resource-Based Theory in Marketing
    Journal Article: (2014). Journal of the Academy of Marketing Science,
  36. Synergistic Effects of Relationship Managers’ Social Networks on Sales Performance
    Journal Article: (2014). Journal of Marketing,
  37. The Role of Culture in International Relationship Marketing
    Journal Article: (2014). Journal of Marketing,
  38. Effect of Customer Centricity on Long-term Financial Performance
    Journal Article: (2014). Marketing Science,
  39. Marketing Channel Strategy (8th Edition)
    Book: (2014). Pearson Hall
  40. Relationship Velocity: Toward A Theory of Relationship Dynamics
    Journal Article: (2013). Journal of Marketing,
  41. Poisoning Relationships: Perceive Unfairness in Channels of Distribution
    Journal Article: (2011). Journal of Marketing,
  42. A Review of the Theoretical Underpinnings of Loyalty Programs
    Journal Article: (2011). Journal of Consumer Psychology,
  43. Effect of Customer and Innovation Asset Configuration Strategies on Firm Performance
    Journal Article: (2011). Journal of Marketing Research,
  44. The Role of Customer Gratitude in Relationship Marketing
    Journal Article: (2009). Journal of Marketing,
  45. Achieving Relationship Marketing Effectiveness in Business-to-Business Exchanges
    Journal Article: (2008). Journal of the Academy of Marketing Science,
  46. Influence of Customer Participation on Creating and Sharing New Product Value
    Journal Article: (2008). Journal of the Academy of Marketing Science,
  47. Trust at Different Organizational Levels
    Journal Article: (2008). Journal of Marketing,
  48. Interfirm Relational Drivers of Customer Value
    Journal Article: (2008). Journal of Marketing,
  49. Effect of Service Transition Strategies on Firm Value
    Journal Article: (2008). Journal of Marketing,
  50. Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty
    Journal Article: (2007). Journal of Marketing Research,
  51. A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relationship Performance
    Journal Article: (2007). Journal of Marketing,
  52. Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits
    Journal Article: (2006). Marketing Science,
  53. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
    Journal Article: (2006). Journal of Marketing,

Consulting

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, Worldvision, 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

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