Ph.D. University of Hawaii at Manoa (2012)
International Management (Marketing)
M.B.A. University of Hawaii at Manoa (2007)
Emphasis in Marketing
B.B.A. University of Hawaii at Manoa (2002)
Major in Marketing
Research and Teaching Interests
My research centers on exploring how value is co-created (i.e., jointly created) through interactions among firms, customers and other market actors. More specifically, I’m interested in studying how value co-creation drives innovation and market formation, and how it influences and is influenced by customer experience. In general, I integrate various aspects of consumer behavior and strategy in my research. In particular, I apply a cultural approach to consumer behavior, which is grounded in the work of consumer culture theory (CCT), as well as a service-dominant (S-D) logic lens for considering strategic approaches to value creation in markets.
My collaborative approach to value creation aligns with this belief and guides my teaching, as well as my research. I believe that classrooms are learning environments for both professors and students and my teaching efforts are grounded in three foundational principles: 1) learning requires the active participation of all parties, 2) people learn in different ways, and 3) marketing matters to everyone. I have enjoyed teaching Introduction to Marketing (MKTG2800) and Methods of Marketing Research (MKTG2930) at the undergraduate level and look forward to teaching at the graduate level in 2016, which includes courses on Marketing Research and Co-creating the Customer Experience.