Susan Mudambi

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Susan Mudambi

Title: Associate Professor (Research Track)
Department: Marketing and Supply Chain Management (MSCM)

Office: Alter Hall 524
Phone: 215.204.3561
E-mail: susan.mudambi@temple.edu

Susan M. Mudambi’s research addresses marketing strategy, with special interests in the role of technology in marketing and international business, and in customer and supplier relationship strategies. She has published in numerous journals, including MIS Quarterly, Journal of Product Innovation Management, Journal of Management Studies, Industrial Marketing Management, and Management International Review, among others. Susan has extensive teaching experience in undergraduate, MBA, and executive programs, both in the U.S. and overseas. She earned her M.S. at Cornell University and her doctorate at the University of Warwick, a top research university in the UK. She also has considerable managerial experience, including positions in marketing at Bell+Howell Co. and IBM, and in the political arena as a lobbyist and political analyst. Susan joined the Fox School’s Marketing Department in 2000, and has a secondary appointment in Management Information Systems (MIS).

Webpage: http://astro.temple.edu/~smudambi

EDUCATION

University of Warwick, Warwick Business School, United Kingdom
Ph.D., 1999, Business Studies / Marketing. Committee: Peter Doyle & Veronica Wong.

Cornell University, Ithaca, New York

M.S., 1985, Agricultural Economics. Concentrations in Marketing & Public Policy.

Miami University, Oxford, Ohio

B.A. magna cum laude, 1980, Public Administration & Sociology.

ACADEMIC EXPERIENCE

7/08 to date ASSOCIATE PROFESSOR of MARKETING
TEMPLE UNIVERSITY, Fox School of Business, Philadelphia PA, USA

Marketing and Supply Chain Management Department – primary appointment

Management Information Systems (MIS) Dept. - affliliated faculty since 01/09

1/12 – 4/12 VISITING SCHOLAR. University of Sydney, Sydney, Australia

9/07 to date VISITING PROFESSOR. Vienna University of Economics & Business (WU-Vienna)

8/00 to 6/08 VISITING ASSISTANT PROFESSOR of MARKETING
TEMPLE UNIVERSITY, Fox School of Business, Philadelphia PA, USA

8/98 – 8/00 ASSISTANT PROFESSOR of MARKETING

JOHN CARROLL UNIVERSITY, University Heights, Ohio, USA

8/96 – 7/98 SENIOR LECTURER
THE OPEN UNIVERSITY BUSINESS SCHOOL, Milton Keynes, UK

9/94 – 7/96 SENIOR LECTURER

OXFORD BROOKES UNIVERSITY, Oxford, UK

RESEARCH INTERESTS & IMPACT

Research addresses marketing strategy, with special interests in the role of technology in marketing and international business, and in customer and supplier relationship strategies.
More than 700 citations in Google Scholar, including 9 articles with 20 or more citations.
More than 130 inquiries from practitioners regarding research on CRM & branding.

TEACHING INTERESTS

Teaching expertise at the undergraduate, MBA and executive levels across a wide range of courses, including marketing management, digital marketing, consumer behavior, sales management, IMC.
REFEREED JOURNAL ARTICLES
Mudambi, Ram, Susan M. Mudambi, Arif Khurshed, and Marc Goergen (2012), “Multinationality and the Performance of IPOs,” Applied Financial Economics, 22(10), May, 763-776. Lead article.

DiRusso, David, Susan M. Mudambi, and David Schuff (2011), “Determinants of Prices in an Online Marketplace,” Journal of Product and Brand Management, 20(5), 420-428.

Chelekis, Jessica and Susan M. Mudambi (2010), “MNCs and Micro-Entrepreneurship in Emerging Economies: The Case of Avon in the Amazon,” Journal of International Management, 16(4), December, 412-424.

Mudambi, Susan M. and Stephen Tallman (2010), “Make, Buy or Ally? Theoretical Perspectives on Knowledge Process Outsourcing Through Alliances,” Journal of Management Studies, 47(8), December, 1434-1456.

Mudambi, Susan M. and David Schuff (2010), “What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com,” MIS Quarterly, 34(1), March, 185-200.

Makarem, Suzanne C., Susan M. Mudambi, and Jeffrey S. Podoshen (2009), “Satisfaction in Technology-Enabled Service Encounters,” Journal of Services Marketing, 23(3), 134-144. Lead article.

Highly Commended Award Winner at the Literati Network Awards for Excellence 2010.

Mudambi, Susan M., Terence A. Oliva, and Ellen F. Thomas (2009), “Industrial Marketing Firms and Knowledge Transfer: Toward a Basic Typology of Community Structures,” Industrial Marketing Management, 38(2), February, 181-190.

Contractor, Farok J. and Susan M. Mudambi (2008), “The Influence of Human Capital Investment on the Exports of Services and Goods: An Analysis of the Top 25 Services Outsourcing Countries,” Management International Review, 48(4), 433-445.

Mudambi, Ram, Susan M. Mudambi, and Pietro Navarra (2007), “Global Innovation in MNCs: The Effects of Subsidiary Self-Determination and Teamwork,” Journal of Product Innovation Management, 24(5), September, 442-455.

Graf, Michael and Susan M. Mudambi (2005), “The Outsourcing of IT-Enabled Business Processes: A Conceptual Model of the Location Decision,” Journal of International Management, 11(2), 253-268.

Most cited Journal of International Management article in last 5 years (Oct. 2009 – March 2010)
Science Direct Top 25 Hottest Article (most downloaded) for 8 continuous quarters (July 2005-June 2007)

Mudambi, Ram and Susan M. Mudambi (2005), “Multinational Enterprise Knowledge Flows: The Effect of Government Inward Investment Policy,” Management International Review, 45 (Sp Issue 2), 155-178.

Aggarwal, Raj and Susan M. Mudambi (2005), “Strategic Repositioning in Industrial Distribution: A Framework and U.S. Case Study,” Journal of Marketing Channels, 12 (2), 27-51.

Mudambi, Susan and Raj Aggarwal (2003), “Industrial Distributors: Can They Survive in the New Economy?,” Industrial Marketing Management, 32 (4), 317-325.

Mudambi, Susan (2002), “Branding Importance in Business-to-Business Markets: Three Buyer Clusters,” Industrial Marketing Management, 31 (6), 525-533. 100+ cites in Google Scholar.
Science Direct Top 25 Hottest Article (most downloaded) April-June 2009.
Mudambi, Ram and Susan Mudambi (2002), “Diversification and Market Entry Choices in the Context of Foreign Direct Investment,” International Business Review, 11(1), 35-55.

Mudambi, Susan McDowell, Peter Doyle and Veronica Wong (1997), “An Exploration of Branding in Industrial Markets,” Industrial Marketing Management (26), 5, 433-446. 100+ cites in Google Scholar.
Reprinted in: Brand Management: An Edited Text, Leslie de Chernatony, ed. Aldershot, UK: Ashgate
Publishing, 1998, 73-86.

Mudambi, Susan McDowell (1996), “The Games Retailers Play,” Journal of Marketing Management, 12 (8), November, 695-706.

Mudambi, Susan McDowell (1996), “More Than Language: An Exploratory Study of Multinational Diversity,” Journal of European Business Education, 5(2), 45-55.

Mudambi, Ram and Susan McDowell Mudambi (1995), “From Transaction Costs to Relationship Marketing: A Model of Buyer-Supplier Relations,” International Business Review, 4(4), 419-33.

Mudambi, Susan McDowell (1994), “A Topology of Strategic Choice in Retailing,” International Journal of Retail and Distribution Management, 22(4), 33-41.

BOOK CONTRIBUTIONS

Mudambi, Susan M. and Jonathan Doh (2012), ”Broadening the Conceptual and Phenomenological Scope of Offshoring,” in The Offshoring Challenge: Strategic Design and Innovation for Tomorrow’s Organization, edited by Torben Pedersen, Lydia Bals, and Peter Ørberg Jensen. Springer Design Engineering Series, forthcoming.

Tallman, Stephen and Susan M. Mudambi (2012), ”Offshoring and Outsourcing of Customer-Oriented Business Processes: An International Transaction Value Model,” in The Offshoring Challenge: Strategic Design and Innovation for Tomorrow’s Organization, edited by Torben Pedersen, Lydia Bals, and Peter Ørberg Jensen. Springer Design Engineering Series, forthcoming.

Chelekis, Jessica and Susan M. Mudambi (2012), “Case Study: Direct Selling at the Base of the Pyramid,” in Global Strategy, 3rd edition, by Mike Peng. Southwestern-Thompson Publishers, forthcoming.

Chitturi, Pallavi and Susan M. Mudambi (2009), “Building Brand Value in Business Markets,” in Optionen der B-to-B-Markenpositionierung – Generierung von Wert für den Kunden durch Marken [B-to-B Brand Management: Fundamentals, Concepts, and Best Practices], edited by Carsten Baumgarth. Istanbul: Gabler Verlag Publishing.

Mudambi, Ram and Susan M. Mudambi (2001), “Product Diversification and Foreign Market Entry Choices by Multinational Firms,” in Globalization, Technology and Trade, edited by Hans Singer, Neelambar Hatti and Rameshwar Tandon, New World Order Series, Volume 19. New Delhi: B.R. Publishing.

DeChernatony, Leslie, Susan Mudambi, and Francesca Dall’Olmo Riley (1999), Brands as an Application of Knowledge Management. Milton Keynes UK: The Open University Business School. (ISBN 0 7492 9582 1)
Mudambi, Ram and Susan McDowell Mudambi (1998), “A Model of Buyer-Supplier Relations with Implications for the Multinational Firm,” in The Organisation of the Firm: International Business Perspectives, edited by Ram Mudambi and Martin Ricketts. London: Routledge, 126-144.

RESEARCH GRANTS

Visiting Scholar, 2011. University of Sydney, Australia, Department of International Business, June.

Temple Interdisciplinary Young Scholars Program. 2011. Grant of $1810 for researching customer engagement with online product reviews.

Temple CIBER Faculty Fellows Program. 2004-2005. Grant of $1000 for researching the policy implications of the international outsourcing of business processes.

SAP Innovation Institute. 2002-2003. Grant of $181,000 to Susan Mudambi and Rosalie Ocker for assessing organizational barriers and readiness for the implementation of Customer Relationship Management (CRM) systems.

DoubleChain Consulting Company. 2001-2002. Grant of $50,000 to Susan Mudambi and Rosalie Ocker for research on customer satisfaction and e-business in the chemical industry.

WORK UNDER REVIEW OR IN PROGRESS

“The Outsourcing of Customer Relationship Management” (with Michael Graf, Bodo B. Schlegelmilch, and Stephen Tallman)

“A Co-Evolutionary Perspective on the Drivers and Dynamics of the International Sourcing of Pharmaceutical R&D” (with Peter D. Ørberg Jensen and Stine Haakonsson)

“Drivers of Online Customer Review Engagement” (with David Schuff)

“Cross-Border Perspectives on Consumer Online Reviews” (with David Schuff)

“Direct Sales Networks in Emerging Markets” (with Jessica Chelekis)
“The Effect of MNCs on Food Security in Emerging Markets” (with Thomas Reardon)

CONFERENCE PROCEEDINGS

Mudambi, Susan M. and David Schuff (2011), “An Exploration of the Drivers of Online Customer Review Engagement,” 2011 Annual Conference of the Academy of Management (AOM), San Antonio, August.

Mudambi, Susan M. and David Schuff (2011), “Cross-Border Perspectives on Consumer Online Reviews,” 2011 Annual Conference of the Academy of International Business (AIB), Nagoya, June.

Connors, Laura, Mudambi, Susan M. and David Schuff (2011), “Is it the Review or the Reviewer? A Multi-Method Approach to Determine the Antecedents of Online Review Helpfulness,” Proceedings of the 2011 Hawaii International Conference on Systems Sciences (HICSS), January.

DiRusso, David, Mudambi, Susan M. and David Schuff (2010), “Price Dispersion in an Online Marketplace,” 2010 Annual Conference of the Academy of Management (AOM), Montreal, August.

Haakonsson, Stine, Jensen, Peter D. Ørberg, and Susan M. Mudambi (2010), “Drivers and Dynamics of the International Sourcing of Pharmaceutical R&D”, 2010 Annual Conference of the Academy of International Business (AIB), Rio de Janeiro, June.

Chelekis, Jessica and Susan M. Mudambi (2010), “Direct Sales, Gender and Micro-Entrepreneurship in Amazonian Brazil,” 2010 Annual Conference of the Academy of International Business (AIB), Rio de Janeiro, June.

Winner of the IJGE/WAIB 2^nd Annual Emerging Scholar Award in Women’s Entrepreneurship.

Mudambi, Susan M. and David Schuff (2009), “What Makes a Helpful Online Review?,” INFORMS Marketing Science Conference, Ann Arbor MI, June.

Tallman, Stephen and Susan M. Mudambi (2009), “Offshoring, Outsourcing and Alliances in the Multinational Context,” Third Annual Offshoring Research Conference, Duke University, March.

Doh, Jonathan and Susan M. Mudambi (2009), “Broadening the Conceptual and Phenomenological Scope of Offshoring”, Third Annual Offshoring Research Conference, Duke University, March.

Mudambi, Susan M. and David Schuff (2009), “An Elaboration Likelihood Perspective on Online Customer Reviews,” 2009 American Marketing Association (AMA) Winter Educators’ Conference, Tampa, February.

Mudambi, Susan M. and Stephen Tallman (2008), “The Outsourcing and Offshoring of Customer-Facing Business Processes,” 2008 American Marketing Association (AMA) Summer Educators’ Conference, San Diego, August. Winner of the Best Paper Award, Global and Cross-Cultural Marketing Track.

Mudambi, Susan M. and Stephen Tallman (2008), “Theoretical Perspectives on the Sourcing of Knowledge-Based Activities,” Conference on Offshoring & Outsourcing: The Organizational and Geographical Relocation of High-Value Company Functions, SDA Bocconi, Milan, Italy, April 23-24.

Contractor, Farok J. and Susan M. Mudambi (2007), “The Effect of Human Capital Investment on the Offshoring of Commercial Services,” 2007 Annual Conference of the Academy of Management (AOM), Philadelphia, August.

Contractor, Farok J. and Susan M. Mudambi (2007), “Do Local Differences in Human Capital Investment Affect Exports?” 2007 Annual Conference of the Academy of International Business (AIB), June.

Jiang, Crystal, Kotabe, Masaaki and Susan M. Mudambi (2007), “What Drives Firms’ Marketing Outsourcing Decision? An Empirical Analysis of Organizational and Environmental Factors,” 2007 Annual Conference of the Academy of International Business (AIB), Indianapolis, June.

Mudambi, Susan M. and Stephen Tallman (2007), “The Outsourcing and Offshoring of Customer Relationship Management: A Transactional Value Model,” 2007 Outsourcing Research Network Annual Research Conference and Workshop on Offshoring, Duke University, April.

Contractor, Farok J. and Susan M. Mudambi (2007), The Offshoring of Commercial Services,” 2007 Outsourcing Research Network Annual Research Conference and Workshop on Offshoring, Duke University, April.
Mudambi, Susan M. (2006), “Business Customer Perspectives on Branding,” 2006 American Marketing Association (AMA) Winter Educators’ Conference, February.

Contractor, Farok J. and Susan M. Mudambi (2005), “Global Outsourcing of Services: The Location Decision,” 2005 Annual Conference of the Academy of Management (AOM), Honolulu, August.

Contractor, Farok J. and Susan M. Mudambi (2005), “The International Outsourcing of Business Services: An Examination of the Location Decision,” 2005 Annual Conference of the Academy of International Business (AIB), Quebec City, July.

Mudambi, Susan M., Podoshen Jeffrey P. and Suzanne C. Makarem (2005), “The Role of Technology and the Human Touch in Customer Service,” 2005 European Marketing Academy (EMAC) Conference, University of Bocconi, Milan, May.

Mudambi, Susan M. and Michael Graf (2004), “CRM Outsourcing in the B-to-B Global Marketplace,” 2004 American Marketing Association (AMA) Summer Educators’ Conference, Boston, August.

Mudambi, Susan M. and Rosalie Ocker (2004), “Evaluating Investments in Customer Relationship Management: Voices of Managers on CRM Objectives and Metrics,” ISBM 2004 Business Marketers Academic Conference, Harvard Business School, August.

Mudambi, Ram, Susan M. Mudambi, Arif Khurshed, and Marc Goegen (2004), “Going Global and Going Public: The Effect of Multinationality on the Performance of Newly Public Firms,” 2004 Annual Conference of the Academy of International Business (AIB), Stockholm, July.

Mudambi, Susan M. and Michael Graf (2004), “International Outsourcing of IT-Enabled Business Processes,” 5^th Annual International Business Research Forum, Temple University, Philadelphia.

Mudambi, Susan M. and Jeffrey S. Podoshen (2003), “Customer Satisfaction in Telephone-Based Service Encounters: The Role of Technology and the Human Touch,” 2003 American Marketing Association (AMA) Summer Educators’ Conference, Chicago, August.

Ocker, Rosalie and Susan M. Mudambi (2003), “Assessing the Readiness of Firms for CRM: A Literature Review and Research Model,” Proceedings of the 2003 Hawaii International Conference on Systems Sciences (HICSS), January.

Mudambi, Susan and Ram Mudambi (2002), “Crossing Geographic Boundaries: An Exploration of Call Center Foreign Direct Investment,” Proceedings of the Annual Conference of the Academy of International Business (AIB), San Juan, Puerto Rico, June.

List of 20+ previous publications in conference proceedings available on request.

CONFERENCE PRESENTATIONS

American Marketing Association (AMA) – Summer AMA 1995-1998, 2003, 2004, 2007-2009;
Winter AMA 2002, 2006, 2009

Academy of International Business (AIB) – 1999, 2000, 2002, 2004, 2005, 2007-2011

Informs/Marketing Science – 2009

Academy of Marketing Science/World Marketing Congress – 2001

Business Marketing Academic Consortium (ISBM/CBIM) – 2000, 2003, 2004

European Marketing Academy (EMAC) – 1995-1997, 2005

Academy of Marketing (UK) – 1994-1997

Industrial Marketing and Purchasing (IMP) – 1994

Academy of Management – 2005, 2007, 2010

ACADEMIC HONORS & AWARDS

American Marketing Association (AMA) Professor of the Year (2010), awarded by the AMA Chapter of the Fox School of Business, Temple University.

Emerging Scholar Award in Women’s Entrepreneurship (June 2010), sponsored by the International Journal of Gender and Entrepreneurship (IJGE) and Women in the Academy of International Business (WAIB), for the paper, “Direct Sales, Gender and Micro-Entrepreneurship in Amazonian Brazil”, co-authored with Jessica Chelekis.

Most Cited Article in the Last 5 Years award, October 2009-March 2010, Journal of International Management, for the article, “The Outsourcing of IT-Enabled Business Processes: A Conceptual Model of the Location Decision.”

Top 25 Hottest Article Award, April-June 2009, Industrial Marketing Management, for the article, “Branding Importance in Business-to-Business Markets: Three Buyer Clusters,” awarded July 2009.

Featured faculty, Temple University Faculty Fieldwork program, for teaching excellence, Nov. 2008.

Best Paper Award for the Global and Cross-Cultural Marketing Track of the 2008 American Marketing Association (AMA) Summer Educators’ Conference, August, San Diego for the paper, “The Outsourcing and Offshoring of Customer-Facing Business Processes,” co-authored with Stephen Tallman.

Best Reviewer Award from the 2008 Academy of International Business (AIB) conference, July, Milan.

Top 25 Hottest Article award, October-December 2007, Industrial Business Review, for the article, “Diversification and Market Entry Choices in the Context of Foreign Direct Investment.”

Top 25 Hottest Article award, July 2005 to June 2007 (8 continuous quarters), Journal of International Management, for the article, “The Outsourcing of IT-Enabled Business Processes: A Conceptual Model of the Location Decision.”

Selected for the American Marketing Association (AMA) Doctoral Consortium, Univ.of Cincinnati, 1997

Herbert Lehmann Graduate Fellowship at Cornell University

Miami University Alumni Merit Scholarship

PROFESSIONAL AFFILIATIONS

American Marketing Association

Academy of International Business

Academy of Management

PROFESSIONAL SERVICE

Treasurer, International Management Division (3000 members), Academy of Management, 2008-2011.

Editorial Review Board

Journal of International Management, 2010-present.

Global Strategy Journal, 2011-present.

Journal of Management Studies, 2011-present.

College of Reviewers for the Canada Research Chairs Program, 2010-present.

Ad hoc reviewer for academic journals:

Journal of Product Innovation Management

Journal of Retailing

Psychology and Marketing

Industrial Marketing Management

Journal of Business and Industrial Marketing

Journal of Marketing Channels

Journal of Purchasing and Supply Management

IEEE Transactions on Engineering Management

MIS Quarterly

Journal of Management Studies

Information Systems Research

Electronic Commerce Research and Applications.

Journal of International Business Studies

Journal of International Marketing

Journal of International Management

International Marketing Review

Asia Pacific Journal of Management

Journal of World Business

Journal of Business Strategy

Reviewer for book publishers:

McGraw-Hill/Irwin (2010)

Sage Publications (2007)

Routledge (2004)

McGraw-Hill (2003)

John Wiley & Sons (2002)

Prentice-Hall (2001)

UNIVERSITY SERVICE

Outstanding Service Award, awarded by the Fox School of Business Marketing Department, 2010.

Administrative Director, Marketing PhD Program, 2010-present. Track student progress. Develop doctoral program procedures and guidelines.

Chair, Marketing Seminar Series Committee, 2002-2010. Coordinate the selection of seminar speakers, manage the invitation process, and organize the day-long visit with faculty and doctoral students.

Member, Marketing Department Recruiting Committee, 2010. Assisted with the first round screening of faculty applicants, and the process for identifying candidates for interviews.

Course coordinator of MKT 3508, Digital Marketing, 2011-present. Developed syllabus template for a new course on digital marketing and social media, building on previous courses on e-commerce.

Course coordinator of MKT 3596, Consumer and Buyer Behavior, 2009-present. Wrote proposal and syllabus template for designation of the course as a University Writing Intensive course. Managed the successful proposal process. Advise teaching faculty across multiple sections of the nature and requirements, and provide sample syllabi and assignments.

Essay Contest Committee Chair, Temple University League for Entrepreneurial Women, 2007-present. Develop the essay contest and coordinate the judging of entries.

Mentor, Alter Research Scholars Program for undergraduate research.

Allora Heiberger, 2010-present.

Laura Connors, 2006-2010

Doctoral Committee Member

David DiRusso, 2010

Suzanne Makarem, 2010

Doctoral Committee External Member/Reader

Jing Chen, Statistics Department, 2010

Anand Pore, International Business Department, Rutgers University, 2009

Doctoral Mentor

Patrick Barbro, 2010-present

MARKETING & MANAGERIAL EXPERIENCE

1989 – 1991 PRODUCT MANAGER

BELL+HOWELL COMPANY, Allentown, Pennsylvania. Developed marketing strategies for new product development of electronic mail processing products. Created plans for international product launches.

1986 – 1988 PROJECT COORDINATOR

BELL+HOWELL COMPANY, Allentown, Pennsylvania. Monitored new product development project schedules and spending. Coordinated interdepartmental teams.

1986 MARKET RESEARCH ANALYST (temporary post)

IBM CORPORATION, Franklin Lakes, New Jersey. Analyzed competition in key sectors. Conducted segmentation analysis of the service industry. Researched opportunities and risks of single sourcing.

1985 MARKET ANALYST

CORNELL UNIVERSITY/U.S. DEPT. OF AGRICULTURE. Examined industry trends and explored product alternatives in the grape and wine industry. Created and implemented telephone surveys. Developed marketing strategies.

1980 – 1982 LEGISLATIVE ASSISTANT

THE NATIONAL GRANGE, Washington, D.C. Lobbyist on rural, agricultural and trade issues for a national farm organization. Testified before House and Senate committees.