Derek Hassay

Assistant Professor at Haskayne School of Business


Haskayne School of Business

Derek is an Assistant Professor of Marketing. He joined HSB in 2000 following five years as a faculty member at Lakehead University. He holds a BBA from the University of New Brunswick (Fredericton), an MBA from McMaster University, and a Ph.D. from the University of Manitoba.

Derek teaches sales management to undergraduates, marketing management to both MBA and EMBA students and a variety of executive education courses. His teaching and research interests are in the area of relationship marketing in both B2C and B2B markets, specifically focused on issues related to micro-entrepreneurship and non-profit organizations.

Derek’s current research is focused on experiential consumption in sport and nonprofit contexts and the study of marketing practices of microentrepreneurs engaged in the direct selling industry. He was a recipient of both the Students' Union Teaching Excellence Honorable Mention Award and the Commerce Undergraduate Society Award for Outstanding Teaching and Learning in 2001-2002.

He has a long association with the Direct Selling industry in Canada and is an active guest speaker and advisor for a number of U.S. and Canadian firms. In 2006, he received the Circle of Distinction award from the Direct Selling Education Foundation (DSEF) in recognition of his years of service to the industry and the DSEF. Derek is currently Chair of the Academic Program Committee and is a board member of the DSEF and is also founder of Selling Smiles 101, an experiential learning project that simultaneously teaches sales and sales management skills while raising money for children’s charities. Students at HSB have raised over $90,000 for the Alberta Chapter of Children’s Wish Foundation through this program.

Recent Publications: Peloza, John, Simon Hudson and Derek N. Hassay, “The Marketing of Employee Volunteerism,” Journal of Business Ethics, (forthcoming).

Peloza, John and Derek N. Hassay (2008), “Make Versus Buy Philanthropy: Managing Firm - Cause Relationships for Strategic and Social Benefit,” Journal of Nonprofit and Public Sector Marketing, 19 (2), in press.

Peloza, John and Derek N. Hassay (2007), “Does Vice Make Nice? The Viability and Virtuousness of Charity Lotteries,” Journal of Nonprofit and Public Sector Marketing, 18 (1), 57-80.

Peloza, John and Derek N. Hassay, (2007) “A Typology of Charity Support Behaviors: Towards a Holistic View of Helping,” Journal of Nonprofit and Public Sector Marketing, 17 (1/2), 135-151.

Peloza, John and Derek N. Hassay (2006), “Intra-organizational Volunteerism: Good Soldiers, Good Deeds and Good Politics,” Journal of Business Ethics, 64, 357-379.


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