Owen Graduate School of Management


Steve Hoeffler on Marketing Radically New Products


Owen Graduate School of Management
Professor of Marketing

Associate Professor of Marketing

Subject Area(s): Marketing

<p>Steve Hoeffler is an expert in consumer products marketing, brand management and consumer behavior. His research on such topics as positioning multiple category products, marketing radically new products and the advantages of strong brands have appeared in such journals as Journal of Consumer Psychology, Journal of Product Innovation Management and Journal of Marketing Research. Among his current research interests are the marketing of &quot;really new&quot; (novel) products and the development of consumer preferences.</p> <p>Prior to joining Owen, Hoeffler was assistant professor of marketing at the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He has worked in marketing for NCR/AT&amp;T and consulted for Procter and Gamble, IBM and Fujitsu. He has been an ad-hoc reviewer for such academic publications as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing and Journal of Economic Psychology. His research and expertise has been featured at conferences and seminars held by academic and professional associations, including the Association for Consumer Research, the Society for Consumer Psychology and the American Marketing Association Educators Conference.</p> <p>Hoeffler, who has received research grants from the Marketing Science Institute, is a member of the Association for Consumer Research, American Marketing Association, Society for Consumer Psychology and the American Psychological Association.</p>

Education: B.A., Information Systems, San Diego State University, 1985 M.B.A., Marketing, University of California, Davis, 1994 Ph.D., Marketing, Duke University, Fuqua School of Business, 2000

Research Interest(s): Really-New Products, Preference Development over Time, Developing Brands

Area(s) of Expertise: Marketing, brand management, consumer behavior.

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