neil thomas bendle - ivey business school · class of 1970 everard meade fund for creativity...
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May 2018 page 1
NEIL THOMAS BENDLE Associate Professor of Marketing, Ivey Business School, Western University
Room 2357, 1255 Western Road, London, Ontario, N6G 0N1, Canada. Tel (519) 661 3155
Email: [email protected] [email protected] Twitter: @neilbendle
Websites: http://www.neilbendle.com & http://www.ivey.uwo.ca/faculty/directory/neil-bendle/
Marketing strategy researcher producing “interesting” top-level boundary spanning research. I
specialize in marketing metrics & accounting, decision making, and political marketing.
Teaching current & future mangers matters to me as does impacting practice.
Work Experience (Selected)
Ivey Business School, Western University
Associate Professor of Marketing (Assistant 2010-107) 2017-
Assistant Professor of Marketing 2010-2017
Carey School, Johns Hopkins University
Visiting Associate Professor Spring 2018
Carlson School of Management, University of Minnesota
Ph.D. Student/Instructor 2005-2010
Infinitive LLC, Richmond, Virginia
Business Consultant (Marketing Strategy) 2004-2005
The Labour Party, London, United Kingdom
Director of Finance (from 2001, previously Finance/Communications Manager) 1996-2002
Responsible for accounting, administration, direct mail, and legal compliance. Budget >₤25m
KPMG, Manchester, United Kingdom
Internal and External Audit Assistant 1995-1996
Education Carlson School of Management, University of Minnesota
PhD, Marketing (Business Administration) 2010
Darden Graduate School of Business Administration, University of Virginia
Masters of Business Administration 2004
Association of Chartered Certified Accountants, United Kingdom
Fellow of the Association 2000
University of Liverpool, United Kingdom
Master of Arts in Hellenistic Studies 1994
University of Nottingham, United Kingdom
Bachelor of Arts, Ancient History and History 1991
May 2018 page 2
Honors and Awards
Ivey Business School, Research Merit Award, 2018
Ivey Business School, Research Merit Award, 2017
Ivey Business School, Research Merit Award, 2015-2016
JAME - 2016 Outstanding Review of the Year
David G. Burgoyne Faculty Fellowship (2014-17)
Carlson School of Management Dissertation Fellowship (2009-2010)
Lieberman Award for Outstanding Teaching Performance (2009)
ISBM (Institute for the Study of Business Markets) Dissertation Fellowship (2008)
Carlson School of Management Excellence in Teaching Award (2008
Haring Symposium Discussant (2008)
Henrickson Summer Fellowship (2008)
C. Stewart Sheppard Distinguished Service Award (2004, Darden)
Class of 1970 Everard Meade Fund for Creativity Scholarship (2003-2004, Darden)
Teaching
Ivey Business School, Western University
Competition and Competitor Analysis, MBA 2017
Measurable Marketing HBA 2013 to 2016
Decision Making, PhD Seminar 2013, 2015, 2017
Competition and Competitor Analysis, HBA 2010 to 2016
Ivey Field Project 2016
Marketing Models (shared supervision with Mark Vandenbosch) 2012/3
Marketing Core HBA 2010 & 2011
Learning Through Action 2010/11
Carey School of Business, Johns Hopkins University
Competitive Pricing Analysis 2018
Carlson School of Management, University of Minnesota
Marketing Research 2010
Principles of Marketing 2008
May 2018 page 3
Research and Publications
Published Academic Research (Standard Review Unless Noted)
The Misuse Of Accounting-Based Approximations Of Tobin’s q In A World Of Market-
Based Assets
Neil Bendle and Moeen Butt,
Marketing Science, Articles in Advance,
https://pubsonline.informs.org/doi/10.1287/mksc.2018.1093
Marketing Accounts
Neil Bendle and Xin (Shane) Wang
International Journal of Research in Marketing, 34 (3) pp. 604-621, 2017
Open access at, http://www.sciencedirect.com/science/article/pii/S0167811617300290
Understanding the Social Media Strategies of US Primary Candidates
Joseph (Jun Hyun) Ryoo, and Neil Bendle
Journal of Political Marketing, available online 2017
http://dx.doi.org/10.1080/15377857.2017.1338207
The Confusion About CLV In Case-Based Teaching Materials Neil Bendle and Charan Bagga
Marketing Education Review, 27 (1), 2017
The Metrics That Marketers Muddle Neil Bendle and Charan Bagga
Sloan Management Review, pp. 73-82, Spring 2016
Uncovering The Message In The Mess Of Big Data
Neil Bendle and Xin (Shane) Wang
Business Horizons, 59 (1), pp. 115-124, 2016
Understanding Co-Authorship Among Consumer Behavior Scholars Neil Bendle, Xin Wang, and Feng Mai
Journal for Advancement of Marketing Education, 24 (1), pp. 1-13, 2016
Indirect Prejudice: The Danger in Considering Others’ Preferences During A Primary
Election Neil Bendle and Matt Thomson
Journal of Customer Behaviour, 15 (3), pp. 239-259, 2016
Assumptions of Rationality In A Political Market: The Case of the Republican Autopsy
Neil Bendle and June Cotte
Journal of Nonprofit & Public Sector Marketing, 28 (1), pp. 66-83, March 2016
May 2018 page 4
Gift Cards: A Review and Research Agenda
Dan Horne and Neil Bendle
International Review of Retail, Distribution and Consumer Research, 26 (2), pp. 154-170, 2016
The Journal of Consumer Research at 40: A Historical Analysis
Xin Wang, Neil Bendle, Feng Mai and June Cotte (Invited and Reviewed)
Journal of Consumer Research, 42, (1) pp. 5-18, 2015
Competitor Orientation and the Evolution of Business Markets Neil Bendle and Mark Vandenbosch
Marketing Science, 33 (6), pp. 781 - 795, 2014
Reference Dependence in Political Primaries
Neil Bendle
Journal of Political Marketing, 13, (4), November/December, pp. 307-333, 2014
Metrics that Matter – to Marketing Managers
Neil Bendle, Paul Farris, Phillip Pfeifer, and David Reibstein
Marketing - Journal of Research and Management, Invited, pp. 18-23, March, 2010
Book Chapters
The 2016 US Primaries: Parties and Candidates in a World of Big Data
Neil Bendle, Joseph Ryoo and Alina Nastasoiu
Political Marketing in the 2016 U.S. Presidential Election. Ed. Jamie Gillies. Palgrave, pp. 65-
8, 2017
Primary Elections and US Political Marketing
Neil Bendle and Alina Nastasoiu
Political Marketing in the United States, Ed. J. Lees-Marshment, B Conley, and K Cosgrove, pp.
85-111, Routledge, 2014
Research in the Review Process
Does Piracy Create Online Word-of-Mouth? An Empirical Analysis in Movie Industry,
Shijie Lu, Xin (Shane) Wang and Neil Bendle, being prepared for third round review at
Management Science
Can Fairness Concerns Survive When Markets Select on Profitability? Neil Bendle, Alina
Nastasoiu, and Mark Vandenbosch, being prepared for resubmission to Strategy Science
Survival of the Best Fitted: The Perils of Garbled Evolutionary Thinking in Competition, Neil Bendle, Mark Vandenbosch, and Ranjan Banerjee under second round review at the Sloan
Management Review
May 2018 page 5
Object Valuation and Non-Ownership Possession: The Cases of Renting and Borrowing,
Charan Bagga, June Cotte, and Neil Bendle, under third round review at the Journal of the
Academy of Marketing Science
Forging a Stronger Academic-Practitioner Partnership - The Case of Net Promoter Score
(NPS), Neil Bendle, Charan Bagga, and Alina Nastasoiu, under second round review at the
Journal of Marketing Theory and Practice
Stakeholder Input into Government Policy Making: Towards a Systematic Approach,
Jennifer Lees-Marshment and Neil Bendle, being revised for second round review at the Journal
of Public Policy and Marketing
Assessing similarity using big data: How valid are co-occurrence matrices? Alina Nastasoiu,
Neil Bendle, and Mark Vandenbosch. Wharton Customer Analytics Initiative Research
Opportunity sponsored by Sirius XM Radio Inc. submitted to Psychometrika
Out-Group Homogeneity Bias and Market Entry Inefficiency, Neil Bendle and Andrew
Perkins, submitted to the European Journal of Marketing
Other Research with Full Papers
Retail Loyalty Programs: The Complete Cycle of Bit-by-bit Collection and Redemption,
Alina Nastasoiu, Mark Vandenbosch, Salvador Navarro and Neil Bendle
One picture is worth 258 characters: Using photo mining to understand online word of
mouth, Xin (Shane) Wang, Neil Bendle, Jiaxiu He, Xi Li
Investigating the Role of Vocal Tone in Crowdfunding, Xin (Shane) Wang, Shijie Lu, Xi Li
and Neil Bendle
Measuring the Return on Investing in Customer Acquisition and Retention, Neil Bendle,
Paul Farris and Raj Venkatesan
Managerial Book
Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance 3rd edition, Pearson, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd ed.,
2010) & Marketing Metrics: 50+ Metrics Every Executive Should Master (1st ed., 2006),
Wharton School Publishing, Paul Farris, Neil Bendle, Phillip Pfeifer, David Reibstein
Strategy & Business Best Marketing Book of 2006. 60k+ copies sold. Chinese, European,
Bahasa Indonesian, Korean, German, Italian, Serbian, Portuguese and Indian editions.
Slides accompanying this book are also available. (Thanks to Alina Nastasoiu for her work).
May 2018 page 6
Cartoon Book
Behavioural Economics for Kids by Neil Bendle and Philip Chen. Explaining decision research
in simple terms. PDF copy available at http://neilbendle.com/books/BehavioralEconforKids.pdf
Hard copy published in English, French, Italian and German by Fehr Advice & Partners,
Behavioral Economics Consultancy Group
Practitioner Publications
The Profitability of Proof by Neil Bendle, Katie Chen and Dilip Soman, Ivey Business Journal,
May/June 2017
Policy by Design: The Dawn of Behaviourally-Informed Government by Dilip Soman, Katie
Chen and Neil Bendle, The Behavioural Issue (Spring 2017) Rotman Management.
and its companion piece
Policy by Design: The Dawn of Behaviourally-Informed Government by Katie Chen, Neil
Bendle and Dilip Soman, Behavioural Economics in Action at Rotman,
http://www.rotman.utoronto.ca/FacultyAndResearch/ResearchCentres/BEAR
Setting Effective Marketing Metrics, WARC September 2016
In Praise of Imperfection. The Deluxe Knowledge Quarterly, December 2010
Making Friends with Metrics, The Marketer, November 2006
A “Bad Dream” Can Make for Great New Ideas 28th February 2014
Three Cognitive Traps That Stifle Global Innovation 12th October 2013
Harvard Business Review Blogs with Simone Ahuja and Ranjan Banerjee
Marketing Thought, personal blog, at www.neilbendle.com, clarifies management theory for
students, academics and practitioners. Over 275 weekly blog posts (each ~350 words).
Cases Published (All published by the Ivey Business School)
1. BEWORKS: Experimentation In Business (2017) Katie Chen & Neil Bendle
2. Pokémon Go: Virtual Invading Reality (2017) Xiaoke (Coco) Xu & Neil Bendle
3. New Balance, GrubHub and Pepsico: The Politicization of Business (2017) Neil Bendle &
Amos Nadler
4. Deregulating The Sale of Alcohol in Ontario (2017) Ken Mark & Neil Bendle
5. PepsiCo: The Launch of Organic Gatorade (2016) Rob George & Neil Bendle
May 2018 page 7
6. Social Network Analysis: Who is Promoting Net Promoter? (2015) Neil Bendle & Xin
(Shane) Wang
7. Uber: Managing a Ride in China (2015) Xiaoke (Coco) Xu, Xin (Shane) Wang, & Neil
Bendle
8. Analyzing the Success of “Retailers” (2015) Neil Bendle & Xin Wang
9. The Alibaba Group And Online To Offline (O2O) Sales (2015) Xiaoqian (Vivian) Chen, Neil
Bendle & Xin Wang
10. Managing The Competition: Category Captaincy On The Frozen Food Aisle (2015) Madhu
Viswanathan & Neil Bendle
11. SCI Ontario: Achieving, Measuring and Communicating Strategic Success (2014) Neil
Bendle
12. Visa Inc.: Accounting for Marketing (2014) Neil Bendle
13. Visa Inc. and the Global Payments Industry (2014) Neil Bendle & Dan Horne
14. Fox News: Competing To Deliver the News (2013) Leon Li & Neil Bendle
15. Electoral Gold and Silver: Obama Versus Romney 2012 (2013) Charan Bagga & Neil Bendle
16. The Republican Primary in 2012 (2013) Neil Bendle
17. Wind Mobile: Competing In The Canadian Telecom Industry (2012) Janice Wong & Neil
Bendle
18. Paramount Pictures: The Transformers Dilemma &
Warner Brothers: The Harry Potter Dilemma (2012) Matt Boswick & Neil Bendle
19. Pixar Versus Dreamworks: Animating Creative Strategies (2012) Krystyn Coombs, Justin
Goldberg, & Neil Bendle
20. Unhaggle: Putting Customers In The Driver's Seat (2012) Sarah Chiu, Justin Leung, & Neil
Bendle
21. Nouveau Event Planning: The Wedding Extravaganza (2011) Rocky Campana & Neil
Bendle
22. CardSwap: Converting Unwanted Gift Cards into Cash (2011) Neil Bendle & Michael Taylor
23. West Ham United Football Club's Olympic Stadium Move (2011) Matthew Thomson & Neil
Bendle
24. Netflix in Canada: Entering the Fray (2011) Neil Bendle & Ken Mark
Technical Notes Published
1. Story Spreadsheets (2014) Simon Bendle & Neil Bendle
2. Online Metrics: What Are You Measuring and Why? (2011) Raymond Pirouz, Neil Bendle,
& Taneem Khan
Published by the Ivey Business School
May 2018 page 8
1. Pricing Metrics and Concepts Neil Bendle, Paul Farris, & Phillip Pfeifer
2. Sales Force Management and Measurement Eric Larson & Neil Bendle supervised by Paul
Farris & Robert Spekman
3. Customer Profitability Phillip Pfeifer & Paul Farris with the assistance of Neil Bendle
Published by the Darden Graduate School of Business Administration
Other Teaching Materials Published
Game Theory Module (Online Teaching), Marketing Finance and Marketing Metrics,
Management By The Numbers, http://www.management-by-the-numbers.com
Conference Presentations
The MASB Finance in Marketing Course
Winter American Marketing Associations, New Orleans, LA February, 2018
Marketing Meets Wall Street, San Francisco, CA August 2017
Staying in The Community but Leaving the Union
Conference on Historical Research in Marketing, Liverpool England June 2017
Understanding the Social Media Strategies of US Primary Candidates
Internet and Policy and Politics Conference, Oxford, England Sept 2016
Marketing Accounts
Marketing Science Conference June 2015
Marketing Strategy Meets Wall Street IV, Singapore Jan 2015
Tobin’s q in Marketing
Marketing Strategy Meets Wall Street IV, Singapore Jan 2015
Rationality and Delivering Value to (Female) Customers
Society for the Advancement of Behavioral Economics Conference, Lake Tahoe, CA July 2014
Competitor Orientation and the Evolution of Business Markets
Marketing Science, Istanbul, Turkey July 2013
Southern Ontario Behavioural Decision Research Conference, Waterloo, ON May 2013
Primary Elections and Political Marketing
Academy of Marketing Sciences, Monterey, California May 2013
Targeting Theory for Marketers
Marketing Science Conference, Boston, Massachusetts June 2012
May 2018 page 9
Academy of Marketing Sciences, New Orleans, Louisiana May 2012
Marketing Management Association, Chicago, Illinois March 2012
Are Your Customers Crazy?
Marketing Science Conference, Houston, Texas June 2011
Political Marketing & Irrationality: The Impact of Behavioural Economics on Market
Orientation Political Studies Association, London, England April 2011
Why Napoleon Was Wrong
Society for the Advancement of Behavioral Economics Conference, San Diego, CA July 2010
Out-Group Homogeneity Bias and Strategic Market Entry Decisions
Marketing Science Conference, Ross School of Business, Ann Arbor, Michigan June 2009
Paying the Price of Sustaining Cooperation: The Role of Social Identity and Punishment
AMA Winter Educators Conference, Tampa, Florida February 2009
Reference Dependence When Tastes Differ
Marketing Science Conference, Sauder School, Vancouver, British Columbia June 2008
AMA Summer Educators Conference, San Diego, California August 2008
Association for Consumer Research, San Francisco, California October 2008
Invited Academic Presentations
Western University, Political Behaviour Research Group January 2014
University of Guelph, Marketing and Consumer Studies December 2013
Managerial Presentations
Marketing is poorly measured; you can help change that, Madinah Institute for Leadership
and Entrepreneurship, webinar, July 2017
Behavioural Economics, Change Management Summit, Conference Board of Canada,
Toronto, May 2015
Measuring Marketing, Chief Marketing Officers Summit, Conference Board of Canada,
Toronto, February 2014
Research Funding
$84,490, 2018, SSHRC Insight Grant, Improving Marketing Accountability, (Principle
Investigator, Xin Wang as co-investigator)
May 2018 page 10
$24,950, 2017, SSHRC Connection Grant – “Empirical & Theoretical Canadian Marketing
Strategy Symposium”. Co-applicant with Demetrios Vakratsas (Principle Investigator),
Sourav Ray, Sridhar Moorthy, Mark Vandenbosch, Paul Messinger and David Soberman.
$51,000, 2016, SSHRC (Social Sciences and Humanities Research Council) Insight
Development Grant for Big Data: User‐Generated Content and Social Media Analytics, (Xin
Wang is Principle Investigator, I am co-author)
$20,000, 2016, SSHRC Connection Grant – “Empirical & Theoretical Canadian Marketing
Strategy Symposium”. Co-applicant with Paul Messinger (Principle Investigator), Sourav
Ray, Sridhar Moorthy, Mark Vandenbosch and David Soberman.
$53,180, 2015, SSHRC (Social Sciences and Humanities Research Council) Insight
Development Grant for Marketing Accounts (Principle Investigator, Xin Wang as Co-author)
$3,500, 2014, Ivey Business School, Accounting for Marketing
$7,500, 2008, ISBM (Institute for the Study of Business Markets) Dissertation Fellowship
Service
Student Supervision
PhD – Co-Supervisor, Alina Nastasoiu
PhD – Dissertation Committee, Moeen Butt
PhD – Examination Committee, Charan Bagga, Theodore Noseworthy
Msc -- Ole Emil Lindberget (Supervisor)
Supervised For Case/Technical Note Writing
Charan Bagga (PhD), Rob George (HBA), Vivian Chen (HBA), Sarah Chiu (HBA), Justin
Leung (HBA), Matt Boswick (HBA), Krystyn Coombs (HBA), Justin Goldberg (HBA), Wesley
McPherson (HBA), Leon Li (HBA), Coco Xu (MBA), Taneem Khan (MBA)
Organizing Conferences
Organizer: Empirical & Theoretical Symposium
Aims to help increase profile & quality of Canadian academic marketing strategy research.
First symposium at Ivey Business School May 31st 2013
Second symposium at McMaster University May 30th 2014
Third Symposium at the Rotman School, University of Toronto June 5th 2015
Fourth Symposium, University of Alberta May 18/19th 2016
Fifth Symposium, McGill University May 25/26th 2017
Sixth Symposium scheduled at University of Guelph May 17/18th 2018
May 2018 page 11
Organizing Committee: Data, Dollars, and Votes: The Intersection of Marketing and Politics,
Georgetown University, scheduled for May10/11, 2018
Co-Chair: Southern Ontario Behavioral Decision Research conference, May 6th 2016
Organizing committee: Behavioral Decision Research in Management Conference BDRM 2016
Speaker Coordinator: Ivey Research Series, for Marketing, (2010-2017) OB and
Communications (2012-2015)
Co-organizer: Ivey Mini-Conference on Experimental Economics Oct 2012
MASB Membership
Chair of the Advisory Council
Co-Chair of the Finance in Marketing taskforce
Member of the Improving Financial Reporting taskforce
Education and School Related
Judge: Ivey India Case Competition (2015, 2016, 2017)
Canada’s Next Top Ad Executive (2011-14)
IC3 Case Competition (2013)
Ivey Marketing Society Case Competition (2013)
Ivey High School Case Competition (2011-12)
Reviewer for Ivey Publishing (2016→)
Marketing Faculty Search Committee (2014), interviewed candidates at AMA, (2011)
Member of Western Gazette Review Committee (2012/3)
Haring Symposium Faculty Representative (2011)
Research, Publication Related and Other Service Activities
Associate Editor, European Journal of Marketing, March 2018
Member of the Social Sciences and Humanities Research Council of Canada (SSHRC) Insight
Development Grant adjudication committee, 2016, 2017
Editorial Review Board, Journal for Advancement of Marketing Education, July 2011
Member of Academic Advisory Board and Reviewer, Political Marketing and Management book
series, published by Palgrave Macmillan
Member of BrandMemo Scientific Committee
May 2018 page 12
Reviews for Journals
Administrative Sciences February 2018
Academy of Marketing Studies Journal October 2017
Marketing Education Review (2) August 2017→
Nonprofit and Voluntary Sector Quarterly August 2017
Journal of Marketing Education (2) May 2017→
Academy of Management Perspectives March 2017
Journal of Political Marketing (3) May 2016→
Journal of Marketing Research July 2015
Journal of Business Ethics May 2015
Journal of Nonprofit & Public Sector Marketing February 2015
Electronic Commerce Research and Applications ( 2) January→
European Journal of Marketing (5) November 2012→
SAGE Open Journal (Metrics) February 2013
Journal for Advancement of Marketing Education (3) July 2011→
Marketing Science (2) March 2010→
Other Reviews
AMA Summer Educators Conference 2017, 2018
Business List, Palgrave Macmillan June & August 2016
BDRM (Behavioral Decision Research in Management) January 2016
Political Marketing and Management, Palgrave Macmillan October 2015
Administrative Sciences Association of Canada Conference January 2014
Academy of Marketing Sciences Dec 2011 & Jan 2013
Social Sciences and Humanities Research Council of Canada January 2012
Marketing and Public Policy Conference January 2011
Association for Consumer Research (ACR) October 2008
AMA Winter Educators Conference 2008, 2017
May 2018 page 13
References
Mark Vandenbosch
Acting Dean, Kraft Professor in Marketing
Ivey Business School
Western University
1255 Western Road
London, Ontario, N6G 0N1
Canada
Phone:+1 519-661-2111 x84019
Email: [email protected]
https://www.ivey.uwo.ca/faculty/directory/mark-vandenbosch/
Paul W. Farris
Landmark Communications Professor of Business Administration
Darden School of Business, University of Virginia
100 Darden Boulevard
Charlottesville, VA 22903
USA,
Phone: +1-434-924-0524
Email: [email protected]
http://www.darden.virginia.edu/faculty-research/directory/paul-w-farris/
Mark Bergen
Professor, James D. Watkins Chair in Marketing
Carlson School of Management
University of Minnesota
321 19th Avenue South
Minneapolis, MN 55455,
USA
Phone: +1 612-624-1821
Email: [email protected]
https://carlsonschool.umn.edu/faculty/mark-bergen
George John
Professor, General Mills/Paul S Gerot Chair in Marketing
Carlson School of Management
University of Minnesota
321 19th Avenue South
Minneapolis, MN 55455,
USA
Phone: +1 612-624-6841
Email: [email protected]
https://carlsonschool.umn.edu/faculty/george-john