Profile


William E. Baker, Ph.D.

William E. Baker, Ph.D.

Title: Chair, Professor of Marketing
Department: Department of Marketing
Office: CBA 310
Phone: (330) 972-8466
Email: wbaker@uakron.edu


Education:

  • Ph.D., Marketing, 1991
    University of Florida
  • M.A., Marketing, 1985
    University of Florida
  • B.A., Psychology, 1977
    Northwestern University

Biography

Professional & Academic Experience:

Academic Experience

  • Professor of Marketing and Chair, July 2010 - Present
    The University of Akron, College of Business Administration
  • Professor of Marketing, August 2001 - June 2010
    San Diego State University, College of Business Administration
  • Associate Professor of Marketing, May 2000 - August 2001
    The University of Vermont, School of Business Administration
  • Assistant Professor of Marketing, August 1993 - May 2000
    The University of Vermont, School of Business Administration

Professional Experience

  • Vice President Marketing, January 1987 - August 1993
    Research and Business Consulting, Ericson Marketing Communications, Nashville, TN

Teaching Interests:

  • Consumer Behavior
  • Marketing Communications
  • Marketing Management
  • Marketing Planning and Programs
  • Marketing Research
  • Marketing Strategy


Research Accomplishments

Refereed Articles

  • Verhoef, Peter C., Martin Natter, William Baker, Amir Grinstein, Anders Gustafson, Pamela Morrison and John Saunders (2011), “A Cross-National Investigation on the Marketing Department’s Influence within the Firm: Towards Initial Empirical Generalizations,” forthcoming at the Journal of International Marketing.
  • Baker, William E., Donald Sciglimpaglia and Massoud Saghafi (Forthcoming), "Branding of Post Purchase Ancillary Products and Services: An Application in the Mobile Communications Industry," European Journal of Marketing, 44 (January), pp. 547-566.
  • Baker, William E. and James M. Sinkula (Forthcoming), "The Complementary Effects of Market Orientation and Entrepreneurial Orientation on Innovation Success and Profitability,"Journal of Small Business Management, 47 (October), pp. 443-464.
  • Baker, William E. and James M. Sinkula (2007), "Does Market Orientation Facilitate Balanced Innovation Programs? An Organizational Learning Perspective,"Journal of Product Innovation Management, 24 (Summer), pp. 316-332.
  • Baker, William E. and James M. Sinkula (200S), "Environmental Marketing Strategy and Firm Performance: Effect on New Product Performance and Market Share,"Journal of the Academy of Marketing Science, 33 (Fall), pp. 461-47S.
  • Baker, William E. and James. M. Sinkula (200S), "Market Orientation and the New Product Paradox," Journal of Product Innovation Management, 22 (November), pp. 483-S02.
  • Baker, William E., Heather Honea and Cristel Antonio Russell (2004), "Do Not Wait to Reveal the Brand Name: The Effect of Brand Name Placement on Television Advertising Effectiveness,"Journal of Advertising, Vol. 33, (Fall), pp. 77-8S.
  • Baker, William E. (2003), "Does Brand Name Imprinting in Memory Increase Brand Information Retention," Psychology & Marketing, Vol. 20 (12), pp. 1119-113S.
  • Baker, William E. and James M. Sinkula (2002), "Market Orientation, Learning Orientation and Product Innovation: Delving Inside the Organization's Black Box," Journal of Market Focused Management, Vol. S (1) pp. S-2S.
  • Baker, William E. (200 I), "The Diagnosticity of Advertising Generated Brand Attitudes in Brand Choice Contexts," Journal of Consumer Psychology, Vol. II (2), pp. 129-139.
  • Baker, William E. and Richard J. Lutz (2000). "An Empirical Test of an Updated Relevance Accessibility Model of Advertising Effectiveness," Journal of Advertising, Vol. 29 (Spring), pp. 1-14.
  • Baker, William E. (1999), "When Can Affective Conditioning and Mere Exposure Directly Influence Brand Choice," Journal of Advertising, Vol. 28 (Fall), pp. 31-46.
  • Baker, William E. and James M. Sinkula (1999), "Learning Orientation, Market Orientation, and Innovation: Integrating and Extending Models of Organizational Performance," Journal of Market Focused Management, Vol. 4 (4), pp. 295-308.
  • Baker, William E. and James M. Sinkula (1999), "The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance," Journal of the Academy of Marketing Science, Vol. 27 (Fall), pp. 411-427.
  • Sinkula, James M., William E. Baker and Thomas Noordewier (1997), "A Framework for Market Based Organizational Learning: Linking Values, Knowledge and Behavior," Journal of Academy of Marketing Science, Vol. 25 (Fall), pp. 305-318.
  • Baker, William E., J. Wesley Hutchinson, Danny Moore and Prakash Nedungadi (1986) "Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference." in Richard J. Lutz (ed.), Advances in Consumer Research, Vol. xm, Provo, UT: Association for Consumer Research, pp.637-642.

Book Chapters

  • Baker, William E. (1993), "The Relevance Accessibility Model of Advertising Effectiveness," in Advertising Exposure Memory and Choice. Andrew A. Mitchell (ed.), Hillsdale, NJ: Lawrence Erlbaum,49-88.
  • Baker, William E. and Richard J. Lutz (1988), "The Relevance-Accessibility Model of Advertising Effectiveness," in Nonverbal Communication in Advertising, Sid Hecker and Dave W. Stewart eds. Lexington MA: Lexington Books, 59-84.

Key Referred Proceedings (papers or Abstracts)

  • Perin, Marcelo G., Claudio H. Hoffman, Claudia Simoes and William E. Baker (2010), “Antecedents for Radical Innovation in Brazil and in the U.S:  Entrpreneurial Orientation, Market Information Generation and the Moderator Role of External Network Harvesting,”  in EMAC REGIONAL CONFERENCE, 2010, Budapeste. EMAC Regional Proceedings. Budapeste, 2010.
  • Baker, William E., Amir Grinstein and Marcelo G. Perin (2009), “The Role of Entrepreneurial Orientation in Overcoming Known and Unknown Barriers to Foreign Entry, in INFORMS Marketing Science Conference, Ann Arbor, MI.
  • Baker, William E. Amir Grinstein and Nukhet Harmancioglu (2009), “External Social Capital:  A Lower Risk Alternative to High Risk Innovation Strategies,” European Marketing Academy Conference (EMAC) Proceedings, Nante France.
  • Perin, Marcelo G., Claudio H. Hoffman, William E. Baker and  Claudia Simoes (2009),  “Capital Social, Empreendedorismo, Geração de Informações de Mercado e a Inovação Radical,” in ENANPAD, 2009, São Paulo. Anais do ENANPAD. Rio de Janeiro : ANPAD, 2009.
  • Baker, William E. and James M. Sinkula (2006), "The Complementary Effect of Market Orientation and Entrepreneurial Orientation on Innovation Success and Profitability", in GJ Avlonitis, N. Papavassilou and P. Papastathopoulou (eds),  Sustainable Marketing Leadership: A Synthesis of Polymorphous Axioms, Strategies and Tactics.  Athens, Greece:  Proceedings of the 35th  EMAC Conference.

Manuscripts Under Review

  • Baker, William E., Arnir Grinstein and Nukhet Harmancioglu (2009), "External Social Capital: A Lower Risk Alternative High Risk Innovation Strategies, submitted to the Journal of the Academy of Marketing Science, June 2009.
  • Verhoef, Peter C., Martin Natter, William Baker, Amir Grinstein, Anders Gustafson, Pamela Morrison and John Saunders (2009), A Cross-National Investigation on the Marketing Department's Influence within the Firm, submitted to the Journal of Marketing, June 2009.

Trade Articles

  • Baker William E. (2004) "Build Your Brand Now: Establish Brand Identity, Image and Position," Profiles, Vol. 4 (I), pp. 18-22.
  • Baker, William E. (2001), "Relationship Marketing: Transforming Satisfied Customers Into Committed Customer," Profiles Vol. 2, (9), pp 6-8.
  • Baker, William E. (2001), "When Being Different Means Being Better, Profiles Vol. 2., (7), pp. 18-21.
  • Baker, William E. (2000), "Like It Or Not, Your Company is a Brand," Profiles Vol. 1, (9) pp. 22-25.
  • Baker, William E. (2001), "Branding for Dollars," ScqjJold, August, pp.10-15.

Funded Research Reports to Government Agencies

  • Baker, William (2001) - "A National Survey of the Vermont Visitor 2000: Outdoor Recreation Supplement" - Vermont Department of Tourism and Marketing - Montpelier, VT - May.
  • Baker, William (2000)- "A Further Examination of the Vermont Visitor: The 1999 Phase Three National Reports. Report #1: Advertising Influence on Vermont Visitors" - Vermont Department of Tourism and Marketing - Montpelier, VT - November.
  • Baker, William (2000) - "A Further Examination of the Vermont Visitor: The 1999 Phase Three National Reports. Report #2: Product Purchases in Vermont." - Vermont Department of Tourism and Marketing - Montpelier, VT - November.
  • Baker, William (2000) - "A Further Examination of the Vermont Visitor: The 1999 Phase Three National Reports: Report #3: Cultural and Historic Activities Pursued in Vermont" - Vermont Department of Tourism and Marketing - Montpelier, VT - November.
  • Baker, William (2000) - "A National Survey of the Vermont Visitor 2000" - Vermont Department of Tourism and Marketing - Montpelier, VT - Fall.
  • Baker, William (2000) - "A Geo-Demographic Profile Analysis of the Vermont Visitor III" - Vermont Department of Tourism and Marketing - Montpelier, VT - June.
  • Baker, William (1999), "An Analysis of Vermont' s Primary Target Market: Their Impressions of Vermont and the Effectiveness of the 1999 Summer Coop Advertising Program," Vermont Department of Tourism and Marketing, Montpelier, VT - Fall.
  • Baker, William (1999), "A Geo-Demographic Analysis of the Vermont Visitor II," Vermont Department of Tourism and Marketing, Montpelier VT - Sununer.
  • Baker, William E. (1999), "The Effectiveness of the 1998 Vermont Fall Foliage Television Advertising Campaign," Vermont Department of Tourism and Marketing, Montpelier, VT - Winter.
  • Baker, William E. and James M. Sinkula (1999), "A 1998 National Survey of the Vermont Visitor," Vermont Department of Tourism and Marketing - Montpelier, VT - Winter.
  • Baker, William E. (1999), "1998 Summer Inquiry Study: Monitoring 1-800-Vermont," Vermont Department of Tourism and Marketing - Montpelier, VT - Winter.
  • Baker, William and James M. Sinkula (1998), "1997-1998 Winter Inquiry Study: Monitoring 1-800-Vermont," Vermont Department of Tourism and Marketing - Montpelier, VT - Spring.
  • Baker, William E. (1998), "A Geo-Demographic Analysis of the Vermont Visitor," Vermont Department of Tourism and Marketing - Montpelier, VT - Summer.
  • Baker, William and James M. Sinkula (1998), "Unlocking the Brand Equity of Vermont: Message and Visual Appeal Analysis," Vermont Department of Tourism and Marketing - Montpelier, VTSummer.

Professional Affiliations

  • Editorial Review Board of the Journal of the Academy of Marketing Science (2003-2010)
  • Editorial Review Board of the Journal of Advertising (since January 2005)
  • Editor-in-Chief of the Journal of Market-Focused Management (2002-2003)
  • Senior Research Advisor, Gallup (since 2006)
  • Ad hoc reviewer for the Journal of Product Innovation Management
  • Ad hoc reviewer for the Journal of Business Research
  • Ad hoc reviewer for the Journal of Marketing
  • Member of the Society of Consumer Psychology
  • Member of the Academy of Marketing Science
  • Member of the Academy of Advertising