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Karen Robson CV

Karen Robson, Ph.D.
Associate Dean Academic
Associate Professor, Marketing
krobson@uwindsor.ca
519-253-3000 ext. 4288
Office: OSB 510

Education 

  • Ph.D.  Beedie School of Business, Simon Fraser University, Burnaby, 2016.
  • M.B.A.  Beedie School of Business, Simon Fraser University, Burnaby, Marketing, 2012.
  • M.A.  Department of Psychology, Simon Fraser University, Burnaby, Psychology, 2009.
  • B.Sc. Bachelor of Science, Queen's University, Kingston, Psychology, 2005.

Employment Experience 

  • Associate Dean, Academic (July 2024-Present)
  • Associate Dean, Academic, Acting (July 2023-June 2024)
  • Associate Professor, Odette School of Business, University of Windsor (July 2022-Present)
  • Assistant Professor, Odette School of Business, University of Windsor (August 2018-June 2022)
  • Assistant Professor, Central Michigan University (August 2016-August 2018), Mount Pleasant, Michigan.
  • Sessional Instructor, Segal Graduate School of Business, Simon Fraser University (April 2013-June, 2015), Burnaby.
  • Sessional Instructor, Beedie School of Business, Simon Fraser University (September 2012-December 2015), Burnaby.
  • Teaching Assistant, Simon Fraser University Department of Psychology (September 2006-December 2009), Burnaby.

Honours and Awards 

  • 2023-2024: Professor of the Year, Marketing, Odette Commerce Society (Undergraduate students)
  • 2022: Reviewer of the Year, Journal of Marketing Education
  • 2020: Odette New Researcher Award (ONRA)
  • 2017:  Faculty Excellence Exhibition Participant, Central Michigan University.
  • 2015:  AMA Consumer Behavior Rising Star Award, American Marketing Association.
  • 2015:  AMS Doctoral Consortium Fellow, Academy of Marketing Science.
  • 2012:  Dean's Convocation Medal (most outstanding graduate student), Beedie School of Business, Simon Fraser University.
  • 2013:  Best Paper Award in The Dynamics of Marketing Education track, AMA 2013 Summer Marketing Educators conference, American Marketing Association.

INTELLECTUAL CONTRIBUTIONS

Chapters, Cases

  • Robson, K. (2022). Mixing Business and Politics: Prenzeys Spices.  SAGE Business Cases Originals. ISBN: 9781529774139. http://dx.doi.org/10.4135/9781529774139. 
  • McDougall, A.E. & Robson, K. (2022). Sleeping on the Job: EnergyPods at HuffPost.  SAGE Business Cases Originals.  ISBN: 9781529781120. https://dx.doi.org/10.4135/9781529781120.
  • Lam, J.; Robson, K., Plangger, K., Keitzmann, J., McCarthy, I. & Pitt, L. (2022). Play, Games Gamification: Possibilities for Customer Loyalty.  In Debbie, K., Ruyter, D. & Cox, D. (Eds.) The Handbook of Research on Customer Loyalty (Research Handbooks in Business and Management series). Edward Elgar Publishing.  [July] http://doi.org/10.4337/9781800371637.00021
  • Robson, K. (2022). Next-Generation Digital Payment Methods. SAGE Business Cases Originals. ISBN: 9781529605006. http://dx.doi.org/10.4135/9781529605006
  • Robson, K. (2022). Differentiation and Positioning: Uber vs. Lyft.  SAGE Business Cases Originals.  ISBN: 9781529794014. http://doi.org/10.4135/9781529794014.
  • Robson, K. (2022). The Disruptive Potential of DeFi. SAGE Business Cases Originals. ISBN: 9781529605103.  https://dx.doi.org/10.4153/9781529605013, https://dx.doi.org/10.4153/9781529605013.
  • Robson, K. & Wilson, M. (2021). Transparency and Ethics at Everlane.  Ivey Case Publishing, Product ID# 9B21A005.
  • Robson, K. (2021). Oscar de la Renta Selling in Amazon Luxury Stores.  SAGE Business Cases Originals.  ISBN: 1971529774276.  http://dx.doi.org/10.4135/9781529774276
  • Robson, K. (2021). Disney+: Pricing and Strategy.  SAGE Business Cases Originals. ISBN: 9781529773972.
  • Robson, K. (2021). Peloton's Safety Issues. SAGE Business Cases Originals. ISBN: 9781529795813.
  • Robson, K. (2021). Location-Based Pay at Google. SAGE Business Cases Originals. ISBN: 9781529795806.
  • Robson, K. (2021). OnlyFan's Sexual Content Policy. SAGE Business Cases Originals. ISBN: 9781529795912.
  • Robson, K. (2020). Controlling the Black Friday Frenzy in 2020.  SAGE Business Cases Originals.  ISBN: 9781529759174.
  • Robson, K. (2020). Rebranding the NFL. SAGE Business Case Originals.  ISBN: 9781529759167.
  • Beninger, S., & Robson, K. (2020). Gillette Takes a Stand: Toxic masculinity and #TheBestMenCanBe. Ivey Case Publishing,  Product ID# 9B20A001
  • Robson, K., & Mills, A. (2020). MM.LaFleur: Segmentation and Targeting. Ivey Case Publishing, Product ID# 9B20A002
  • Paschen, J., Wilson, M., & Robson, K. (2019). Eaze - Marijuana Delivered. SAGE Business Cases Originals. ISBN: 9781526495396. 
  • Heilgenberg, K. & Robson, K. (2019). Winter is Coming to Dubrovnik: Game of Thrones Tourism in Croatia. Ivey Case Publishing, Product ID# 9B19A013
  • Robson, K. (2018). Miss America 2.0: Staying Relevant in the #MeToo Era. SAGE Business Cases Originals.  ISBN: 9781526488022.  
  • Wilson, M., & Robson, K. (2019). Overexposure of a Luxury Brand: Coach Inc.'s Distribution and Image Problem. SAGE Business Cases Originals, ISBN: 9781526488015.  
  • Robson, K. (2018). Dangerous Detergent: Dealing with the Tide Pod Challenge. SAGE Business Cases Originals.  ISBN: 9781526476739.  
  • Robson, K., & Pitt, L. (2018). Victoria's Secret: Keeping up in a Changing Industry. SAGE Business Cases Originals.  ISBN: 9781526459909.
  • Plangger, K.; McCarthy, I., Kietzmann, J., Robson, K. & Pitt, L. (2018). Dynamic Game Plans: Using Gamification to Entrain Strategic Renewal with Environmental Velocity.  In A. Tuncdogen, A. Lindgreen, H. Volberda & F. van der Bosch (Eds). Strategic Renewal: Core Concepts, Antecedents and Micro-Foundations, 1st Edition, Routledge UK.  eBook ISBN: 9780429057861. http://doi.org/10.4324/9780429057861.
  • Robson, K. (2018). The CVS Beauty in Real Life Campaign. SAGE Business Cases Originals. ISBN: 9781526469281.
  • Robson, K., & Pitt, L. (2017). People of Walmart: Targeting the world's largest retailer and its customers. SAGE Business Cases Originals.  ISBN: 9781526431776.
  • Robson, K., & Pitt, L. (2017). Internet Vigilantism and Ashley Madison: Rebranding after a cyberattack. SAGE Business Cases Originals. 
  • Robson, K., & Pitt, L. (2017). Tesco in South Korea: Strategic Localization. SAGE Business Cases Originals.  ISBN: 9781526439666.  
  • Beninger, S. & Robson, K. (2017). DeBeers Group: Marketing Diamonds to Millenials.  Ivey Case Publishing, Product ID# 9B17A057_P.  
  • Robson, K., & Beninger, S. (2016). Does Mattel Inc.'s Iconic Barbie Need a Makeover? Ivey Case Publishing, Product ID# 9B16A005. 
  • Robson, K., & Pitt, L. (2016). Sherlock the Beagle: Viral advertising success or public relations disaster? SAGE Business Cases Originals, ISBN: 9781473997813.  
  • Robson, K., & Pitt, L. (2014). The Neglected Art (and Science) of Financial Services Advertising. In T. Harrison and H. Estelami (Eds.), Companion to Financial Services Marketing. Routledge. 
  • Beninger, D., Pek, S., Robson, K., & Mills, A. (2014). Lululemon Athletica's Myriad of Product, Employee, and Public Relations Issues (Case and Teaching Note). Ivey Case Publishing, Product ID# 9B14A039.
  • Campbell, C., Piercy, N., Parent, M., & Robson, K. (2014). United Airlines and Captain Denny Flanagan. Ivey Case Publishing Product ID# 9B14A025.
  • Robson, K., Beninger, S., & Gupta, S. (2013). Walmart's African Expansion. Ivey Case Publishing, Product ID# 8B13M111. 
  • Robson, K., Campbell, C., & Cohen, J. (2013). Abercrombie and #Fitch TheHomeless. Ivey Case Publishing, Product ID# 9B13A032. 
  • Parent, M., Bal, A., & Robson, K. (2012). SalinaBear: Monetizing a YouTube Profile. Ivey Case Publishing, Product ID# 9B12A063. 

Journal Articles 

  • Abdelhalim, E.; Anazodo, K., Gali, N. & Robson, K. (2024).  A framework of diversity, equity, and inclusion safeguards for chatbots.   Business Horizons, https://doi.org/10.1016/j.bushor.2024.03.003.  [March]
  • ​Lam, J., Mulvey, M. S., Robson, K., & Pitt, L. (2023).  Culture uncovered: B2B salesforce job reviews as windows into corporate values.   Journal of Business and Industrial Marketing, https://doi.org/10.1108/JBIM-03-2023-0145.[December]
  • ​Park, A.; Wilson, M., Robson, K., Demetis, D. & Kietzmann, J. (2022). Interoperability: Our exciting and terrifying Web3 future.  Business Horizons, http://doi.org/10.1016/j.bushor.2022.10.005.
  • Mills, A. & Robson, K. (2022). Teaching fast and slow: Student perceptions of emergency remote education. Journal of Marketing Education, 44 (2), 203-216, http://doi.org/10.1177/02734753221084585.
  • Lam, J.; Mulvey, M.S. & Robson, K. (2022). Looking through the glassdoor: The stories that B2B salespeople tell.  Industrial Marketing Management, 105, 478-488, http://doi.org/10.1016/j.indmarman.2022.07.004.
  • Wilson, M.; Robson, K. & Pitt, L. (2021).  Consumer subversion and its relationship to anti-consumption deviant and dysfunctional behaviours and consumer revenge.  Psychology and Marketing, http://doi.org/10.1002/mar.21583. [August]
  • Wilson, M.; Paschen, J., Robson, K. & Heilgenberg, K. (2021). Understanding and developing contributions to marketing theory. Journal of Strategic Marketing, http://doi.org/10.1080/0965254X.2020.1853199. [August]
  • Beninger, S.W Robson, K. (2020). The disruptive potential of drones.  Marketing Letters, 31, 315-319, http://doi.org/10.1007/s11002-020-09542-8.
  • Robson, K., & Beninger, S. (2020).  Confronting the challenges women face as customers and marketers (Guest Editorial).   Business Horizons, 63 (5), 595-596, http://doi.org/10.1016/j.bushor.2020.04.006.
  • Paschen, J., Wilson, M., & Robson, K. (2020).  #BuyNothingDay: investigating consumer restraint using hybrid content analysis of Twitter data.   European Journal of Marketing, 54 (2), 327-350, http://doi.org/10.1108/EJM-01-2019-0063.  
  • Robson, K., de Beer, J., & McCarthy, I. P. (2020).  Open branding: Managing the unauthorized use of brand-related intellectual property.   Business Horizons, 63 (6), 773-785, http://doi.org/10.1016/j.bushor.2020.07.001.  
  • Robson, K. (2019).  Motivating professional student behavior through a gamified personal branding assignment.   Journal of Marketing Education, 41 (2), 154-164, http://doi.org/10.1177/0273475318823847.
  • Mills, A. J., & Robson, K. (2019).  Brand management in the era of fake news: Narrative response as a strategy to insulate brand value.   Journal of Product and Brand Management. http://doi.org/10.1108/JPBM-12-2018-2150.
  • Robson, K., Wilson, M., & Pitt, L. (2019).  Creating new products from old ones: Consumer motivations for innovating autonomously from firms.   Technovation. http://doi.org/10.1016/j.technovation.2019.05.001.
  • Plangger, K., Campbell, C., Robson, K., & Montecchi, M. (2019).  Little rewards, big changes: Using exercise analytics to motivate sustainable changes in physical activity.   Information & Management, http://doi.org/10.1016/j.im.2019.103216.
  • Wilson, M., Robson, K., & Botha, E. (2017).  Crowdsourcing in a time of empowered stakeholders: Lessons from crowdsourcing campaigns.   Business Horizons, 60 (2), 247-253, http://doi.org/10.1016/j.bushor.2016.11.009.
  • Campbell, C., Grimm, P., Mattison Thompson, F., & Robson, K. (2017).  Understanding why consumers don't skip pre-roll video ads.   Journal of Advertising, 46 (3), 411-423, http://doi.org/10.1080/00913367.2017.1334249.
  • Robson, K., Plangger, K., Keitzmann, J. H., McCarthy, I., & Pitt, L. (2016).  Game on: Engaging customers and employees through gamification.   Business Horizons, 59 (1), 29-36, http://doi.org/10.1016/j.bushor.2015.08.002.
  • Robson, K., Kietzmann, J., & Pitt, L. (2016).  Extending business value through wearables.   MIS Quarterly Executive, 15 (2), 167-177.
  • Beninger, S., & Robson, K. (2015).  Marketing at the base of the pyramid: Perspectives for practitioners and academics.   Business Horizons, 58 (5), 509-516, http://doi.org/10.1016/j.bushor.2015.05.004.
  • Robson, K., Plangger, K., Keitzmann, J., McCarthy, I., & Pitt, L. (2015).  Is it all a game? Understanding the principles of gamification.   Business Horizons, 58 (4), 411-420, http://doi.org/10.1016/j.bushor.2015.03.006.
  • Robson, K., Pitt, L., & Berthon, P. (2015).  Yes, and: What improv theatre can teach service firms.   Business Horizons, 58 (4), 357-362, http://doi.org/10.1016/j.bushor.2015.02.002.
  • Robson, K., Pitt, L., & West, D. (2015).  Navigating the peer-reviewed process: Reviewers' suggestions for a manuscript: Factors considered before a paper is accepted or rejected for the Journal of Advertising Research.   Journal of Advertising Research, 55 (1), 9-17, http://doi.org/10.2501/JAR-55-1-009-017.
  • Beninger, S., & Robson, K. (2014).  Creative consumers in impoverished situations.   International Journal of Business and Emerging Markets, 6 (4), 356-370, http://doi.org/10.1504/IJBEM.2014.065562.
  • McCarthy, I., Kietzmann, J., Robson, K., Plangger, K., & Pitt, L. (2014).  Understanding gamification of consumer experiences.   Advances in Consumer Research (Edited Proceedings of the Association for Consumer Research), 42, 352-357.
  • Robson, K., Beninger, S., & Hall, D. (2014).  Attraction of marketing and sales professionals in the financial services industry: an analysis of pre and post recession job postings.   Journal of Financial Services Marketing, 19 (2), 85-93, http://doi.org/10.1057/fsm.2014.6.
  • Plangger, K., & Robson, K. (2013).  Consumer creativity and the world's biggest brand.   International Journal of Technology Marketing, 9 (1), 21-32, http://doi.org/10.1504/IJTMKT.2014.058081.
  • Robson, K., Farshid, M., Bredican, J., & Humphrey, S. (2013).  Making sense of online consumer reviews: a methodology.   International Journal of Market Research, 55 (4), 521-537.
  • Berthon, P. R., Robson, K., & Pitt, L. F. (2013).  The theory and practice of advertising: Counting the cost to the customer.   Journal of Advertising Research, 53 (3), 244-246, http://doi.org/10.2501/JAR-53-3-244-246.
  • Mills, A., Robson, K., & Pitt, L. (2013).  Using cartoons to teach corporate social responsibility: A class exercise.   Journal of Marketing Education, 35 (2), 181-190, http://doi.org/10.1177/0273475313489558.
  • Robson, K., Pitt, L., & Wallstrom, A. (2013).  Creative market segmentation: Understanding the bugs in consumer behavior.   Journal of Public Affairs, 13 (2), 218-223, http://doi.org/10.1002/pa.1477.
  • Bal, A., Archer-Brown, C., Robson, K., & Hall, D. (2012).  Do good, goes bad, gets ugly: Kony 2012.   Journal of Public Affairs, 13 (2), 202-218, http://doi.org/10.1002/pa.1475.
  • Pitt, L., Berthon, P., & Robson, K. (2011).  Deciding when to use tablets for business applications.   MIS Quarterly Executive, 10, 133-139.

Conference Proceedings 

  • Wilson, M.; Heilgenberg, K., Paschen, J. & Robson, K. (2019). Overcoming challenges in Marketing theory education.  Academy of Marketing Science World Marketing Congress - AMSWMC 2019: Enlightened Marketing in Challenging Times, 517-518, http://doi.org/10.1007/978-3-030-42545-6_178.
  • Plangger, K.; Campbell, C., Robson, K., Hao, J. & Montecchi, M. (2019). Understanding the points collection and redemption behaviors in a gamified fitness program. Academy of Marketing Science World Marketing Congress - AMSWMC 2019: Enlightened Marketing in Challenging Times, 595-596.
  • Robson, K., & Wilson, M. (2017).  Consumer innovation and the future of marketing: clarifying the creative consumer.   Academy of Marketing Science annual conference, Coronado Island, CA.
  • Mills, A., Caruna, A., & Robson, K. (2016).  Towards an alternative conceptualization of the self-reference criterion.   Academy of Marketing Science World Marketing Congress, Paris, France.
  • Mills, A., & Robson, K. (2016).  Zajac Ranch for Children: Marketing in the nonprofit sector.   Western Casewriters Association conference, Portland, Oregon.
  • Kietzmann, J., Pitt, L., & Robson, K. (2015).  Crowd capital and innovation: Putting creative consumers to work.   American Marketing Association Winter Marketing Educators Conference, San Antonio, Texas.
  • Prilaiid, D., Robson, K., Mills, H., & Pitt, L. (2014).  Weekly wine consumption and consumer response to price information.   Academy of Marketing Science Annual conference, Indianapolis.
  • Plangger, K., Kietzmann, K., Robson, K., & Pitt, L. (2014).  Experiences with gamification: the MDE Framework.   Academy of Marketing Science World Marketing Congress, Lima, Peru.
  • Robson, K., Pitt, L., West, D., & Mills, A. (2014).  Accepted, rejected, or withdrawn: a content analysis of reviewer feedback and some advice for Marketing educators.   Academy of Marketing Science World Marketing Congress, Lima, Peru.
  • Plangger, K., Robson, K., Pitt, L., & Campbell, C. (2014).  Wine tasting a la vending machine: the case of Max Bordeaux.   Academy of Wine Business Research conference, Geisenheim, Germany.
  • Robson, K., Plangger, K., Campbell, C., & Pitt, L. (2014).  Objective and subjective wine knowledge: Evidence from an online study.   Academy of Wine Business Research conference, Geisenheim, Germany.
  • Mills, A., Plangger, K., Bal, A., Pitt, L., & Robson, K. (2013).  'OK, I have to be the company...' a model of employee-brand ownership in service.   Academy of Marketing Science World Marketing Congress, Melbourne, Australia.
  • Robson, K., Farshid, M., & Pitt, L. (2013).  The people of Walmart: Targeting the world's largest brand and its customers.   Western Casewriters Association conference, Santa Fe, New Mexico.
  • Robson, K., Plangger, K., & Mills, A. (2013).  The Coca-Cola experience with creative consumers.   Academy of Marketing Science World Marketing Congress, Melbourne, Australia.
  • Mills, A., Robson, K., & Keitzmann, J. (2013).  Ethical pictures: using cartoons to teach CSR.   Academy of Marketing Science Annual conference, Austin, TX.
  • Bal, A., Archer-Brown, C., Robson, K., Hall, D., & Weidner, K. (2013).  Kony 2012: Mega viral political activism.   Academy of Marketing Science Annual conference, Austin, TX.
  • Plangger, K., Robson, K., & Parent, M. (2013).  An exploratory investigation into corporate social media participation factors.   Academy of Marketing Science World Marketing Congress, Melbourne, Australia.
  • Mills, A., Robson, K., & Plangger, K. (2013).  Using cartoons to teach corporate social responsibility.   American Marketing Association Summer Marketing Educators conference, Boston.
  • Robson, K. (2013).  Enhancing customer service through theatre improvisation: a theory.   Academy of Marketing Science Annual conference, Austin, TX.

Presentations 

  • Molina, M.; Yang, J., Robson, K., Chowles, R. & Gvirtz, A. (2024, August). Revolutionizing the classroom: Integrating generative AI into advertising and marketing communications curricula.  American Marketing Association Summer Academic Conference, Boston, Massachusetts.
  • Mills, A.; Robson, K. & Campbell, C. (2023, August). AI in the classroom: Opportunities and challenges for Marketing educators.  American Marketing Association Summer Academic Conference, San Francisco, California.
  • Robson, K. & Campbell, C. (2023, August). Efficient grading: Strategies to spend less time and deliver better feedback - Workshop.  American Marketing Association Summer Academic Conference, San Francisco, California.
  • Peterson, M.; Robson, K., Alden, D. & Dahlstom, B. (2023, February). Cutting edge research opportunities in sustainability.  American Marketing Association Winter Educator's conference, February, Virtual.
  • Mills, A.; Robson, K. & Wilson, M. (2022, May). Takeaways from COVID-19 emergency remote teaching.  Academy of Marketing Science Annual Conference, Monterey, California.
  • Wilson, M.; Obilo, O. & Robson, K. (2022). The relationship between crowdsourcing and consumer power.  Hawaii International Conference on Systems Science, 55th, Virtual.
  • Boyer, S.; Campbell, C., Kemp, A., Mills, A., Obilo, O. & Robson, K. (2021, October). OK but how? Tips, tricks and tactics for online and hybrid education.  Marketing Management Association conference, Virtual.
  • Mills, A.; Zmich, L. & Robson, K. (2021, October). Rethinking online marketing education: Process as a critical strategic consideration.  Marketing Management Association conference, Virtual.
  • Robson, K. (2019, December). Open branding: Managing the unauthorized use of brand-related intellectual property.  World Open Innovation Conference (WOIC), 6th, Rome, Italy.
  • Kietzmann, J., Mills, A., Paschen, U., Robson, K., & McCarthy, I. (2019, May). How can firms learn from consumer innovators? Potential absorptive capacity of consumer innovations.  Academy of Marketing Science Annual Conference, Vancouver.
  • Mills, A., Czocs, C., Robson, K., Oblio, O., Locander, D., and K. Plangger (2019, May). Off the record: Everything you wanted to know about your first few years but were afraid to ask.  Academy of Marketing Science Annual conference, Vancouver.
  • Wilson, M., Oblio, O., & Robson, K. (2019, May). Perceptions of power in the digital era: An investigation of idea crowdsourcing vs crowdvoting.  Academy of Marketing Science Annual conference, Vancouver.
  • Robson, K. & Beninger, S. (2016, March). Phillips Exeter Academy: An education like no other.  Western Casewriters Association conference, Portland, Oregon.
  • Robson, K., McCarthy, I., & DeBeer, J. (2015, November). Understanding and responding to unsanctioned use of intellectual property by consumer innovators.  World Open Innovation conference (WOIC), Santa Clara, California.
  • Mills, A. & Robson, K. (2014, June). The value of secrets.  International Network of Business and Management Journals conference, Barcelona, Spain.

Grants (Funded only) 

  • 2014-2015: Joseph-Armand Bombardier Canada Graduate Scholarship ($108,000), SSHRC.