Lisa K. Scheer
Emma S. Hibbs Distinguished Professor and Associate Professor of Marketing
Marketing
College of Business
Office:
428 Cornell Hall
University of Missouri
Columbia, MO 65211
Office Hours:
By Appointment Only
Phone: (573) 882-4829
E-Mail: scheerl@missouri.edu
Vita
Professor Scheer is a member of the American Marketing Association and the Academy of Marketing Science. She co-chaired the 2002 American Marketing Association Winter Marketing Educators’ Conference. Her research interests include interorganizational behavior, marketing relationships, negotiation, the development and implementation of marketing strategy, and fairness in business relationships. She has published in Journal of Marketing Research, Academy of Management Journal, International Journal of Research in Marketing, and Advances in Distribution Channel Research. Professor Scheer serves on the editorial review boards of Journal of Retailing and International Journal of Research in Marketing.
Educational Background
BSBA University of Missouri (summa cum laude), 1981; MBA University of Missouri, 1982; PhD Northwestern University, 1990.
Publications
Refereed Journal Articles
"Achieving Relationship Marketing Effectiveness in Business-to-Business Exchanges," with R.W. Palmatier, K.R. Evans and T.J. Arnold, Journal of the Academy of Marketing Science, forthcoming.
"Use of Relationship Marketing Programs in Building Customer-Salesperson and Customer-Firm Relationships: Differential Influence on Financial Outcomes," with R.W. Palmatier, M.B. Houston, K.R. Evans and S. Gopalakrishna, International Journal of Research in Marketing, 24 (3), 210-23, 2007.
"Trust at Different Organizational Levels," with E. Fang, R. W. Palmatier, and N. Li, Journal of Marketing, 72 (March), 80-98, 2008.
"Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty," with R. Palmatier and J. Steenkamp, Journal of Marketing Research, 44 (2), 185-199, 2007. (Featured in the May 1, 2007, Marketing News and the June 2007 Marketing Thought Leaders Newsletter, both of which are published by the American Marketing Association.)
"Reactions to Perceived Inequity in U.S. and Dutch Interorganizational Relationships" with N. Kumar and J. Steenkamp, Academy of Management Journal, 46 (3), 303-316, 2003.
"From Market Driven to Market Driving" with N. Kumar and P. Kotler, European Management Journal, 18 (2), 129-142, 2000. (Excerpted and reviewed in The Antidote: The Independent Guide to Issues Currently on the Management Agenda, 28, 12-14.)
"Interdependence, Punitive Capability, and the Reciprocation of Punitive Action in Channel Relationships" with N. Kumar and J. Steenkamp, Journal of Marketing Research, 35 (May), 225-235, 1998.
"The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study" with I. Geyskens, J. Steenkamp, and N. Kumar, International Journal of Research in Marketing, 13, 303-317, 1996.
"The Effects of Perceived Interdependence on Dealer Attitudes" with N. Kumar and J. Steenkamp, Journal of Marketing Research, 32 (August), 348-356, 1995.
"The Effects of Supplier Fairness on Vulnerable Resellers" with N. Kumar and J. Steenkamp, Journal of Marketing Research, 32 (1), 54-65, 1995.
"The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer," with L. Stern, Journal of Marketing Research, 29 (February), 128-142, 1992.
Conference Proceedings
"The Antecedents of Relationship Termination Costs" with W. Smith, Jr., Enhancing Knowledge Development in Marketing, 7, 136-41, 1996.
"The Case for a Bi-Dimensional Model of Relationship Dependence" with W. Smith, Jr., Contemporary Knowledge of Relationship Marketing, 79-88, 1996.
"Countertrade Dimensions and Marketing Implications" with W. Smith, Jr., Marketing Theory and Applications, 7, 251-257, 1996.
"Incorporating Perceived Risk into Models of Deal Assessment and Purchase Intent" with C. Wood, Advances in Consumer Research, 23, 399-404, 1996.
"Fairness and Influence: Building on a Classical Foundation" Marketing Theory and Applications, 4, 219-225, 1993.
Recent Presentations
"Challenges & Opportunites in B2B Research - Embracing the Complexity," 3rd International Conference on Business Market Management, St. Gallen, Switzerland, March 12, 2008. Invited keynote speaker.
"Fairness in Interorganizational Relationships: Is What We Think We Know True?" AMA Winter Marketing Educators' Conference, Austin, TX, February 16, 2008.
"How is Fairness Determined in Cross-National B2B Relationship?" Relationship Marketing Summit, Buenos Aires, Argentina, Dec. 13, 2007.
"Deconstructing Dependence and Its Role in Marketing Relationships," London Business School Marketing Summer Camp, London, England, July 9, 2007. Invited presenter and participant.
"What's Fair? The Complex Nature of Fairness in Retailer-Supplier Relationships," European Marketing Academy Conference (EMAC), Reykjavik, Iceland, May 24, 2007.