Anand, D. & Scheer, L. (2020), “Implementing Strategic Marketing Change: Minimizing Channel Partners’ Negative Responses”, ISBM B2B Research Webinar- August Series (https://isbm.org/webinars/b2b-research-webinar-series-implementing-marketing-strategy-changes-minimizing-channel-partners-negative
Divya Anand is a Ph.D. candidate in the Department of Marketing at the Robert J. Trulaske Sr, College of Business, University of Missouri - Columbia where she currently teaches Sales Management. She was a Strategy lead in a manufacturing company prior to joining the Ph.D. program. Through her work experience, she learned the significance of channel relationships during the change implementation process. This experience played a key role in influencing her research interests.
Divya's current work largely revolves around B2B relationship marketing, strategic change management, and customer re-acquisition.
EducationPGDM, Marketing & Economics, Indian Institute of Management, Lucknow, India, 2015; B.A. (Honors), Economics, Miranda House, University of Delhi, India, 2012
Awards2020 AMS Consortium Fellow; 2019 ISBM Doctoral Dissertation Competition Winner; 2019 ISBM Doctoral Fellow; 2019 Raymond and Susan Chen International Ph.D. Scholarship; 2019 Outstanding Graduate Research Assistant Award; 2018 ISBM Ph.D. Camp fellow; 2018 Marketing Strategy Consortium Fellow; 2017- Present Trulaske College of Business Ph.D. Scholarship
Anand, D. & Scheer, L. (2020), “Implementing Strategic Marketing Change: Minimizing Channel Partners’ Negative Responses” (competitive paper presentation), Winter AMA- San Diego (forthcoming)
Anand, D. (2019), “Brand Perceptions and Consumer Support in the face of a Transgression: Warmth over Competence” (discussant), 28th Annual Robert Mittelstaedt Doctoral Symposium, University of Nebraska-Lincoln.
Anand, D. & Mantrala, M. (2019), “Responding to Disruptive Business Model Innovations: the case of traditional banks facing fintech entrants”, Journal of Banking and Financial Technology, 1(3), 19-31. https://link.springer.com/article/10.1007/s42786-018-00004-4