Image: Lisa Scheer

Lisa K. Scheer

Emma S. Hibbs Distinguished Professor and Professor of Marketing
428 Cornell Hall

Lisa K. Scheer is the Emma S. Hibbs Distinguished Professor and marketing doctoral program coordinator at the Robert J. Trulaske, Sr. College of Business at the University of Missouri. Research interests include implementation of marketing strategy in interorganizational relationships, with specific emphasis on dependence, trust, loyalty, fairness, relationship-building, performance, cross-cultural challenges, and dysfunctional behavior.

Dr. Scheer is among 25 thought leaders who have been honored as ISBM Business Marketing Fellows by the Institute for the Study of Business Markets. The impact and relevance of her work has been recognized with a long-term impact award from the European Marketing Academy. Her publications appear in Journal of Marketing Research, Journal of Marketing, Academy of Management Journal, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, and other journals. She has been a featured scholar, thought leader, or keynote speaker at conferences and universities in the USA, Germany, UK, Switzerland, Netherlands and Turkey.

Professor Scheer serves as an associate editor for the Journal of the Academy of Marketing Science and on editorial review or advisory boards for Journal of Marketing, Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Retailing, International Journal of Research in Marketing, Journal of Business Market Management, International Marketing Review, European Journal of Marketing, and American Journal of Business. She has co-chaired prominent American Marketing Association conferences, including the 2008 AMA/Sheth Doctoral Consortium, the 2012 Summer Marketing Educators' Conference, and the 2002 Winter Educators’ Conference. She is camp director of ISBM's PhD Marketing Camp for 2014 and was co-director in 2012. Previously, she served on AMA's Academic Council and is a member of ISBM's B2B Leadership Board.


BS BA, University of Missouri (summa cum laude), 1981; MBA, University of Missouri, 1982; PhD, Northwestern University, 1990


Journal Articles

Lund, Donald J., Lisa K. Scheer and Irina Kozlenkova (2013), “Culture’s Impact on the Importance of Fairness in Interorganizational Relationships.” Journal of International Marketing.

Vinhas, Alberto sa, Sharmila Chatterjee, Shantanu Dutta, Adam Fein, Joseph Lajos, Scott Neslin, Lisa Scheer, William Ross and Qiong Wang (2010), “Channel Design, Coordination, and Performance: Future Research Directions,” Marketing Letters, 21 (3), 223-37.

Scheer, Lisa K., C. Fred Miao and Jason Garrett (2010), "The Effects of Supplier Capabilities on Industrial Customers' Loyalty: The Role of Dependence," Journal of the Academy of Marketing Science, 38 (1), 90-104.

Scheer, Lisa K., Omar Shehryar and Charles Wood (2010), “How Budget Constraints Impact Consumers’ Response to Discount Presentation Formats,” Journal of Product and Brand Management, 19 (3), 225-32.

Arnold, Todd J., Timothy D. Landry, Lisa K. Scheer and Simona Stan (2009), "The Role of Equity and Work Environment in the Formation of Salesperson Distributive Fairness Judgements," Journal of Personal Selling and Sales Management, 29 (1, Winter), 61-80.

Palmatier, R.W., Lisa K. Scheer, Kenneth R. Evans and Todd J. Arnold (2008), "Achieving Relationship Marketing Effectiveness in Business-to-Business Exchanges," Journal of the Academy of Marketing Science, 36 (2, June), 174-190.

Fang, Eric (Er), Robert W. Palmatier, Lisa K. Scheer and Ning Li (2008), "Trust at Different Organizational Levels," Journal of Marketing, 72 (March), 80-98.

Palmatier, Robert W., Lisa K. Scheer, Mark B. Houston, Kenneth R. Evans and Srinath Gopalakrishna (2007), "Use of Relationship Marketing Programs in Building Customer-Salesperson and Customer-Firm Relationships: Differential Influence on Financial Outcomes," International Journal of Research in

Palmatier, Robert W., Lisa K. Scheer and Jan-Benedict E.M. Steenkamp (2007), "Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty,"  Journal of Marketing Research, 44 (2), 185-199.  (Featured in the May 1, 2007, Marketing News and the June 2007 Marketing Thought

Scheer, Lisa K., Nirmalya Kumar, and Jan-Benedict E.M. Steenkamp (2003), "Reactions to Perceived Inequity in U.S. and Dutch Interorganizational Relationships", Academy of Management Journal, 46 (3), 303-316.

Kumar, Nirmalya, Lisa K. Scheer and Philip Kotler (2000), "From Market Driven to Market Driving", European Management Journal, 18 (2), 129-142. (Excerpted and reviewed in The Antidote:  The Independent Guide to Issues Currently on the Management Agenda, 28, 12-14.)

Kumar, Nirmalya, Lisa K. Scheer and Jan-Benedict E.M. Steenkamp (1998), "Interdependence, Punitive Capability, and the Reciprocation of Punitive Action in Channel Relationships", Journal of Marketing Research, 35 (May), 225-235.

Geyskens, Inge, Jan-Benedict E.M. Steenkamp, Lisa K. Scheer and Nirmalya Kumar (1996), "The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study", International Journal of Research in Marketing, 13, 303-317.

Kumar, Nirmalya, Lisa K. Scheer and Jan-Benedict E.M. Steenkamp (1995), "The Effects of Perceived Interdependence on Dealer Attitudes" Journal of Marketing Research, 32 (August), 348-356.

Kumar, Nirmalya, Lisa K. Scheer and Jan-Benedict E.M. Steenkamp (1995), "The Effects of Supplier Fairness on Vulnerable Resellers" Journal of Marketing Research, 32 (1), 54-65.

Scheer, Lisa K. and Louis W. Stern (1992), "The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer," Journal of Marketing Research, 29 (February), 128-142.

Book Chapter

Scheer, Lisa K. (2012), “Trust, Distrust and Confidence in B2B  Relationship," Handbook of Business‐to‐Business Marketing, Chapter 18, Gary L. Lilien and Rajdeep Grewal, eds., Cheltenham, UK: Edward Elgar Publishing Ltd, 332‐47. Google Scholar = 1.   

Conference Proceedings

"Exploration of Fairness Perceptions in a Cross-Cultural Setting," with I. Kozlenkova and D. Lund, Proceedings of the 40th European Marketing Academy Conference, 2011.

"The Central Role of Process, Task and Relationship Conflict in Marketing Relationships," with I. Kozlenkova and D. Lund, Proceedings of the 40th European Marketing Academy Conference, 2011.

"Are Relationship Marketing Theories Universal - or Universally Incomplete?"  17th International Colloquium on Relationship Marketing, Maastricht University, Maastricht, Netherlands, Sept. 18, 2009, invited speaker.

"Deciphering Dependence in Marketing Relationships," Technical University Darmstadt, Darmstadt, Germany, September 14, 2009, invited speaker.

"Unresolved Research Questions in Channel Relationships," Erin Anderson Memorial Business-to-Business Research Conference, Wharton Business School, Philadelphia, Pennsylvania, October 17, 2008.

"Opportunities in Business-to-Business Research - Embracing the Complexity," ISBM Academic Conference, La Jolla, CA, August 7, 2008.

"Challenges & Opportunities 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.

"How Does Culture Impact the Assessment of Outcome Fairness in Marketing Channel Relationships?" Proceedings of the 33rd European Marketing Academy Conference, 2004.

"Countertrade Dimensions and Marketing Implications" with W. Smith, Jr., Marketing Theory and Applications, 7, 251-257, 1996.

"The Antecedents of Relationship Termination Costs" with W. Smith, Jr., Enhancing Knowledge Development in Marketing, 7, 136-41, 1996.

"Incorporating Perceived Risk into Models of Deal Assessment and Purchase Intent" with C. Wood, Advances in Consumer Research, 23, 399-404, 1996.

"The Case for a Bi-Dimensional Model of Relationship Dependence" with W. Smith, Jr., Contemporary Knowledge of Relationship Marketing, 79-88, 1996.

"Fairness and Influence: Building on a Classical Foundation" Marketing Theory and Applications, 4, 219-225, 1993.


"Planning Business-to-Business Research for the Review Process," ISBM Research Quarterly, with G. Lilien and R. Grewal (editors), Volume 3 (2), Summer 2011.

"What's Fair?  The Complex Nature of Fairness in Retailer-Supplier Relationships,"  European Marketing Academy Conference (EMAC), Reykjavik, Iceland, May 24, 2007.