Image: Lisa Scheer

Lisa K. Scheer

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

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

Recent Publications

Anand, D. & Scheer, L. (2020), “Implementing Strategic Marketing Change: Minimizing Channel Partners’ Negative Responses” (competitive paper presentation), Winter AMA- San Diego (forthcoming)

Dogan, Volkan & Scheer, Lisa (2020) “Pondering Trust and Distrust in B2B Relationships: The Role of Culture in the Conceptualization and Formation of Trust and Distrust” Competitive paper at the American Marketing Association Global Marketing SIG Conference, Taormina, Sicily, Italy, May 18-21.

Scheer, Lisa & Volkan Dogan (2020) “Exploring unexamined issues regarding trust in B2B relationships” Special Session presentation at the American Marketing Association Winter Conference, San Diego, CA, August 14-16.

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.

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.