Image: Lisa Scheer

Lisa K. Scheer

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

700 Tiger Avenue
Columbia, MO 65211

Lisa K. Scheer is a Professor of Marketing, Emma S. Hibbs Distinguished Professor and Marketing Doctoral Program Coordinator at the Robert J. Trulaske Sr. College of Business, University of Missouri. She also holds the position of Professor of Strategic Business-to-Business Management at the University of Graz (Austria). Her research on marketing strategy and marketing relationships is both academically rigorous and managerially relevant and has been published in Journal of Marketing Research, Journal of Marketing, Academy of Management Journal, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of International Marketing, and other outlets.

Dr. Scheer’s research has received the American Marketing Association’s (AMA) Louis W. Stern Research Award and European Marketing Academy’s Jan-Benedict Steenkamp Award for long-term impact. Dr. Scheer has been named a Fellow of Institute for the Study of Business Markets (ISBM) and received the AMA’s Interorganizational SIG Lifetime Achievement Award for contributions to research and doctoral education.

Dr. Scheer serves as an associate editor for the Journal of the Academy of Marketing Science and is on editorial review or advisory boards for Journal of Marketing Research, Journal of Marketing, AMS Review, Journal of International Marketing, Journal of Retailing, Journal of Business Market Management, International Marketing Review, and European Journal of Marketing.

Dr. Scheer developed, organized and chaired the inaugural Marketing Strategy Consortium and has co-chaired the AMA/Sheth Doctoral Consortium as well as AMA’s Summer and Winter Educators’ Conferences. She has been Director of several PhD Research Camps for the ISBM. Previously, she served on AMA's Academic Council and ISBM's B2B Leadership Board. Dr. Scheer has been a featured scholar or keynote speaker at conferences and universities in Austria, Belgium, Canada, Germany, the Netherlands, Switzerland, Turkey, the UK and the USA. She received her PhD from Northwestern University and MBA and BSBA degrees from Mizzou.


PhD, Northwestern University, 1990; MBA, University of Missouri, 1982; BSBA, University of Missouri (Summa Cum Laude), 1981


Lifetime Achievement Award -- American Marketing Association -- Interorganizational Special Interest Group; Jan-Benedict Steenkamp Award for Long-Term Impact -- European Marketing Academy; Louis W. Stern Award for Significant Contribution and Impact -- American Marketing Association; Alumni Citation of Merit -- University of Missouri Trulaske College of Business


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.

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

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.