John Hulland
Department of Marketing

Department Head and Emily H. and Charles M. Tanner Jr., Chair in Sales Management

C303 Benson Hall
630 S. Lumpkin St.
Athens, GA, 30602
Email Address


PhD, Marketing, MIT, 1990

MBA, Business, Queen's University (Kingston), 1983

BSc, Chemistry, University of Guelph, 1981

Prior Professional Positions

University of Pittsburgh, Associate/Full Professor, 2001 to 2011

University of Western Ontario, Assistant/Associate Professor, 1989 to 2001


  • Excellence in Teaching Award. Katz Business School, University of Pittsburgh. EMBA Program, 2009, 2010, MBA Program 2010.
  • Teacher of the Year Award. Terry College of Business, University of Georgia. MMR Program, 2014, 2015, 2018.
  • Hugh O. Nourse Outstanding MBA Elective Teacher Award. Terry College of Business, University of Georgia. MBA Program, 2015.
  • Department of Marketing Teaching Award. Terry College o Business, University of Georgia. 2015.
  • Terry College Teaching Excellence Award. Terry College of Business, University of Georgia. 2016.
  • Best Reviewer Awards. Journal of Marketing 2003-2005; Journal of Strategic Information Systems 2009; Journal of the Academy of Marketing Science 2010, 2015.
  • Case Writer of the Year Award. The Case Study Group of Hong Kong. 1999, 2000.

Selected Publications

Journal Articles

  • John Hulland and Jeff Miller. 2018. Keep on Turkin'? Journal of the Academy of Marketing Science, 46(5):789-794.
  • Robert W. Palmatier, Mark B. Houston, and John Hulland. 2018.Review Articles: Purpose, Process, and StructureJournal of The Academy of Marketing Science 46(1):1-5
  • John Hulland, Hans Baumgartner, and Keith Smith. 2018Marketing Survey Research Best Practices: Evidence and Recommendations from a Review of JAMS ArticlesJournal of The Academy of Marketing Science 46(1):92-108
  • Jenny Van Doorn, Martin Mende, Stephanie M. Noble, John Hulland, Amy L. Ostrom, Dhruv Grewal, and J. Andrew Petersen. 2017Domo Arigato Mr. Roboto: Emergence of Automated Social Presence in Organizational Frontlines and Customers' Service Experiences. Journal of Service Research20(1):43-58
  • Efua Obeng, Ryan Luchs, Jeff Inman, and John Hulland. 2016.Survival of the Fittest: How Competitive Service Overlap and Retail Format Impact Incumbents' Vulnerability to New EntrantsJournal of Retailing92(4):383-396
  • Efua Obeng, John E. Prescott, John Hulland, Robert Gilbert and James Maxham III. 2015Retail Capability SystemsAMS Review,5(3-4):103-122
  • John Hulland, Scott Thompson, and Keith Smith. 2015Exploring Uncharted Waters: Use of Psychological Ownership Theory in MarketingJournal of Marketing Theory And Practice23(2):140-147
  • Dominique Rouzies, John Hulland, and Donald W. Barclay. 2014.Does Marketing and Sales Integration Always Pay Off? Evidence from a Social Capital PerspectiveJournal of The Academy of Marketing Science 42(5):511-527
  • Didem Kurt and John Hulland. 2013Aggressive Marketing Strategy Following Equity Offerings and Firm Value: The Role of Relative Strategic FlexibilityJournal of Marketing77(September):57-74
  • John Hulland, Gergana Nenkov, and Donald Barclay. 2012Perceived Marketing / Sales Relationship Effectiveness: A Matter of Justice. Journal of The Academy of Marketing Science40(3):450-467
  • Gergana Nenkov, Jeffrey Inman, John Hulland, and Maureen Morrin. 2009Ambidextrous Organizations and Firm Performance: The Role of Marketing Function ImplementationJournal of Marketing Research46(December):764-776
  • Christopher Plouffe, John Hulland, and Trent Wachner. 2009.Customer-Directed Selling Behaviors and Performance: A Comparison of Existing PerspectivesJournal of The Academy of Marketing Science37(4):422-439
  • Gergana Nenkov, Maureen Morrin, Andrew Ward, Barry Schwartz, and John Hulland. 2008A Short Form of the Maximization Scale: Factor Structure, Reliability, and Validity StudiesJudgement And Decision Making3(June):371-388
  • Gergana Nenkov, Jeffrey Inman, and John Hulland. 2008.Expectations about the Future: The Conceptualization and Measurement of Elaboration on Potential OutcomesJournal of Consumer Research35(June):126-141
  • Vanitha Swaminathan, Feisal Murshed, and John Hulland. 2008.Value Creation Following Merger and Acquisition Announcements: The Role of Strategic Emphasis AlignmentJournal of Marketing Research45(February):33-47
  • John Hulland, Michael Wade, and Kersi Antia. 2007The Impact of Capabilities and Prior Investments on Online Channel Commitment and PerformanceJournal of MIS 23(4):109-142
  • Michael Wade and John Hulland. 2004The Resource-Based View and Information Systems Research: Review, Extension, and Suggestions for Future ResearchMIS Quarterly28(1):107-142
  • Shun Yin Lam, Mark Vandenbosch, John Hulland, and Michael Pearce. 2001Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending EffectsMarketing Science20(2):194-215
  • Christopher Plouffe, John Hulland, and Mark Vandenbosch. 2001.Richness versus Parsimony in Modeling Technology Adoption Decisions: Understanding Merchant Adoption of a Smart Card-Based Payment SystemInformation Systems Research12(2):208-222
  • Laurence Capron and John Hulland. 1999Redeployment of Brands, Sales Forces, and General Marketing Management Expertise Following Horizontal Acquisitions: A Resource-Based ViewJournal of Marketing63(April):41-54
  • John Hulland. 1999Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent StudiesStrategic Management Journal20(February):195-204
  • D. Sandy Staples, John Hulland, and Christopher A. Higgins. 1999A Self-Efficacy Theory Explanation for the Management of Remote Workers in Virtual OrganizationsOrganization Science10(Nov-Dec):758-776
  • John Hulland, Yiu Ho Chow, and Shun Yin Lam. 1996Use of Causal Models in Marketing Research: A ReviewInternational Journal of Research In Marketing13(2):181-197
  • Julian Birkinshaw, Allen Morrison, and John Hulland. 1995Structural and Competitive Determinants of a Global Integration Strategy. Strategic Management Journal16(8):637-655
  • Glen L. Urban, John Hulland, and Bruce D. Weinberg. 1993.Premarket Forecasting of New Consumer Durables: Modeling Categorization, Elimination, and Consideration PhenomenaJournal of Marketing57(April):47-63.

Book Chapters

  • John Hulland. 1999. Use of Partial Least Squares in Strategic Management Research. In: Readings in Organization Science, M.P Cuhha and C. A. Marques (eds.), Instituto Superior de Psicologia Aplicada, 361-386.
  • Mary Crossan and John Hulland. 2002. Leveraging Knowledge Through Leadership of Organizational Learning. In: Strategic Management of Intellectual Capital and Organizational Knowledge, Chun Wei Choo and Nick Bontis (eds.), Oxford University Press, 711-723.
  • John Hulland, Michael J. Ryan, and Robert Rayner. 2010. Modeling Customer Satisfaction: A Comparative Performance Evaluation of Covariance Structure Analysis Versus Partial Least Squares. In: Handbook of Partial Least Squares: Concepts, Methods and Applications (Vincenzo Esposito Vinzi, Wynne W. Chin, Jorg Henseler, and Huiwen Wang (eds.), Springer-Verlag Press, 307-326.
  • Didem Kurt and John Hulland. 2012. Corporate Financial Policy and Marketing Strategy: The Case of IPOs and SEOs. In: Handbook of Marketing and Finance, Shanker Ganesan (ed.), Edward Elgar Publishing, 244-268.
  • Pratyush N. Sharma, John Hulland, and Sherae Daniel. 2012. Examining Turnover in Open Source Software Projects Using Logistic Hierarchical Linear Modeling Approach. In: Open Source Systems: Long-Term Sustainability, Springer, 331-337.
  • Keith M. Smith, John Hulland, and Scott A. Thompson. 2018. Cheaters, Trolls, and Ninja Looters: The Dark Side of Psychological Ownership. In: The Dark Side of Social Media: A Consumer Psychology Perspective, Angeline Close Scheinbaum (ed.), Routledge, 71-88.
  • John Hulland, Keith Marion Smith, and Jessica Babin. 2018. Ownership. In: The SAGE Encyclopedia of Lifespan Human Development, Marc H. Bornstein (ed.), SAGE Publications, 1562-1564.


  • Kenneth G. Hardy, David G. Burgoyne, Terry H. Deutscher, John S. Hulland, John R. Kennedy, Michael R. Pearce, and Adrian B. Ryans. 1994. Canadian Marketing: Cases and Concepts, Fourth Edition. Allyn & Bacon: Scarborough, Ontario.
  • John Hulland. 1998. Marketing Management Cases. China Machine Press: Shanghai, PRC. (First edition is in English; 1999 and 2000 editions are in Chinese.)

Editorial Appointments

AE, Journal of Marketing, 2011 - present

ERB Member, Journal of International Business Studies, 2007 - present

ERB Member, Journal of International Marketing, 1999 - present

AE, JAMS, 2015 - 2018

Editor-in-Chief, JAMS, 2018 - present