Mary Jo Bitner
Mary Jo Bitner is Professor of Marketing, Edward M. Carson Chair, and Co-Executive Director of the Center for Services Leadership in the W. P. Carey School of Business, Arizona State University. She has contributed over three decades of service research and received the American Marketing Association’s SERVSIG recognition for Career Contributions to the Services Discipline Award.
Dr. Bitner has published more than fifty journal articles relevant to service management and marketing in leading academic and managerial journals including Journal of Marketing, Journal of Service Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, and Sloan Management Review. Her primary research foci are on customer-employee interactions, technology-delivered service, service infusion, and customer satisfaction.
In recognition of her contributions, Dr. Bitner was granted an IBM Faculty Award, the MMA Marketing Innovator Award, and ISSIP’s inaugural Fellow Award for Lifetime Achievement in Service Science. She is co-author of Services Marketing: Integrating Customer Focus Across the Firm (McGraw-Hill, 6th edition, 2013), a text widely used at universities worldwide.
Dr. Bitner served from 2011-2014 on the Board of the American Marketing Association is currently the editor in chief of the Journal of Service Research.
Ph.D., Research Professor
Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W. P. Carey Business School, Arizona State University. He works with business-to-business firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of B2B Products and Services. His executive education and teaching activities focus on how to create value for (and with) B2B customers, capture value through better pricing, compete through service excellence and create outstanding customer experiences in professional services and industrial goods markets. Over the past 20 years, he has consulted with companies in diverse industries and designed and delivered customized executive programs for corporations in services markets such as energy, global logistics, recycling and waste treatment, retailing, or telecommunications and in industrial goods markets such as aerospace, capital equipment, cables, chemicals, industrial gases, or medical devices.
Wolfgang’s research focuses on how B2B companies compete through value-based marketing and sales. He investigates how firms implement service-growth strategies, manage the change from a product-centric to a service-savvy salesforce, design B2B service portfolios, capture more value through better pricing and value-based selling of services, and develop new service business models in emerging and mature markets.
Wolfgang’s research has been published in leading academic and managerial publications including Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS); Journal of Service Research, Journal of Business Research, Industrial Marketing Management, among others. Wolfgang has published multiple cases on customer value management, service growth and business model innovation for B2B firms, such as GE Healthcare India or Michelin Fleet Solutions, among others.
He has won numerous awards, e.g. the 2010 HEC Paris Best Teacher of the Year Award, the 2011 American Marketing Association’s (AMA) Winter Educator’s Conference Overall Best Paper Award, and The Case Center’s Annual Awards for globally best-selling case in Marketing (2015), Top 40 Best-Selling Case Authors (2016), and Case Writing (2016).
Prior to joining ASU, he was on the full-time faculties at IMD Lausanne, HEC School of Management Paris, ESCP-EAP Paris, EDHEC Lille, and the University of Notre Dame, Indiana (Visiting Professor). Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.
Wolfgang holds a PhD from the University of Paris 1, Pantheon-Sorbonne, a Honorary Doctorate from Turku School of Economics, and defended his Habilitation Thesis (HDR) at the University of Paris, Dauphine.
Director, Business Partnerships
Alicia Holder, Director of Business Partnerships, has responsibility for developing the Center’s business partnerships, developing and implementing executive education programs and oversight of the Center’s marketing strategy and marketing communication channels. This includes managing and developing relationships with the Center’s member firms, and implementing the Compete Through Service Symposium, the Services Strategy Institute and the Center’s online Customer Experience Certificate.
Alicia has been working in higher education since 1992 where she was Assistant Director of University Events in Institutional Advancement at Old Dominion University in Norfolk, Virginia. Her responsibilities there included bringing notable speakers to the Norfolk area for the university’s President’s Lecture Series and other events to promote the school to the community, alumni, donors and prospective students. She has been with the W. P. Carey School of Business since 1997 and has served in the MBA Career Management Office and the Marketing Department in a student advisory/recruiter development role.
Alicia graduated from the Evening MBA program in the W. P. Carey School in 2000 and also holds an M.A. in Teaching. Alicia was the W. P. Carey School of Business winner of the Dean’s Staff Recognition Award and was a recipient of the Arizona Governor’s Team Award for Excellence. A marketing campaign run under Alicia’s direction has won the Phoenix area American Marketing Association award for “Best Business to Business Marketing Campaign”.
Faculty Director, Services Leadership Institute
Douglas Olsen, B.Sc., MBA, Ph.D. is an Associate Professor of Marketing in W. P. Carey School of Business at Arizona State University and Coordinator of the Strategic Marketing and Services Leadership Specialization. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication. He has been an instructor in a broad range of executive development programs related to business strategy and service excellence. He currently serves as Faculty Director of the Service Leadership Institute, held annually at the Center for Service Leadership at ASU, and the Faculty Director of the Strategic Marketing and Services Leadership (SMSL) Specialization in the W. P. Carey MBA Program. Over the past two decades, his dedication to teaching has been recognized with numerous awards for instructional excellence. On a pragmatic level, Douglas has been actively involved in consultation to both government and private enterprise.
Current academic work focuses on factors limiting and enhancing the success of innovation and technology commercialization, as is focused on in his recent book, The Five Laws of Innovation Success: Generating Critical Momentum for Products, Services and Ideas. His academic research has been published in journals that include: Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Business Research, Journal of Public Policy and Marketing, Journal of Experimental Psychology: Applied, Journal of Consumer Psychology an International Journal of Research in Marketing. His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia.
On a personal side, Douglas is fascinated by contemporary design, and enjoys traveling, furniture making, browsing eBay for “really cool old stuff” and spending time outdoors. He may be contacted via email at firstname.lastname@example.org or by phone (480) 965-6157.
Faculty Director for Research
Michael Wiles is an Associate Professor of Marketing at the W. P. Carey School of Business at Arizona State University. He also serves as the Faculty Director for Research for the Center for Services Leadership. He received his Ph.D. from the Kelley School of Business at Indiana University and his B.A. from Dartmouth College. His research investigates how financial markets evaluate firm marketing actions and service-related resource deployments and issues pertaining to new product development in the consumer packaged goods industry. His work has been published in Journal of Marketing, Marketing Science, Journal of Marketing Research, Harvard Business Review, and the Journal of Operations Management. Prior to earning his Ph.D., Michael worked as a consultant for Monitor Company, where he advised clients on marketing strategy issues in the pharmaceutical and consumer packaged goods industries.
Business Operations Manager
Manager, Marketing & Programs