Scholarly and Creative Activities Directory

Kirti Sawhney Celly, Ph.D.

Title: Associate Professor, Marketing

Department: Management and Marketing

Office: SBS C-325
Phone Extension: x3503
Email Username: kcelly

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Show All    Publications: Journals    Publications: Other    Refereed Conference Proceedings    Textbooks    Conference Presentations    Other Presentations    Grants Awarded    Awards and Honors    Civic Engagement    

Publications: Journals

  •   “The California State University: A Case on Branding the Largest Public University System in the U.S." International Journal of Nonprofit and Voluntary Sector Marketing, Vol 15, No. 2.Forthcoming April 2010.Paper available online for early view at the Wiley Interscience journal website. Lead Author (with Brenda Knepper, Director, Communications, and Public Relations, CSUDH).
  • “Promoting Promotions: Does Showcasing Free Gifts Backfire?” Forthcoming. Journal of Business Research, 2009.(With Priya Raghubir, Professor of Marketing and Mary C. Jacoby Fellow, Stern School of Business, New York University).
  • “Creative Writing in Marketing Education: Poetry as an Innovative Pedagogical Tool,” Marketing Education Review, Vol. 19, No. 1,Spring 2009.Sole author.
  • "Fostering Critical Thinking in Business Courses: Pedagogical Innovations and Strategies” The Business Review, Cambridge, Vol. 8, No. 1, Summer 2007. Sole author.
  • "Technological Uncertainty, Buyer Preferences and Supplier Assurances: An Examination of Pacific Rim Purchasing Arrangements" (with Robert E. Spekman, Taylor Murphy Professor of Business Administration, Darden School of Business, University of Virginia and John Kamauff, Partner, Price-Waterhouse Coopers Consulting), Journal of International Business Studies, Summer 1999. Lead researcher and lead author.
  • "Outcome-based and Behavior-based Coordination Efforts in Channel Relationships" Journal of Marketing Research, May 1996 (with Gary Frazier, Richard and Jarda Chair and Professor of Marketing, University of Southern California). Lead researcher and lead author; based on dissertation.

 

Publications: Other

  • "Outcome-based and Behavior-based Channel Coordination Efforts" ISBM Working Paper, 1994 (with Gary Frazier).
  • "Toward a Conceptual Understanding of the Antecedents of Strategic Alliances" In Business Marketing: An Interaction and Network Perspective, edited by Kristian Moller and David T. Wilson (Boston, MA: Kluwer Academic Publishers), 1994 (with Robert Spekman).
  • "Intensity, Functions and Integration in Channels of Distribution" In Review of Marketing, Vol. 4, 1990, edited by Valarie A. Zeithaml (Chicago, IL: American Marketing Association), 263-98. (with Gary Frazier and Tasadduq Shervani)
  • "Strategic Alliances: Understanding and Managing the Complex Relationship Between Buyer and Seller" In Advances in Telecommunications Management, Volume 2, 1990, edited by Wesley J. Johnston (Greenwich, CT: Jai Press), 99-112. (with Robert Spekman)
  • "Toward a Conceptual Understanding of the Antecedents of Strategic Alliances" MSI Working Paper #90-114, (Cambridge, MA: Marketing Science Institute), 1990 (with Robert Spekman).

 

Refereed Conference Proceedings

  • “Bogus, Bonus, or Legitimate Business?  Do Experiential Assignments Build Student Confidence and Learning? 12th CSU Regional Symposium on Excellence in University Teaching, May 2, 2009, Cal Poly San Luis Obispo.
  • “More Fearless Innovation in Marketing Education: Writing (Poetry) to Learn,” 33rd Marketing Educators’ Association Conference: Advancing the Practice and Scholarship of Marketing Education, 2009, Newport Beach, CA, Sole Author.
  • “Are Your Students Interested in Marketing? How Student Interest Impacts the Desirability of Choice in a Course,”  33rd Marketing Educators’ Association Conference: Advancing the Practice and Scholarship of Marketing Education, 2009, Newport Beach, CA, (Co-researchers: David Ackerman and Barbara Gross, California State University Northridge).
  • “Fostering Creative Thinking in the Marketing Classroom: Sharing and Assessing Pedagogical Approaches”33rd Marketing Educators’ Association Conference: Advancing the Practice and Scholarship of Marketing Education, 2009, Newport Beach, CA(Lead Author.  With David Ackerman and Barbara Gross, California State University Northridge)
  • “Poetry in Marketing: Assessing Student Engagement and Learning Using Brandoems,” 11th CSU Regional Symposium on Excellence in University Teaching, Cal Poly Pomona, April 2008.  Sole Author.
  • “Brandoems: Poetry as a Brand Elicitation Technique,” Proceedings of the Academy of Marketing Science Global Marketing Conference, Shanghai, PRC.  March 2008.  Sole Author.
  • “Students in Free Enterprise: Students as Marketing Consultants to Community Entrepreneurs, Non-Profits, and Small Businesses,” 3rd Annual CSU Conference on Community-Based Teaching and Learning, Los Angeles. March 2008.
  • “Paradise Lost: Why Public Sector Organizations Should Develop a Marketing Orientation and an Ex-Ante Co-Branding Strategy.” Proceedings of the Academy of Marketing Conference, Egham, Surrey, United Kingdom, July 3-6, 2007. Sole author.
  • “Fostering Critical Thinking in Introductory Marketing Courses: Pedagogical Innovations and Strategies.” Proceedings of the Academy of Marketing Conference, Egham, Surrey, United Kingdom, July 3-6, 2007. Presented in the Marketing Education Track on July 5th 2007. Sole author.
  •  "Beyond "Make Vs. Buy:" Forward Integration and Vertical Control In Export Markets." European Marketing Association Conference, May 16-19, 1995, Cergy, France (with Vic Johar, Chair, Dept. of Marketing, CSUSB). Lead author.

 

Textbooks

  • "Fondamenti Di Marketing, il Molino: Translation into Italian of Marketing Management", coauthor(s): Richard Bagozzi, Jose Antonio Rosa, Francisco Coronel, 2001.
    Fondamenti Di Marketing book cover
  • "Marketing Management", coauthor(s): Richard Bagozzi, Jose Antonio Rosa, Francisco Coronel, Prentice-Hall, 1998.
    Marketing Management book cover

 

Conference Presentations

  • “Bogus, Bonus, or Legitimate Business? Do Experiential Assignments Build Student Confidence and Learning? 12th CSU Regional Symposium on Excellence in University Teaching, May 2, 2009, Cal Poly San Luis Obispo.
  • “More Fearless Innovation in Marketing Education: Writing (Poetry) to Learn,” 33rdMarketing Educators’ Association Conference: Advancing the Practice and Scholarship of Marketing Education, 2009, Newport Beach, CA, Sole Author.
  • “Are Your Students Interested in Marketing? How Student Interest Impacts the Desirability of Choice in a Course,”  33rd Marketing Educators’ Association Conference: Advancing the Practice and Scholarship of Marketing Education, 2009, Newport Beach, CA, (Co-researchers: David Ackerman and Barbara Gross, California State University Northridge).
  • “Fostering Creative Thinking in the Marketing Classroom: Sharing and Assessing Pedagogical Approaches”33rd Marketing Educators’ Association Conference: Advancing the Practice and Scholarship of Marketing Education, 2009, Newport Beach, CA(Lead Author.  With David Ackerman and Barbara Gross, California State University Northridge)
  • “Poetry in Marketing: Assessing Student Engagement and Learning Using Brandoems,” 11th CSU Regional Symposium on Excellence in University Teaching, Cal Poly Pomona, April 2008.  Sole Author.
  • “Brandoems: Poetry as a Brand Elicitation Technique,” Proceedings of the Academy of Marketing Science Global Marketing Conference, Shanghai, PRC.  March 2008.  Sole Author.
  • “Students in Free Enterprise: Students as Marketing Consultants to Community Entrepreneurs, Non-Profits, and Small Businesses,” 3rd Annual CSU Conference on Community-Based Teaching and Learning, Los Angeles. March 2008.
  • “Fostering Critical Thinking in Introductory Marketing Courses: Pedagogical Innovations and Strategies.” Proceedings of the Academy of Marketing Conference, Egham, Surrey, United Kingdom, July 3-6, 2007. Presented in the Marketing Education Track on July 5th 2007. Sole presenter.
  • “Paradise Lost: Why Public Sector Organizations Should Develop a Marketing Orientation and an Ex-Ante Co-Branding Strategy.” Proceedings of the Academy of Marketing Conference, Egham, Surrey, United Kingdom, July 3-6, 2007. Presented in the Branding Track on July 4th, 2007. Sole presenter.
  • “Fostering Critical Thinking in Business Courses: Pedagogical Innovations and Strategies,” The Global Business and Finance Research Conference, London, England, July 11-14, 2007. Presented on July 14th. Sole presenter.
  • "Beyond "Make Vs. Buy:" Forward Integration and Vertical Control In Export Markets." European Marketing Association Conference, May 16-19, 1995, Cergy, France (co-presenter. Dr. Vic Johar, Dept. of Marketing, CSUSB).

 

Other Presentations

  • WASC Poster Presentation (3)
  • WASC Poster Presentation (Input to 2)
  • “Buying Customers Simply Makes No Cents: Sense or Nonsense in Automobile Sales and Service.” Relative Importance of Brand Advertising and Positive Word-of-Mouth. Strategies for CSI Clients, Summer 2007.
  • “Delighting with Service: Learning from Psychological Research.” Strategies for CSI Clients, Spring 2007
  • “SMARTER Service: What marketing research tells us works in practice.” Strategies for CSI Clients, Spring 2006

 

Grants Awarded

  • CTL Grant for Peer Reviewed Conference Paper, Spring 2009
  • CTL Grants to Attend SoTaL Seminar, Spring 2008 and Spring 2009
  • Dean’s Grant (SBA/Entrepreneuship) for Experiential Entrepreneurship Seminar, Syracuse University, September 2008
  • CTL Grant for Peer Reviewed Conference Paper, Spring 2008
  • CTL Grant for Peer Reviewed Conference Paper, 2007
  • ECLP Grant for Assigned Time, Spring 2004
  • University of California, Irvine, Graduate School of Management Travel Grant, Summer 1999.
  • Center for International Business Education and Research, 1995: Case on Internationalization
  • The William Davidson Institute, 1993: Channel evolution (with John Sailors)
  • Center for International Business Education and Research, 1993 (as above, with John Sailors)
  • Institute for Study of Business Markets, 1991: Channel Coordination
  • Marketing Science Institute (MSI), 1989: Buyer-Seller Collaboration (with Robert Spekman)

 

Awards and Honors

  • Sam M. Walton Free Enterprise Fellow, SIFE, 2007-2008
  • Sam M. Walton Free Enterprise Fellow, SIFE, 2004-2005
  • Invited Participant, Direct Marketing Institute for Professors, May 1999, Boston
  • Invited Participant, Advertising Education Foundation Faculty Internship Program
  • Invited Participant, Junior Faculty Consortium, Academy of International Business Conference, Boston, November 1994
  • Aluminum Company of America-Institute for Study of Business Markets (ALCOA-ISBM ) Doctoral Fellow, 1991
  • American Marketing Association (AMA) Doctoral Consortium Fellow, University of Florida, Gainsville, 1990
  • Beta Gamma Sigma Outstanding Student Award, 1990
  • Graduate School of Business Doctoral Fellowship, USC, 1987-1991

 

Civic Engagement

  • Year of India Education Programs Cornerstone Elementary School at Pedregal, 2009-10.
  • Coach for Cornerstone School Science Olympiad Team for the Los Angeles County Science Olympiad, 200708 & 2008-09.Our teams won Gold Medal both years.
  • Year of China Education Programs at Cornerstone Elementary School at Pedregal, 2007-08.
  • Co-Chair of Education, Parent Board, Cornerstone Elementary School at Pedregal, 2005-2006.
  • Actively involved in Cornerstone Elementary School, Palos Verdes Unified School District. Trained for and serve as educator in the Junior Great Books Program for enhancing critical literacy, Hands-On Equations in Mathematics; designed programs for inclusion in the Year of Japan and Year of Greece year-long, school-wide country studies, Art at Your Fingertips, and Art Trek.Also actively involved in the design, original planting and maintenance of a Secret Garden to be used by children as a quiet place to read and ponder the wonders of life (September 1999 onward, ongoing)
  • Active Board Member, Publicity, Palos Verdes Directory Board, a fund-raising organization with the only complete localphone book for the Palos Verdes Peninsula, 2002-2003
  • Active volunteer, Palos Verdes Hills Cooperative Nursery School, June 2002-2003
  • Board Member, Organization for Youth in Entertainment, a start-up non-profit for organization of youth, 2002
  • Gardening Volunteer, South Coast Botanic Garden, 2001
  • Actively involved as a volunteer family in the Palos Verdes Hills Cooperative Nursery School, 1997-1999
  • Active Board Member, Community Relations, Palos Verdes Directory Board,1997-1999

 

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