Richard Heiens

Richard Heiens, PhD, is a Professor of Marketing at the University of South Carolina Beaufort (USCB), located in Bluffton, SC. He holds a PhD in Marketing from Florida State University (1993) and a BS in Marketing from the same institution (1988). Prior to USCB, he served as Professor of Marketing at USC Aiken and on the faculty of the University of Texas at Tyler, where he held administrative roles including Director of the MBA Program and Board Member of the East Texas Lighthouse for the Blind. He has also served as a Visiting Professor at Florida International University and the Barry University Executive MBA Program in Kingston, Jamaica.

Dr. Heiens specializes in marketing strategy and consumer behavior, with over 40 peer-reviewed publications in journals such as *Strategic Management Journal*, *Journal of Business and Industrial Marketing*, and *Gerontologist*. His research explores topics including digital marketing effectiveness, consumer ethnocentrism in emerging markets, and the impact of intangible investments on investor returns. He has presented at international conferences in cities like Antwerp, Glasgow, and Tokyo.

His teaching portfolio includes courses on Principles of Marketing, Consumer Behavior, Sports Marketing, and Digital Sales Channels. He has organized study abroad programs to Europe, including visits to Bratislava, Budapest, Ljubljana, Milan, Prague, and Vienna. His research emphasizes practical applications in retail, healthcare, and multinational banking sectors.

Dr. Heiens’ work bridges academic research and industry practice, focusing on strategic marketing initiatives, customer loyalty dynamics, and the evolving role of digital channels in global retail environments.