معرفی
Steve Hoeffler is a Professor specializing in consumer products marketing, brand management, and consumer behavior. His research focuses on strategies for marketing radically new products and the impact of strong brands on consumer preferences. He has consulted for major firms like Procter & Gamble, IBM, and Fujitsu, and previously held roles in marketing at NCR/AT&T.
- PhD in Marketing (Duke University, 2000)
- MBA in Marketing (UC Davis, 1994)
- BA in Information Systems (San Diego State, 1985)
His research interests span positioning of multiple category products, advantages of strong brands, and consumer response to novel products. Key themes include mental simulation’s role in product evaluation, analogical learning, and overcoming nostalgia barriers in automated product adoption.
His publications in journals like Journal of Consumer Psychology and Journal of Marketing Research highlight trends in CSR initiatives, new product launch strategies, and visualization aids. Recent work emphasizes frameworks for really new product development and consumer behavior in high-tech markets.
- Recipient of Outstanding Article of the Year – 2013 (2014)
Teaches MBA, Executive MBA, and Executive Education courses in Branding, Core Marketing, and Marketing Strategy. His consulting experience bridges academic research and industry applications in innovation management.
