David Griffith

Hallie Vanderhider Chair in Business; Professor of Marketing, Arch H. Aplin III '80 Department of Marketing; Associate Research Director, Center for International Business Studies
Contact Areas of Expertise Marketing Strategy/Quantitative Modeling

Biography

David specializes in the areas of strategy, global marketing, innovation, and international business. His work primarily focuses on working with executives to solve business problems. His scholarship has been published in numerous journals including the Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of International Business Studies, Strategic Management Journal, Journal of Operations Management, etc.

He has been recognized numerous times for the impact of his research and his productivity. He is ranked among the Top 2% of Marketing Scholars worldwide in terms of impact. He is a Fellow of the Academy of International Business (AIB), a Distinguished Research Fellow of the Institute for the Study of Buisness Markets (ISBM), is the recipient of the 2025 Lifetime Achievement Award presented by the American Marketing Association (AMA) Interorganizational Research Special Interest Group (SIG), and the 2019 Significant Contributions to Global Marketing Award (Lifetime Achievement Award) presented by the AMA Global Marketing SIG. He is also the recipient of the 2021 S. Tamer Cavusgil Award, the 2021 Louis W. Stern Award, a two-time recipient of the Hans B. Thorelli Award (2018, 2015), as well as a two-time recipient of the AMA Global Marketing SIG’s Excellence in Research Award (2018, 2014).

David is an award-winning educator focused on student engagement and experiential learning. At Texas A&M University he has taught courses in marketing strategy, branding, innovation, and marketing analytics. He currently teaches in the Executive MBA, Professional MBA, and undergraduate programs. He is the recipient of the 2025 Herb Thompson Teaching Award in Marketing (Texas A&M University). His teaching has also been honored via the John D. and Dortha J. Withrow Teacher-Scholar Award (Michigan State University), the Dennis Ching Teaching Excellence Award (University of Hawai’i at Manoa), the Outstanding Professor (University of Oklahoma), among others.

Prior to his career in academia, he worked for The Hampton Company (acquired by Charles Schwab) and Paine Webber Securities, Inc. (acquired by UBS Group AG). While at The Hampton Company he developed and executed customer relationship management programs, supervised and trained employees in the areas of pension plan administration and trust accounting, and was responsible for the oversight and administration of defined contribution pension plans. At Paine Webber Securities, Inc. he developed and implemented customer service and sales management programs and executed technical and fundamental equity valuation models.

Courses Taught:
Marketing Strategy
Brand Strategy
Innovation Management

Education

  • Ph.D., Kent State University
  • MBA, Kent State University
  • BSBA, University of Akron

Publications

Contagion of a Buyer’s ESG Emphasis to its Suppliers
Griffith, David A., Amalesh Sharma, Anirban Adhikary, and Sourav Bikash Borah (forthcoming), “Contagion of a Buyer’s ESG Emphasis to its Suppliers,” Journal of the Academy of Marketing Science.
The Effect of Customer-Centric Strategy and Structure Alignment on New Product Portfolio Innovativeness and Firm Performance
Park, Soo Hyung “Ralph” and David A. Griffith (2025), “The Effect of Customer-Centric Strategy and Structure Alignment on New Product Portfolio Innovativeness and Firm Performance,” Journal of the Academy of Marketing Science, 53(5), 1306-1334. https://doi.org/10.1007/s11747-025-01082-9
Understanding the Relationship Between Advertising Spending and Happiness at the Country Level
Griffith, David A., Hannah S. Lee and Goksel Yalcinkaya (2023), “Understanding the Relationship Between Advertising Spending and Happiness at the Country Level,” Journal of International Business Studies, 54(1), 128-150. https://doi.org/10.1057/s41267-022-00510-0
Effects of Contract Ambiguity in Interorganizational Governance
Zheng, Xu (Vivian), David A. Griffith, Ling Ge, and Uri Benoliel (2020), “Effects of Contract Ambiguity in Interorganizational Governance,” Journal of Marketing, 84(4), 147-167. https://doi.org/10.1177/00222429209100
Social Comparison in Retailer-Supplier Relationships: Referent Discrepancy Effects
Lee, Hannah S. and David A. Griffith (2019), “Social Comparison in Retailer-Supplier Relationships: Referent Discrepancy Effects,” Journal of Marketing, 83(2), 120-137. https://doi.org/10.1177/0022242918823542
Short- and Long-term Market Returns of International New Product Codevelopment Alliances
Harmancioğlu, Nükhet, David A. Griffith and Tuba Yilmaz (2019), “Short- and Long-term Market Returns of International New Product Codevelopment Alliances,” Journal of the Academy of Marketing Science, 47(5), 939-959. https://doi.org/10.1007/s11747-018-00622-w
The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors’ Culture
Cillo, Paola, David A. Griffith and Gaia Rubera (2018), “The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors’ Culture,” Journal of Marketing, 82(6), 49-70. https://doi.org/10.1177/0022242918805405
The Influence of the Structure of Interdependence on the Response to Inequity in Buyer-Supplier Relationships
Griffith, David A., Jessica J. Hoppner, Hannah S. Lee and Tobias Schoenherr (2017), “The Influence of the Structure of Interdependence on the Response to Inequity in Buyer-Supplier Relationships,” Journal of Marketing Research, 54(1), 124-137. https://doi.org/10.1509/jmr.13.0319
New Product Creativity: Understanding Contract Specificity in New Product Introductions
Dean, Tereza, David A. Griffith, and Roger J. Calantone (2016), “New Product Creativity: Understanding Contract Specificity in New Product Introductions,” Journal of Marketing, 80(2), 39-58. https://doi.org/10.1509/jm.14.0333
Multidyadic Industrial Channels: Understanding Component Supplier Profits and Original Equipment Manufacturer Behavior
Dahlquist, Steven H. and David A. Griffith (2014), “Multidyadic Industrial Channels: Understanding Component Supplier Profits and Original Equipment Manufacturer Behavior,” Journal of Marketing, 78(4), 59-79. https://doi.org/10.1509/jm.13.0174
Passive and Active Opportunism in Interorganizational Exchange
Seggie, Steven H., David A. Griffith, and Sandy D. Jap (2013), “Passive and Active Opportunism in Interorganizational Exchange,” Journal of Marketing, 71(6), 73-90. https://doi.org/10.1509/jm.11.0529
Clarifying the Performance Payoff of Relational Behavior
Hoppner, Jessica J. and David A. Griffith (2011), “Clarifying the Performance Payoff of Relational Behavior,” Journal of Marketing Research, 48(5), 920-928. https://doi.org/10.1509/jmkr.48.5.920
Understanding Governance Decisions in a Partially Integrated Channel: A Contingent Alignment Framework
Kim, Stephen K., Richard G. McFarland, Soongi Kwon, Sanggi Shon, and David A. Griffith (2011), “Understanding Governance Decisions in a Partially Integrated Channel: A Contingent Alignment Framework,” Journal of Marketing Research, 48(3), 603-616. https://doi.org/10.1509/jmkr.48.3.603
Incorporating Cultural Values for Understanding the Influence of Perceived Product Creativity on Intention to Buy: An Examination in Italy and the U.S.
Rubera, Gaia, Andrea Ordanini, and David A. Griffith (2011), “Incorporating Cultural Values for Understanding the Influence of Perceived Product Creativity on Intention to Buy: An Examination in Italy and the U.S.,” Journal of International Business Studies, 42(4), 459-476. https://doi.org/10.1057/jibs.2011.3
Strategic Change and Termination of Inter-firm Partnerships
Cui, Anna Shaojie, Roger J. Calantone, and David A. Griffith (2011), “Strategic Change and Termination of Inter-firm Partnerships,” Strategic Management Journal, 32(4), 402-423. https://doi.org/10.1002/smj.881
Do Buyer Cooperative Actions Matter Under Conditions of Relational Stress? Evidence from Japanese and U.S. Assemblers in the U.S. Automotive Industry
Zhang, Chun, John W. Henke, Jr., and David A. Griffith (2009), “Do Buyer Cooperative Actions Matter Under Conditions of Relational Stress? Evidence from Japanese and U.S. Assemblers in the U.S. Automotive Industry,” Journal of Operations Management, 27(6), 479-494. https://doi.org/10.1016/j.jom.2009.04.001
Lock-in Situations in Supply Chains: Exploring Strategies under a Social Exchange Theory-Economic Modeling Joint Approach
Narasimhan, Ram, Anand Nair, David A. Griffith, Jan Stentoft Arlbjørn, and Elliott Bendoly (2009), “Lock-in Situations in Supply Chains: Exploring Strategies under a Social Exchange Theory-Economic Modeling Joint Approach,” Journal of Operations Management, 27(5), 374-389. https://doi.org/10.1016/j.jom.2008.10.004
What Does it Take to Get Promoted in Marketing Academia? Understanding Exceptional Publication Productivity in the Leading Marketing Journals
Seggie, Steven H. and David A. Griffith (2009), “What Does it Take to Get Promoted in Marketing Academia? Understanding Exceptional Publication Productivity in the Leading Marketing Journals,” Journal of Marketing, 73(1), 122-132. https://doi.org/10.1509/jmkg.73.1.122
Emerging Themes in International Business Research
Griffith, David A., S. Tamer Cavusgil, and Shichun Xu (2008), “Emerging Themes in International Business Research,” Journal of International Business Studies, 39(7), 1120-1235. https://doi.org/10.1057/palgrave.jibs.8400412
Data Equivalency in Cross-Cultural International Business Research: An Assessment and Guidelines
Hult, G. Tomas M., David J. Ketchen, Jr., David A. Griffith, Carol A. Finnegan, Tracy Lee Gonzales-Padron, Nukhet Harmancioglu, Ying Huang, M. Berk Talay, and S. Tamer Cavusgil (2008), “Data Equivalency in Cross-Cultural International Business Research: An Assessment and Guidelines,” Journal of International Business Studies, 39(6), 1027-1046. https://doi.org/10.1057/palgrave.jibs.8400396
An Assessment of the Measurement of Performance in International Business Research
Hult, G. Tomas M., David J. Ketchen, Jr., David A. Griffith, Brian R. Chabowski, Mary K. Hoffman, Bernadine Johnson Dykes, Wesley A. Pollitte and S. Tamer Cavusgil (2008), “An Assessment of the Measurement of Performance in International Business Research,” Journal of International Business Studies, 39(6), 1064-1080. https://doi.org/10.1057/palgrave.jibs.8400398
The Role of Past Performance in Export Ventures: A Short-term Reactive Approach
Lages, Luis Filipe, Sandy Jap, and David A. Griffith (2008), “The Role of Past Performance in Export Ventures: A Short-term Reactive Approach” Journal of International Business Studies, 39(2), 304-325. https://doi.org/10.1057/palgrave.jibs.8400339
Getting Marketers to Invest in Firm-Specific Capital
Griffith, David A. and Robert F. Lusch (2007), “Getting Marketers to Invest in Firm-Specific Capital,” Journal of Marketing, 71(1), 129-145. https://doi.org/10.1509/jmkg.71.1.129
Social Exchange in Inter-organizational Relationships: The Resulting Benefits of Procedural and Distributive Justice
Griffith, David A., Michael G. Harvey, and Robert F. Lusch (2006), “Social Exchange in Inter-organizational Relationships: The Resulting Benefits of Procedural and Distributive Justice,” Journal of Operations Management, 24(2), 85-98. https://doi.org/10.1016/j.jom.2005.03.003
The Performance Implications of Strategic Fit of Relational Norm Governance Strategies in Global Supply Chain Relationships
Griffith, David A. and Matthew B. Myers (2005), “The Performance Implications of Strategic Fit of Relational Norm Governance Strategies in Global Supply Chain Relationships,” Journal of International Business Studies, 36(3), 254-269. https://doi.org/10.1057/palgrave.jibs.8400131
The Effect of Cultural Distance on Entry Mode Choice, International Diversification, and MNE Performance: A Meta-Analysis
Tihanyi, Laszlo, David A. Griffith, and Craig J. Russell (2005), “The Effect of Cultural Distance on Entry Mode Choice, International Diversification, and MNE Performance: A Meta-Analysis” Journal of International Business Studies, 36(3), 270-283. https://doi.org/10.1057/palgrave.jibs.8400136
A Resource Perspective of Global Dynamic Capabilities
Griffith, David A. and Michael G. Harvey (2001), “A Resource Perspective of Global Dynamic Capabilities,” Journal of International Business Studies, 32(3), 597-606. https://doi.org/10.1057/palgrave.jibs.8490987
Process Standardization Across Intra- and Inter-cultural Relationships
Griffith, David A., Michael Y. Hu, and John K. Ryans, Jr. (2000), “Process Standardization Across Intra- and Inter-cultural Relationships,” Journal of International Business Studies, 31(2), 303-324. https://doi.org/10.1057/palgrave.jibs.8490908

Research Interests

Strategy

International Marketing

Innovation

International Business

Marketing Strategy/Quantitative Modeling