Dr. Keith Richards

Associate Professor
Baylor University

Keith Richards’ research focuses on selling and sales management topics related to motivation, buyer-seller relationships, key accounts, and sales performance. Keith’s research covers topics across multiple industry fronts and both business-to-business and business-to-consumer markets. His research has appeared in the Journal of Marketing, Journal of Retailing, Marketing Letters, Journal of Personal Selling and Sales Management, and Industrial Marketing Management. Keith’s research has twice won awards for contributions to theory.

Keith’s academic career started in 2007 following his doctoral work at the University of Houston. He also holds degrees from Indiana University and Baylor University. Prior to this Keith spent almost a decade as a strategy consultant with two firms: Kurt Salmon Associates and Accenture. His strategy work covered retail and consumer products companies throughout the supply chain. He also works with organizations to improve their selling effectiveness and their go-to-market strategies.

Additionally, Keith enjoys teaching in the European Business Seminar through Baylor University where he gets to introduce students to global business issues.