Steven Mark Shugan

McKethan-Matherly Eminent Scholar Chair

(352) 273-3276 | Email

Curriculum vitae

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University of Florida
Warrington College of Business
Marketing Department
Stuzin Hall 249C

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Bio

Steven M. Shugan, the McKethan-Matherly Eminent Scholar & Professor at the University of Florida, teaches multivariate statistics, marketing models and advanced marketing management. His Ph.D. in Managerial Economics is from Northwestern University. He was formerly a full professor at University of Chicago (13 years), an assistant professor at the University of Rochester (2 years) and an instructor at SDA Bocconi, Milano. He has taught marketing, econometrics (Chicago), statistics (Florida) and computer science (Northwestern). He was editor-in-chief of Marketing Science (6 years), editor of Journal of Business and senior editor of International Research in Marketing. He has served on over 10 editorial boards including the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Service Science, Journal of Service Research, Journal of Public Policy and Marketing, Management Science, and (for a short-time) Journal of Interactive Marketing. He has numerous publications (including 27 editorials & commentaries), made over one hundred professional presentations in over 22 countries.

He is an INFORMS fellow as well as an Inaugural Fellow of the Society for Marketing Science. He won several best paper awards (including twice: Marketing Science, Journal of Marketing, Journal of Retailing, finalist: Journal of Service Research, finalist: Journal of Marketing Research), and best teaching awards. He has won the INFORMS service award and been given awards by several universities. He has consulted for over twenty (20) different firms. He has testified as an expert witness in over a dozen legal matters for companies including Apple Computer and Oracle. He has written commercial software including a simulation game. He has served on numerous committees including the tenure and promotion committees at both the University of Chicago and the University of Florida (chair). He was past chairman of the INFORMS College on Marketing, twice organizer of the Marketing Science Conference, and chair of numerous dissertation committees. His current research includes services marketing (integrating operations), metrics, entertainment marketing, advance-selling, normative methods for modeling competition, markets for evaluative information, models of selling and product policy.

Expertise and interest areas

Education All years

PhD - MEDS (Managerial Economics and Decision Sciences) Quantitative Methods Department, Northwestern University, 1978
MBA - Business Administration, Southern Illinois University, 1974
BS - Chemistry (Mathematics - 1 course from math major), Southern Illinois University, 1973

News All articles

Warrington marketing professor wins Churchill Award — May 7, 2018 — GAINESVILLE, Fla. – Steven Shugan, McKethan-Matherly Eminent Scholar and Professor of Marketing, was honored with the 2018 Churchill Awa...
Professors Shugan and Janiszewski named top research authors — December 12, 2017 — GAINESVILLE, Fla. – McKethan-Matherly Eminent Scholar Steven M. Shugan and Russell Berrie Foundation Eminent Scholar Chris Janiszewski wer...
Eminent Scholar to receive one of Marketing’s top honors — February 18, 2016 — GAINESVILLE, Fla. – McKethan-Matherly Eminent Scholar Dr. Steve Shugan will be one of four recipients of the 2016 Paul D. Converse Award,...

Courses taught Last 3 years

Advanced DBA Research (MAN7978)
Advanced DBA Research (MAR7978)
Marketing Decision Models (MAR7666)
Multivariate Statistical Methods in Marketing (MAR7626)

PhD students advised Last 3 years

Gillian Wheat — 2014 — Current
Guangzhi Chen — 2024 — Current
Hye Rin Kim — 2024 — Current
Taikgun Song — 2024 — Current
Zhiyu Zhang — 2024 — Current
Frank Ethridge — 2021 — 2025
Guangzhi Chen — 2022 — 2023
Marc Gilbert — 2021 — 2022
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Professional service Last 5 years

Book chapter publications Last 5 years

Advance Selling Theory
Status: Accepted
Accepted Year: 2024
Authors: Steven Shugan, Jinhong Xie
History of Market Structure (For a new revised edition of the book)
Status: Accepted
Published Year: 2023
Author: Steven Shugan
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Conference proceeding publications Last 5 years

The Shading Dilemma: Balancing Unbiased Expectations with Insufficient Information to Do So
Status: Accepted
Published Year: 2025
Authors: Steven Shugan, Man Xie
Managing Seasonal Congestion
Status: Published
Published Year: 2020
Authors: Steven Shugan, Aydin Alptekinoğlu
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Journal article publications Last 5 years

Playing the Long Game: Strategic Price Adjustment Timing Under Inflation
Status: Submitted
Journal: Marketing Science
Authors: Jihwan Moon, Steven Shugan
Rethinking Multicollinearity: An Antithetical Solution Concept for Marketing, Business, and AI Applications
Status: Revised and Resubmitted
Journal: Management Science
Authors: Steven Shugan, Taikgun Song
Evaluating the Effectiveness of Grandfathering Strategies During Periods of Inflation
Status: Revised and Resubmitted
Journal: Marketing Science
Authors: Jihwan Moon, Steven Shugan
Theory vs. Practice: Uncovering Respectable and Controversial Strategies for Online Negative Review Management
Status: Revised and Resubmitted
Journal: Journal of Interactive Marketing
Authors: Steven Shugan, Man Xie
Nonparametric Discrete Choice Experiments with Machine Learning Guided Adaptive Design
Status: Accepted
Published Year: 2023
Authors: Mingzhang Yin, Ruijiang Gao, Weiran Lin, Steven Shugan
The Profitability of Purchase Limits During Shortages
Status: Published
Journal: Journal of Marketing Research
Published Year: 2022
Authors: Jihwan Moon, Steven Shugan
Nonprofit Versus For-Profit Health Care Competition: How Service Mix Makes Nonprofit Hospitals More Profitable
Status: Published
Journal: Journal of Marketing Research
Published Year: 2020
Authors: Jihwan Moon, Steven Shugan
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Steven Mark Shugan

Contact details

Bio

Expertise and interest areas

Education All years

News All articles

Courses taught Last 3 years

PhD students advised Last 3 years

Professional service Last 5 years

Book chapter publications Last 5 years

Conference proceeding publications Last 5 years

Journal article publications Last 5 years

Warrington College of Business

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