Portrait Photo

Steven Mark Shugan

McKethan-Matherly Eminent Scholar Chair

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

Email | Homepage

Biography

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.

Education

  • 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

Research Areas

  • Services Marketing
  • Normative Models of Competition
  • Entertainment Marketing
  • Revenue Management
  • Markets For Evaluative Information
  • Models Of Selling And Product Policy
  • Channels Of Distribution

Marketing & Managing Services
Authors: Steven Shugan


BankBucks: A Services Marketing Simulation
Published Year: 1993
Authors: Steven Shugan


Instructor Manual for Design and Marketing of New Products
Published Year: 1980
Authors: Steven Shugan

The History of Market Structure Research
Accepted Year: 2012
Authors: Scott Neslin, Russell Winer, Steven Shugan


The Pricing of Services
Accepted Year: 2012
Authors: Roland Rust, Ming-Hui Huang, Steven Shugan


Theatrical Release and the Launching of Motion Pictures
Accepted Year: 2012
Authors: Charles Moul, Steven Shugan


Advance Selling Theory
Published Year: 2008
Authors: Jinhong Xie, Vithala Rao, Steven Shugan


Theatrical Releases And The Launching Of Motion Pictures
Published Year: 2005
Authors: Charles Moul, Steven Shugan


Service Marketing and Management: Capacity as a Strategic Marketing Variable
Published Year: 2002
Authors: Steven Shugan


The Cost of Thinking
Published Year: 2002
Authors: Peter Earl, Steven Shugan


Services and Seasonal Demand
Published Year: 2000
Authors: Sonja Radas, Teresa Swartz, Dawn Iacobucci, Steven Shugan


Competitive Pricing Behavior in Distribution Systems
Published Year: 1988
Authors: Abel Jeuland, Timothy Devinney, Steven Shugan


Pricing when Different Outlets Offer Different Assortments of Brands
Published Year: 1988
Authors: Devinney, Steven Shugan


Coordination in Marketing Channels
Published Year: 1983
Authors: Abel Jeuland, David Gautschi, Steven Shugan


The Cost of Thinking: Its Implications
Published Year: 1982
Authors: Leigh McAlister, Steven Shugan


Displays and Advertising: A Theory of Seduction
Published Year: 1981
Authors: Andrew Mitchell, Steven Shugan

A Broader View of Power and Competition
Published Year: 2016
Authors: Steven Shugan


Add-On Pricing with Cost Shocks in a Vertically Differentiated Competitive Marketplace
Published Year: 2016
Authors: Steven Shugan


Discussant: Add-on Policies under Vertical Differentiation: Why Do Luxury Hotels Charge for Internet Whereas Economy Hotels Do Not?
Published Year: 2015
Authors: Steven Shugan


Pricing Strategies in Seasonal Competitive Markets
Published Year: 2015
Authors: Steven Shugan


Combining Historical Data with Consumer Intent-to-View Metrics
Published Year: 2014
Authors: Joffre Swait, Steven Shugan


Marketing Strategies in a Fairness-sensitive Market
Published Year: 2014
Authors: Jihwan Moon, Steven Shugan


Combining Historical Data with Consumer Intent-to-View Metrics
Accepted Year: 2014
Authors: Joffre Swait, Rebecca Hamilton, Alberto Vinhas, Steven Shugan


Bundling in Service Lines
Published Year: 2013
Authors: Steven Shugan


Strategic Consumer Competition
Published Year: 2011
Authors: Steven Shugan


Strategic Consumer Competition
Published Year: 2011
Authors: Steven Shugan


Strategic Consumer Competition between Heavy and Light Users
Published Year: 2011
Authors: Dmitri Kuksov, Steven Shugan


Recent Research in the Motion Picture Industry
Published Year: 2000
Authors: Steven Shugan


Models, Theory and Selecting Research Topics: A Discussion
Published Year: 1998
Authors: Steven Shugan


'Choice Models: A Review-(An Abstract)
Published Year: 1980
Authors: D. Horsky, S. Senj, Steven Shugan

Explaining Bundle-Framing Effects with Signaling Theory
Journal: Marketing Science
Accepted Year: 2018
Authors: Jihwan Moon, Steven Shugan


Explaining Bundle-Framing Effects with Signaling Theory
Journal: Marketing Science
Year: Unknown
Authors: steven Shugan, Jihwan Moon


Product Line Bundling: Why Airlines Bundle High-End While Hotels Bundle Low-End.
Journal: Marketing Science
Published Year: 2017
Authors: Steven Shugan


When Private and Public Firms Compete on Targeting, Advertising, Quality, and Pricing: Theory and Evidence
Journal: Management Science
Year: Unknown
Authors: Steven Shugan, Jihwan Moon


A Theory for Market Growth or Decline
Journal: Marketing Science
Accepted Year: 2014
Authors: Debanjan Mitra, Steven Shugan


Managing Seasonal Congestion
Journal: Journal of Service Research
Authors: Steven Shugan


A Churn Theory for Predicting and Explaining Market Growth
Journal: Marketing Science
Authors: Debanjan (Deb) Mitra, Steven Shugan


A Theory for Market Growth or Decline
Journal: Marketing Science
Authors: Deb Mitra, Steven Shugan


Bundling in Product & Service Lines
Journal: Marketing Science
Authors: Nanda Kumar, Steven Shugan


Managing Seasonal Congestion
Journal: Journal of Marketing
Authors: Aydin Alptekinoglu, Steven Shugan


Strategic Consumer Competition between Heavy and Light Users
Journal: Marketing Science
Authors: Steven Shugan


Holdout Validation: Better Prediction versus Better Decisions
Journal: Unknown
Authors: Steven Shugan


Improving Predictive Validation
Journal: Unknown
Authors: Steven Shugan


Managing Seasonal Congestion
Journal: Unknown
Authors: Steven Shugan


Optimal Prediction versus Optimal Decisions
Journal: Unknown
Authors: Steven Shugan


Strategic Consumer Competition between Heavy and Light Users
Journal: Unknown
Authors: Steven Shugan


WHY INCORRECT MODELS PREDICT BETTER: Better Prediction versus Better Decisions
Journal: Unknown
Authors: Steven Shugan


Statement from the Editor Regarding "New Perspectives on Customer 'Death' Using a Generalization of the Pareto/NBD Model
Journal: Marketing Science
Published Year: 2010
Authors: Steven Shugan


Why Wrong Response Functions Predict Better and How to Detect Them
Journal: Unknown
Authors: Steven Shugan


Metrics When and Why Non-Averaging Statistics Work
Journal: Management Science
Published Year: 2009
Authors: Steven Shugan


Morphing Models Defeat Statistical Validation
Journal: Unknown
Authors: Steven Shugan


Predictive Criteria for Model Selection
Journal: Unknown
Authors: Steven Shugan


Rejoinder--Think Theory Testing, Not Realism
Journal: Marketing Science
Published Year: 2009
Authors: Steven Shugan


Relevancy Is Robust Prediction, Not Alleged Realism
Journal: Marketing Science
Published Year: 2009
Authors: Steven Shugan


Response Functions with Better Predictions Underestimate Optimal Marketing Expenditures (UOME)
Journal: Unknown
Authors: Steven Shugan


Response Functions with Better Predictions Underestimate Optimal Marketing Expenditures (UOME)
Journal: Unknown
Authors: Steven Shugan


Testing for Correct Structure: When Statistical Validation Favors Incorrect Models
Journal: Unknown
Authors: Steven Shugan


WHY INCORRECT MODELS PREDICT BETTER
Journal: Unknown
Authors: Steven Shugan


Ignore Successful Followers Entry is Still Urgent
Journal: Journal of Marketing
Published Year: 2009
Authors: Steven Shugan


Commentary on Managing Channel Profits
Journal: Marketing Science
Published Year: 2008
Authors: Steven Shugan


Defensive Marketing Strategies
Journal: Marketing Science
Published Year: 2008
Authors: John Hauser, Steven Shugan


Managing Channel Profits
Journal: Marketing Science
Published Year: 2008
Authors: Abel Jeuland, Steven Shugan


WHEN STATISTICAL VALIDATION FAVORS INCORRECT MODELS
Journal: Unknown
Authors: Steven Shugan


Editorial: Introduction to the Special Classics Issue
Journal: Marketing Science
Published Year: 2008
Authors: Steven Shugan


Commentary on Defensive Marketing Strategies
Journal: Marketing Science
Published Year: 2008
Authors: Steven Shugan


Editorial: Database Submissions
Journal: Marketing Science
Published Year: 2008
Authors: Steven Shugan


Advance Selling Theory
Journal: Unknown
Authors: Jinhong Xie, Steven Shugan


Causality, Unintended Consequences and Deducing Shared Causes
Journal: Marketing Science
Published Year: 2007
Authors: Steven Shugan


Editorial: Does Good Marketing Cause Bad Unemployment?
Journal: Marketing Science
Published Year: 2007
Authors: Steven Shugan


Editorial: The Anna Karenina Bias: Which Variables to Observe?
Journal: Marketing Science
Published Year: 2007
Authors: Steven Shugan


It's the Findings, Stupid, Not the Assumptions?
Journal: Marketing Science
Published Year: 2007
Authors: Steven Shugan


Thanks to the Many Individuals Who Make Publication of Marketing Science Possible
Journal: Marketing Science
Published Year: 2007
Authors: Steven Shugan


The Editor's Secrets
Journal: Marketing Science
Published Year: 2007
Authors: Steven Shugan


Anti-business Movies and Folk Marketing
Journal: Marketing Science
Published Year: 2006
Authors: Steven Shugan


Editorial: Are Consumers Rational? Experimental Evidence?
Journal: Marketing Science
Published Year: 2006
Authors: Steven Shugan


Editorial: Errors-in-the-variables, unobserved heterogeneity and other ways of hiding statistical error
Journal: Marketing Science
Published Year: 2006
Authors: Steven Shugan


Editorial: Fifty Years of Marketing Science
Journal: Marketing Science
Published Year: 2006
Authors: Steven Shugan


Editorial: Save Research--Abandon the Case Method of Teaching
Journal: Marketing Science
Published Year: 2006
Authors: Steven Shugan


Editorial: Thanks to the Many Individuals Who Make Publication of Marketing Science Possible
Journal: Marketing Science
Published Year: 2006
Authors: Steven Shugan


Editorial: Who is Afraid to Give Freedom of Speech to Marketing Folks?
Journal: Marketing Science
Published Year: 2006
Authors: Steven Shugan


Advance-selling as a Competitive Marketing Tool
Journal: International Journal of Research in Marketing
Published Year: 2005
Authors: Jinhong Xie, Steven Shugan


Editorial: Brand Loyalty Programs: Are They Shams?
Journal: Marketing Science
Published Year: 2005
Authors: Steven Shugan


Editorial: Marketing and Designing Transaction Games
Journal: Marketing Science
Published Year: 2005
Authors: Steven Shugan


Comments on Competitive Responsiveness
Journal: Marketing Science
Published Year: 2005
Authors: Steven Shugan


Advance Selling for Services
Journal: California Management Review
Published Year: 2004
Authors: Jinghong Xie, Steven Shugan


Consulting, Research, and Consulting Research
Journal: Marketing Science
Published Year: 2004
Authors: Steven Shugan


Endogeneity in Marketing Decision Models
Journal: Marketing Science
Published Year: 2004
Authors: Steven Shugan


The Impact of Advancing Technology on Marketing and Academic Research
Journal: Marketing Science
Published Year: 2004
Authors: Steven Shugan


Finance, Operations And Marketing Conflicts In Service Firms
Journal: Journal of Marketing
Published Year: 2004
Authors: Steven Shugan


Marketing Perspectives on Federal Communications Commission Policies
Journal: Journal of Public Policy and Marketing
Published Year: 2003
Authors: Steven Shugan


Surprise and Secrets as a Competitive Tool
Journal: Unknown
Authors: Steven Shugan


Surprise and Secrets as Competitive Tools
Journal: Unknown
Authors: Jinhong Xie, Steven Shugan


Journal Rankings: Save the Outlets For Your Research
Journal: Marketing Science
Published Year: 2003
Authors: Steven Shugan


Compartmentalized Reviews and Other Initiatives: Should Marketing Scientists Review Manuscripts in Consumer Behavior?
Journal: Marketing Science
Published Year: 2003
Authors: Steven Shugan


Defining Interesting Research Problems
Journal: Marketing Science
Published Year: 2003
Authors: Steven Shugan


Capacity as a Strategic Marketing Variable
Journal: Unknown
Authors: Steven Shugan


In Search of Data - An Editorial
Journal: Marketing Science
Published Year: 2002
Authors: Steven Shugan


Marketing Science, Models, Monopoly Models and Why We Need Them: - An Editorial
Journal: Marketing Science
Published Year: 2002
Authors: Steven Shugan


Changes in the Review Process - An Editorial
Journal: Marketing Science
Published Year: 2002
Authors: Steven Shugan


The Mission of Marketing Science - An Editorial
Journal: Marketing Science
Published Year: 2002
Authors: Steven Shugan


Determinants of New Product Performance: Product, Process, and Now People
Journal: Unknown
Authors: Yubo Chen, Steven Shugan


Product Evaluations on the Internet: Marketing Implications
Journal: Unknown
Authors: Larry Winner, Steven Shugan


Selective Service Strategies: The Impact of Transaction Costs on Optimal Service Levels
Journal: Unknown
Authors: Sonja Radas, Steven Shugan


Electronic Tickets, Smart Cards, and Online Prepayments: When and How to Advance Sell
Journal: Marketing Science
Published Year: 2001
Authors: Jinhong Xie, Steven Shugan


Electronic Tickets, Smart Cards, and Online Prepayments: When and How to Advance Sell
Journal: Marketing Science
Published Year: 2001
Authors: Jinhong Xie, Steven Shugan


Retail Product-line Pricing Strategy when Costs and Products Change
Journal: Journal of Retailing
Published Year: 2001
Authors: Ramaro Desiraju, Steven Shugan


Enabling Movie Design and Cumulative Box Office Predictions Using Historical Data and Consumer Intent-to-View
Journal: Unknown
Authors: Joffre Swait, Steven Shugan


Advance Pricing of Services and Other Implications of Separating Purchase and Consumption
Journal: Journal of Service Research
Published Year: 2000
Authors: Jinhong Xie, Steven Shugan


A Comparison of New Service and New Product Development Problems
Journal: Unknown
Authors: Steven Shugan


Pre-Concept New Product Forecastin
Journal: Unknown
Authors: Steven Shugan


Strategic Service Pricing and Yield Management
Journal: Journal of Marketing
Published Year: 1999
Authors: Steven Shugan


Strategic Service Pricing and Yield Management
Journal: Journal of Marketing
Published Year: 1999
Authors: Ramaro Desiraju, Steven Shugan


Capacity-Constrained Strategies with Predictable and Unpredictable Demand
Journal: Unknown
Authors: Steven Shugan


Forecasting Failure and Success of New Films
Journal: Unknown
Authors: Steven Shugan


Managing Service Demand: Shifting and Bundling
Journal: Journal of Service Research
Published Year: 1998
Authors: Sonja Radas, Steven Shugan


Seasonal Marketing and Timing New Product Introductions
Journal: Journal of Marketing Research
Published Year: 1998
Authors: Sonja Radas, Steven Shugan


Film critics: Influencers or predictors?
Journal: Journal of Marketing
Published Year: 1997
Authors: Jehoshua Eliashberg, Steven Shugan


Film Critics: Influencers or Predictors
Journal: Journal of Marketing
Published Year: 1997
Authors: Jehoshua Eliashberg, Steven Shugan


The Value of Marketing Expertise
Journal: Management Science
Published Year: 1996
Authors: Mehmet Paşa, Steven Shugan


Branded Variants: A Retail Perspective
Journal: Journal of Marketing Research
Published Year: 1996
Authors: Mark Bergen, Shantanu Dutta, Steven Shugan


Branded Variants: A Retail Perspective
Journal: Journal of Marketing Research
Published Year: 1996
Authors: Mark Bergen, Shantanu Dutta, Steven Shugan


The Market Forecaster's Dilemma
Journal: Marketing Science
Published Year: 1995
Authors: Chaim Ehrman, Steven Shugan


3-D Positioning Maps for Super-Market Scanning Data
Journal: Unknown
Authors: Steven Shugan


Delivery vs. Design Attributes in Primary Health Care
Journal: Unknown
Authors: Chain Ehrman, Steven Shugan


The Impact of Uncertainty on Defensive Strategy
Journal: Unknown
Authors: Yu Chen, Steven Shugan


ALL PUBLICATIONS
Journal: Unknown
Published Year: 1992
Authors: Steven Shugan


Cross Segment Externalities
Journal: Unknown
Authors: Jinghong Xie, Steven Shugan


Marketing Incentives for Acquisitions: Spin-offs, Carve-outs and Buybacks
Journal: Unknown
Authors: Yu Chen, Steven Shugan


Product Assortment and Spatial Dispersion of Retail Price
Journal: Unknown
Authors: Shan-Yu Chou, Abel Jeuland, Steven Shugan


Service Pricing with Capacity Constraints
Journal: Unknown
Authors: Hyongjae Rhee, Steven Shugan


Repositioning for Changing Preferences: The Case of Beef versus Poultry
Journal: Journal of Consumer Research
Published Year: 1991
Authors: Eugene Anderson, Steven Shugan


Product Assortment in a Triopoly
Journal: Marketing Science
Published Year: 1989
Authors: Steven Shugan


Author of Column on Computer Applications in Marketing
Journal: Marketing Science
Published Year: 1988
Authors: Steven Shugan


Evolution of Marketing Science
Journal: Unknown
Authors: Dan Horsky, Subrata Sen, Steven Shugan


Microcomputers in Marketing
Journal: Marketing Science
Published Year: 1988
Authors: Steven Shugan


Channel of Distribution Profits when Channel Members Form Conjectures
Journal: Marketing Science
Published Year: 1988
Authors: Abel Jeuland, Steven Shugan


REPLY: Managing Channel Profits: Comment
Journal: Marketing Science
Published Year: 1988
Authors: Abel Jeuland, Steven Shugan


Estimating Brand Positioning Maps Using Supermarket Scanning Data
Journal: Journal of Marketing Research
Published Year: 1987
Authors: Steven Shugan


A Theory for Marketing Sciences
Journal: Unknown
Authors: Steven Shugan


Implicit Understanding in Channels of Distribution
Journal: Management Science
Published Year: 1985
Authors: Steven Shugan


Price-Quality Relationships
Journal: Advances in Consumer Research
Published Year: 1984
Authors: Steven Shugan


Comments on 'Pricing a Product Line
Journal: Journal of Business
Published Year: 1984
Authors: Steven Shugan


Some Perspectives on Short-Term Promotions and Advertising Campaigns
Journal: Unknown
Authors: Steven Shugan


Defensive Marketing Strategies
Journal: Marketing Science
Published Year: 1983
Authors: John Hauser, Steven Shugan


Defensive Marketing Strategies
Journal: Marketing Science
Published Year: 1983
Authors: John Hauser, Steven Shugan


Managing Channel Profits
Journal: Marketing Science
Published Year: 1983
Authors: Abel Jeuland, Steven Shugan


Managing Channel Profits
Journal: Marketing Science
Published Year: 1983
Authors: Abel Jeuland, Steven Shugan


The Cost of Thinking
Journal: Journal of Consumer Research
Published Year: 1980
Authors: Steven Shugan


Intensity Measures of Consumer Preference
Journal: Operations Research
Published Year: 1980
Authors: John Hauser, Steven Shugan


Designing and Building a Market Research Information System
Journal: Unknown
Authors: John Hauser, Steven Shugan


Multivariate Analysis of Choice Data and Census Data in Marketing
Journal: Unknown
Authors: Burata Sen, Steven Shugan


A Mathematical Programming Model for Optimal Product Line Structuring
Journal: Unknown
Authors: V. Balachandran, Steven Shugan


Extended Conjoint Analysis with Intensity Measures and Computer Assisted Interviews: Applications to Telecommunications and Travel
Journal: Advances in Consumer Research
Published Year: 1977
Authors: J. Houser, Steven Shugan

Title: Unknown
Published Year: 2012
Authors: Steven Shugan


Title: Unknown
Published Year: 2011
Authors: Steven Shugan


Explanations for Service Growth
Published Year: 1994
Authors: Richard Oliver, Roland Rust, Steven Shugan

Developed software package known as ARES. This instructional software package is A Retailing Environment Simulation
Published Year: 2011
Authors:


Developed software package known as SMS. This instructional software package is A Service Marketing Simulation
Published Year: 2011
Authors:


Developed software package, DEFMAP, which implements the estimation procedure in 'Estimating Brand Positioning Maps Using Supermarket Scanning Data'
Published Year: 2011
Authors: Steven Shugan


Developed the software package known as BankBucks. This instructional software package simulates the marketing activities of a service (specifically a
Published Year: 2011
Authors: