Steven Mark Shugan

Steven Mark Shugan

  • McKethan-Matherly Eminent Scholar Chair

Location

  • Warrington College of Business
  • Marketing Department
  • Stuzin Hall 249C
HomepageCV

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

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

News

Courses taught

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

Education

    • Ph.D, Economics, General., Northwestern University, 1977
    • MBA, Operations Research., Southern Illinois University, 1973
    • BS, Chemistry, General., Southern Illinois University, 1972

Book publications

  • Bankbucks: A Services Marketing Simulation
    • Status: Published
    • Date: 1992
    • Authors: Steven Shugan
  • Instructor Manual For Design And Marketing Of New Products
    • Status: Published
    • Date: 1979
    • Authors: Steven Shugan
  • Marketing & Managing Services
    • Status: In Progress
    • Date:
    • Authors: Steven Shugan

Book chapter publications

  • Market Structure
    • The History of Marketing Science
    • Status: Published
    • Date: 2023
    • Authors: Steven Mark. Shugan, Russell S. Winer, Scott A. Neslin
  • The History Of Marketing Science
    • History of Market Structure (For a new revised edition of the book)
    • Status: Accepted/In Press
    • Date: 2022
    • Authors: Steven M. Shugan

Conference proceeding publications

  • The Shading Dilemma: Balancing Unbiased Expectations With Insufficient Information To Do So
    • Journal: 2025 AMA Summer Academic Conference
    • Status: Published
    • Date: 2025
    • Authors: Steven Mark. Shugan, Man Xie, Man Tu
  • The Shading Dilemma: Balancing Unbiased Expectations With Insufficient Information To Do So
    • Journal: American Marketing Association
    • Status: Accepted/In Press
    • Date: 2025
    • Authors: Steven M. Shugan, Man Xie

Journal article publications

  • Service Science Editorial Board, 2023
    • Journal: Service Science
    • Status: Published
    • Date: 2023
    • Authors: Steven Shugan, K C. Yam, H Y. Mak, Z A. Karaesmen, T H. Cui, P K. Kannan, H E H. Chun, R Z. Farahani, C S. Tang, B Dietrich, D Gann, F Frei, L Debo, L Gui, Z Li, R Verma, S Minner, L Victorino, V Agrawal, X Yang, A Roth, K Iyer, N Taneri, P Shi, R Larson, O Sheng, S Choi, S Narayanan, U Subramanian, V Misic, C Hsu, F Curti, G Burtch, G Gallego, G Pant, H Shin, M Dixon, R Basole, S Venkataraman, W Sun, H Gurnani, M Van Oyen, N Trichakis, A Elmachtoub, C Lo, C Yano, F De Vericourt, J Guajardo, K Girotra, R Chase, G Roels, J Song, L Xu, N Osadchiy, R Buell, Y Yin, G Thompson, H Wang, Y Huang, Z Hua, L Chen, M Hu, R De Koster, T Chan, Z Wang, J Blomberg, O Baron, E Fang, G Lin, P Sun, U Karmarkar, Y Xu, C Chen, M Brandeau, M Nie, N Geroliminis, O Nohadani, R Righter, S Kim, S Saghafian, X Wu, O Jouini, S Ziya, T Boyaci, C Anderson, D Lee, E Belavina, M Barrett, P Harker, S Kavadias, Y Liu, G Allon, A Agarwal, S Benjaafar, A Xu, B Jiang, M Pinedo, A Chernobai, A Schaefer
  • Nonparametric Discrete Choice Experiments With Machine Learning Guided Adaptive Design
    • Journal:
    • Status: Accepted/In Press
    • Date: 2023
    • Authors: Steven M. Shugan, Weiran Lin, Ruijiang Gao, Mingzhang Yin
  • The Profitability Of Purchase Limits During Shortages
    • Journal: Journal of Marketing Research
    • Status: Published
    • Date: 2022
    • Authors: Jihwan Moon, Steven Mark. Shugan