Martin S. Roth
Utility NavTop NavContentLeft NavSite SearchSite SearchSite Search

Martin S. Roth

Dean RothMarty Roth joined the Barney School as Dean and Professor of Management & Marketing in August 2013. He was previously Chair of the Sonoco International Business Department at the University of South Carolina’s Darla Moore School of Business, top ranked globally in international business research, undergraduate and graduate programs. At the Moore School he also served as Executive Director of the flagship International MBA Program, and as the School’s Chief Innovation & Assessment Officer. He teaches global marketing management, foreign market entry and growth, and strategy courses, in various formats, for which he has won numerous teaching awards. He has also taught at the Carroll School of Management at Boston College, Katz Graduate School of Business at the University of Pittsburgh, the Arthur D. Little School of Management (Boston), and at universities in Austria, France, Hong Kong, Mexico, Portugal, Thailand, and Tunisia.

Courses: Course Title
MKT 350 Multinational Marketing
MKT 650 Global Marketing

Dean and Professor of Management & Marketing
Phone: 860 768-4243 Room A306A

PhD (1990) Marketing & Anthropology, University of Pittsburgh
MBA (1985) Marketing, University of Pittsburgh
BA (1983) Business & Economics, University of Pittsburgh

Research Interests:
Global strategy, marketing, branding, customer value, leadership, and business education.

Selected Scholarship Books and Articles:

Lawrence Feick, Martin Roth, Michael Deighan, and Stuart James (2000-17), Country Manager: The International Marketing Simulation.  Charlottesville, VA: Interpretive Software, Inc.

Simon Hudson, Li Huang, Martin S. Roth and Thomas J. Madden, (2016), “The Influence of Social Media Interactions on Consumer-Brand Relationships: A Three-country Study of Brand Perceptions and Marketing Behaviors,” International Journal of Research in Marketing, 33 (1), 27-41.

Douglas Quackenbos, Richard Ettenson, Martin S. Roth and Seigyoung Auh (2016), “Does Your Company Have What It Takes to Go Global?” Harvard Business Review, April 11, 2016.  Summary articles also appear in “Globalization: These Traits Help Firms Grow” in Harvard Business Review, July/August 2016, p. 26, and “Demystifying Global Markets” in BizEd, July/August 2016, p. 16.  Cited in “Learn How to Sell in a Global Market,” Salesforce Sales Center, accessed March 21, 2017.

Simon Hudson, Martin S. Roth, Thomas J. Madden and Rupert A. Hudson, (2015), “The Effects of Social Media on Emotions, Brand Relationship Quality, and Behavior: An Empirical Study of Music Festival Attendees,” Tourism Management, 47, 68-76.

Mandeep Kaur Ghuman, Li Huang, Thomas J. Madden and Martin S. Roth (2015), “Anthropomorphism and Consumer Brand Relationships: A Cross-cultural Analysis,” in Strong Brands, Strong Relationships, ed. S. Fournier, M. Breazeale and J. Avery, Taylor & Francis/Routledge: London & New York, 135-148.

Thomas J. Madden, Martin S. Roth and William R. Dillon (2012), “Global Product Quality and Corporate Social Responsibility Perceptions: A Cross-national Study of Halo Effects,” Journal of International Marketing, 20 (1), 42-57.

Deborah A. Colton, Martin S. Roth, and William O. Bearden (2010), “Drivers of International E-tail Performance: The Complexities of Orientations and Resources,” Journal of International Marketing, 18 (1), 1-22.

Martin S. Roth, Satish Jayachandran, Mourad Dakhli and Deborah A. Colton (2009), “Subsidiary Use of Foreign Marketing Knowledge,” Journal of International Marketing, 17 (1), 1-29.  [Winner of the AMA 2009 S. Tamer Cavusgil Award, given to the article published in the calendar year that has made the most significant contribution to the advancement of the practice of international marketing management.]

Recent Presentations and Media Quotes:

e City Interactive, “Is Now the Time to Invest in Virtual Reality Campus Tours? March 14, 2017.

Hartford Business Journal, “UHart Biz School Eyes $5.2M Expansion,” March 6, 2017.

“A Business School Dean Looks at the ‘Business of Pastoring’,” New Pastors Program, Center for Continuing Formation, St. Mary’s Seminary & University, Baltimore MD, November 2016.

Hartford Business Journal, “Colleges Boost Entrepreneurship Classes, Seminars,” September 26, 2016.

Biz Ed, “Virtual Impressions,” September/October 2016, p. 66.

Digiday, “Colleges Turn to Snapchat Geofilters to Lure New Students,” April 28, 2016.

eCampus News, “University Uses Virtual Reality for Recruitment,” April 26, 2016.

Hartford Business Journal, “UHart Launches Virtual Reality Campaign to Entice Students,” April 26, 2016.

Martin S. Roth, “Getting Talent Acquisition and Retention Right,” Central CT Chambers Business Forum, Bristol CT, March 2016.

Hartford Business Journal, “CT's MBA Programs Get A Re-Make,” September 28, 2015.

Hartford Business Journal, “In-Demand Skills: Risk Management, Business Analytics,” September 28, 2015.

“Raising the Bar: How Can We Meet the Talent Demands of Business?” President’s College at Duncaster, Bloomfield CT, October 2014.

Panelist on “Will Technology Lead to the Demise of the MBA as We Know It?” at the Northeast Business Deans’ Association (NEBDA) annual meeting, Newport, RI, September 2014.

Hartford Business Journal, “Universities Build Flexibility Into MBA Programs,” March 10, 2014.

Hartford Business Journal, “UHart's New Man of Steel Ready to Run Barney School,” September 2, 2013

Professional Activities:
American Marketing Association (AMA)
Association for the Advancement of Colleges and Schools of Business (AACSB)
Global Business Council, Metro Hartford Alliance

Consultancies and Executive Development Programs:
Bank of America, Blue Cross & Blue Shield, CSX, Holopack International, Fiberweb (Polymer Group), Kimmel & Associates, Metso, Nissan, Pitney Bowes, Spirax Sarco, Verizon, Xerox.