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David Gilliland



    Research output per year

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    Personal profile


    Dave Gilliland is a Senior Lecturer who is also affiliated with Colorado State University, Fort Collins, Colorado.  Dave's research interests focus on governance and control characteristics of inter-organizational exchange, including channels of distribution, business-to-business, and regulatory relationships.  More specifically, he studies how suppliers craft incentive contracts and resellers’ response, both positive and negative, to incentive offers.


    His research on these and other topics such as electronic commerce and loyalty has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Public Policy and Marketing, Industrial Marketing Management, and others. Dave has focused much of his work on the information technology industry, where he served on the 2004 Information Technology Economic Roundtable and has written guest editorials for Computer Reseller News. Before completing his doctoral work at Georgia State University, Dave spent over ten years working in industry in marketing, advertising, and marketing research.

    Teaching Activity

    • BMM637, Marketing Channels & Strategic Sales Force Management
    • BMM638, Marketing Channels & Strategic Sales Force Management
    • DISS1, Dissertation Part 1
    • DISS2, Dissertation Part 2
    • DR2SUP, Doctoral Supervision 2

    Contact Details

    Phone:+44(0)121 204 3359
    Room: ABS236

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    Research Output

    Revisiting the theory of business-to-business advertising

    Mora Cortez, R., Gilliland, D. I. & Johnston, W. J., 30 Apr 2019, In : Industrial Marketing Management.

    Research output: Contribution to journalArticle

  • Working more or working less? Contingent allocation of reseller effort in distribution channels

    Kim, S. K. & Gilliland, D. I., Jul 2017, In : Industrial Marketing Management. 44, 56, p. 44-56 13 p.

    Research output: Contribution to journalArticle

  • The influence of organizational and national culture on new product performance

    Eisend, M., Evanschitzky, H. & Gilliland, D. I., May 2016, In : Journal of Product Innovation management. 33, 3, p. 60-276

    Research output: Contribution to journalArticle

    Open Access
  • The effect of exporter’s incentives on foreign distributor’s role performance

    Obadia, C., Bello, D. C. & Gilliland, D. I., 1 Oct 2015, In : Journal of International Business Studies. 46, 8, p. 960-983 23 p.

    Research output: Contribution to journalArticle

  • Allocation of Reseller Effort in Distribution Channels

    Gilliland, D. I. & Kim, S. K., 2014.

    Research output: Contribution to conferencePaper


    Outstanding Reviewer 2015 European Journal of Marketing

    Gilliland, David (Recipient), 2015

    Prize: National/international honour

  • Outstanding Reviewer Award, International Marketing Review

    Gilliland, David (Recipient), 2010

    Prize: National/international honour

  • Best Paper Award

    Gilliland, David (Recipient) & Erik A Mooi (Recipient), 2008

    Prize: Prize (including medals and awards)

    Best Paper

    Gilliland, David (Recipient), 2007

    Prize: Prize (including medals and awards)