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David Gilliland


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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

    Fingerprint Dive into the research topics where David Gilliland is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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    Incentives Business & Economics
    Distributor Business & Economics
    Exporters Business & Economics
    Distribution channels Business & Economics
    Enforcement Business & Economics
    Business to business Business & Economics
    Communication Business & Economics
    Governance Business & Economics

    Research Output 2001 2019

    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

    Business to business
    Literature review
    Social context
    Social media

    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

    Distribution channels
    Conceptual model
    Open Access
    New product performance
    National cultures
    Organizational culture

    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


    Degree of vertical integration and its buffering effects on political uncertainty

    Author: Ouraiprywan, N., 2 Oct 2015

    Supervisor: Mooi, E. A. (Supervisor), Lee, N. J. (Supervisor) & Gilliland, D. I. (Supervisor)

    Student thesis: Doctoral ThesisDoctor of Philosophy



    Outstanding Reviewer 2015 European Journal of Marketing

    David Gilliland (Recipient), 2015

    Prize: National/international honour


    Outstanding Reviewer Award, International Marketing Review

    David Gilliland (Recipient), 2010

    Prize: National/international honour

    Business studies
    International business

    Best Paper Award

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

    Prize: Prize (including medals and awards)

    Best Paper

    David Gilliland (Recipient), 2007

    Prize: Prize (including medals and awards)