Susan Fournier is Professor of Marketing, Questrom Professor in Management, and Faculty Director of the MBA Program at Boston University. Susan is credited with founding the brand relationships sub-field in marketing and claims six best paper awards to her credit, including the Long-Term Contribution Award in Consumer Research and Emerald’s Citations of Excellence Award for the top 50 articles in Management. Susan maintains a portfolio of research that explores the creation and capture of value through branding and brand relationships. Current projects explore the links between brand strategy and shareholder value, brand co-creation and consumer-generated advertising, the management of person-brands, the power and process of brand parodies, metrics for brand strength and brand community health measurement, attachment style effects on brand relationships, relationship dissolution, and the lived experiences of brand flings, abusive marriages, and secret affairs. Susan is also the author of many best-selling Harvard case studies on branding. She is a long-standing member of the Editorial Boards of Journal of Consumer Research, Journal of Marketing, Journal of Relationship Marketing, Journal of Business-to-Business Marketing, and Marketing Theory. She serves as Senior Consulting Editor for Journal of Brand Management and sits on the Senior Advisory Board of the Journal of Product and Brand Management. She is At-Large Director of the Association for Consumer Research. Susan consults with a range of companies to inform her teaching, case development, and research. Prior to joining BU, Susan served on the faculties of Harvard Business School and the Tuck School of Business at Dartmouth. She also held a VP/Director position at Young & Rubicam Advertising and served in market research roles at Polaroid Corporation and Yankelovich Clancy Shulman.
Ph D, University of Florida, Marketing, 1994.
MS, The Pennsylvania State University, Marketing, 1983.
BS, University of Massachusetts at Amherst, Marketing, 1980.
Brands & Brand Relationships Accelerator 2015, Association for Consumer Research . (February 23, 2015 - December 2015).
Understanding Brand Mentions on Social Media and their Impact on Brand Perceptions, Marketing Science Institute. (June 1, 2014 - Present).
Brands & Brand Relationships BBR 2014, GfK . (January 23, 2014 - December 2014).
Secondary research, focus group moderation and analysis, report writing
Stine Grodal, Strategy & Innovation
Develop point of view on sustainability as a differentiating platform of value creation for BU SMG
Supervise research into the equity of the PNP brand and consult on branding implications
Doctoral program strategy and execution; Marketing department student/program liason
Develop promotion standards for non-tenure track faculty at the University.
Establish/lead non-profit org. dedicated to advance of brand/brand relationships research/practice. Duties: web development, sponsor solicitation, conference design/mgmt, teaching portal
Responsibilities for the years 2012, 2011, 2009, 2008, 2007, 2006, 2005, 2004, 2001, 1999, 1998
For the years 2000 (as Founder and Chair), 2003, 2004, 2005, 2007, 2009, 2010, 2011
Special research-based assignments in support of President's mission and strategic plans.
For the years 2004, 2003, 2000, 1999, 1998
Marketing Consulting, Altria, Arnold Worldwide, Avedis Zildjian, Boies Schiller Flexner, Brunswick Corporation, Coca-Cola Company, Creative Realities, Danone International, Frito Lay, GfK Research, Harley-Davidson Motor Company, Houston Symphony, IBM, Intel Corporation, Interpublic Group of Companies, Irving Oil, League of American Orchestras, McKinsey, M/A/R/C, New York Philharmonic, PECO Energy, Pepperidge Farm, Philips Electronics, Procter & Gamble, Saatchi & Saatchi, Siminn, SAS Airlines, Young & Rubicam. (1998 - Present).
Litigation, Jekel Doolittle. (September 2009 - September 2013).
Breach of agreement related to branded entertainment program developed for the Verizon Wireless brand.
Kroger v. AMEX case
Brand value destruction via breach of license and lack of distribution stewardship and control
Fournier, S., Tenure Letter Writer, Various Universities, Invited Manuscript Reviewer, Academic. (January 21, 2008 - Present).
Fournier, S., Journal of Marketing, Editorial Board Member, International, Appointed, Academic. (July 2011 - Present).
Fournier, S., Journal of Consumer Research, Editorial Board Member, International, Appointed, Academic. (2000 - Present).
Fournier, S., Journal of Relationship Marketing, Editorial Board Member, Appointed, Academic. (2004 - Present).
Fournier, S., Marketing Theory, Editorial Board Member, Appointed, Academic. (2002 - Present).
Fournier, S., Journal of Brand Management, Senior Consulting Editor, International, Standing Editorship (Edited Multiple Publications), Appointed, Academic. (September 2012 - Present).
Fournier, S., Journal of Product and Brand Management, Senior Advisory Board Member, International, Standing Editorship (Edited Multiple Publications), Appointed, Academic. (February 26, 2013 - Present).
Fournier, S., Mercati & Competivita, Scientific Committee, International, Standing Editorship (Edited Multiple Publications), Appointed, Academic. (February 26, 2013 - Present).
Fournier, S., Journal of Business Research, Special Issue Editor, International, One-Time Editorship (Edited One Issue, Edition, Etc.), Appointed, Academic. (January 23, 2014 - December 2014).
Citations of Excellence Award, Emerald Publishing, Research. (January 26, 2013).
This award from Emerald Publishing recognizes the top 50 articles with proven impact since the publication date of 2009 from among 15,000 articles published in the top 300 management journals in the world, including Harvard Business Review; Journal of Finance; Journal of Marketing; Strategic Management Journal; Academy of Management Journal; and MIS Quarterly. Winning articles are selected using a two-tier process to identify publications with impact, first based on citations, and then, through an editorial judging panel who reviews the top-cited articles using additional impact metrics including: Citation, Usage, Inclusion of research in courseware, Media comment, Implementation in practice, Transformation of research for new audiences, and Awards. Awarded for the article: Fournier and Avery (2009), “Getting Brand Community Right,” Harvard Business Review, April, 105-111.
This Sheth Foundation award is presented by the Association of Consumer Research to honor the long-term contribution of an article published in Journal of Consumer Research at least ten years prior to the award date. Four articles have received this distinction; my paper is the first sole-authored work to receive this award.
For the paper, "Brands Matter: An Empirical Demonstration of the Creation of Shareholder value through Branding," published in Volume 34, No. 2 of JAMS and selected by the JAMS editorial board to receive the award.
For the paper, "When Good Brands Do Bad," published in Volume 31, Number 1, June 2004. This reward, voted on by the Journal of Consumer Research Editorial Board, and elected by the journal's Policy Board, considers papers that have been in circulation for the prior three years and attempts to capture an article's long-term value, contributionand impact.
For article "Consumers and their Brands."
For 1999 article "Rediscovering Satisfaction.
Awarded for 1994 article "Consumers and their BRands." Award recognizes the best and most impactful article published from a dissertation and appearing in the journal in 1994.
Awarded to the Best Marketing Disseration