USC Marshall School of Business
Marketing faculty; Full Professor of Marketing, 1990–January 2025.
Marketing scholar · Author · Educator
Gary L.Frazier.
Professor of Marketing, USC Marshall School of Business · 1990–2025
Research examines marketing channels, interfirm relationships, and the strategic decisions that shape coordination and performance.
Academic record
Career highlights
USC Marketing
Department chair, 1990–1995 and 2014–2016; Academic Director, Program in Distribution Management, 1992–2000; Coordinator, Marketing Ph.D. Program, 1985–1987.
Marshall School of Business
Richard & Jarda Hurd Professor of Distribution Management, 1989–2023; Jerry & Nancy Neely Professor of Marketing, 1990–1993.
Journal of Marketing
Editorial Review Board from 1984; Co-editor, 2009–2011; Editor, 2011–2014; Board of Advisors, 2014–2018.
Academic honors
AMA Inter-organizational SIG Lifetime Achievement Award, 2010; Indiana University Distinguished Marketing Alumnus Award, 2013.
Career overview
Appointments & education
The academic career spans Indiana University, the University of Illinois, and USC Marshall, including service on the USC marketing faculty from 1984 through January 2025.
Academic appointments
- 1984–2025USC Marshall School of BusinessMarketing faculty; Full Professor of Marketing, 1990–January 2025.
- 1979–1984University of Illinois, Urbana-ChampaignAssistant Professor of Business Administration (Marketing).
- 1975–1979Indiana University, BloomingtonAssociate Instructor of Marketing.
Education
- 1979D.B.A., MarketingIndiana University; minor fields in Physical Distribution and Quantitative Analysis.
- 1977M.B.A.Indiana University.
- 1975B.S., Business Administration & B.A., History and Social StudiesBemidji State University; magna cum laude.
Scholarship
Research areas
Marketing channels
Channel structure, distribution intensity, and coordination among suppliers, distributors, and retailers.
Interfirm relationships
Power, influence, commitment, information sharing, and conflict in business relationships.
Marketing strategy
Strategic market choices, customer value, and company performance.
Research & writing
Publications
31 journal articles12 books / edited volumes12 chapters / serial contributions10 proceedings entries
All 65 CV-listed records
2028
Book / edited volume Proposal stage
Marketing Management: Creating Customer and Enterprise Value
With David W. Stewart. Book proposal stage; 2028 date proposed in CV.
2027
Book / edited volume Forthcoming
Strategic Marketing Channels: Commandments for Organization and Coordination
Springer Nature, Cham, Switzerland. Planned April 2027.
2026
Book / edited volume Forthcoming
Salesforce Management: Planning, Execution, and Control
Cambridge University Press, Cambridge, UK. Planned October 2026.
2026
Book / edited volume
Marketing and Channel Management for Low Brand Equity Firms: Principles for Financial Success
Springer Nature, Cham, Switzerland. April 21, 2026.
2025
Book / edited volume
Marketing Channel Management: Organization and Coordination
Cambridge University Press, Cambridge, UK. December 4, 2025.
2019
Chapter / serial contribution
On the Positioning of Research Papers in the Marketing Discipline
in How to Publish in Leading Marketing Journals, David Stewart and Dan Ladik, editors, New York: Edward Elgar Publishing.
2019
Chapter / serial contribution
Jag Sheth: Thanks to a True Giant
in Handbook of Marketing Advances in the Era of Disruptions: Essays in Honor of Jagdish N. Sheth, Atul Parvatiyar and Rajendra Sisodia, editors, New Delhi: Sage Publishing.
2018
Proceedings / conference contribution
An Extension of Lord, Dinh, and Hoffman’ Quantum Approach to Change: Constraints on the Way to Planned Changes
Biennial Conference of International Association for Chinese Management Research, Wuhan, June.
2013
Journal article
Conflict Management and Outcomes in Franchise Relationships: The Role of Regulation
Journal of Marketing Research, 50 (October), 577-589.
2012
Journal article
Contracts, Extra-Contractual Incentives, and Ex-Post Behavior in Franchise Channel Relationships
Journal of Marketing Research, 49 (April), 260-276.
2009
Journal article
Distributor Sharing of Strategic Information with Suppliers
Journal of Marketing, 73 (July), 31-43.
2009
Journal article
Physical Distribution and Channel Management: A Knowledge and Capabilities Perspective
Journal of Supply Chain Management, 45 (April), 23-36.
2007
Journal article
The Moderating Influence of Firm Market Power on the Transaction Cost Economics Model: An Empirical Test in a Forward Channel Integration Context
Strategic Management Journal, 28 (June), 635–652.
2001
Journal article
The Severity of Contract Enforcement in Inter-firm Channel Relationships
Journal of Marketing, 65 (October), 67-81
1999
Book / edited volume
Principles of Marketing
Prentice-Hall, Upper Saddle River, NJ.
1999
Journal article
Organizing and Managing Channels of Distribution
Journal of the Academy of Marketing Science, 27 (Spring), 226-240.
1997
Journal article
On the Measurement of Distributor Commitment in Industrial Channels of Distribution
Journal of Business Research, 40 (October), 139–154.
1997
Journal article
On Distributor Commitment in Industrial Channels of Distribution: A Multicomponent Approach
Psychology and Marketing, 14 (December), 847-877.
1996
Journal article
Determinants of Distribution Intensity
Journal of Marketing, 60 (October), 39-51.
1996
Journal article
Outcome-based and Behavior-based Coordination Efforts in Channel Relationships
Journal of Marketing Research, 33 (May), 200-210.
1996
Journal article
A Typology of Distribution Channel Systems: A Contextual Approach
International Marketing Review, 13 (1), 19-32.
1995
Journal article
Exchange Relationships and Inter-firm Power in Channels of Distribution
Journal of the Academy of Marketing Science, 23 (Fall), 321-326.
1994
Journal article
Buyer-Supplier Relational Characteristics and Joint Decision Making
Marketing Letters, 5 (July), 259-270.
1994
Chapter / serial contribution
A Perspective on Interorganizational Exchange in Channels of Distribution
in Research Traditions in Marketing, Gilles Laurent, Gary Lilien, and Bernard Pras, editors, New York: Kluwer Academic Publishers, 378-382.
1993
Book / edited volume
Advances in Telecommunications Management, Volume 4: Strategic Perspective on the Marketing of Information Technologies
Ruby Dholakia, volume editor. JAI Press, Greenwich, CT.
1993
Chapter / serial contribution
Integrated Channel Management: Merging the Communications and Distribution Functions of the Firm
in The Psychology of Integrated Communication, Ester Thorson and Jeri Moore, eds. Hillsdale, NJ: Lawrence Erlbaum.
1993
Chapter / serial contribution
The Vertical Integration Issue in Channels of Distribution
in Strategic Perspectives on the Marketing of Information Technologies, Rudy Dholakia, ed., Greenwich, CT: JAI Press.
1992
Book / edited volume
Advances in Distribution Channels Research, Volume 1
Edited volume. JAI Press, Greenwich, CT.
1992
Chapter / serial contribution
Multiple Channels of Distribution and Their Impact on Retailing
in The Future of U.S. Retailing: An Agenda for the 21st Century Robert Peterson, ed., New York: Quorum Books, 217-237.
1991
Journal article
The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels
Journal of Marketing, 55 (January), 52-69
1990
Book / edited volume
Advances in Telecommunications Management, Volume 1: Managing the R&D–Marketing Interface
Massoud Saghafi and Ashok Gupta, volume editors. JAI Press, Greenwich, CT.
1990
Book / edited volume
Advances in Telecommunications Management, Volume 2: Purchasing in the 1990s
Wesley Johnston, volume editor. JAI Press, Greenwich, CT.
1990
Book / edited volume
Advances in Telecommunications Management, Volume 3: Information Technology and Crisis Management
Thomas Housel, volume editor. JAI Press, Greenwich, CT.
1990
Chapter / serial contribution
Intensity, Functions, and Integration in Channels of Distribution
Review of Marketing, Volume 4, 263-298
1990
Chapter / serial contribution
The Design and Management of Channels of Distribution: A State-of-the-Art Perspective
in The Interface of Marketing and Strategy, George Day, Barton Weitz, and Robin Wensley, eds., Greenwich, CT: JAI Press, 255-304.
1990
Journal article
A Transaction Cost Analysis Model of Channel Integration in International Markets
Journal of Marketing Research, 27 (May), 196-208.
1990
Chapter / serial contribution
Channel Member Response to Trade Programs
Research in Marketing, Volume 10, 15-59.
1989
Proceedings / conference contribution
Proceedings, American Marketing Association’s Winter Theory Conference
Edited proceedings. American Marketing Association, Chicago. February.
1989
Journal article
Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country
Journal of Marketing, 53 (January), 50-69.
1989
Journal article
Distribution Channel Relationships: A Sellers’ versus Buyers’ Market Perspective
International Marketing Review, 6 (6), 7-26.
1988
Proceedings / conference contribution
Proceedings, American Marketing Association’s National Educators’ Conference
Edited proceedings. American Marketing Association, Chicago. August.
1988
Journal article
Just-In-Time Exchange Relationships in Industrial Markets
Journal of Marketing, 52 (October), 52-67.
Included in the eighth edition of Marketing Classics.
1988
Journal article
Intrachannel Complaining Behavior and Conflict
Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Volume 1, 97-103.
1987
Book / edited volume
Contemporary Views on Marketing Practice
Edited volume. Lexington Books, Lexington, MA.
1987
Proceedings / conference contribution
Proceedings, American Marketing Association’s National Educators’ Conference
Edited proceedings. Publication location is truncated in the CV.
1987
Chapter / serial contribution
Push and Pull Strategies in Industrial Markets: a Normative Framework
in Contemporary Views on Marketing Practice, Gary Frazier and Jagdish Sheth, eds., Lexington, MA: Lexington Books, 217-235.
1987
Proceedings / conference contribution
On the Theory of Distribution Channel Structure
Proceedings, 12th Paul D. Converse Symposium, Devanathan Sudharshan and Frederick Winter, eds., Chicago: American Marketing Association, 138-160.
1986
Journal article
Perceptions of Interfirm Power and Its Use within a Franchise Channel of Distribution
Journal of Marketing Research, 23 (May), 169-176
1985
Proceedings / conference contribution
Proceedings, American Marketing Association’s National Educators’ Conference
Edited proceedings. Chicago. August.
1985
Journal article
An Attitude-Behavior Framework for Distribution Channel Management
Journal of Marketing, 49 (Summer), 38-48.
1985
Chapter / serial contribution
The Data Aggregation Issue in Empirical Analysis for Strategic Market Planning
in Strategic Marketing and Management, Howard Thomas and David Gardner, eds., London: John Wiley Limited, 167-180.
1984
Chapter / serial contribution
The Interfirm Power-Influence Process within a Marketing Channel
Research in Marketing, Volume 7, 63-91.
1984
Journal article
Inter-firm Influence Strategies and Their Application within Distribution channels
Journal of Marketing, 48 (Summer), 43-55.
1983
Journal article
Inter-organizational Exchange Behavior in Marketing Channels: A Broadened Perspective
Journal of Marketing, 47 (Fall), 68-78.
1983
Journal article
On the Measurement of Interfirm Power in Channels of Distribution
Journal of Marketing Research, 20 (May), 158-166.
Finalist, 1988 William O’Dell Award.
1983
Journal article
Business Definition and Performance
Journal of Marketing, 47 (Spring), 59-67.
1983
Journal article
A Margin-Return Model for Strategic Market Planning
Journal of Marketing, 47 (Spring), 100-109.
Included in the eighth edition of Marketing Classics.
1982
Journal article
Intra-industry Marketing Strategy Effects on the Analysis of Firm Performance
Journal of Business Research, 10 (December), 431-443.
1982
Journal article
Using Industry Data in Small Business Decision Making: Potential Problems
Journal of Small Business Management, 20 (April), 45-56.
1982
Journal article
A Model of Strategy Mix Choice for Planned Social Change
Journal of Marketing, 46 (Winter), 15-26.
1979
Journal article
Delegating Pricing Authority to the Sales Force: The Effects on Sales and Profit Performance
Journal of Marketing, 43 (Spring), 21-28.
1978
Proceedings / conference contribution
The Application of Channel Power: Its Effects and Connotations
Proceedings, Marketing Educators’ Conference, Chicago: American Marketing Association.
1978
Proceedings / conference contribution
An Indirect Approach to Measuring Power in Distribution Channels
Proceedings, Midwest AIDS, May.
1978
Proceedings / conference contribution
Use of Power in the Interfirm Influence Process
Proceedings, Albert Haring Doctoral Symposium, Indiana University, May.
1977
Proceedings / conference contribution
Correlates of Consumer Expectations and Complaining Behavior
Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Ralph Day, ed., Division of Research: Indiana University.
For more details, see the CV.
Teaching & doctoral education
Teaching & mentorship
Taught undergraduate, MBA, Ph.D., and executive audiences, with doctoral education encompassing dissertation supervision, committee service, and coordination of USC’s Marketing Ph.D. Program.
Courses
Teaching
Behavioral Research in Marketing
Marketing Channels
Marketing Strategy and Implementation
Sales Force Management
Promotion Management
Marketing Management
Marketing Strategy
Academic program development
Curriculum & program leadership
Courses developed
Interorganizational Marketing Systems, Sales Force Management, Industrial Marketing, and Marketing Strategy and Implementation.
Program appointments
Academic DirectorProgram in Distribution Management · 1992–2000
CoordinatorMarketing Ph.D. Program · 1985–1987
Doctoral education
Doctoral Mentorship
6Dissertation committees chaired
9Total dissertation committees
Dissertation committees chaired
Kersi Antia
1994–1997University of Southern California
Keysuk Kim
1990–1992University of Southern California
Walfried Lassar
1990–1992University of Southern California
Kirti Sawhney Celli
1989–1992University of Southern California
Raymond C. Rody
1989–1992University of Southern California
Tassu Shervani
1988–1991University of Southern California
Additional dissertation committees
Scott Koslow
1989–1991University of Southern California
Dennis Garrett
1984–1985University of Illinois
Sudhir Kale
1983–1984University of Illinois
Recognition
Teaching Awards
Golden Apple Awards
USC Marshall undergraduate program; outstanding teaching.
MBA Golden Apple — honorable mention
USC Marshall; teaching of an elective course.
Outstanding Educator Award
MBA Association, University of Illinois.
Excellent professors recognition
University of Illinois; each semester from spring 1980 through spring 1984.
Distinguished Teaching Award
Graduate College, Indiana University.
Professional programs
Executive education
Focus areas
Channel management, marketing strategy, customer value, and business partnerships.
Selected organizations
General Electric, IBM, Intel, Honeywell, Texas Instruments, and Samsung.
For more details, see the CV.
Leadership & contributions
Academic Leadership
Selected roles include editorial boards, journal reviewing, AMA leadership, conference organization, research award committees, and university governance.
Editorial boards
Journal of Marketing
Editorial Review Board · Since December 1984
Long-standing service on the journal’s editorial review board.
Editorial boards
Journal of Marketing Research
Editorial Review Board · July 1985–December 2003
Also served as a guest editor on a paper in 2002 and as a reviewer in 2007.
Editorial boards
Journal of International Business Studies
Editorial Review Board · June 2005–December 2007
Service to international business scholarship.
Editorial boards
Journal of Retailing
Editorial Review Board · December 1986–July 1994
Service to retailing scholarship.
Editorial boards
Journal of Business-to-Business Marketing
Editorial Review Board · September 1990–September 1995
Service to business-to-business marketing scholarship.
AMA leadership
Selling & Sales Management SIG
Vice Chair, Finance & Development · From March 24, 2026
American Marketing Association.
AMA leadership
Inter-organizational Marketing SIG
Leader · May 2001–September 2003
American Marketing Association.
Conferences & awards
AMA conferences and doctoral education
Co-chair · 1988 & 1991
1988 AMA Educators’ Conference, San Francisco; 1991 AMA Ph.D. Consortium at USC.
Conferences & awards
Research award committees
1989 · 2018 · 2017 publication cohort
Chair, 2018 Louis Stern Paper Award Committee; member, Maynard/Hunt committee for articles published in 2017; member, 1989 William O’Dell selection committee.
Reviewing
Selected journal reviewing
1982–1996
Administrative Science Quarterly (1982–1990); Academy of Management Review (1988–1992); Management Science (1987–1992); Marketing Science (1996).
USC service
Appointment, promotion, and tenure
Committee member · September 2002–December 2007
University Committee on Appointment, Promotion, and Tenure.
USC service
Doctoral program and MBA curriculum
1985–1987 · 2001–2002
Coordinator, Marketing Ph.D. Program (1985–1987); chair, MBA Curriculum and Oversight Committee (spring 2001–summer 2002).
For more details, see the CV.
Research in practice
Industry &
Expert Engagements Selected
01 / Consulting
Marketing &
channel strategy
Channel design and coordination, sales force management, market segmentation, and business partnerships.
General Motors
Distribution and promotion management.
Hewlett-Packard
Personal selling and sales force management (1980); productivity of marketing and sales tactics with distributors (1995).
Northrop Corporation
Distribution channel design and management, sales force management, and countertrading.
3M
Distribution channel relationships (1988); channel organization and management (1999).
TRW
Channel design and management, and market segmentation.
Merck Pharmaceutical
Building and maintaining business partnerships.
Arthur Andersen
Building a market-focused organization.
Coca-Cola
Redesign of channels in China.
Arctic Cat
Channel organization and management.
02 / Expert engagements
Marketing &
distribution expertise
Selected expert-witness and public-sector assignments involving marketing, channel management, and distribution.
U.S. Justice Department
Distribution expert evaluating Microsoft’s inclusion of MSN in Windows 95.
Walmart
Expert witness on marketing and distribution; entries include the USA and Mexico.
Microsoft
Expert witness on distribution.
Mastercard International
Expert witness on marketing and distribution.
UPS
Expert witness on marketing and distribution in 2007–2008; marketing in 2009.
Class of consumers vs. Facebook
Expert witness on marketing.
International Paper Corporation
Expert witness on marketing and distribution.
Trader Joe’s and Con Agra
Expert witness on marketing and distribution.
FTC vs. DOTAuthority.com
Expert witness on marketing.
Seven wholesalers vs. 5 Hour Energy
Expert witness on distribution; cash-and-carry wholesalers of consumer convenience goods.
03 / Executive education
Management
development programs
Teaching for executives and business partners, with an emphasis on channel management and marketing strategy.
General Electric
Marketing strategy and management; Management Development Institute, Crotonville.
IBM
Channel management and building partnerships; Business Partner Seminar.
Intel
Distribution channel structure and management; push and pull strategy; retailing management.
Honeywell
Distribution channel structure and management; Leadership Program.
Texas Instruments
Distribution channel structure and management.
Samsung
Distribution channel structure and management.
For more details, see the CV.
The full record
Curriculum Vitae
The CV documents the academic career, including appointments, publications, teaching, doctoral mentorship, professional service, and selected industry engagements.
- Education & academic appointments
- Honors & professional service
- Books, articles, chapters & proceedings
- Presentations & doctoral committees
- Graduate & undergraduate teaching
- Consulting & expert-witness experience
- Executive education & university service
Academic appointments
University of Southern California
Marketing faculty, Marshall School of Business. Full Professor of Marketing, 1990–January 2025.
University of Illinois, Urbana-Champaign
Assistant Professor of Business Administration (Marketing).
Indiana University, Bloomington
Associate Instructor of Marketing.
Academic profiles & records
Get in touch
Contact
For correspondence concerning research, publications, teaching, or professional work.