Loyola University Chicago

Quinlan School of Business

Clifford Shultz

Shultz Pic

Clifford Shultz

Title: Charles H. Kellstadt Chair, Professor

Office #: Schreiber 727

Phone: 312.915.6457

E-mail: cshultz@luc.edu or cjs2@luc.edu

Personal Page: Biography

Academic Degrees

  • Columbia University, New York, New York
    • 1991 Post Doctorate Marketing
    • 1990 PhD Social & Organizational Psychology, M.Phil. (1990); MA (1984)
  • DePauw University, Greencastle, Indiana.
    • 1977 BA with honors—Psychology; semester abroad: Athens & Cairo

Academic Appointments

Professor and Charles H. Kellstadt Chair, Loyola University Chicago, Quinlan School of Business; International Fellow, Harvard-Vietnam-Fulbright Program (from 2001); Research Fellow, Doctoral Program in Sustainable Development, Loyola Andalucia (from 2017).

Primary Research & Teaching Interests

Globalization, Macromarketing, Policy and Sustainable Development, International and Cross-Cultural Marketing and Consumer Behavior (with an emphasis on devastated and recovering economies), Food and Agribusiness Marketing, Value Chains, Marketing Strategy and Management, Marketing Places, Entrepreneurship; formats include MS, MBA, Undergraduate, Executive and Professional Education, Doctoral Seminars, and Site-Immersion courses. P.I. Co-P.I. or Leader for projects that have received about $4 million of funding from USDA, USAID, USDE, Ford Foundation, US State Department, and others; I increasingly focus on the inclusion of junior faculty and students in these projects, to advance their scholarly and professional interests.

Books & Monographs

Shultz, C., et al. (forthcoming, someday), Making the Balkans Work: Marketing, Development and Sustainable Peace in Southeast Europe, solicited by M.E. Sharpe Publishers.

Shultz, C. (2015), Legends in Marketing—Morris B. Holbrook, Volume 12: Macromarketing Applications, Part I—Ethical Concerns, Social Issues, and Animal Companions, Thousand Oaks, CA: Sage Publications.

Shapiro, S., Tadajewski, M. & Shultz, C. eds. (2009), Macromarketing—A Global Focus: Marketing Systems, Societal Development, Equity & Poverty (4 Volumes), London, UK: Sage Publishing.

Pecotich, A. & Shultz, C. (2006), Handbook of Markets and Economies: East Asia, Southeast Asia, Australia, New Zealand, New York: M.E. Sharpe Publishers.

Pecotich, A. & Shultz, C. (1998), Marketing and Consumer Behavior in East and Southeast Asia, Sydney: McGraw-Hill (“Best Seller,” effective October 2000).

Enterprise Management in Countries with Economies in Transition (1997, written by Shultz, C., Low, M. & Ardrey, W.), New York: United Nations Publications [this monograph underwent a two-stage, double blind review; firstly, within the UN and then the academic economic development community].

Sample Journal Articles

Shultz, C. (2016) “Marketing an End to War: Constructive Engagement, Community Wellbeing, and Sustainable Peace,” Markets, Globalization & Development Review, 1 (2), Article 2, 1-23. http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1015&context=mgdr  

Varma, A., Jukic, N., Pestek, A., Shultz, C. & Nestorov, S. (2016). “Airbnb: Exciting Innovation or Passing Fad?” Tourism Management Perspectives, 20, 228-237. www.sciencedirect.com/science/article/pii/S221197361630085X

Barrios, A., de Valck, K., Shultz, C., Sibai, O., Husemann, K., Maxwell-Smith, M. & Luedicke, M. (2016), “Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System,” Journal of Public Policy & Marketing, 35 (2), 185-197.

Dumitrescu, C., Hughner, R. & Shultz, C. (2016), “Policy and Marketing Changes to Help Curb Childhood Obesity: Government Ban vs. Industry Self-Regulation,” International Journal of Consumer Studies, 40 (5), 519-526

Haase, M., Becker, I., Nill, A., Shultz, C. & Gentry, J. (2016), “Male Breadwinner Ideology and the Inclination to Establish Market Relationships: A Theoretical Analysis and Evidence from Germany,” Journal of Macromarketing, 36 (2), 149-167.

Dumitrescu, C., Hughner, R. & Shultz, C. (2016), “Consumers’ Responses to Governmental versus Corporate Initiatives Intended to Change Food Consumption Behaviors, Explained by Consumers’ Self-Serving Bias,” Journal of Food Products Marketing, http://dx.doi.org/10.1080/10454446.2015.1048033

Mittelstaedt, J., Kilbourne, W. & Shultz, C. (2015), “Macromarketing Approaches to Thought Development in Positive Marketing: Two Perspectives on a Research Agenda for Positive Marketing Scholars,” Journal of Business Research, 68 (12), 2513-2516.

Mittelstaedt, J., Shultz, C., Kilbourne, W. & Peterson, M. (2014), “Sustainability as Megatrend: Two Schools of Macromarketing Thought,” Journal of Macromarketing, 34 (3), 253-264 (winner, 2015 “Charles C. Slater Award,” for best article published in volumes 33 and 34).

Nguyen, T.T.M., Rahtz, D. & Shultz, C. (2014), “Tourism as Catalyst for Quality of Life in Transitioning Subsistence Marketplaces: Perspectives from Ha Long, Vietnam,” Journal of Macromarketing, 34 (1), 28-44.

Brown, S., McDonagh, P. & Shultz, C. (2013), “Titanic: Consuming the Myths and Meanings of an Ambiguous Brand,” Journal of Consumer Research, 40 (December), 595-614.

Dumitrescu, C., Nganje, W. & Shultz, C. (2013), “Perceived Value of Pasta in Greece and Romania,” British Food Journal, 115 (10), 1518–1536.

Brown, S., McDonagh, P. & Shultz, C. (2013), “A Brand So Bad It Has To Be Good,” Journal of Marketing Management, 29 (11/12), 1251-1276.

Dumitrescu, C., Nganje, W. & Shultz, C. (forthcoming), “Market Opportunities and Challenges for US Durum Wheat Exports in the Balkans and Black Sea Region,” British Food Journal.

Brown, S., McDonagh, P. & Shultz, C. (forthcoming), “A Brand So Bad It Has To Be Good,” Journal of Marketing Management.

Shultz, C., Deshpandé, R., Cornwell, B., Ekici, A., Kothandaraman, P., Peterson, M., Shapiro, S., Talukdar, D., Veeck, A. (2012), “Marketing and Public Policy: Transformative Research in Developing Markets,” Journal of Public Policy & Marketing, 31 (2), 178–184.

Shultz, C. (2012), “Vietnam: Political Economy, Marketing System,” Journal of Macromarketing, 32 (1), 7–17.

Westbrook, M. D., Shultz, C. & Nguyen, D. T. (2012), “Quality of Student Life for Business Students in Vietnam: The Roles of Learning Motivation and Psychological Hardiness in Learning,” Journal of Happiness Studies, 13 (6), 1091–1103.

Shultz, C. (2012), “Marketing Systems, the Ring Cycle, and the Layton Effect,” Australasian Marketing Journal. 20 (3), 190–194.

Brown, S., McDonagh, P. & Shultz, C. (2012), “Dark Marketing: Skeleton in the Cupboard or Ghost in the Machine?” European Business Review, 24 (3), 196–215.

Jallat, F. & Shultz, C. (2011), “Lebanon: From Cataclysm to Opportunity—Crisis Management Lessons for MNCs in the Tourism Sector of the Middle East,” Journal of World Business, 46 (4), 476–486.

Nill, A. & Shultz, C. (2010), “Family Policy in Germany: Is the Romanticized Idealization of the Male Breadwinner Losing its Relevance?” Journal of Macromarketing, 30 (4), 375–383.

Pecotich, A., Rahtz, D. & Shultz, C. (2010), “Systemic and Services Dominant Socio-Economic Development: Legal, Judicial and Market Capacity Building in Bangladesh,” Australasian Marketing Journal, 18 (4), 248–255.

Shultz, C., Renko, S. & Brčić-Stipčević, V. (2010), “Grocery Store-Attributes in Recovering Economies: An Empirical Investigation of Their Importance, Using Three Component Contour Plotting,” Journal of International Food & Agribusiness Marketing, 22 (1–2), 37–51.

Shultz, C. & Holbrook, M. (2009), “The Paradoxical Relationship between Marketing and Vulnerability,” Journal of Public Policy & Marketing, 28 (1), 124–127.

Nill, A. & Shultz, C. (2009), “Global Software Piracy: Trends and Strategic Implications,” Business Horizons, 52 (3), 289–298. Reprinted as Harvard Business School case, HBS Publishing, case # BH332-PDF-ENG.

Shultz, C. (2009), “All Along the Watchtower,” Journal of Macromarketing, 29 (4), 344.

Mittelstaedt, J. & Shultz, C. (2009), “The Changing Face of Markets and Marketing Systems in Socioeconomic Development: Introductory Comments on the Special Issue,” Journal of Macromarketing, 29 (4), 346–348.

Shapiro, S. & Shultz, C. (2009), “Macromarketing, Controversy and Economic Development: Just Before and Now During the Global Meltdown,” European Business Review, 21 (4), 313–325.

Shultz, C., Holbrook, M. & Lehmann, D. (2009), “Metric and Interpretive Explorations of Macromarketing,” Journal of Macromarketing, 29 (3), 217–219.

Shapiro, S., Tadajewski, M. & Shultz, C. (2009), “Interpreting Macromarketing: The Construction of a Major Macromarketing Research Collection,” Journal of Macromarketing, 29 (3), 325–334.

Shultz, C. (2009), Examining the Interactions among Markets, Marketing, and Society, Journal of Macromarketing, 29 (1), 1–3.

Schmitz, T., Giese, C. & Shultz, C. (2008), “Welfare Implications of EU Enlargement under the CAP,” Canadian Journal of Agricultural Economics, 56, 555–562.

Shultz, C. (2007), “Marketing as Constructive Engagement,” Journal of Public Policy & Marketing, 26 (2), 293–301.

Geipel, A., Nill, A. & Shultz, C. (2007), “Die Analyse der Zeugenaussage im ordentlichen Verfahren,” Zeitschrift für die Anwaltspraxis, 19 (15), 847–856.

Hughner, R., McDonagh, P., Prothero, A., Shultz, C. & Stanton, J. (2007), “Who are Organic Food Consumers? A Compilation and Review of Why People Purchase Organic Food,” Journal of Consumer Behaviour, 6 (2–3), 94–110.

Manfredo, M. & Shultz, C. (2007), “Risk, Trade, Recovery and the Consideration of Real Options: The Imperative Coordination of Policy, Marketing, and Finance in the Wake of Catastrophe,” Journal of Public Policy & Marketing, 26 (1), 33–48.

Shultz, C. (2007), “Nâng cao chất lượng đào tạo tiến sĩ ở Việt Nam: góc nhìn quốc tế và những định hướng phát triển mới,” trong Kỷ yếu Hội thảo Nâng cao chất lượng đào tạo tiến sĩ kinh tế, Nhà Xuất bản Đại học Kinh tế Quốc dân, Hà Nội: 76–84 (“Enhancing the quality of doctoral education in Vietnam: international perspectives and new directions for improvement,” Enhancing the Quality of Doctoral Education in Economics and Business in Vietnam, Hanoi: National Economics University Publishing House, 68–75).

Shultz, C. (2007), “The Unquestioned Marketing Life? Let Us Hope Not,” Journal of Macromarketing, 27 (3), 224.

Ardrey, W., Pecotich, A. & Shultz, C. (2006), “Entrepreneurial Women as Catalysts for Socioeconomic Development in Transitioning Cambodia, Laos, and Vietnam,” Consumption, Markets and Culture, 9 (4), 277–300.

Gentry, J., Putrevu, S. & Shultz, C. (2006), “The Effects of Counterfeiting on Consumer Search,” Journal of Consumer Behaviour, 5 (May–June), 245–256.

Shultz, C. (2006), “Reach, Access, Impact,” Journal of Macromarketing, 26 (1), 4.

Shultz, C., Crnjak-Karanović, B. & Renko, S. (2005), “Evolving Food Marketing Systems in Recovering Economies: Some Lessons from Croatia’s Gavrilović and emerging ‘Oldies-but-Goodies’,” Ekonomski Pregled, 56 (11), 996–1012.

Shultz, C., Burkink, T. Grbac, B. & Renko, N. (2005), “When Policies and Marketing Systems Explode: An Assessment of Food Marketing in the War-Ravaged Balkans and Implications for Recovery, Sustainable Peace, and Prosperity,” Journal of Public Policy & Marketing, 24 (1), 24–37. (Finalist for “Thomas Kinnear Best Article Award,” 2004–2007).

Edwards, M. & Shultz, C. (2005), “Reframing Agribusiness: Moving from Farm to Market Centric,” Journal of Agribusiness, 23 (1), 57–73.

Shultz, C. (2005), “Some Macromarketing Thoughts on Natural and Human-induced Disasters,” Journal of Macromarketing, 25 (1), 2–3.

Shultz, C., Rahtz, D. & Speece, M. (2004), “Globalization, Transformation, and Quality of Life: Reflections on ICMD-8 and Participative Marketing and Development,” Journal of Macromarketing, 24 (2), 168–172. (Sanford Grossbart, special issue editor).

Shultz, C. (2004), “Staying the Macromarketing Course and Expanding Boundaries,” Journal of Macromarketing, 24 (1), 3–5.

Hong, F., Pecotich, A. & Shultz, C. (2002), “Brand Name Translation: Language Constraints, Product Attributes and Consumer Perceptions in East and Southeast Asia,” Journal of International Marketing, 10 (2), 29–45.

Shultz, C. & Nill, A. (2002), “The Societal Conundrum of Intellectual Property Rights: A Game Theoretical Approach to the Equitable Management and Protection of IPR,” European Journal of Marketing, 36 (5/6), 667–688.

McDonagh, P. & Shultz, C. (2002), “On Society, Market Logic and Marketing,” European Journal of Marketing, 36 (5/6), 517–522.

Firat, A. F. & Shultz, C. (2001), “Preliminary Metric Investigations into the Postmodern Consumer,” Marketing Letters, 12 (2), 189–203.

Shultz, C., Speece, M. & Pecotich, A. (2000), “The Evolving Investment Climate in Vietnam and Subsequent Challenges to Foreign Investors,” Thunderbird International Business Review, 42 (6), 735–754.

Shultz, C. & Holbrook, M. (1999), “Marketing and the Tragedy of the Commons: A Synthesis, Commentary, and Analysis for Action,” Journal of Public Policy & Marketing, 18 (2), 218–229 (winner, “Thomas Kinnear Best Article Award;” selected from 85 articles, Journal years 1997–1999); reprinted in W. Wilkie, G. Gundlach & L. Block, eds. Explorations of Marketing in Society, AMA and ITP, 2007.

Shultz, C., Renko, N., Pavicic, J., Pecotich, A. & Grbac, B. (1998), “Marketinški izazovi za humanitarne organizacije u tranzicijskim ekonomijama,” Tržište, 10 (1-2), 14–19.

Nill, A. & Shultz, C. (1997), “Cross Cultural Marketing Ethics and the Emergence of Dialogic Idealism as a Decision Making Model,” Journal of Macromarketing, 17 (Fall), 4–19.

Shultz, C. (1997), “Improving Life Quality for the Destitute: Contributions from Multiple-Method Fieldwork in War-Ravaged Transition Economies,” Journal of Macromarketing, 17 (1), 56–67.

Shultz, C. & Pecotich, A. (1997), “Marketing and Development in the Transition Economies of Southeast Asia: Policy Explication, Assessment and Implications,” Journal of Public Policy & Marketing, 16 (1), 55–68. (Finalist for “Best Article Award,” Journal years 1996–1998.)

Shultz, C. & Ardrey, W. (1997), “Asia’s Next Tiger? Vietnam is Fraught with Promise and Peril for Marketers,” Marketing Management, 5 (Winter), 26–37; reprinted in Maidment, F. H. (1999), International Business 99/00, 8th ed., New York: McGraw-Hill.

Nill, A. & Shultz, C. (1997), “The Scourge of Global Counterfeiting,” Business Horizons, 39 (November-December), 37–42.

Firat, A.F. &. Shultz, C. (1997), “From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era,” European Journal of Marketing. 31 (2–3), 183–207.

Shultz, C. and Saporito, B. (1996), “Protecting Intellectual Property: Strategies and Recommendations to Deter Counterfeiting and Brand Piracy in Global Markets,” Columbia Journal of World Business, 31 (Spring), 18–28.

Holbrook, M. & Shultz, C. (1996), “A Ratchet Model of Salary Updating in Major League Baseball: How Much is a Home Run Worth?” Journal of Sport Management, 10 (2), 131–148.

Shultz, C. & Ardrey, W. (1995), “Trends and Future Prospects for Sino-Vietnamese Relations: Are Trade and Commerce the Critical Factors for Peace?” Contemporary Southeast Asia, 17 (September), 126–146.

Tavassoli, N., Shultz, C. & Fitzimons, G. (1995), “Program Involvement: Are Moderate Levels Best for Ad Recall and Attitudes,” Journal of Advertising Research, 35 (September), 61–72.

Schmitt, B. & Shultz, C. (1995), “Situational Effects on Brand Preferences for Image Products,” Psychology and Marketing, 12 (August), 433–446.

Shultz, C., Ardrey, W. & Pecotich, A. (1995), “American Involvement in Vietnam, Part II: US Business Opportunities in a New Era,” Business Horizons, 38 (March-April), 21–27; reprinted in F. Maidment (1996), Annual Editions: International Business 96/97, 5th ed., New York:McGraw Hill; reprinted in F. Maidment (1998), Annual Editions: International Business 98/99, New York:McGraw Hill.

Shultz, C. (1994), “Balancing Policy, Consumer Desire, and Corporate Interests: Considerations for Market Entry in Vietnam,” Columbia Journal of World Business, 29 (Winter), 42–53.

Shultz, C., Pecotich, A., & Le, K. (1994), “Changes in Marketing Activity and Consumption in the Socialist Republic of Vietnam,” Research in Consumer Behavior, Vol. 7, 225–257.

Pecotich, A., Renko, N., & Shultz, C. (1994), “Yugoslav Disintegration, War, and Consumption in Croatia,” Research in Consumer Behavior, Vol. 7, 1–27 (1995 Mijo Mirkovic Award winner for outstanding contribution to scientific research).

Shultz, C. & Prince, R. (1994), “Selling Financial Services to the Affluent: An Assessment and Measurement of Factors that Predict Success,” International Journal of Bank Marketing, 12 (3), 9–16.

Shultz, C. (1994), “Machiavellianism and Sales Performance,” Irish Marketing Review, 7, 38–44.

Shultz, C. & Shultz, K. (1994), “Poverty and Prenatal Health Care in America: Trends, Costs, and Recommendations,” Journal of Ambulatory Care Marketing, 5 (2), 159–169.

Shultz, C. & Le, K. (1993), “Vietnam's Inconsistencies Between Political Structure and Socioeconomic Practice: Implications for the Future,” Contemporary Southeast Asia, 15 (September), 179–194.

Shultz, C. (1993), “Situational and Dispositional Predictors of Performance: A Test of the Hypothesized Machiavellianism x Structure Interaction Among Sales Persons,” Journal of Applied Social Psychology, 23 (6), 478–498.

Shultz, C. (1992), “Vietnam's New Entrepreneurs,” Journal of Commerce, 393 (no. 2778, July 27), 8a.