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Wilbur O. and Ann Powers College of Business

Profile Information

Annette Tower

Annette Popp Tower

Assistant Professor of Marketing

Office: 324H Wilbur O. and Ann Powers Hall


 Educational Background

    Ph.D. Marketing
    University of Tennessee 2019

    MA Economics
    University of Tennessee 2013

    MBA Marketing
    Murray State University 2006

    BBA Management
    Austin Peay State University 2003

Courses Taught

  • Strategic Marketing Management


Annette Tower joined the department in 2019 and holds a Ph.D. in Marketing from the University of Tennessee. In her research, she leverages econometric models and innovative datasets to investigate strategic marketing issues such as resource allocations, interfirm relationships and global marketing strategies. Annette has work experience in PR, sales, and small business development. As a native of Germany, she enjoys traveling, exploring the outdoors, and Fußball with her family.

Research Interests

  • Marketing-finance interface, resource allocations, international marketing.

Research Publications

  • Tower, Annette P., Kelly Hewett, and Alok Saboo (2021), "Reexamining the tradeoff between value creation and value appropriation: The role of internal organizational resources vs. external strategic international alliances," Journal of Business Research, 123, 302-312.
  • Tower, Annette P., Kelly Hewett, and Anton Fenik (2019), "The Role of Cultural Distance Across Quantiles of International Joint Venture Longevity," Journal of International Marketing, 27(4), 3-21.
  • Tower, Annette P. and Charles H. Noble (2017), “Exploring and Extending a Collective Open Business Model,” AMS Review, 7(3-4), 170-182.
  • Bharadwaj, Neeraj, Charles H. Noble, Annette P. Tower, Leah M. Smith, and Yuexiao Dong (2017), “Predicting Innovation Success in the Motion Picture Industry: The Influence of Multiple Quality Signals,” Journal of Product Innovation Management, 34(5), 659-680.


Faculty Profile
Wilbur O. and Ann Powers College of Business
Wilbur O. and Ann Powers College of Business | 343 Chandler L. Burns Hall, Clemson, S.C. 29634