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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
  • Principles of Marketing


Annette Tower joined the department in 2019 and holds a Ph.D. in Marketing from the University of Tennessee. In her research, she derives managerially relevant insights based on marketing resource allocations, tactical tradeoffs, and international marketing activities. She has a keen interest in sustainability, practically and intellectually. Her work has been published in the Journal of International Marketing, Journal of Business Research, AMS Review, and the Journal of Product Innovation Management. She received the inaugural Lisa Scheer Research Award for the Best Junior Faculty Fellow Research Proposal of the 2020 Marketing Strategy Consortium. As a German native, she enjoys traveling, nature, and Fußball with her family.

Research Interests

  • Sustainability, 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