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Faculty and Staff Profile

Annette Popp Tower

Assistant Professor of Marketing


Office: College of Business 324 H
Phone:
Email: ATOWER@clemson.edu
 

 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

 Profile

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

Strategic marketing, marketing-finance interface, resource allocation, inter-functional integration.

 Research Publications

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.

 Links

LinkedIn