Mark S Rosenbaum | The Citadel (original) (raw)
Dr. Mark S. Rosenbaum joins The Citadel as Professor of Marketing & Captain in the Department of Marketing, Supply Chain Management, and Economics. Prior to joining The Citadel, Rosenbaum was the Dean of the College of Business at Hawai'i Pacific University and Dean of the Graham School of Management at Saint Xavier University in Chicago. He served as Department Chair and Professor of Retailing at the University of South Carolina, Kohl's Professor of Retail Marketing at Northern Illinois University, and Assistant Professor of Marketing at the University of Hawaii at Manoa.
Dr. Rosenbaum also has teaching experience at San Diego State University, Cal State San Marcos, Arizona State University, Southern New Hampshire University, Hanoi School of Economics, and at Externado University (Bogota, Colombia).
Dr. Rosenbaum is the co-editor of the Journal of Services Marketing. He is also an Associate Editor for the Service Industries Journal. He is on the editorial boards of the Journal of Education for Business, Psychology & Marketing, Journal of Service Theory & Practice, International Journal of Retail and Distribution Management, and Health Marketing Quarterly. Dr. Rosenbaum is a three-time Fulbright recipient, bringing him to Cambodia (2009), Nepal (2015), and Uzbekistan (2019).
Rosenbaum's research is focused on transformative service research. Rosenbaum and his colleagues were the "pioneers" in developing this paradigm. Rosenbaum's research focuses on improving the human condition via services.
Rosenbaum earned a Ph.D. in marketing from Arizona State University in 2003. Rosenbaum also holds advanced degrees from the University of Illinois at Chicago, New York University, and San Diego State University. He earned a bachelor's degree from Indiana University. Rosenbaum worked in fine jewelry retailing for many years before entering academia. He is also a Visiting Professor of Marketing at Externado University in Bogota, Colombia, and at the American Hotel Academy in Brasov, Romania.
Rosenbaum lives with spouse and dog in Charleston, SC and in Naperville, IL.
Supervisors: Amy Ostrom, Beth Walker, and Jim Ward
Phone: 843-953-7468
Address: The Citadel
Baker School of Business
89 Hagood Ave
Tommy & Victoria Baker School of Business
Bastin Hall #324
Charleston, SC 29409
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Papers by Mark S Rosenbaum
Journal of Services Marketing, Aug 19, 2021
Purpose This study aims to explore innate and sociocultural forces that lead gay men to purchase ... more Purpose This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments. Design/methodology/approach This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical treatments. Findings In line with evolutionary theory, the authors suggest that the male proclivity to evaluate a partner’s sexual desirability on the basis of physical appearance and youth remains consistent among gay men. They also posit that sociocultural norms, such as media imagery, portray gay men as physically attractive and youthful. Among gay men, homonormative ideals that define attractiveness fall on a continuum ranging from hyper-masculinity to hypo-masculinity, with each end encouraging gay men to accept different beauty standards. Research limitations/implications To date, service researchers have mostly overlooked the role of evolution in consumers’ propensity to purchase professional services. This study sets the foundation for researchers to consider both instinctual and sociocultural norms that encourage consumers to purchase not only cosmetic medical treatments but also professional services in general. Practical implications Gay men represent a prime target market for cosmetic medical treatment providers, as their desire for physical attractiveness and youth remains constant as they age. Originality/value This study offers novel insights into gay male consumption of cosmetic medical treatments and services from theoretical and practical perspectives.
International Journal of Retail & Distribution Management, Dec 12, 2016
Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s... more Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily exhibit more favorable attitudes or behaviors toward the mall than mall shoppers who do not participate in these offerings. Design/methodology/approach This study employs survey methodology from a sample collected in an expansive regional mall that offers customers experiential activities. Findings The findings show that mall shoppers who partake in mall-based activities are less satisfied, are less likely to spread positive word of mouth, and have lesser desire to return to the mall than shoppers who do not partake in these activities. The findings also reveal that mall expenditures are the same between shoppers who partake in mall activities and those who do not. Research limitations/implications Researchers have argued that malls can compete with digital retailers by offering shoppers experiential activities. Although segments of shoppers partake in these activities, this study finds that experiential investments do not result in significant favorable shopper outcomes. Practical implications Mall developers that implement experiential offerings as a means to combat competition from digital retailers may not attain managerially relevant results from doing so. Originality/value Although retailing academics and consultants espouse the idea that retailers can obtain financial benefits by creating memorable experiences for shoppers, this research offers empirical evidence that counters these speculations. In the case of enclosed malls, investments in experiential features and activities may not lead to improved shopper attitudes, behaviors, or sales.
Journal of Research in Interactive Marketing, Sep 10, 2017
Purpose This paper aims to offer insights into the impact of digitization technology on consumer ... more Purpose This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers. Design/methodology/approach The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers. Findings The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity. Research limitations/implications Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment. Social implications Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches. Originality/value The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.
ACR Latin American Advances, 2017
Why should a 175-year-old university founded on the Mercy education principles pioneered in 19 th... more Why should a 175-year-old university founded on the Mercy education principles pioneered in 19 th century Dublin look to PRINCE2® and ITIL® certifications for its students?
Service Industries Jounral, 2024
Few researchers sought to identify the most popular themes of study that promote ethical leadersh... more Few researchers sought to identify the most popular themes of study that promote ethical leadership in service organizations. This paper addresses this knowledge gap in the academic literature. Its research objectives are threefold: (i) first, it identifies and extracts high impact articles on service ethics published in the last 5 years; (ii) second, it presents the results from a thematic analysis, to shed light on research paradigms and areas of study focused on this topic; (iii) third, it advances theoretical and practical implications. In sum, this article raises awareness on ethical and social responsibilities of service organizations in an age where they are utilizing disruptive technologies, including artificial intelligence (AI), big data and analytics, as well as with sharing economy platforms, among others. The findings indicate that they are expected to conduct sustainability accounting, reporting and assurance of their environmental, social and governance (ESG) performance, to prove their legitimacy with stakeholders, among other responsibilities.
Journal of Services Marketing, May 3, 2022
Purpose This paper aims to identify the opportunities in the service marketplace that have arisen... more Purpose This paper aims to identify the opportunities in the service marketplace that have arisen because of the changes brought about by the global pandemic (COVID-19). Design/methodology/approach A conceptual methodological approach is used to analyze trends in the history of service research and discuss how articles presented in this issue help scholars and practitioners with planning for opportunities and confronting challenges in the new (post COVID-19) service marketplace. Findings This special issue puts forth six viewpoints and seven research articles that outline opportunities in the new service marketplace from regional and global perspectives. Further, the research articles presented in this issue identify four opportunities for managers to consider when designing services in the new service marketplace; these are labeled as reassurance and fear reduction, rethinking physical space and supply chains for multichannel service delivery, the rise of local and community importance and resilience building to combat customer discourtesy. Practical implications Managers can understand how the pandemic has profoundly and permanently impacted consumers’ perceptions and expectations for service delivery and processes. Originality/value This work presents scholars with a historical overview of trends in service research. The challenges posed by the pandemic represent the beginning of a new era in service research thought and practice as many previously held theories and understandings of consumers’ marketplace behaviors have permanently changed because of behavioral changes that transpired during governmental mandated lockdowns.
Edward Elgar Publishing Limited eBooks, Jan 12, 2023
Journal of Services Marketing, Sep 1, 2020
International Journal of Hospitality Management, Jul 1, 2023
Journal of Services Marketing, Mar 4, 2020
Health Marketing Quarterly, Dec 30, 2022
Journal of Services Marketing, Sep 9, 2019
Journal of Services Marketing, Jun 18, 2021
lder consumers are ‘surfing’ the Internet and using technology to remain active as they age. Many... more lder consumers are ‘surfing’ the Internet and using technology to remain active as they age. Many of these ‘silver surfers,’ however, are rejecting services that reflect traditional, medical approaches to ageing. This trend creates a problem for researchers and service managers; there is no evidence base to inform the design of e-services that leverage consumer perspectives of ageing to help consumers remain active as they age. This paper therefore aims to a) conceptualise the issue of active ageing ‘in older people’s own terms’ as a foundation for designing e-services for active ageing, b) define a new five-dimensional approach to e-servicescapes and c) advance a framework that explains the response of ageing consumers to cues in the e-servicescape. The proposed framework can be tested in empirical studies to form an evidence base for service design and social marketing interventions aimed at promoting active ageing.
Humanistic Management Journal, 2019
Journal of Services Marketing, Aug 19, 2021
Purpose This study aims to explore innate and sociocultural forces that lead gay men to purchase ... more Purpose This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments. Design/methodology/approach This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical treatments. Findings In line with evolutionary theory, the authors suggest that the male proclivity to evaluate a partner’s sexual desirability on the basis of physical appearance and youth remains consistent among gay men. They also posit that sociocultural norms, such as media imagery, portray gay men as physically attractive and youthful. Among gay men, homonormative ideals that define attractiveness fall on a continuum ranging from hyper-masculinity to hypo-masculinity, with each end encouraging gay men to accept different beauty standards. Research limitations/implications To date, service researchers have mostly overlooked the role of evolution in consumers’ propensity to purchase professional services. This study sets the foundation for researchers to consider both instinctual and sociocultural norms that encourage consumers to purchase not only cosmetic medical treatments but also professional services in general. Practical implications Gay men represent a prime target market for cosmetic medical treatment providers, as their desire for physical attractiveness and youth remains constant as they age. Originality/value This study offers novel insights into gay male consumption of cosmetic medical treatments and services from theoretical and practical perspectives.
International Journal of Retail & Distribution Management, Dec 12, 2016
Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s... more Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily exhibit more favorable attitudes or behaviors toward the mall than mall shoppers who do not participate in these offerings. Design/methodology/approach This study employs survey methodology from a sample collected in an expansive regional mall that offers customers experiential activities. Findings The findings show that mall shoppers who partake in mall-based activities are less satisfied, are less likely to spread positive word of mouth, and have lesser desire to return to the mall than shoppers who do not partake in these activities. The findings also reveal that mall expenditures are the same between shoppers who partake in mall activities and those who do not. Research limitations/implications Researchers have argued that malls can compete with digital retailers by offering shoppers experiential activities. Although segments of shoppers partake in these activities, this study finds that experiential investments do not result in significant favorable shopper outcomes. Practical implications Mall developers that implement experiential offerings as a means to combat competition from digital retailers may not attain managerially relevant results from doing so. Originality/value Although retailing academics and consultants espouse the idea that retailers can obtain financial benefits by creating memorable experiences for shoppers, this research offers empirical evidence that counters these speculations. In the case of enclosed malls, investments in experiential features and activities may not lead to improved shopper attitudes, behaviors, or sales.
Journal of Research in Interactive Marketing, Sep 10, 2017
Purpose This paper aims to offer insights into the impact of digitization technology on consumer ... more Purpose This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers. Design/methodology/approach The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers. Findings The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity. Research limitations/implications Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment. Social implications Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches. Originality/value The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.
ACR Latin American Advances, 2017
Why should a 175-year-old university founded on the Mercy education principles pioneered in 19 th... more Why should a 175-year-old university founded on the Mercy education principles pioneered in 19 th century Dublin look to PRINCE2® and ITIL® certifications for its students?
Service Industries Jounral, 2024
Few researchers sought to identify the most popular themes of study that promote ethical leadersh... more Few researchers sought to identify the most popular themes of study that promote ethical leadership in service organizations. This paper addresses this knowledge gap in the academic literature. Its research objectives are threefold: (i) first, it identifies and extracts high impact articles on service ethics published in the last 5 years; (ii) second, it presents the results from a thematic analysis, to shed light on research paradigms and areas of study focused on this topic; (iii) third, it advances theoretical and practical implications. In sum, this article raises awareness on ethical and social responsibilities of service organizations in an age where they are utilizing disruptive technologies, including artificial intelligence (AI), big data and analytics, as well as with sharing economy platforms, among others. The findings indicate that they are expected to conduct sustainability accounting, reporting and assurance of their environmental, social and governance (ESG) performance, to prove their legitimacy with stakeholders, among other responsibilities.
Journal of Services Marketing, May 3, 2022
Purpose This paper aims to identify the opportunities in the service marketplace that have arisen... more Purpose This paper aims to identify the opportunities in the service marketplace that have arisen because of the changes brought about by the global pandemic (COVID-19). Design/methodology/approach A conceptual methodological approach is used to analyze trends in the history of service research and discuss how articles presented in this issue help scholars and practitioners with planning for opportunities and confronting challenges in the new (post COVID-19) service marketplace. Findings This special issue puts forth six viewpoints and seven research articles that outline opportunities in the new service marketplace from regional and global perspectives. Further, the research articles presented in this issue identify four opportunities for managers to consider when designing services in the new service marketplace; these are labeled as reassurance and fear reduction, rethinking physical space and supply chains for multichannel service delivery, the rise of local and community importance and resilience building to combat customer discourtesy. Practical implications Managers can understand how the pandemic has profoundly and permanently impacted consumers’ perceptions and expectations for service delivery and processes. Originality/value This work presents scholars with a historical overview of trends in service research. The challenges posed by the pandemic represent the beginning of a new era in service research thought and practice as many previously held theories and understandings of consumers’ marketplace behaviors have permanently changed because of behavioral changes that transpired during governmental mandated lockdowns.
Edward Elgar Publishing Limited eBooks, Jan 12, 2023
Journal of Services Marketing, Sep 1, 2020
International Journal of Hospitality Management, Jul 1, 2023
Journal of Services Marketing, Mar 4, 2020
Health Marketing Quarterly, Dec 30, 2022
Journal of Services Marketing, Sep 9, 2019
Journal of Services Marketing, Jun 18, 2021
lder consumers are ‘surfing’ the Internet and using technology to remain active as they age. Many... more lder consumers are ‘surfing’ the Internet and using technology to remain active as they age. Many of these ‘silver surfers,’ however, are rejecting services that reflect traditional, medical approaches to ageing. This trend creates a problem for researchers and service managers; there is no evidence base to inform the design of e-services that leverage consumer perspectives of ageing to help consumers remain active as they age. This paper therefore aims to a) conceptualise the issue of active ageing ‘in older people’s own terms’ as a foundation for designing e-services for active ageing, b) define a new five-dimensional approach to e-servicescapes and c) advance a framework that explains the response of ageing consumers to cues in the e-servicescape. The proposed framework can be tested in empirical studies to form an evidence base for service design and social marketing interventions aimed at promoting active ageing.
Humanistic Management Journal, 2019
QUIS 17 The 17th International Research Symposium on Service Excellence in management , 2022
In many global locales, consumers can Legally purchase authentic products as well as their counte... more In many global locales, consumers can Legally purchase authentic products as well as their counterfeit versions. The goal of this research is to explore consumers' cognitive responses to five original products, including a baby bottle, toy car, sneaker, sock, and moisturizing cream, and their counterfeit versions which are available for sale in Bogota, Colombia. The authors evaluate consumers' cognitive responses to the original product and the counterfeit version by employing the Emotiv EPOC+ headset to obtain electroencephalogram (EEG) recordings. The findings show that consumers neural responses to authentic products, and their counterfeit version, differ and evoke significantly different negative emotions.
QUIS 17 The 17th International research symposium on service excellence in management, 2022
Temporary retail spaces, or pop-up shops, are becoming a promotional strategy for retailers. In t... more Temporary retail spaces, or pop-up shops, are becoming a promotional strategy for retailers. In this study, a survey of retailing organizations reveals that among those that had implemented at least one pop-up shop, more than 80% considered it a success. The results show that reasons for activating pop-up shops were to create connections with customers, increase brand awareness, introduce a new product/brand, and staging new products/brands. While the respondents deemed revenue generated at pop-up shops important, they considered improving market visibility a more significant objective. This research provides retailing organizations with guiding principles for developing and operating successful pop-up stores.
The Axelos Blog, 2021
Why should a 175-year-old university founded on the Mercy education principles pioneered in 19 th... more Why should a 175-year-old university founded on the Mercy education principles pioneered in 19 th century Dublin look to PRINCE2® and ITIL® certifications for its students?
This research investigates reasons why male cancer patients may refrain from patronizing cancer r... more This research investigates reasons why male cancer patients may refrain from patronizing cancer resource centers. By drawing upon a wide range of research from the social sciences and visual design literatures, the authors put forth original propositions that suggest how cancer resource center managers can manipulate a center's servicescape, or built environment, as well as its service offerings, website design, and printed communications to attract more male cancer patients. Despite the inherent challenges of discussing gender in cancer care and limitations to its generalizability in all settings, this research reveals that differences exist regarding the way men and women respond to cancer resource center marketing initiatives. Given the profound benefits that cancer resource centers often assume in a cancer patient's life, including a decreased mortality rate, we encourage service marketing and public health researchers, as well as cancer resource center directors, to consider the propositions put forth in this paper.
Journal of Services Marketing , 2021
Purpose-This commentary puts forth a conceptual framework, referred to as the COG (Consumer, Orga... more Purpose-This commentary puts forth a conceptual framework, referred to as the COG (Consumer, Organization, Government) Framework of Unintended Digital Technology Service Failures, that specifies consumer, organizational, and governmental shortcomings that result in digital technologies failing in terms of negatively affecting consumer, communal, national, and/or global welfare. Design/methodology/approach-Conceptualization and literature review. Findings-The framework shows that three drivers explain why commercial digital technologies often fail. The first driver highlights misuse or criminal intent from individuals. The second involves organizations failing to prevent or to address technology failures. The third pertains to failures that stem from governmental institutions. Research limitations/implications-The authors encourage researchers to build on their framework by putting forth research questions. To prevent or lessen opportunities for digital technologies to result in service failures, the authors also offer practitioners a "digital technology service failure audit." This audit shows how digital technology creators and managers can anticipate and address consumer, organizational, and governmental factors that often cause digital service technologies failures. Societal implications-Despite the absence of industry-specific regulations and the existence of some regulatory immunities, digital technology providers have an ethical duty, and may be obligated under applicable tort law principles, to take steps to prevent unintended harm to consumers before launching their service technologies. Originality/value-This work reveals that digital technologies represent new and different threats to vulnerable consumers, who often rely on, but do not fully understand, these technologies in their everyday living. The framework helps consumers, organizations, and government agencies identify and remedy current and potential instances of harmful digital technologies.