Click here to read Houston's paper, a suggested pre-read to the presentation.
Mark B. Houston (Ph.D. Arizona State, MBA Missouri, B.S. Southwest Baptist University) is Associate Dean for Faculty & Research and Eunice & James L. West Chair in Marketing at TCU. Mark is also affiliated with the University of Münster (Germany), the Center for Services Leadership at Arizona State University. He is an AMA Fellow, a Mallen Fellow, and a Fellow of the Institute for the Study of Business Markets. Mark is coauthor of Entertainment Science (2019, Springer Nature), and his research on channels, movies, and platform strategy appears in JM, JMR, Marketing Science, JCR, and Journal of Financial & Quantitative Analysis. Recent awards include the 2019 Louis Stern Award (long-term impact) and the 2018 Sheth Foundation Award. He is Editor of Journal of the Academy of Marketing Science and has served as an AE of JM and JSR. Mark has served on the AMA Board of Directors and the AMA Academic Council (President, 2012-2013). He co-chaired the AMA Summer Conference (2005 and 2017) and the AMA/Sheth Foundation Doctoral Consortium (2010). An award-winning teacher, Mark has conducted research, consulting, and/or exec ed with firms such as AT&T, Caterpillar, Dell, IBM, Marriott.com, and WellPoint.