Education. Ph.D., Marketing Darden Graduate School of Business University of Virginia

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Norm A. Borin Norm A. Borin Orfalea College of Business California Polytechnic State University

San Luis Obispo, CA 93407

(805) 756 - 1762 (Work) (805) 547-0760 (Home) e-mail: nborin@calpoly.edu Education Education Ph.D., Marketing

Darden Graduate School of Business University of Virginia

M.B.A.

School of Business and Public Administration California State University Sacramento

BS, Wildlife and Fisheries Biology University of California Davis

Academic Experience

Professor of Marketing 1992- Present Chair, Marketing Area 2002-2007 California Polytechnic State University San Luis Obispo, California

Visiting Professor of Marketing Copenhagen Business College International Program

Summer 2010

Visiting Professor of Marketing Seinajoki Polytechnic Business School International Program

Spring 2001, Winter 2004, Spring 2005 Instructor

McIntire School of Commerce University of Virginia

Charlottesville Virginia 22906 January 1992 - May 1992.

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Teaching/Research Assistant

California State University Sacramento

Marketing Research, Introductory Marketing, Consumer Behavior September 1985 - June 1987.

Business Experience

Markstrat Advisory Board Member. Stratx Corporation. Evaluate marketing strategy simulations. 2013-Present

Specialty Consultant Small Business Development Center Cal Poly Center for Innovation

Conduct research and provide strategy recommendations for small business across a number of industries. 2012-Present

Performance Analyst, E.F. Hutton, Sacramento, California.

Conducted portfolio analysis for pension funds investing in managed money accounts.

Developed sales profiles of money managers.

Marketing Consultant - Jazzercise, Inc. Sacramento, California. Developed a marketing audit for the Sacramento Franchise including industry/competitive/firm analysis and strategic and tactical recommendations.

Executive Education and Development Activities Biomimicry Educators’ Conference Boston MA

Lifestyles of Health and Sustainability Boulder Colorado Bioneers San Luis Obispo California

Green Business Conference.

Building ROI Dashboards for Marketing Success Participant. AMA Executive Training Seminar.

AACSB Assessment Training Seminar. Grant Development. UC Irvine

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Food and Agribusiness Management Seminar Santa Clara University. Presentation on food marketing strategies.

Consumer Product Goods IBM Seminar. Charlottestville VA. Developing training exercise on category management for sales management personnel. Module Coordinator and Instructor. Executive MBA program. California Polytechnic State University. Conducted modules on marketing planning and implementation, segmentation/positioning, advertising.

Faculty Internship - Advertising Educational Foundation Nestle U.S.A., Glendale, California.

Selected to participate in the Advertising Educational Foundation's 1994 Visiting Professor Program. Worked with a variety of departments and advertising agencies.

Refereed Articles

Borin, Norm, Joan Lindsey-Mullikin and R. Krishnan (2013), “Consumer Perceptions Of Varying Green Product Strategies” Journal of Product and Brand, Vol. 22 N. 2 118-128.

Borin, Norm and Arline Savage (2012) “The Sustainable Corporation: Lessons from Avatar” International Journal of Sustainable Strategic Management. Vol. 3 No:4, pp. 294-313.

Borin, Norm, Doug Cerf and R. Krishnan (2011), “The Consumer Effects of Environmental Impact Included in Labeling Information” Journal of Consumer Marketing,, Vol. 28 Iss: 1, pp.76 – 86. Received the 2012 Highly Commended Article of the Year Award from the Journal.

Borin, Norm,

Borin, Norm, “Greenwashing.”“Greenwashing.” Berkshire Encyclopedia Berkshire Encyclopedia of of

Sustainability: Vol. 1 The Business of Sustainability: Individual and Sustainability: Vol. 1 The Business of Sustainability: Individual and Institutional Behavior

Institutional Behavior Ed. Chris Lazlo, Karen Christensen, Daniel Ed. Chris Lazlo, Karen Christensen, Daniel Fogel, Gernot Wagner and Peter Whitehouse. Great Barrington, Fogel, Gernot Wagner and Peter Whitehouse. Great Barrington, MA: Berkshire Publishing Group, 2010. 256

MA: Berkshire Publishing Group, 2010. 256 --258. 258.

Borin, Norm and Lynn Metcalf (2010) “Integrating Sustainability into the Marketing Curriculum: Learning Activities that Facilitate Sustainable Marketing Practices,” Journal of Marketing Education. Journal of Marketing Education. V. 30 N. 2 August. V. 30 N. 2 August. 140

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Borin, Norm,

Borin, Norm, ““MarketingMarketing .”.” Berkshire Encyclopedia of Berkshire Encyclopedia of

Sustainability: Vol. 1 The Business of Sustainability: Individual and Sustainability: Vol. 1 The Business of Sustainability: Individual and Institutional Behavior

Institutional Behavior Ed. Chris Lazlo, Karen Christensen, Daniel Ed. Chris Lazlo, Karen Christensen, Daniel Fogel, Gernot Wagner and Peter Whitehouse. Great Barrington, Fogel, Gernot Wagner and Peter Whitehouse. Great Barrington, MA: Berkshire Publishing Group,

MA: Berkshire Publishing Group, 2010. 3262010. 326 --331. 331.

Borin, Norm, Lynn MetBorin, Norm, Lynn Met ccalf and Brian Tietje (2008) “alf and Brian Tietje (2008) “ Implementing Implementing Assessment in an Outcomes

Assessment in an Outcomes --Based Marketing Curriculum” Based Marketing Curriculum” Journal Journal of Marketing Education.

of Marketing Education. V. 30 N. 2 August. 150V. 30 N. 2 August. 150 --159. 159.

Xavier, MJ, R. Krishnan and Norm Borin (2007) A Collaborative Value Creation Model for Strategic Marketing in G. Gopala Krishna Murthy (Ed.) Value Creation in Organisations ICFAI Press India (pp. 15-35)

Borin, Norm, Lynn Metcalf and Brian Tietje (2007) “A Replicable, Borin, Norm, Lynn Metcalf and Brian Tietje (2007) “A Replicable, Zero

Zero --Based Model for Marketing CurricuBased Model for Marketing Curricu lum Innovation” lum Innovation” Journal Journal of Marketing Education.

of Marketing Education. V. 19: 164V. 19: 164 --174 174

Xavier, XJ, R. Krishnan and Norm Borin (2006), “A Collaborative Value Creation Model for Strategic Marketing,” The ICFAI Journal of Marketing Management, V. 5, N. 4 November. 6-21.

Borin, Norm, Lynn Metcalf and Brian Tietje (2006) “Building a New Marketing Curriculum,” Marketing Insights, V. 3, Number 1: March

Briggs, Rex, R. Krishnan and Norm Borin (2005) “Integrated Multi-Channel Communication Strategies: Evaluating the Return on Marketing Objectives - The Case of the 2004 Ford F-150 Launch” Journal of Interactive Marketing. V. 19. N. 3 (Summer) 81-90.

Xavier, M.J., R. Krishnan and Norm Borin (2005), “An Integrative Model of Collaborative Value Creation for Stategic Innovation: The Case of Retail Automation in India,” IIMB Management Review, June 29-40.

Borin, Norm (2004). “An Integrated Business Core: Hindsight

Recommendations.” The Journal of College Teaching and Learning, V 1. N. 10 1-5.

Barber, Cliff, Borin Norm, Cerf, Douglas and Teresa Swartz (2003). “Measuring the Effectiveness Of Innovative Business Programs.” The Journal of Academy of Business Education 4, (Spring): 41-54.

Borin, Norm and Paul W. Farris, (2002) “Category Management: Where do we go from here?” Proceedings of the American Marketing Association, (Summer).

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Barber, Cliff, Borin Norm, Cerf, Douglas and Teresa Swartz, (2001) “The Role of Marketing in an Integrative Business Core” Journal of Marketing Education, December.

Borin, Norm and David Peach (2001) “The New Job Description for Marketing Faculty,” The Journal for the Advancement of Marketing Education. ( May/June). Grewal, Dhruv, Krishnan R., Julie Baker and Norm Borin (1998), “The Effect of Store Name, Brand Name and price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, 74, 3, (Fall), 331-352.

Borin, Norm and Harry Watkins (1998), “Critical Skills for Today’s Marketing Under-Graduates: An Employer Evaluation,” Proceedings of the American Marketing Association, V. 9, 238-245.

Ailawadi, Kusum, Norm Borin and Paul W. Farris (1995), “Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers,” Journal of Retailing, 71, 3, (Fall) 211-247. Selected as William Davidson Best Article of the Year.

Borin, Norm and Paul W. Farris (1995), "A Sensitivity Analysis of Retail Shelf Management Models," Journal of Retailing, 71, 2, (Summer), 153-172.

Borin, Norm, Paul W. Farris, and James Freeland (1994), "A Model for

Determining Retail Product Category Assortment and Shelf Space Allocation," Decision Sciences, 25, 3 (May/June) 359-384.

Borin, Norm, Cynthia Van Vranken, and Paul W. Farris (1991), "A Pilot Test of Discrimination in the Japanese Distribution System," Journal of Retailing, 67 (Spring), 93-106.

Borin, Norm and Paul W. Farris (1990), "An Empirical Comparison of Direct Product Profit and Existing Measures of SKU Productivity," Journal of Retailing, 66 (Fall), 297-314.

Tom, Gail and Norm Borin (1988), "Cheating in Academe," Journal of Education for Business, 63 (January), 153-157.

Tom, Gail, John Powell and Norm Borin (1987), "Increasing Compliance through the Use of the Legitimization of Small Donations Technique," Journal of Direct Marketing, (Summer), 40-46.

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Borin, Norm (1999), “Evaluating and Rewarding Faculty: A New Attempt at an Old Problem,” Marketing Educator, V. 18 No. 2, 1.

Watkins, Harry and Norm Borin (1998), “Optimal methods to match graduates with employers: A comparison of student, career placement and employer views,” Marketing Educator, V. 17, No 4, 1.

Borin, Norm and Harry Watkins (1998), “Employers evaluate critical skills of today’s marketing undergraduates,” Marketing Educator, V. 17, No. 3, 6.

Borin, Norm (1997), “A new marketing class to enhance commnication skills,” Marketing Educator, (Summer), 6.

Borin, Norm (1989), "DPP is Dead - For Now," Grocery Marketing, (September), 4.

Conference Papers

The Effectiveness of Green Strategies on Consumer Metrics" American Marketing Association, Boston 2010.

“An Investigation of the relationship between price, brand and green strategies on perceived quality perceived value" Babson Pricing Conference, Boston 2010 “Green-ness. The effects of green products on consumer perceived quality, willingness to pay and purchase consideration. American Marketing Association Summer Educators’ Conference, San Diego 2008

“An Integrated Business Program – Hindsight Recommendations.” Presented at the International Management and Research Conference Waikiki Hawaii June 2004.

“Technology and the Quality of Life,” with R. Krishnan Accepted for presentation at the Quality of Life Conference November 1997.

“Incorporating search loyalty and space responsiveness into assortment and space allocation decisions.” Presented at the INFORMS Conference May 1997.

“A Category Management Model for Retailer Shelf Management Decisions,” with Paul W. Farris. Presented at the TIMS Marketing Science Conference March 1996.

"Channel Power and Profitability: A Cross-Industry Analysis," with Kusum Ailawadi and Paul W. Farris. Accepted for presentation at the Recent Advances in Retailing and Service Science, May 1994.

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"A Sensitivity Analysis of Retail Shelf Management Models," with Paul W. Farris. Presented at the TIMS Marketing Science Conference March 1994.

"Channel Power and Profitability: A Cross-Industry Analysis," with Kusum Ailawadi and Paul W. Farris. Presented at the TIMS Marketing Science Conference March 1993.

"An Analysis of Space and Assortment Tradeoffs in the Retail Environment," with Paul W. Farris and James R. Freeland. Presented at the TIMS Marketing Science Conference July 1992.

"Cheating in Academe," with Gail Tom. Presented at the Proceedings of the Western Educators' Conference April 1987.

Cases

Borin, Norm (1990), Ron Gaines: A Case of Cheating in Academe UVA-PHA-025.

Borin, Norm (1990), Ron Gaines: A Case of Cheating in Academe - Teaching Note UVA-PHA-025TN.

Refereed Services

Journal of Marketing Education

European Journal of Operational Research International Journal of Research in Marketing Ad Hoc Review Board Journal of Retailing Western Decision Science Institute

Academy of Marketing Science Journal of Retailing

Research in Progress

Corporate social responsibility disclosure of indigenous peoples activities. With Arline Savage. Targeted journal: Accounting, Auditing and Accountability.

Product Strategies and the Anti-Consumption Market. Under Review at the Journal of Consumer Marketing. With Anubha Mishra.

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Service

Committee Work

University

Academic Senate Caucus Chair – 2012-2013. Academic Senate 2011-present

Academic Senate Sustainability Committee 2011-2012

Academic Senate Research and Professional Development 2010 Academic Senate 2000-2002, 2003, 2004

Institutional Animal Research 1998-1999

University Faculty Dispute Committee 2004- 2006 College

Undergraduate Programs Committee 2013-Present Peer Review Committee Eric Olson 2013

Net Impact – Faculty Advisor 2012 - present Professional Leave Committee 2011-2013 Chair Faculty Affairs 2008-2010

Faculty Affairs 2007-2011

Summer Undergraduate Learning Objectives Task Force 2009 Employment Equity Facilitator 2005-present

Chair Orfalea College of Business Professional Leave Committee 2005-2006 Chair IT RPT Peer Review Committee 2005-2006

University Endowment Task Force 2005 IT Department Chair Search Committee 2005 Advancement Director Search Committee

Chair Education Programs Strategic Planning Team 2003. Chair Undergraduate Curriculum Committee 2000-2001 Undergraduate Curriculum Committee 1999-2000, 2001-2003 Faculty Rewards Task Force 1997 – 1998

Graduate Committee 1997 – 1998

Student Affairs – Chairperson 1992 - 1995, 1997 Computer Committee 1995, 2004

Concentration Concentration

Marketing Area Chair – 2002-2007 Faculty Recruitment 2002 - present Curriculum Revision 2004- present

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Other Service

Member of the San Luis Obispo Chamber of Commerce Sustainable Resource Committee 2008-2010

Speaker at Focus the Nation: Global Warming Solutions for America. Topic: Understanding the Sustainable Consumer

SIFE Sam Walton Fellow and Student Advisor.

2007, team won regional championship and one out of six special categories. At Nationals the team was first runner up.

2006, team won regional championship and five out six special categories. At Nationals the team was first runner up.

2005, team won regional championship, all four special categories. At Nationals the team was first runner up.

2004, Cal Poly won the Regional Championship and Rookie of the Year in Los Angeles. At Nationals we won First Runner Up and Rookie of the Year.

San Luis Obispo Executives Association Invited Speaker July 2000. “Project Development with the Business School.”

Cal Poly Community Services Invited Panel Member “Getting Help for Your Non-Profit Organization” June 1998.

Chamber of Commerce Invited Speech – “Marketing to Cal Poly Students”. June 1997 General Motors National Collegiate Competition Faculty Advisor 1994 - 2003. In 1993

Cal Poly won first prize for the four-year school program. Two thousand dollars donated to the College of Business. In 1996, Cal Poly won the national prize for best research. One thousand dollars donated to the College of Business. In 2000, Cal Poly won second place for the four-year school program.

Specialty Advertising Collegiate Competition Advisor. Student team Specialty Advertising Collegiate Competition Advisor. Student team won won

third place in West District. third place in West District. Delta Sigma Pi Faculty Member 1996 - present AMA Collegiate Chapter Advisor 1995-2002.

Grants/Honors/Awards

Orfalea College of Business Research Grant 2013 Orfalea College of Business Research Grant 2012

Orfalea College of Business Research Grant 2011 Published Article Richard Hood Marketing Fellow 2008-2009

Instructional Related Activity Grants $6500 and $3000 Marketing Area’s Outstanding Teaching award 2007-2008 Marketing Department 2007 Summer Research Grant $1000 Marketing Area’s Outstanding Teaching Award 2006-2007

Orfalea College of Business Research Grant 2007-2008 $5000 – Published article Orfalea College of Business Research Grant 2006-2007 $5000 – Published article Graduate On-Line Course Development Grant 2006-2007 $7000 – Completed course. Instructional Related Activity Cal Poly Grant 2006-2007. $9700

Marketing Area’s Outstanding Teaching Award 2005-2006 Instructional Related Activity Cal Poly Grant 2005-2006 $6000 Grants Workshop UC Irvine Winter 2005 $1000

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Cal Poly Community Based Service Grant $5000 2004

Certificate of Appreciation. In recognition of efforts to partner with Student Affairs in support of student Success 2004.

Sam M. Walton Students in Free Enterprise Faculty Fellow 2004 Faculty University Commencement Speaker Winter 2003. Bank of America Community Service Grant 2003

Orfalea College of Business Service Grant 2003

Cal Poly Community Based Service Grant $3500 Winter 2002 Cal Poly Information Competence Grant $1600 Summer 2000

College of Business Distinguished Teacher of the Year 1999 Cal Poly Community Service Recognition Award 1998.

College of Business Distinguished Teacher of the Year 1997

William Davidson 1995 Journal of Retailing Best Paper of the Year State Faculty Support Grant February 1995

State Faculty Support Grant February 1994 State Faculty Support Grant June 1993 Faculty Summer Support Grant 1992 AMA Doctoral Consortium Fellow 1991

Darden Research Incentive Award 1990 and 1991

Brening Enterprises Award - Outstanding Management Student 1986 Beta Gamma Sigma

Dean's Honor List UC Davis Professional Associations American Marketing Association Beta Gamma Sigma

Invited Speaker

Invited Speaker –– Santa Clara UniversitySanta Clara University International Strategy

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