Page 1 of 6 (As of 6/25/2015) FARNOOSH KHODAKARAMI
Kenan-Flagler Business School
University of North Carolina at Chapel Hill McColl Building, CB #3490, Chapel Hill, NC 27599
Phone: (919) 638-9293
Email: [email protected]
EDUCATION
PhD in Business Administration, Marketing (2011- Expected 2016) University of North Carolina at Chapel Hill, Kenan-Flagler Business School
Master of Science (MSc) in Management (2009- 2010)
Queen’s University, School of Business, Canada
Master of Business Administration (MBA) (2007- 2009) Sharif University, Graduate School of Management and Economics, Iran
Bachelor of Science (BSc), Industrial Engineering (2003- 2007) Sharif University, School of Industrial Engineering, Iran
PUBLICATIONS
Khodakarami, Farnoosh, J. Andrew Petersen, and Rajkumar Venkatesan (2015), ” Developing Donor Relationships: The Role of the Breadth of Giving,” forthcoming at Journal of Marketing
Khodakarami, Farnoosh, and Yolande E. Chan (2014), "Exploring the Role of Customer Relationship Management (CRM) Systems in Customer Knowledge Creation,” Information & Management, 51(1), 27-42 (The paper is among the top 5 most downloaded articles of the journal) Khodakarami, Farnoosh, and Yolande E. Chan (2013), "An Investigation of Factors Affecting Marketing Information Systems’ Use," Journal of Marketing Development and Competitiveness, 7(2), 115-121
RESEARCH
Research Interests
Substantive: Customer Relationship Management (CRM), Customer Loyalty, Non-profit Marketing, Social media, and Digital Marketing.
Page 2 of 6 Dissertation
“Essays on Relationship Marketing” (Proposal defended: November 2014) Committee: J. Andrew Petersen (Co-chair), Rajdeep Grewal (Co-chair), Katrijn Gielens, Tarun Kushwaha, Rajkumar Venkatesan
Research in Progress
“Customer Loyalty Program Usage across Firms,” with J. Andrew Petersen, and Rajkumar Venkatesan, Job Market Paper
”Adoption and Use of Microblogging Tools: A Field Study of Two Organizational Settings,” with Zeenat Sayeed, manuscript in preparation for submission
“Peer Influence in Course Selection and Its Implications for Job Opportunities,” with J. Andrew Petersen, data collection phase
Research Assistant
Kenan-Flagler Business School, University of North Carolina at Chapel Hill (2011- ) Monieson’s Knowledge Management Center, Queen’s University (2009-2011)
CONFERENCE PRESENTATIONS
“Consumer Search, Purchase, and Reward Redemption Behavior across Loyalty Programs” Co-authors: J. Andrew Petersen, and Rajkumar Venkatesan
Marketing Science Conference 2015, Baltimore, Maryland.
“Antecedents and Consequences of Supporting Multiple Non-profit Initiatives” Co-authors: J. Andrew Petersen, and Rajkumar Venkatesan
AMA Winter Marketing Educators’ Conference 2014, Orlando, Florida. Marketing Dynamics Conference 2013, Chapel Hill, North Carolina.
”Evaluating the Effectiveness of Customer Relationship Management (CRM) Systems” Co-author: Yolande E. Chan
International Conference on Information Management and Evaluation (ICIME) 2011, Toronto, Canada.
“Trust and Knowledge Sharing in Teams: A Meta-Analysis”
Administrative Sciences Association of Canada (ASAC) Annual Conference 2010, Regina, Canada.
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HONORS AND AWARDS
M. Wayne DeLozier Fellowship Award for Outstanding PhD Student, Kenan-Flagler Business School (2015)
AMA Sheth Foundation Doctoral Consortium Fellow (2015) Marketing Science Doctoral Consortium Fellow (2015)
Research Fund ($3,500), Kenan-Flagler Business School (2014)
Winner of Monieson’s Center Research Grant, Queen’s University (2010) Queen’s School of Business Scholarship, Queen’s University (2009) Graduate Awards, Queen’s University (2009)
Ranked 6th
in the National Entrance Exam for Graduate Studies in Management, Iran (2007) (Total participants > 10,000)
Ranked in top 0.5% in the National Entrance Exam for Undergraduate Studies, Iran (2003) (Total participants > 200,000)
TEACHING
Teaching Interests
Marketing Management, Marketing Strategy, Customer Relationship Management (CRM), Relationship Marketing, Non-profit Marketing, Marketing Analytics, Digital Marketing
Instructor, University of North Carolina at Chapel Hill Courses taught: Undergraduate Marketing (BUSI 406) Spring 2014 Teaching Evaluation: 4.03 (out of 5) Spring 2016 (Scheduled)
Teaching Assistant, Queen’s University Marketing Ethics (COMM 338)
Business and Corporate Strategy (COMM 401)
Managing Across Cultures (COMM 353)
OTHER EXPERIENCE
Marketing Analyst (2007-2008) System Group Company, Iran
Financial Officer (Volunteering) (2015- 2016) Sharif University of Technology Association (SUTA), the United States’ South East Chapter Student Mentoring (Volunteering)
Persian (Farsi) Language Elementary and Intermediate Courses, Undergraduate Program,
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SELECTED COURSEWORK
Marketing Seminars Methodology Courses
Marketing Response Models Econometrics
Marketing Models (Duke) Microeconometrics
Advanced Psychometric Modeling Advanced Economic Analysis Economic Foundation of Marketing Longitudinal Data Analysis Special Topics in Consumer Research (Duke) Statistics I, II
Customer Relationship Management Applied Research Methods
Marketing Theory I, II Experimental Research Method Design (Queen’s) Qualitative Research Method Design (Queen’s)
PROFESSIONAL AFFILIATIONS
American Marketing Association (AMA) INFORMS
REFERENCES
J. Andrew Petersen
Associate Professor of Marketing
Smeal College of Business, Pennsylvania State University (814) 863-2393
Rajdeep Grewal
Townsend Family Distinguished Professor of Marketing Kenan-Flagler Business School, University of North Carolina (919) 962-2149
Rajkumar Venkatesan
Bank of America Research Professor of Marketing
Darden Graduate School of Business, University of Virginia (434) 924-6916
Tarun Kushwaha
Associate Professor of Marketing
Kenan-Flagler Business School, University of North Carolina (919) 962-8746
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ABSTRACTS OF PUBLICATIONS AND WORKING PAPERS
“Customer Loyalty Program Usage across Firms” (Job Market Paper)
Many firms across various industries offer loyalty programs, each with the goal of enhancing customer retention at their respective firms. However, it is common that customers are members of and influenced by loyalty programs across many different firms. This research investigates how a customer’s loyalty program usage, in this case reward redemption, with a focal firm’s loyalty program impacts that customer’s search and transaction behavior at the focal firm as well as with competing firms. To do this, we use a novel dataset from a mobile advertising and loyalty app provider which partners with multiple firms and allows customers to manage relationships with independent loyalty programs across those different firms. The dataset
includes a random sample of 1,754 customers from the mobile app that have interacted with five local restaurants over a 90-week period. Our findings suggest that a customer’s reward
redemption at one firm positively impacts that customer’s search and transaction at the focal firm as well as with competing firms.
“Developing Donor Relationships: The Role of the Breadth of Giving” (Forthcoming at Journal of Marketing)
This research proposes a mechanism to develop long term donor relationships, a major challenge in the nonprofit industry. We propose a metric, Donation Variety, which captures the breadth of donations a donor has with a given nonprofit organization, controlling for the
distribution of donations to different initiatives. Using donation data spanning twenty years from a major US public university, we find that improvements in Donation Variety increases the likelihood the donor makes a subsequent donation along with the donation amount and reduces the sensitivity of donations to negative macroeconomic shocks. In the acquisition phase, most donors give to a single initiative and that these decisions are influenced more by a donor’s intrinsic motivations. In contrast, as the donor-nonprofit organization relationship develops over time, nonprofit marketing efforts have a more significant influence on a donor’s decision to give to multiple initiatives. Finally, we conduct a field study that validates the econometric analysis and provides causal evidence that marketing efforts by nonprofit organizations can encourage donors to spread donations across multiple initiatives.
“Peer Influence in Course Selection and Its Implications for Job Opportunities” Some practitioners criticize business schools for emphasis on development of technical knowledge and insufficient attention to development of leadership, communication and
intrapersonal skills. In response to these critiques, many business schools have redesigned their MBA curricula to incorporate more interdisciplinary courses. However, the structure of MBA program in many business schools is still based on silos or functional business areas such as finance, accounting, and marketing. Therefore, attainment of interpersonal skills is contingent on a student’s choice of elective courses. In this research, we aim to investigate whether choice of courses (course portfolio) impact a student’s accumulation of knowledge (i.e. growth in human capital), and that student’s career success upon graduation. One factor that may affect students’
Page 6 of 6 choice of courses is the social interactions among students. In many MBA programs students are randomly (exogenously) assigned to study groups at the beginning of the program and work together closely throughout the program. This proves an appropriate context to explore how social factors (peers in group) affect a student’s choice of courses. Thus, the second goal of our study is to investigate where the short-term gain in social capital (i.e. peers influence on choice of courses) may affect the growth in human capital (i.e. difference in job attainment before and after MBA).
“Adoption and Use of Microblogging Tools: A field Study of Two Organizational Settings”
Microblogging tools, which are designed for broadcasting short instant messages, are becoming popular tool for fast and convenient communications in everyday life and in workplace. There are several microblogging tools that were developed specifically for organizational use. These tools provide a private and secure inter-organizational platform for communication and collaboration among employees. The purpose of our qualitative exploratory study is to provide an understanding of: 1) How organizational microblogging tools are utilized in actual organizational setting 2) What are employees’ perceptions of these tools, and 3) What are the challenges of using these tools. We implemented two microblogging tools (Socialcast and Yammer) at two organizations. The pre-use survey investigated user’s previous experience, perception of, and interest in microblogging tools. The post-use survey explored user’s experience with these tools, and challenges they faced using these tool.
“Exploring the Role of Customer Relationship Management (CRM) Systems in Customer Knowledge Creation” (Published in Information & Management, 2014)
We apply organizational knowledge creation theory (Nonaka 1994), to systematically explores how customer relationship management (CRM) systems facilitate organizational knowledge creation processes, including socialization, externalization, combination and internalization. We analyze application of CRM systems in 3 different organizations. We categorize CRM systems as operational (used for automation and increased efficiency of CRM processes), analytical (used for the analysis of customer data and knowledge), and collaborative (used to manage and integrate communication channels and customer interaction touch points). We categorize customer knowledge as knowledge for customers (knowledge provided to
customers to satisfy their needs), knowledge about customers (demographics, purchase behavior, etc.), and knowledge from customers (knowledge that customers possess and organizations can obtain it by interacting with customers). Our empirical study draws on and extends knowledge creation theory by proposing and investigating the nature of 3-way interactions between CRM systems, customer knowledge and knowledge creation processes.
