Overview

Education:

  • Florida State University, Doctor of Philosophy in Business Administration, Marketing 
  • Colorado State University, Masters of Business Administration, Marketing 
  • The University of Texas at San Antonio, Bachelor of Business Administration, Marketing

My academic research examines how brands engage and co-create/collaborate with their various stakeholders through technology to create value. Currently, I am working on projects that focus on how brands can leverage new tools such as AI and AR/VR to better engage consumers and support brand objectives without losing the human element.

From a teaching perspective I take a practical and applied approach, bringing almost two decades of industry experience to the classroom.  I believe it is very important to not just read about or hear about concepts, but it is important to actually do them.  Each of my classes includes some form of applied learning project, most of which include a partnership with local Wichita businesses and nonprofit organizations.

Outside of the classroom and my office I am an avid soccer fan (Y.N.W.A.), wannabe documentary filmmaker. 

 

Research Interests:

  • Brand Strategy

  • Brand Engagement & Co-Creation in Both Physical and Virtual Worlds

  • Qualitative Research Methodologies

 Teaching: 

  • MKT 300 - Principles of Marketing
  • MKT 607 - Brand Planning & Promotion
  • MKT 690 - Advanced Topics in Marketing & Technology
  • MKT 890 - Digital Marketing

Recent Publications:

  • Deva Rangarajan, Bryan Hochstein, Duane M. Nagel, and Teidor Lyngdoh (2022), 鈥淎 Task Complexity and Balanced Centricity Sales Situation Taxonomy and Research Agenda鈥�. Journal of Business and Industrial Marketing

  • Bryan Hochstein, Nawar Chaker, Deva Rangarajan, Duane M. Nagel, and Nathaniel Hartman (2021), 鈥淧roactive Value Co-creation via Structural Ambidexterity: Customer Success Management and the Modularization of Frontline Roles鈥�, Journal of Service Research

  • Duane M. Nagel, Larry Giunipero, Hyeyoon, Jung Jim Salas, and Bryan Hochstein, (2021), 鈥淧urchaser perceptions of early phase supplier relationships: The role of similarity and likeability鈥�, Journal of Business Research,128, 174-186

  • Christopher Plouffe, Duane Nagel, Leff Bonney, Bryan Hochstein, and Jim Salas, (2020), "The Austrian View and Value Co-Creation Process in Solution-Oriented Firms: A Seven Stage, 鈥楽olution Prototyping鈥� Framework鈥�, Journal of Marketing Theory and Practice, 28, 79-97

  • William J. Montford, R. Bret Leary, and Duane M. Nagel, (2019), 鈥淭he impact of implicit self-theories and loss salience on financial risk鈥�, Journal of Business Research, 99, 1-11

  • Duane M. Nagel, J. Joseph Cronin, Jr., and Richard L. Utecht (2018), 鈥淐onsumption or Prosumption? A Question of Resources鈥�, Journal of Services Marketing, 32(6), 739-754

  • Joseph Cronin Jr., and Duane M. Nagel (2020), 鈥淓ditorial: A Critical Review of the Research Gaps Facing Service Scholars鈥�; Journal of Services Marketing, 34(3), 269-277

 Industry Experience:

  • The Integer Group/TBWA 2006-2012
    Senior Account Lead 鈥� Point-of-Sale - Denver, CO
  • The Gambrinus Company 2000 - 2006
    Marketing Coordinator - San Antonio, TX
  • The Gambrinus Company 1998 - 2000
    Brand Assistant - San Antonio, TX
  • Colour Solutions 1996 - 1998
    Account Executive 鈥� San Antonio, TX

Information

Academic Interests and Expertise

My academic research examines how brands engage and co-create/collaborate with their various stakeholders through technology to create value. Currently, I am working on projects that focus on how brands can leverage new tools such as AI and AR/VR to better engage consumers and support brand objectives without losing the human element.

Areas of Teaching Interest

From a teaching perspective I take a practical and applied approach, bringing almost two decades of industry experience to the classroom.  I believe it is very important to not just read about or hear about concepts, but it is important to actually do them.  Each of my classes includes some form of applied learning project, most of which include a partnership with local Wichita businesses and nonprofit organizations.

Publications

Recent Publications:

  • Deva Rangarajan, Bryan Hochstein, Duane M. Nagel, and Teidor Lyngdoh (2022), 鈥淎 Task Complexity and Balanced Centricity Sales Situation Taxonomy and Research Agenda鈥�. Journal of Business and Industrial Marketing

  • Bryan Hochstein, Nawar Chaker, Deva Rangarajan, Duane M. Nagel, and Nathaniel Hartman (2021), 鈥淧roactive Value Co-creation via Structural Ambidexterity: Customer Success Management and the Modularization of Frontline Roles鈥�, Journal of Service Research

  • Duane M. Nagel, Larry Giunipero, Hyeyoon, Jung Jim Salas, and Bryan Hochstein, (2021), 鈥淧urchaser perceptions of early phase supplier relationships: The role of similarity and likeability鈥�, Journal of Business Research,128, 174-186

  • Christopher Plouffe, Duane Nagel, Leff Bonney, Bryan Hochstein, and Jim Salas, (2020), "The Austrian View and Value Co-Creation Process in Solution-Oriented Firms: A Seven Stage, 鈥楽olution Prototyping鈥� Framework鈥�, Journal of Marketing Theory and Practice, 28, 79-97

  • William J. Montford, R. Bret Leary, and Duane M. Nagel, (2019), 鈥淭he impact of implicit self-theories and loss salience on financial risk鈥�, Journal of Business Research, 99, 1-11

  • Duane M. Nagel, J. Joseph Cronin, Jr., and Richard L. Utecht (2018), 鈥淐onsumption or Prosumption? A Question of Resources鈥�, Journal of Services Marketing, 32(6), 739-754

  • Joseph Cronin Jr., and Duane M. Nagel (2020), 鈥淓ditorial: A Critical Review of the Research Gaps Facing Service Scholars鈥�; Journal of Services Marketing, 34(3), 269-277

Professional Experience

 Industry Experience:

  • The Integer Group/TBWA 2006-2012
    Senior Account Lead 鈥� Point-of-Sale - Denver, CO
  • The Gambrinus Company 2000 - 2006
    Marketing Coordinator - San Antonio, TX
  • The Gambrinus Company 1998 - 2000
    Brand Assistant - San Antonio, TX
  • Colour Solutions 1996 - 1998
    Account Executive 鈥� San Antonio, TX