Our CX Research
Faculty & Leadership
Dr. Dipayan Biswas
Frank Harvey Endowed Professor of Marketing
Dipayan Biswas, the Frank Harvey Endowed Professor of Marketing in the School of Marketing and Innovation, teaches an undergraduate-level course in basic marketing, a graduate-level course in brand management, and a PhD-level course in sensory marketing. His key research interests are in the domains of sensory marketing and digital marketing, with focus on topics related to retailing, food, and health. His research has been published in the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research, among others.
He is on the editorial review boards of the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research. He is also area editor of the Journal of the Academy of Marketing Science and associate editor of the Journal of Retailing.
He has been the principal investigator for a grant funded by the USDA (for $22,049) and a co-investigator for a grant funded jointly by NSF and EPA (for $181,851). In addition, he has received research awards/grants from the Association for Consumer Research, the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances. His interviews and research have been featured extensively in the media, by over 200 media outlets, including the New York Times, Washington Post, ABC, CBS, CNN, Fox, NBC, NPR, BBC, U.S. News & World Report, Men’s Health and Women's Health magazines and the Tampa Bay Times, among others.
Biswas has collaborated on research with several companies in the United States, Germany, Sweden, Netherlands, France and India. He has also been invited to present his research at LMU-Munich (Germany), Bayreuth University (Germany), WU (Austria), Linnaeus University (Sweden), University of Amsterdam (Netherlands), Aachen University (Germany), Magdeburg University (Germany), Yale University (Customer Insights Conference), New York University (Practitioner/Academic Multi-Channel Retailing Conference), Neoma Business School (France), University of Tromso (Norway), Indian School of Business (India), and Tampere University of Technology (Finland), among others.
Biswas earned a PhD in marketing from the University of California, Irvine, and an MBA from the Indian Institute of Management, Ahmedabad.
Dr. Doug Hughes
Director, School of Marketing and Innovation
Doug Hughes is a professor of marketing and Director of the School of Marketing & Innovation. He began his full-time duties in 2019, coming from the Michigan State University's Broad College of Business. There, he was a faculty member for 11 years, serving as chair of the Marketing Department for the last three years. Hughes leverages over two decades of corporate experience in marketing, sales, and general management, having worked as CEO of a business services firm and as a senior executive in both marketing and sales at Fortune 100 and Fortune 500 companies. He also has consulted for a variety of firms across multiple industries.
Hughes taught undergraduate, master's and doctoral-level courses as well as executive-education seminars in both marketing and sales management and has received several national and university teaching awards, including the AMA McGraw-Hill/Irwin Sales Teacher of the Year Award, the Provost's Teaching Excellence Award, and the Sales Excellence Institute Teacher of the Year Award.
He has published research in a number of highly regarded journals, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, the Journal of Retailing, and the International Journal of Research in Marketing, among others. His research interests center on managerial issues in marketing with an emphasis on salesperson motivation, sales-force management, brand relationships and the marketing-sales and sales-service interfaces.
Hughes earned a PhD from the University of Houston, an MBA from Michigan State University and a bachelor's degree in marketing from the University of Tennessee.
Dr. Philip Trocchia
Philip Trocchia is a professor of marketing at USF's Muma College of Business in St. Petersburg. He engages his students in real-life marketing challenges that assist local business owners. Since 2009, his students have worked with approximately 60 nonprofits and private sector companies, as Trocchia believes that the civic engagement aspect of his courses is his most valuable teaching tool.
Trocchia has taught at USF since 2003, and has written or co-authored approximately 30 peer-reviewed scholarly research articles. His work has been published in the European Journal of Marketing and the International Journal of Management Education, to name a few. Trocchia specializes in research about business and marketing education, as well as consumer behavior. He is the recipient of numerous honors and awards, including the Chancellor’s Award for Teaching Excellence in 2010-11.
He earned a PhD from the University of Alabama and an MBA from Michigan State University.
Dr. Nathan Hartmann
Nathan Hartmann is an assistant professor in the School of Marketing and Innovation and serves as a senior researcher for the newly created Marketing and Sales Innovation Center. He teaches basic marketing at the undergraduate level and marketing management at the graduate-level.
Much of his research focuses on improving sales force effectiveness. He is interested in collaborating with companies to examine issues regarding salesperson performance, turnover, compensation, training, use of technology and virtual selling, among others. He is also interested in customer-related outcomes (i.e., satisfaction, loyalty, profits), and sales manager activities and outcomes. His other research interests include various topics in marketing strategy, innovation, and entrepreneurship. His research has appeared in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research, the Journal of Product Innovation Management and the Journal of Personal Selling and Sales Management, among others. He has edited or is editing special issues in the Journal of Service Research and the Journal of Personal Selling and Sales Management. He was recently honored with the Shelby D. Hunt/Harold H. Maynard Award that recognizes the authors of the work in the Journal of Marketing that made the most significant contribution to marketing theory within the calendar year.
He has also been recognized by the AMA New Horizons Faculty Consortium in Selling and Sales Management as an Up-and-Coming Researcher. His interviews and research have been featured in the media, generating millions of impressions.
Hartmann earned a PhD and MBA from Purdue University.
Dr. JeeWon (Brianna) Paulich
JeeWon (Brianna) Paulich is an assistant professor in the School of Marketing and Innovation. The focus of her research has been in the area of marketing strategy and she is interested in using empirical methods to solve marketing problems and eventually provide actionable guidance to managers. Her substantive research interests lie in the areas of managing customer experience to facilitate customer engagement and understanding marketing effectiveness.
Her research has appeared in the Journal of Marketing Research, the Journal of Academy of Marketing Science, and the Marketing Science Institute Working Paper Series. She has a considerable amount of teaching experience, including undergraduate and master's level courses.
Paulich earned a PhD in marketing from the Georgia State University's Robinson College of Business and a bachelor's degree from the University of Pennsylvania's Wharton School.