Mark S Rosenbaum

American Hotel Academy, International Hotel Business Management, Visting Professor of Services Marketing

Followers

409

Following

126

Co-authors

Public Views

Dr. Mark S. Rosenbaum joins The Citadel as Professor of Marketing & Captain in the Department of Marketing, Supply Chain Management, and Economics. Prior to joining The Citadel, Rosenbaum was the Dean of the College of Business at Hawai'i Pacific University and Dean of the Graham School of Management at Saint Xavier University in Chicago. He served as Department Chair and Professor of Retailing at the University of South Carolina, Kohl's Professor of Retail Marketing at Northern Illinois University, and Assistant Professor of Marketing at the University of Hawaii at Manoa.

Dr. Rosenbaum also has teaching experience at San Diego State University, Cal State San Marcos, Arizona State University, Southern New Hampshire University, Hanoi School of Economics, and at Externado University (Bogota, Colombia).

Dr. Rosenbaum is the co-editor of the Journal of Services Marketing. He is also an Associate Editor for the Service Industries Journal. He is on the editorial boards of the Journal of Education for Business, Psychology & Marketing, Journal of Service Theory & Practice, International Journal of Retail and Distribution Management, and Health Marketing Quarterly. Dr. Rosenbaum is a three-time Fulbright recipient, bringing him to Cambodia (2009), Nepal (2015), and Uzbekistan (2019).
Rosenbaum's research is focused on transformative service research. Rosenbaum and his colleagues were the "pioneers" in developing this paradigm. Rosenbaum's research focuses on improving the human condition via services.
Rosenbaum earned a Ph.D. in marketing from Arizona State University in 2003. Rosenbaum also holds advanced degrees from the University of Illinois at Chicago, New York University, and San Diego State University. He earned a bachelor's degree from Indiana University. Rosenbaum worked in fine jewelry retailing for many years before entering academia. He is also a Visiting Professor of Marketing at Externado University in Bogota, Colombia, and at the American Hotel Academy in Brasov, Romania.
Rosenbaum lives with spouse and dog in Charleston, SC and in Naperville, IL.
Supervisors: Amy Ostrom, Beth Walker, and Jim Ward
Phone: 843-953-7468
Address: The Citadel
Baker School of Business
89 Hagood Ave
Tommy & Victoria Baker School of Business
Bastin Hall #324
Charleston, SC 29409

less

David Seamon

Kansas State University

Armando Marques-Guedes

UNL - New University of Lisbon

Rob S E A N Wilson

University of California, Santa Cruz

Raymond Fisk

Texas State University

Ipek Akpinar

İZMİR INSTITUTE OF TECHNOLOGY

ADRIANA BRAMBILLA

UFPB - Universidade Federal da Paraíba

Robert Kozinets

University of Southern California

DR. RAKESH KUMAR

University of Delhi

Anthony Patterson

Lancaster University Management School

Delphine Dion

ESSEC Business School

Interests

Uploads

Papers by Mark S Rosenbaum

Viewpoint: forever young-Gay men and cosmetic medical treatments

Journal of Services Marketing, Aug 19, 2021

Purpose This study aims to explore innate and sociocultural forces that lead gay men to purchase ... more Purpose This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments. Design/methodology/approach This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical treatments. Findings In line with evolutionary theory, the authors suggest that the male proclivity to evaluate a partner’s sexual desirability on the basis of physical appearance and youth remains consistent among gay men. They also posit that sociocultural norms, such as media imagery, portray gay men as physically attractive and youthful. Among gay men, homonormative ideals that define attractiveness fall on a continuum ranging from hyper-masculinity to hypo-masculinity, with each end encouraging gay men to accept different beauty standards. Research limitations/implications To date, service researchers have mostly overlooked the role of evolution in consumers’ propensity to purchase professional services. This study sets the foundation for researchers to consider both instinctual and sociocultural norms that encourage consumers to purchase not only cosmetic medical treatments but also professional services in general. Practical implications Gay men represent a prime target market for cosmetic medical treatment providers, as their desire for physical attractiveness and youth remains constant as they age. Originality/value This study offers novel insights into gay male consumption of cosmetic medical treatments and services from theoretical and practical perspectives.

The dark side of experience-seeking mall shoppers

International Journal of Retail & Distribution Management, Dec 12, 2016

Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s... more Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily exhibit more favorable attitudes or behaviors toward the mall than mall shoppers who do not participate in these offerings. Design/methodology/approach This study employs survey methodology from a sample collected in an expansive regional mall that offers customers experiential activities. Findings The findings show that mall shoppers who partake in mall-based activities are less satisfied, are less likely to spread positive word of mouth, and have lesser desire to return to the mall than shoppers who do not partake in these activities. The findings also reveal that mall expenditures are the same between shoppers who partake in mall activities and those who do not. Research limitations/implications Researchers have argued that malls can compete with digital retailers by offering shoppers experiential activities. Although segments of shoppers partake in these activities, this study finds that experiential investments do not result in significant favorable shopper outcomes. Practical implications Mall developers that implement experiential offerings as a means to combat competition from digital retailers may not attain managerially relevant results from doing so. Originality/value Although retailing academics and consultants espouse the idea that retailers can obtain financial benefits by creating memorable experiences for shoppers, this research offers empirical evidence that counters these speculations. In the case of enclosed malls, investments in experiential features and activities may not lead to improved shopper attitudes, behaviors, or sales.

The digitization of health care retailing

Journal of Research in Interactive Marketing, Sep 10, 2017

Purpose This paper aims to offer insights into the impact of digitization technology on consumer ... more Purpose This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers. Design/methodology/approach The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers. Findings The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity. Research limitations/implications Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment. Social implications Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches. Originality/value The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.

The Wegman’s Effect : When a Service Organization Provides Customers with Restorative and Relational Resources

Out in the Open: Understanding Consumer Acceptance Or Rejection of Colombia’S Black Market

ACR Latin American Advances, 2017

Black market analysts note that the United States is the largest black market in the world, repre... more Black market analysts note that the United States is the largest black market in the world, representing a $625.5 billion market within a $1.81 trillion global market. Today's global black market represents the selling of 50 contraband products (e.g., counterfeit drugs, electronics, foods, cigarettes, toys, auto parts, purses, batteries, and drugs, such as marijuana, cocaine, heroin) and illegal activities, (prostitution, human trafficking, human smuggling, and illegal gambling). Interestingly, black markets are typically clandestine, mobile, and temporal markets, which operate in informal places such as street corners, automobile trunks, back rooms, temporary "pop-up" shops (e.g., warehouses), private homes, or couched in the background of consumer-to-consumer markets; most notably, temporary marketplaces, such as those denoted as flea or night markets. However, in one country the black market flourishes as typical urban marketplaces, essentially discount malls, referred to as San Andresitos (Mattelart, 2012), despite their well-known association with selling contraband, smuggled, pirated, and counterfeit products, as well as being connected to illicit drug money--this country is Colombia.

Mark S Rosenbaum

Uploads

Papers by Mark S Rosenbaum

Log In

pFad - (p)hone/(F)rame/(a)nonymizer/(d)eclutterfier! Saves Data!