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LSU Today Flagship Faculty

Archive
Ronald W. Niedrich

Ronald W. Niedrich

Professor
Department Chair
E. Robert Theriot Professorship #2
Department of Marketing
E. J. Ourso College of Business

What was your previous position and where?

Before returning for my Ph.D., I was a business development manager at Harris Corporation in Melbourne, Fla., where I helped to secure government contracts. Prior to that, I was employed as a product development engineer at Maida Development Corporation in Hampton, Va., where I helped to design and develop semiconductors.

What brought you to LSU?

I accepted a position at LSU after graduating with a Ph.D. in business administration from the University of South Carolina in 1999. The chair of my dissertation suggested that I consider an opportunity at LSU. My campus visit confirmed the reputation of the Department of Marketing faculty as accomplished scholars who provided a supporting and collegial environment. This turned out to be a great decision.

What is your research interest?

My research focuses on the judgment and decision processes that consumers employ in constructing product judgments and making purchase decisions. Substantive topics include pricing, pioneering, persuasion, satisfaction and measurement. I have published several articles, including two at the Journal of Marketing Research and another at the Journal of Consumer Research.

What do you hope to accomplish at LSU?

As the incoming department chairmen, my focus is on achieving the goals of the marketing department. Consistent with research universities, our mission is the creation and dissemination of knowledge. Meeting the department teaching, research and service obligations will not be possible with the current number of tenure-track faculty, which has been cut in half over the last several years. In order to return the number of faculty to a nominal level with diminishing state support, we must generate alternative sources of revenue, such as industry partnerships.

What do you enjoy most about LSU?

In my travels, people often ask me about Louisiana. My response is the same; I love the people, the food, the music the culture. This unique Louisiana culture is embedded in LSU and the people who work there. In sum, it is the people that make LSU a great place to work.

What are your major accomplishments?

Although I have been honored with various awards in the past, my focus is on the future. I want to do what I can to help LSU not just return to what it once was, but to be stronger than it has ever been.

 




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