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Ross Petty

Professor

Academic Division: Accounting & Law
781-239-5529

Bio

Before joining Babson, Professor Petty practiced law with the Federal Trade Commission. He was the founding legal developments editor for the Journal of Public Policy & Marketing and is the founder and executive secretary of the Marketing Law section of the Academy of Legal Studies in Business. Professor Petty has published over 70 articles and book chapters on marketing and business law and has received awards in both marketing and law for his work. He is the author of the book, The Impact of Advertising Law on Business and Public Policy, published by Quorum Books in 1992. He currently has written a book manuscript, Branding Law for Entrepreneurs: A Legal Guide to Strategic Brand Management. Professor Petty held the Roger A. Enrico Term Chair from 1992 through 1997 and the Zwerling Family Term Chair from 2008–2011. Professor Petty regularly teaches the undergraduate core as well as undergraduate electives in Marketing Law, and Innovation and the Law.

Academic Degrees

  • M.P.A, HARVARD UNIVERSITY, Kennedy School of Government
  • JD, UNIVERSITY OF MICHIGAN, School of Law
  • MBA, UNIVERSITY OF ROCHESTER, Grad. School of Management
  • BA, UNIVERSITY OF ROCHESTER, College of Arts and Sciences

Academic Interests

Business Law; Marketing/Intellectual Property Law

Awards & Honors

  • 2013 - Outstanding Reviewer , Journal of Public Policy & Marketing
  • 2008 - Charles M. Hewett Master Teacher Award , Academy of Legal Studies in Business
  • 2008 - Faculty Scholarship Award , Babson College
  • 2007 - Highly Commended Paper , Journal of Product Management
  • 2005 - Best Paper Award, Thomas C. Kinnear / Journal of Public Policy & Marketing

Courses

Degree Courses 2016-2017
  • LAW 3675: INNOVATION LAW: A CRITICAL ANALYSIS
  • MKT 3525: MARKETING LAW EHTICS AND SOC RESPONSIBI
Degree Courses 2015-2016
  • LAW 3675: INNOVATION LAW: A CRITICAL ANALYSIS
  • MKT 3525: MARKETING LAW EHTICS AND SOC RESPONSIBI
  • LAW 7200: BL LAW
  • LAW 7200: LAW

Publications

Journal Articles

  • Petty, R.D. (2015). The Historic Development of US Misleading Advertising Regulation. Journal of Historical Research in Marketing, 7(4), 524-548.
  • Petty, R.D. (2015). “Natural” Claims in Food Advertising: Policy Implications of Filling the Regulatory Void with Consumer Class Action Lawsuits, . Journal of Public Policy & Marketing, 34(1), 131-141.
  • Petty, R.D. (2014). Reflections on My Experience with the Federal Trade Commission Transition in the Early 1980s. Journal of Public Policy & Marketing, 33(2), 212-216.
  • Petty, R.D. (2014). Family Fabric: The Hamilton & Robertson Families’19th Century Scottish Cotton Muslin Bleachworks. Scottish Business and Industrial History, series two, 29(Fall 2015), 46-73.
  • Petty, R.D. (2013). F. Beverley Robertson: The Tragic Life of Poundmaker’s Defence Counsel. Manitoba History, 73, 19-28.
  • Petty, R.D. (2013). From Puffery to Penalties: A Historical Analysis of U.S. Masked Marketing Public Policy Concerns. Journal of Historical Research in Marketing, 5(1), 10-26.
  • Petty, R.D., Cawley, J.D. (2013). Who was Caroline Close Stewart?. The Stewarts, 24(2), 119-126.
  • Petty, R.D. (2012). Coca-Cola brand protection before World War II – it's the real thing!. Journal of Historical Research in Marketing, 4(2), 224 - 244.
  • Petty, R.D. (2012). From label to trademark: the legal origins of the concept of brand identity in nineteenth century America. Journal of Historical Research in Marketing, 4(1), 129-153.
  • Petty, R.D. (2012). Robertsons of Foxbar. Clan Donnachaidh Annual, 25-28.
  • Petty, R.D. (2012). Using the Law to Protect the Brand on Social Media Sites: A Three “M”s Framework for Marketing Managers. Management Research Review, 35(9), 758-769.
  • Petty, R.D., Lindsey-Mullikin, J. (2011). Marketing tactics discouraging price search: Deception and competition. Journal of Business Research, 64(1), 67–73.
  • Petty, R.D., Cawley, J.D. (2011). Sorting the Stewarts of Ballymoran: The First Four Generations in County Down. The Stewarts, 23(4), 303-321.
  • Petty, R.D. (2011). The Codevelopment of Trademark Law and the Concept of Brand Marketing in the United States before 1946. Journal of Macromarketing, 31(1), 85-99.
  • Petty, R.D. (2011). The Post-Culloden Migration of Robertsons to Paisley. Clan Donnachaidh Annual, 24-27.
  • Petty, R.D. (2010). Bicycling in Minneapolis in the Early 20th Century. Minnesota History, 62(3), 84-95.
  • Petty, R.D. (2010). Naming names: Part three – Safeguarding brand equity in the United States by developing a family of trademarks. Journal of Brand Management, 17, 561-567.
  • Petty, R.D., Leong, S.H., Lwin, M.O. (2010). Slogans: US and EU legal protection for slogans that identify and promote the brand. International Journal of Advertising, 29(3), 473-500.
  • Petty, R.D. (2010). The “Amazing Adventures” of Super Hero®. Trademark Reporter, The, 100(3), 729-755.
  • Petty, R.D. (2009). Brand parody products: is the harm worth the howl?. Journal of Consumer Marketing, 26(2), 64-65.
  • Petty, R.D., D'Rozario, D. (2009). The use of dead celebrities in advertising and marketing : balancing interests in the right of publicity. Journal of Advertising, 38(4), 37-49.
  • Petty, R.D., Andrews, J.C. (2008). Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices That Mask Marketing Messages. Journal of Public Policy & Marketing, 27(1), 7-18.
  • Petty, R.D. (2008). Flavor trademark hard for the TTAB to swallow. Journal of the Academy of Marketing Science, 36(3), 437.
  • Petty, R.D. (2008). Gild by Association. The Wall Street Journal link
  • Petty, R.D. (2008). Initial Interest Confusion Versus Consumer Sovereignty: A Consumer Protection Perspective on Trademark Infringement. Trademark Reporter, The, 98(3), 757-788 .
  • Petty, R.D. (2008). Naming names: Trademark strategy and beyond: Part one - Selecting a brand name. Journal of Brand Management, 15(3), 190-197.
  • Petty, R.D. (2008). Naming names: Trademark strategy and beyond: Part two - Dealing with rival brand names. Journal of Brand Management, 15(4), 232-238.
  • Petty, R.D. (2008). Pet Peeves: Trademark Law and the Consumer Enjoyment of Brand Pet Parodies. Journal of Consumer Affairs, 42(3), 461–470.
  • Petty, R.D. (2008). Recognizing the Rights of Consumers as brand Co-owners. Journal of Product & Brand Management, 17(6), 414-415.
  • Petty, R.D., Seiders, K. (2007). Taming the Obesity Beast: Children, Marketing, and Public Policy Considerations. Journal of Public Policy & Marketing, 26(2), 236-242.
  • Petty, R.D. (2006). Marketing Law: Hit or Mislead –Secondary Brand Associations. Marketing Management, 15(5), 44-48.
  • Petty, R.D., Lindsey-Mullikin, J. (2006). The Regulation of Practices that Promote Brand Interest: A 3 Cs Guide for Brand Managers. Journal of Product & Brand Management, 15(1), 23-26.
  • Petty, R.D. (2006). The Rise, Fall and Rebirth of Bicycle Police. International Police Mountain Bike Association (IPMBA) News
  • Petty, R.D. (2006). Transportation Technologies for Community Policing: A Comparison. International Journal of Police Science & Management, 8(3), 165-175.
  • Petty, R.D. (2005). Societal Regulation of the Marketing Function: Does the Patchwork Create a Quilt? . Journal of Public Policy & Marketing, 24(1), 63-74.
  • Petty, R.D., Compeau, L., Lindsay-Mullikin, J., Grewal, D. (2004). An Analysis of Consumers’ Interpretations of the Semantic Phrases Found In Reference Price Advertisements. Journal of Consumer Affairs, 178-187.
  • Petty, R.D., Seiders, K. (2004). Obesity and the Role of Food Marketing: A Policy Analysis of Issues and Remedies. Journal of Public Policy & Marketing, 23(2), 153-169.
  • Petty, R.D. (2004). Of Tartans and Trademarks. Trademark Reporter, The, 94(4), 859-880.
  • Petty, R.D., Hamilton, J. (2004). Seeking a Single Policy for Contractual Unfairness to Consumers: A Comparison of US and EU Efforts. Journal of Consumer Affairs, 38(1), 146-166.
  • Petty, R.D. (2003). ireless Advertising Messaging: Legal Analysis and Public Policy Issues. Journal of Public Policy & Marketing, 22(1), 71-83.
  • Petty, R.D., Harris, A., Broaddus, T., Boyd, W. (2003). Regulating Target Marketing and Other Race-Based Advertising Practices. Michigan Journal of Race & Law, 8(2), 335-394.

Books

  • Petty, R.D. (in press). BRANDING LAW: A GUIDE TO THE LEGAL ISSUES IN BRAND MANAGEMENT : West Academic
  • Petty, R.D., Richards, J.I. (2007). Advertising Regulation : Sage Publications
  • Petty, R.D. (2007). Telemarketing: Greenwood Press
  • Petty, R.D. (2006). Regulatory Standards: Lawyers and Judges Publishing Co.

Book Chapters

  • Petty, R.D. (in press). A History of Brand Identity Protection and Brand Marketing in THE ROUTLEDGE COMPANION TO MARKETING HISTORY. In D.G. Brian Jones and Mark Tadajewski (Ed.), : Routledge
  • Petty, R.D. (in press). US Antitrust Law and the Practice of Marketing in THE ROUTLEDGE COMPANION TO MARKETING HISTORY. In D.G. Brian Jones and Mark Tadajewski (Ed.), : Routledge
  • Petty, R.D. (2014). Social Marketing and the Law. In David W. Stewart (Ed.), The Handbook of Persuasion and Social Marketing. Santa Barbara, CA: Praeger
  • Petty, R.D. (2014). International Advertising Law and Regulation: A Research Review and Agenda – the Devil is in the Details. In Hong Cheng (Ed.), The Handbook of International Advertising Research. Malden, MA: Wiley-Blackwell
  • Petty, R.D. (2013). Advertising (and Product Safety). In Wendy Reiboldt and Melanie Horn Mallers (Ed.), Consumer Survival: An Encyclopedia of Consumer Rights, Safety, and Protection. Santa Barbara, CA: ABC-CLIO
  • Petty, R.D. (2013). Bicycle Safety Standard. In Wendy Reiboldt and Melanie Horn Mallers (Ed.), Consumer Survival: An Encyclopedia of Consumer Rights, Safety, and Protection. Santa Barbara, CA: ABC-CLIO
  • Petty, R.D., Mandel, R.P. (2014). Business Entities. Wiley Encyclopedia of Management (Vol. 8 pp. 1–8). : Wiley
  • Petty, R.D. (2014). Contracts. Wiley Encyclopedia of Management (Vol. 8 pp. 1–4). : Wiley
  • Petty, R.D. (2014). Intellectual Property. Wiley Encyclopedia of Management (Vol. 8 pp. 1–7). : Wiley

Book Reviews

  • Petty, R.D. (2014). Review of "Urban Flow: Bike Messengers and the City" by Jeffrey L. Kidder. Contemporary Sociology: a Journal of Reviews, Vol 43, 542-543.
  • Petty, R.D. (2006). Raising Customer Switching Costs –Profitable Marketing, but Public Policy Problem. Journal of Public Policy & Marketing, Vol 25, 250-253.

Multimedia

  • Naming Names: Trademark Strategy and Beyond, parts one and two. Journal of Brand Management2007). link

Conference Proceedings

  • Petty, R.D. (2015). After the Dot: Marketing Policy Issues with the New Generic Top Level Domain Names Program.
  • Petty, R.D. (2013). Towards a Modern History of Brand Marketing: Where Are We Now?. Varieties, Alternatives, and Deviations in Marketing History: Proceedings of the 16th Conference on Historical Analysis and Research in Marketing (CHARM), Copenhagen, Denmark
  • Petty, R.D. (2011). Labels and Trademarks and Prints, Oh My! Legal Evidence of US Interest in Brand Protection in the 1800s. Marketing History in the New World, Proceedings of the 15th Biennial Conference in Historical Analysis & Research in Marketing (CHARM),
  • Petty, R.D. (2010). Post Boom Bicycling in Minneapolis: Counting Transportation Use . Cycle History: Proceedings of 20th International Cycle History Conference,
  • Petty, R.D. (2009). Trademark Law and the Development of Brand Marketing. Marketing History: Strengthening, Straightening and Extending, Proceedings of the 14th Biennial Conference in Historical Analysis & Research in Marketing (CHARM),

Others

  • Petty, R.D. (in press). BRANDING LAW: A GUIDE TO THE LEGAL ISSUES IN BRAND MANAGEMENT : West Academic
  • Petty, R.D. (in press). A History of Brand Identity Protection and Brand Marketing in THE ROUTLEDGE COMPANION TO MARKETING HISTORY: Routledge
  • Petty, R.D. (in press). US Antitrust Law and the Practice of Marketing in THE ROUTLEDGE COMPANION TO MARKETING HISTORY: Routledge
  • Petty, R.D. (2010). The Strategic Use of Legal Margins: How to Introduce an Extension of Someone Else’s Brand: Springer

Presentations

  • Comparative Competition Policy: A Historical Analysis of U.S. & Canadian Antitrust Law.
    Petty, R. Comparative Competition Policy: A Historical Analysis of U.S. & Canadian Antitrust Law. Second Annual Meeting of Canadian Academy of Legal Studies in Business, Toronto, ONT (2015)
  • Teaching Trademarks in a Single Class Section: Adding Marketing Content (Panel Discussion)
    Petty, R. Teaching Trademarks in a Single Class Section: Adding Marketing Content (Panel Discussion) Annual Meeting of the Academy of Legal Studies in Business, Seattle, WA (2014)
  • The FTC Report on Data Brokers (Panel Discussion on a Fourth Amendment Revival)
    Petty, R. The FTC Report on Data Brokers (Panel Discussion on a Fourth Amendment Revival) Annual Meeting of the Academy of Legal Studies in Business, Seattle, WA (2014)
  • U.S. Antitrust Law and the Practice of Marketing: A Historical Analysis
    Petty, R. U.S. Antitrust Law and the Practice of Marketing: A Historical Analysis Annual Meeting of the Academy of Legal Studies in Business, Seattle, WA (2014)
  • Antitrust & Product Strategy: A Consumer Choice Conceptualization
    Petty, R. Antitrust & Product Strategy: A Consumer Choice Conceptualization Marketing and Public Policy Conference, Boston, MA (2014)
  • Canada’s 2010 Anti-spam Law: The third Evolutionary Stage in Spam Control Legislation –What More is needed?
    Petty, R. Canada’s 2010 Anti-spam Law: The third Evolutionary Stage in Spam Control Legislation –What More is needed? Conference of the Canadian Academy of Legal Studies in Business, Toronto, ON (2014)
  • Antitrust and Product Strategy: A Conceptualization for Managers
    Petty, R. Antitrust and Product Strategy: A Conceptualization for Managers Annual Meeting of the Academy of Legal Studies in Business, Boston, MA (2013)
  • Towards a Modern History of Brand Marketing: Where Are We Now?
    Petty, R. Towards a Modern History of Brand Marketing: Where Are We Now? 16th Biennial Conference in Historical Analysis & Research in Marketing (CHARM), Copenhagen, Denmark (2013)
  • Dot Product and Dot Brand: An Analysis of the New Generic Top Level Domain Name Program and the Initial Set of Applications
    Petty, R. Dot Product and Dot Brand: An Analysis of the New Generic Top Level Domain Name Program and the Initial Set of Applications Annual Meeting of the Academy of Legal Studies in Business, Kansas City, MO (2012)
  • From Puffery to Punishment: A Sketchy History of the Sketchy Practices of Masked Marketing and their Public Policy Concerns
    Petty, R. From Puffery to Punishment: A Sketchy History of the Sketchy Practices of Masked Marketing and their Public Policy Concerns Marketing and Public Policy Conference, Atlanta, GA (2012)
  • International Advertising Law and Regulation: Research Review and Agenda – the Devil is in the Details
    Petty, R. International Advertising Law and Regulation: Research Review and Agenda – the Devil is in the Details Marketing and Public Policy Conference, Washington, DC (2011)
  • Labels and Trademarks and Prints, Oh My! Legal Evidence of US Interest in Brand Protection in the 1800s
    Petty, R. Labels and Trademarks and Prints, Oh My! Legal Evidence of US Interest in Brand Protection in the 1800s 15th Biennial Conference in Historical Analysis & Research in Marketing (CHARM), New York, NY (2011)
  • The World Wide Web vs. National Trademark Laws – Protecting the Brand in Global Commerce
    Petty, R. The World Wide Web vs. National Trademark Laws – Protecting the Brand in Global Commerce International Trade & Academic Research Conference, London (2010)
  • The “Amazing Adventures” of Super Hero®
    Petty, R. The “Amazing Adventures” of Super Hero® Annual Meeting of the Academy of Legal Studies in Business, Richmond, VA (2010)
  • Brandwidth Gone Wild: Restoring a More Competitive Balance to Trademark Law for the Benefit of Consumers
    Petty, R. Brandwidth Gone Wild: Restoring a More Competitive Balance to Trademark Law for the Benefit of Consumers Annual Meeting of the International Trademark Association, Boston, MA (2010)
  • Comparative Consumer Unfairness in the 21st Century: Is US Vague Preferable to EU Specific?
    Petty, R. Comparative Consumer Unfairness in the 21st Century: Is US Vague Preferable to EU Specific? Marketing and Public Policy Conference, Denver, CO (2010)
  • Brandwidth Gone Wild: Restoring a More Competitive Balance to Trademark Law for the Benefit of Consumers
    Petty, R. Brandwidth Gone Wild: Restoring a More Competitive Balance to Trademark Law for the Benefit of Consumers Annual Meeting of the Academy of Legal Studies in Business, Denver, CO (2009)
  • Publishing Legal Scholarship in Marketing Journals
    Petty, R. Publishing Legal Scholarship in Marketing Journals Annual Meeting of the Academy of Legal Studies in Business, Denver, CO (2009)
  • Bicycle History by the Numbers: The Case of Minneapolis in 1895-1911
    Petty, R. Bicycle History by the Numbers: The Case of Minneapolis in 1895-1911 20th International Cycle History Conference, Freehold, NJ (2009)
  • Trademark Law and the Development of Brand Marketing
    Petty, R. Trademark Law and the Development of Brand Marketing 14th Biennial Conference in Historical Analysis & Research in Marketing (CHARM), Leicester, UK (2009)
  • Judo Brand Diversion: Using Another’s Trademark to Your Advantage
    Petty, R. Judo Brand Diversion: Using Another’s Trademark to Your Advantage Annual Meeting of the Academy of Legal Studies in Business, Long Beach, CA (2008)
  • Pet Peeves: Trademark Law and the Consumer Enjoyment of Brand Pet Parodies
    Petty, R. Pet Peeves: Trademark Law and the Consumer Enjoyment of Brand Pet Parodies Annual Meeting of the Academy of Legal Studies in Business, Long Beach, CA (2008)
  • Teaching Misleading Advertising
    Petty, R. Teaching Misleading Advertising Annual Meeting of the Academy of Legal Studies in Business, Long Beach, CA (2008)
  • Initial Interest Confusion v. Consumer Sovereignty: A Consumer Protection Perspective on Trademark Infringement
    Petty, R. Initial Interest Confusion v. Consumer Sovereignty: A Consumer Protection Perspective on Trademark Infringement Marketing and Public Policy Conference, Philadelphia, PA (2008)
  • Resale Price Maintenance: The Supreme Court’s Decision in Leegin and its Implications for Marketing Scholarship and Practice
    Petty, R. Resale Price Maintenance: The Supreme Court’s Decision in Leegin and its Implications for Marketing Scholarship and Practice Marketing and Public Policy Conference, Philadelphia, PA (2008)
  • The Walt Disney Company: Cartoons, Characters, and Copyright Strategy in the Face of Technological Change
    Petty, R. The Walt Disney Company: Cartoons, Characters, and Copyright Strategy in the Face of Technological Change 2007 Academy of Legal Studies Annual Meeting , Indianapolis, IN (2007)
  • Branding Law Workshop for Entrepreneurs
    Petty, R. Branding Law Workshop for Entrepreneurs 2007 Academy of Legal Studies in Business Annual Meeting , Indianapolis, IN (2007)
  • Promotes like an Advertisement, Distinguishes like a Trademark –American and European Legal Requirements for Protecting the Marketing Value of Advertising Slogans
    Petty, R. Promotes like an Advertisement, Distinguishes like a Trademark –American and European Legal Requirements for Protecting the Marketing Value of Advertising Slogans 2007 Academy of Legal Studies in Business Annual Meeting , Indianapolis, IN (2007)
  • The Use of Dead Celebrities in Marketing: A Legal and Public Policy Analysis
    Petty, R. The Use of Dead Celebrities in Marketing: A Legal and Public Policy Analysis 2007 Marketing and Public Policy Conference, Washington, D.C (2007)
  • Journal of Consumer Affairs
    Petty, R. Journal of Consumer Affairs 13th Conference in Historical Analysis & Research in Marketing , Duke University Durham, NC (2007)
  • Naming Names: Trademark Strategy and Beyond
    Petty, R. Naming Names: Trademark Strategy and Beyond 2007 North Atlantic Regional Business Law Association Annual Meeting , Salem, Ma (2007)
  • Secondary Brand Associations: The Legal Issues of Licensing and Misleadingness
    Petty, R. Secondary Brand Associations: The Legal Issues of Licensing and Misleadingness 2006 Academy of Legal Studies in Business Annual Meeting , St. Petersburg, FL (2006)
  • The Walt Disney Company: Cartoons, Characters, and Copyright Strategy
    Petty, R. The Walt Disney Company: Cartoons, Characters, and Copyright Strategy 2006 North Atlantic Regional Business Law Association Annual Meeting , Wellesley, Ma (2006)
  • Masked Marketing –the Legal Issues
    Petty, R. Masked Marketing –the Legal Issues Winter Educators Conference, St. Petersburg, FL (2006)
  • The Bicycle as a Communications Medium: A Comparison of Bicycle Use by the U.S. Postal Service and Western Union Telegraph Company
    Petty, R. The Bicycle as a Communications Medium: A Comparison of Bicycle Use by the U.S. Postal Service and Western Union Telegraph Company 16th International Cycle History Conference, Davis, CA (2005)
  • Societal Regulation of the Marketing Function: Does the Patchwork Create a Quilt?
    Petty, R. Societal Regulation of the Marketing Function: Does the Patchwork Create a Quilt? 2005 Marketing and Public Policy Conference, Washington, DC (2005)
  • Trademark Strategy Revisited –Again: Beyond Trademarks to a Legal Portfolio Approach for Brand Protection
    Petty, R. Trademark Strategy Revisited –Again: Beyond Trademarks to a Legal Portfolio Approach for Brand Protection 2004 Annual Meeting of the Academy of Legal Studies in Business, Ottawa, ON (2004)
  • Of Tartans and Trademarks
    Petty, R. Of Tartans and Trademarks European Business Research Conference, Edinburgh, Scotland (2004)
  • Virtual Price Competition: A Unified Model of Practices that Promise a Bargain and their Policy Concerns
    Petty, R. Virtual Price Competition: A Unified Model of Practices that Promise a Bargain and their Policy Concerns 2004 Marketing and Public Policy Conference, Salt Lake City, Utah (2004)
  • Transportation Technologies for Community Policing: A Comparison
    Petty, R. Transportation Technologies for Community Policing: A Comparison International Symposium on Technology and Society, Amsterdam, NL (2003)
  • Judo Trademark Diversion
    Petty, R. Judo Trademark Diversion 2003 Annual Meeting of the Academy of Legal Studies in Business, Nashville, TN (2003)
  • Tenure Standards at Babson College
    Petty, R. Tenure Standards at Babson College a Panel Discussion at the 2003 Annual Meeting of the Academy of Legal Studies in Business, Nashville, TN (2003)
  • Food Marketing and Managing the Health Risks of Supersized Americans: A Public Policy Analysis
    Petty, R. Food Marketing and Managing the Health Risks of Supersized Americans: A Public Policy Analysis 2003 Marketing and Public Policy Conference, Washington, DC (2003)