Faculty Profiles

781-239-5529

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.

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

Business Law; Marketing/Intellectual Property Law

2018 — Outstanding Reviewer, Journal of Public Policy & Marketing
2017 — Outstanding Reviewer, Journal of Public Policy & Marketing
2016 — Outstanding Proceedings Reviewer, Academy of Legal Studies in Business
2016 — Outstanding Reviewer, Journal of Public Policy & Marketing
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

Journal Articles

Petty, R.D. (2018). The US Battle against Brand Marketing: circa 1929-1980. Journal of Historical Research in Marketing. Vol: 10, Issue: 1, Page: 60-85. Emerald.
Petty, R.D. (2018). Product Strategy and Antitrust: A Consumer Choice Perspective. Journal of Consumer Affairs. Vol: 52, Issue: 2, Page: 252-285. link
Petty, R.D. (2017). Alexander Thom (1775–1845): From Army Surgeon to Settlement Founder. Journal of Medical Biography. Page: 8. Sage. link
Miller, C.J., Petty, R.D. (2016). The FTC's Environmental Marketing Guides: Clarify Attributes. Journal of the Missouri Bar. Vol: 72, Issue: 4, Page: 196-203. The Missouri Bar.
Petty, R.D. (2015). The Historic Development of US Misleading Advertising Regulation. Journal of Historical Research in Marketing. Vol: 7, Issue: 4, Page: 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. Vol: 34, Issue: 1, Page: 131-141. American Marketing Association.
Petty, R.D. (2014). Reflections on My Experience with the Federal Trade Commission Transition in the Early 1980s. Journal of Public Policy & Marketing. Vol: 33, Issue: 2, Page: 212-216. American Marketing Association.
Petty, R.D. (2014). Family Fabric: The Hamilton & Robertson Families’19th Century Scottish Cotton Muslin Bleachworks. Scottish Business and Industrial History. Vol: 29, Issue: Fall 2015, Page: 46-73. University of Glasgow.
Petty, R.D. (2013). F. Beverley Robertson: The Tragic Life of Poundmaker’s Defence Counsel. Manitoba History. Vol: 73, Page: 19-28. Manitoba Historical Society.
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. Vol: 5, Issue: 1, Page: 10-26. Emerald.
Petty, R.D. (2012). Coca-Cola brand protection before World War II – it's the real thing!. Journal of Historical Research in Marketing. Vol: 4, Issue: 2, Page: 224 - 244. Emerald Group Publishing Ltd..
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. Vol: 4, Issue: 1, Page: 129-153. Emerald Group Publishing Ltd..
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. Vol: 35, Issue: 9, Page: 758-769. Emerald Group Publishing Ltd..
Petty, R.D., Lindsey-Mullikin, J. (2011). Marketing tactics discouraging price search: Deception and competition. Journal of Business Research. Vol: 64, Issue: 1, Page: 67–73. Elsevier Inc..
Petty, R.D. (2011). The Codevelopment of Trademark Law and the Concept of Brand Marketing in the United States before 1946. Journal of Macromarketing. Vol: 31, Issue: 1, Page: 85-99. Sage Publications, Inc..
Petty, R.D. (2011). The Post-Culloden Migration of Robertsons to Paisley. Clan Donnachaidh Annual. Page: 24-27. The Edinburgh Society.
Petty, R.D. (2010). Bicycling in Minneapolis in the Early 20th Century. Minnesota History. Vol: 62, Issue: 3, Page: 84-95. Minnesota Historical Society.
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. Vol: 17, Page: 561-567. Palgrave Macmillan Ltd..
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. Vol: 29, Issue: 3, Page: 473-500. World Advertising Research Center Ltd..
Petty, R.D. (2010). The “Amazing Adventures” of Super Hero®. Trademark Reporter, The. Vol: 100, Issue: 3, Page: 729-755. International Trademark Association.
Petty, R.D. (2009). Brand parody products: is the harm worth the howl?. Journal of Consumer Marketing. Vol: 26, Issue: 2, Page: 64-65. Emerald Group Publishing Ltd..
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. Vol: 38, Issue: 4, Page: 37-49. Routledge.
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. Vol: 27, Issue: 1, Page: 7-18. American Marketing Association.
Petty, R.D. (2008). Flavor trademark hard for the TTAB to swallow. Journal of the Academy of Marketing Science. Vol: 36, Issue: 3, Page: 437. Springer New York LLC.
Petty, R.D. (2008). Gild by Association. The Wall Street Journal. Dow Jones & Company. link
Petty, R.D. (2008). Initial Interest Confusion Versus Consumer Sovereignty: A Consumer Protection Perspective on Trademark Infringement. Trademark Reporter, The. Vol: 98, Issue: 3, Page: 757-788. International Trademark Association.
Petty, R.D. (2008). Naming names: Trademark strategy and beyond: Part one - Selecting a brand name. Journal of Brand Management. Vol: 15, Issue: 3, Page: 190-197. Palgrave Macmillan Ltd..
Petty, R.D. (2008). Naming names: Trademark strategy and beyond: Part two - Dealing with rival brand names. Journal of Brand Management. Vol: 15, Issue: 4, Page: 232-238. Palgrave Macmillan Ltd..
Petty, R.D. (2008). Pet Peeves: Trademark Law and the Consumer Enjoyment of Brand Pet Parodies. Journal of Consumer Affairs. Vol: 42, Issue: 3, Page: 461–470. Wiley-Blackwell Publishing, Inc..
Petty, R.D. (2008). Recognizing the Rights of Consumers as brand Co-owners. Journal of Product & Brand Management. Vol: 17, Issue: 6, Page: 414-415. Emerald Group Publishing Ltd..
Petty, R.D., Seiders, K. (2007). Taming the Obesity Beast: Children, Marketing, and Public Policy Considerations. Journal of Public Policy & Marketing. Vol: 26, Issue: 2, Page: 236-242.
Petty, R.D. (2006). Marketing Law: Hit or Mislead –Secondary Brand Associations. Marketing Management. Vol: 15, Issue: 5, Page: 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. Vol: 15, Issue: 1, Page: 23-26.
Petty, R.D. (2006). The Rise, Fall and Rebirth of Bicycle Police. International Police Mountain Bike Association (IPMBA) News. International Police Mountain Bike Association.
Petty, R.D. (2006). Transportation Technologies for Community Policing: A Comparison. International Journal of Police Science & Management. Vol: 8, Issue: 3, Page: 165-175.
Petty, R.D. (2005). Societal Regulation of the Marketing Function: Does the Patchwork Create a Quilt?. Journal of Public Policy & Marketing. Vol: 24, Issue: 1, Page: 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. Page: 178-187.
Compeau, L.D., LINDSEY-MULLIKIN, J., Grewal, D., Petty, R.D. (2004). Consumers’ interpretations of the semantic phrases found in reference price advertisements. Journal of Consumer Affairs. Vol: 38, Issue: 1, Page: 178–187. Blackwell Publishing Ltd.
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. Vol: 23, Issue: 2, Page: 153-169.
Petty, R.D. (2004). Of Tartans and Trademarks. Trademark Reporter, The. Vol: 94, Issue: 4, Page: 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. Vol: 38, Issue: 1, Page: 146-166.
Petty, R.D. (2003). ireless Advertising Messaging: Legal Analysis and Public Policy Issues. Journal of Public Policy & Marketing. Vol: 22, Issue: 1, Page: 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. Vol: 8, Issue: 2, Page: 335-394.

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, Issue: 2, Page: 542-543. Sage Publications, Inc.. link

Conference Proceedings

Petty, R.D. (2015). After the Dot: Marketing Policy Issues with the New Generic Top Level Domain Names Program. Vol: 2015, Page: 38-42. 2015 Marketing and Public Policy Conference Proceedings.
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). Page: 210-220. CHARM Association.
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). Vol: 15, Page: 145-156.
Petty, R.D. (2010). Post Boom Bicycling in Minneapolis: Counting Transportation Use: Cycle History: Proceedings of 20th International Cycle History Conference. Page: 73-80. John Pinkerton Memorial Publishing Fund.
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). Vol: 14, Page: 75-76.

Book Chapters

Petty, R.D. (in press). CONSUMERS & COMPLAINTS: MARKETING EVOLUTION LEADS TO LEGAL INNOVATION FROM CONTRACT CLAUSES TO GENERAL FAIRNESS: Legal Innovation. Springer.
Petty, R.D. (2016). Regulatory Standards: Bicycle Accidents, Crashes and Collisions. Issue: Second Edition, Page: 343-350. Lawyers and Judges Publishing Co..
Petty, R.D. (2016). A History of Brand Identity Protection and Brand Marketing in THE ROUTLEDGE COMPANION TO MARKETING HISTORY. Page: 97-114. Routledge.
Petty, R.D. (2016). US Antitrust Law and the Practice of Marketing in THE ROUTLEDGE COMPANION TO MARKETING HISTORY. Page: 255-275. Routledge.
Petty, R.D. (2014). Social Marketing and the Law: The Handbook of Persuasion and Social Marketing. Vol: 1, Issue: 1st, Page: 271-286. Praeger.
Petty, R.D., Mandel, R.P. (2014). Business Entities: Wiley Encyclopedia of Management. Vol: 8, Issue: 3rd, Page: 1–8. Wiley.
Petty, R.D. (2014). Contracts: Wiley Encyclopedia of Management. Vol: 8, Issue: 3rd, Page: 1–4. Wiley.
Petty, R.D. (2014). Intellectual Property: Wiley Encyclopedia of Management. Vol: 8, Issue: 3rd, Page: 1–7. Wiley.
Petty, R.D. (2014). International Advertising Law and Regulation: A Research Review and Agenda – the Devil is in the Details: The Handbook of International Advertising Research. Issue: 1st, Page: 395-413. Wiley-Blackwell.
Petty, R.D. (2013). Advertising (and Product Safety): Consumer Survival: An Encyclopedia of Consumer Rights, Safety, and Protection. Page: 7-15. ABC-CLIO.
Petty, R.D. (2013). Bicycle Safety Standard: Consumer Survival: An Encyclopedia of Consumer Rights, Safety, and Protection. Page: 63-69. ABC-CLIO.

Books

Petty, R.D. (2016). BRANDING LAW: A GUIDE TO THE LEGAL ISSUES IN BRAND MANAGEMENT. Page: 509. West Academic.
Petty, R.D., Richards, J.I. (2007). Advertising Regulation: THE ADVERTISING HANDBOOK. Page: 383-397. Sage Publications.
Petty, R.D. (2007). Telemarketing: ENCYCLOPEDIA OF PRIVACY. Page: 552-555. Greenwood Press.
Petty, R.D. (2006). Regulatory Standards: BICYCLE ACCIDENTS: BIOMECHANICAL, ENGINEERING AND LEGAL ASPECTS. Page: 547-563. Lawyers and Judges Publishing Co..

Other

Petty, R.D. (2010). The Strategic Use of Legal Margins: How to Introduce an Extension of Someone Else’s Brand: Legal Strategies: How Corporations Use Law to Improve Performance. Page: 317-334. Springer.
Petty, R.D. (2007). Naming Names: Trademark Strategy and Beyond, parts one and two: Journal of Brand Management. link

Attracting Attention: Covert Marketing & Judo Brand Diversion Petty, R. PhD seminar, Amherst, MA (2018)
Consumers & COmplaints: Maarketing Evolution Leads to legal Innovation from Contract Clauses to General Fairness Petty, R. Annual Conference, Arlington, VA (2018)
Natural Born Killer Trademarks of 19th Century Medicines: A U.S>-Canada Comparison Petty, R. Annual Meeting, Toronto, CA (2018)
Beyond Puffing: Regulatory Recapture of Particular Vague Product Descriptions. Presented at the Annual Meeting of the Academy of Legal Studies in Business, Savannah, GA (August 2017). Petty, R. Annual Meeting, Savannah, GA (2017)
The US Battle against Brand Marketing: circa 1929-1980. Petty, R. 18th Biennial Conference in Historical Analysis & Research in Marketing (CHARM),, Liverpool, UK (2017)
Consumer Complaint Resolution: Supporting Consumers, Ignoring Contracts. Petty, R. Annual Meeting, Babson College (2017)
Protecting Products and Processes from Unauthorized Imitation: A Transatlantic Update on the Trade Secret or Utility Patent Decision Petty, R. ALSB Annual Meeting, San Juan, PR (2016)
A History of US Antitrust Law and Its Impact on the Practice of Marketing Petty, R. Macromarketing Conference, Dublin, IR (2016)
Antitrust: A Consumer Perspective Petty, R. ACCI Annual Conference, Arlington, VA (2016)
Product Category Names: Selection, Strategy, and Control Petty, R. Marketing and Public Policy Conference, San Luis Obispo, CA (2016)
Comparative Competition Policy: A Historical Analysis of U.S. & Canadian Antitrust Law. Petty, R. 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. 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. 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. Annual Meeting of the Academy of Legal Studies in Business, Seattle, WA (2014)
Antitrust & Product Strategy: A Consumer Choice Conceptualization Petty, R. 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. Conference of the Canadian Academy of Legal Studies in Business, Toronto, ON (2014)
Antitrust and Product Strategy: A Conceptualization for Managers Petty, R. 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. 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. 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. 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. 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. 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. International Trade & Academic Research Conference, London (2010)
The “Amazing Adventures” of Super Hero® Petty, R. 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. 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. 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. Annual Meeting of the Academy of Legal Studies in Business, Denver, CO (2009)
Publishing Legal Scholarship in Marketing Journals Petty, R. 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. 20th International Cycle History Conference, Freehold, NJ (2009)
Trademark Law and the Development of Brand Marketing Petty, R. 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. 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. Annual Meeting of the Academy of Legal Studies in Business, Long Beach, CA (2008)
Teaching Misleading Advertising Petty, R. 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. 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. 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. 2007 Academy of Legal Studies Annual Meeting, Indianapolis, IN (2007)
Branding Law Workshop for Entrepreneurs Petty, R. 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. 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. 2007 Marketing and Public Policy Conference, Washington, D.C (2007)
Journal of Consumer Affairs Petty, R. 13th Conference in Historical Analysis & Research in Marketing, Duke University Durham, NC (2007)
Naming Names: Trademark Strategy and Beyond Petty, R. 2007 North Atlantic Regional Business Law Association Annual Meeting, Salem, Ma (2007)
Secondary Brand Associations: The Legal Issues of Licensing and Misleadingness Petty, R. 2006 Academy of Legal Studies in Business Annual Meeting, St. Petersburg, FL (2006)
The Walt Disney Company: Cartoons, Characters, and Copyright Strategy Petty, R. 2006 North Atlantic Regional Business Law Association Annual Meeting, Wellesley, Ma (2006)
Masked Marketing –the Legal Issues Petty, R. 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. 16th International Cycle History Conference, Davis, CA (2005)
Societal Regulation of the Marketing Function: Does the Patchwork Create a Quilt? Petty, R. 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. 2004 Annual Meeting of the Academy of Legal Studies in Business, Ottawa, ON (2004)
Of Tartans and Trademarks Petty, R. 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. 2004 Marketing and Public Policy Conference, Salt Lake City, Utah (2004)
Transportation Technologies for Community Policing: A Comparison Petty, R. International Symposium on Technology and Society, Amsterdam, NL (2003)
Judo Trademark Diversion Petty, R. 2003 Annual Meeting of the Academy of Legal Studies in Business, Nashville, TN (2003)
Tenure Standards at Babson College Petty, R. 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. 2003 Marketing and Public Policy Conference, Washington, DC (2003)

assisted in the highering of new law faculty (Spring 2017 - Fall 2017)

Ross Petty

Academic Degrees

Academic Interest / Expertise

Awards & Honors

Publications