Faculty Profiles

Victoria Crittenden

  • Professor
  • Division Chair
Academic Division: Marketing
781-239-5715

Bio

Victoria Crittenden is Professor of Marketing at Babson College (USA). Additionally, she serves (or has served) as Visiting Global Scholar in the Mitchell Ph.D. in Business Administration program at the University of South Alabama, Visiting Global Scholar in the D.B.A. program at the Coles College of Business at Kennesaw State University (USA), Visiting Ph.D. Faculty at KTH Royal Institute of Technology in Stockholm (Sweden), Visiting Ph.D. Faculty at Luleå University (Sweden), a core faculty member at the WU Executive Academy (Austria) and as visiting faculty at the University of Ulster in Belfast (N. Ireland), The American College of Greece MBA Program in Athens (Greece), and University Robert Schuman, IECS in Strasbourg (France). Prior to her tenure at Babson College where she served for six years as division chair, Vicky spent 25 years in the marketing department at Boston College where she served as department chair for nine years and chair of the MBA core faculty for three years.

Vicky’s research has been published extensively in journals such as the Journal of the Academy of Marketing Science, Marketing Letters, Sloan Management Review, Psychology & Marketing, Business Horizons, Entrepreneurship Theory & Practice, Journal of Business Research, Business Strategy Review, Corporate Reputation Review, Journal of Public Affairs, Journal of Personal Selling & Sales Management, Industrial Marketing Management, Journal of Strategic Marketing, Information and Management, Organizations and Markets in Emerging Economies, and International Journal of Production Economics. Her educational scholarship appears in such journals as the Journal of Marketing Education, Marketing Education Review, Decision Sciences Journal of Innovative Education, Journal of Education for Business, Journal of Teaching in International Business, and Journal for Advancement of Marketing Education. Vicky was a co-author of Strategic Marketing Management Cases published by McGraw-Hill/Irwin Publishing, and she is an author of over 100 published vignettes and cases. In September 2019, Vicky will become the editor of the Journal of Marketing Education. She served as founding co-editor of the AMS Review and is an Associate Editor of the Journal of Marketing Education and the Decision Sciences Journal of Innovative Education and serves currently on the editorial review boards of: Business Horizons, Journal of the Academy of Marketing Science, Journal for Advancement of Marketing Education, Journal of Business-to-Business Marketing, Journal of Marketing Education, Journal of Research in Marketing and Entrepreneurship, Marketing Education Review, Marketing Management Journal, Organizations and Markets in Emerging Economies, and Psychology & Marketing. Additionally, she currently serves as Collections Editor for Digital and Social Media Marketing and Advertising with Business Expert Press and is co-editor of Go-to-Market Strategies for Women Entrepreneurs: Creating and Exploring Success, Emerald Group Publishing 2019 and Evolving Entrepreneurial Education: Innovation in the Babson Classroom, Emerald Group Publishing 2015. Vicky has presented her teaching and scholarly research in venues worldwide.

Vicky is Past President of the Academy of Marketing Science (AMS), where she also served previously as VP for Development, VP for Membership N. America, and Secretary/Treasurer. She has served as program chair for AMS conferences in the USA, Australia, and Norway. Additionally, Vicky was honored as an AMS Distinguished Fellow in 2008 and she received the Lamb, Hair, McDaniel Outstanding Marketing Teacher Award in AMS in 2005. In addition to serving in various capacities in AMS, she served four years as the chair of the American Marketing Association (AMA) Teaching & Learning Special Interest Group, and she received AMA's Pearson Prentice Hall's Solomon-Marshall-Stuart Award for Innovative Excellence in Marketing Education in 2013. Vicky is a Fellow of the Direct Selling Education Foundation and of the IC2 Institute at the University of Texas-Austin. She currently serves on the Board of Directors for the Direct Selling Education Foundation, the Academic Advisory Board for CUTCO/Vector Marketing Corporation, the Academic Advisory Council of the Direct Selling Education Foundation, and the Advisory Board of the Global Research Symposium on Marketing and Entrepreneurship. She has served on the HBS Alumni Board, the Lyon College Board of Trustees, and the Faculty Advisory Board for Emerald Group Publishing. Vicky received the Distinguished Alumna Award at Lyon College in 1999.

Academic Degrees

  • DBA, Harvard Business School
  • MBA, University of Arkansas, Fayetteville
  • BA, Lyon College

Academic Interests

Digital Disruption; Women Entrepreneurship; Marketing Education; Marketing Strategy

Awards & Honors

  • 2019 — Babson Research Scholar, Babson College
  • 2019 — Circle of Honor, Direct Selling Education Foundation
  • 2018 — Best Empirical Paper, USASBE
  • 2017 — Reviewer of the Year, International Journal of Psychology
  • 2016 — BFRF Award for Excellence in Scholarship, Babson College
  • 2016 — Outstanding Reviewer of the Year, Journal for the Advancement of Marketing Education
  • 2016 — Fellow, Direct Selling Education Foundation
  • 2015 — Fellow, IC2 Institute, University of Texas-Austin
  • 2013 — Pearson Prentice Hall's Solomon-Marshall-Stuart Award for Innovation Excellence in Marketing Education, AMA
  • 2012 — Honorable Mention, Best Article Award, Business Horizons
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Publications

Journal Articles

  • Crittenden, V.L., Crittenden, W.F., Ajjan, H. (2019). Empowering Women Micro-Entrepreneurs in Emerging Economies: The Role of Information Communications Technology. Journal of Business Research. Vol: 98, Page: 191-203.
  • Crittenden, A.B., Crittenden, V.L., Crittenden, W.F. (2019). The Digitization Triumvirate: How Incumbents Survive. Business Horizons. Vol: 62, Issue: 2, Page: 259-266.
  • Peterson, R.A., Crittenden, V.L., Albaum, G. (in press). On the Economic and Social Benefits of Direct Selling. Business Horizons.
  • Hallock, W., Roggeveen, A.L., Crittenden, V.L. (in press). Firm-level Perspectives on Social Media Engagement: An Exploratory Study. Qualitative Market Research.
  • Peterson, R.A., Crittenden, V.L. (in press). Exploring Customer Orientation as a Marketing Strategy of Mexican-American Entrepreneurs. Journal of Business Research.
  • Simmons, J.M., Crittenden, V.L., Schlegelmilch, B. (2018). The Global Reporting Initiative: Do Application Levels Matter?. Social Responsibility Journal.
  • Crittenden, A., Crittenden, V.L., Crittenden, W. (2017). Industry Transformation via Channel Disruption. Journal of Marketing Channels.
  • Crittenden, A., Crittenden, V.L., Crittenden, W. (2017). The Contagion of Trickle-Down Incompetence. Industrial Management.
  • Loper, T., Crittenden, V.L. (2017). Energy Security: Shaping the Consumer Decision Making Process in Emerging Economies. Organizations and Markets in Emerging Economies. Vol: 8, Issue: 1, Page: 8-32.
  • Crittenden, V.L., Crittenden, W., Giglio, J., Crittenden, A. (2017). Surgery on the Board. Business Horizons.
  • Crittenden, A., Crittenden, V., Crittenden, W. (2016). The Tough Job of Planning your Liquidation. Industrial Management.
  • Ross, C., Crittenden, W., Crittenden, V. (2016). 3D Printing: Big Potential, Little Adoption. Industrial Management.
  • Beninger, S., Ajjan, H., Mostafa, R., Crittenden, V.L. (2016). A Road to Empowerment: Social Media use by Women Entrepreneurs in Egypt. International Journal of Entrepreneurship and Small Business. Vol: 27, Issue: 2/3.
  • Crittenden, V.L., Crittenden, W. (2016). Teaching and learning disrupted: isomorphic change. Journal of Research in Interactive Marketing. Vol: 10, Issue: 2, Page: 112-123. Emerald Publishing Limited.
  • Crittenden, V.L., Beitelspacher, L.S. (2015). Creating a Culture of Confidence: An Interview with Sheryl Adkins-Green, CMO of Mary Kay Inc.. Business Horizons. Vol: 58, Issue: 4, Page: 371-376.
  • Crittenden, V.L., Crittenden, W. (2015). Digital and Social Media Marketing in Business Education: Implications for Student Engagement. Journal of Marketing Education. Page: 131-132.
  • Crittenden, V.L., Crittenden, W., Eddleston, K., Kellermanns, F., Floyd, S. (2015). Family Business: When you can’t choose your Partners. Industrial Management. Issue: September/October, Page: 12-17.
  • Crittenden, V.L., Crittenden, W. (2015). Digital and Social Media Marketing in Business Education: Implications for the Marketing Curriculum. Journal of Marketing Education. Page: 71-75.
  • Crittenden, V.L., Albaum, G. (2015). The Misplaced Controversy about Internal Consumption: Not just a Direct Selling Phenomenon. Business Horizons. Vol: 58, Issue: 4, Page: 421-429.
  • Crittenden, W., Crittenden, V.L., Pierpont, A. (2015). Trade Secrets: Managerial Guidance for Competitive Advantage. Business Horizons. Page: 607-613.
  • Giglio, J., Crittenden, W., Crittenden, V.L. (2015). Procurement Strategy: Iron Fist or Velvet Glove. Industrial Management. Page: 16-21.
  • Joseph, G., Crittenden, W.F., Crittenden, V.L. (2015). Procurement Strategy: Iron Fist or Velvet Glove. Industrial Management. IIE.
  • Ajjan, H., Beninger, S., Mostafa, R., Crittenden, V.L. (2014). Empowering Women Entrepreneurs in Emerging Economies: A Conceptual Model. Organizations and Markets in Emerging Economies. Vol: 5, Issue: 1, Page: 16-30.
  • Crittenden, V.L., Crittenden, W.F., Crittenden, A.B. (2014). Relationship Building in the Financial Services Marketplace: The Importance of Personal Selling. Journal of Financial Services Marketing. Vol: 19, Issue: 2, Page: 74-84. Palgrave.
  • Eddleston, K.A., Kellermanns, F.W., Floyd, S.W., Crittenden, V.L., Crittenden, W.F. (2013). Planning for Growth: Life Stage Differences in Family Firms. Entrepreneurship Theory and Practice. Vol: 37, Issue: 5, Page: 1177-1202. Wiley-Blackwell Publishing, Inc..
  • Hanna, R.C., Crittenden, V.L., Crittenden, W.F. (2013). Social Learning Theory: A Multicultural Study of Influences on Ethical Behavior. Journal of Marketing Education. Vol: 35, Issue: 1, Page: 18-25. Sage Publications, Inc.. link
  • Ferrell, O.C., Crittenden, V.L., Ferrell, L., Crittenden, W.F. (2013). Theoretical Development in Ethical Marketing Decision Making. AMS Review. Vol: 3, Issue: 2, Page: 51-60. Springer New York LLC.
  • Tsao, H., Matthews, L.M., Crittenden, V.L. (2012). Balancing Market Share Growth and Customer Profitability: Budget Allocation for Customer Acquisition and Retention. Organizations and Markets in Emerging Economies. Vol: 3, Issue: 2, Page: 45-55. Vilniaus Universitetas, Economikos Fakultetas.
  • Crittenden, V.L., Crittenden, W.F. (2012). Corporate Governance in Emerging Economies: Understanding the Game. Business Horizons. Vol: 55, Issue: 6, Page: 567–574. Elsevier Inc..
  • Bailey, C.D., Hair, J.F., Hermanson , D.R., Crittenden, V.L. (2012). Marketing Academics' Perceptions of the Peer Review Process. Marketing Education Review. Vol: 22, Issue: 3, Page: 263-278. Taylor & Francis Inc..
  • Crittenden, V.L., Crittenden, W.F. (2012). Strategic Marketing in a Changing World. Business Horizons. Vol: 55, Issue: 3, Page: 215-217. Elsevier Inc..
  • Williams, D.L., Crittenden, V.L., Keo, T., McCarty, P. (2012). The Use of Social Media: An Exploratory Study of Usage among Digital Natives. Journal of Public Affairs. Vol: 12, Issue: 2, Page: 127–136. John Wiley & Sons Ltd..
  • Pitt, L., Crittenden, V.L., Plangger, K., Halvorson, W. (2012). Case Teaching in the Age of Technological Sophistication. Journal of the Academy of Business Education. Vol: 13, Issue: Spring, Page: 77-94. Academy of Business Education.
  • Peterson, R.A., Crittenden, V.L. (2012). On the impactfulness of theory and review articles. AMS Review. Vol: 2, Issue: 1, Page: 1-4. Springer New York LLC.
  • Brocato, E.D., Peterson, R., Crittenden, V.L. (2012). When Things Go Wrong: Account Strategy Following a Corporate Crisis Event. Corporate Reputation Review. Vol: 15, Issue: 1, Page: 35-51. Palgrave Macmillan Ltd..

Book Chapters

  • Crittenden, V.L. (in press). Direct Selling: The Power of Women Helping Women: Go-to-Market Strategies for Women Entrepreneurs. Emerald Publishing.
  • Crittenden, V.L., Hotchkiss, C. (2015). Academic Scholarship: A Stakeholder Analysis: Evolving Entrepreneurial Education: Innovation in the Babson Classroom. Page: 3-14. Emerald Group Publishing.
  • Crittenden, V.L. (2015). Sexism and Gendered Marketing: Exploring Critical Issues in the Marketing Classroom: Evolving Entrepreneurial Education: Innovation in the Babson Classroom. Page: 411-424. Emerald Group Publishing.
  • Crittenden, V.L., Crittenden, W.F. (2014). Market Orientation in Commodity Marketing: The Necessary Link between Marketing and Production: Commodity Marketing. Springer Fachmedien Wiesbaden GmbH.

Conference Proceedings

  • Zahey, D., Crittenden, V.L., Tuten, T., Altounian, D. (2015). Keeping Marketing Relevant in the Digital Age: MMA Fall Educators Conference, San Juan, PR.

Articles - Circular or newsletter (e.g., Babson Insight)

  • Beitelspacher, L.S., Crittenden, V.L., Sosnowski, D.L. (2018). How the Marketing Division and Undergraduate Career Center at Babson College Align to Facilitate Core Career Readiness: BizEd. AACSB International.
  • Crittenden, V.L. (2015). Consistently Diverse: Business & Management Research Focus. Page: 55-57. Emerald Group Publishing.

Presentations

  • Academic Insights You can Use to Grow your Business Crittenden, V. Direct Selling Association, Austin, TX (2019)
  • The Future of Commerce: How Direct Selling Fits Crittenden, V. Direct Selling Association, Austin, TX (2019)
  • Self-Efficacy Beliefs and Direct Selling Sales Performance Peterson, R. Crittenden, V. Albaum, G. INEKA, Verona, Italy (2019)
  • Developing Theory Crittenden, V. Macromarketing Doctoral Consortium, Cleveland, OH (2019)
  • Case Study Research in Direct Selling Crittenden, V. Academy of Marketing Science, Vancouver, Canada (2019)
  • Exploring Self-Efficacy with an Emphasis on Direct Selling Peterson, R. Crittenden, V. Albaum, G. Association of Marketing Theory and Practice, Charleston, SC (2019)
  • Entrepreneurial Dreams: The Role of the Direct Selling Experience Peterson, R. Crittenden, V. Albaum, G. Global Research Symposium in Marketing and Entrepreneurship, Boston, MA (2018)
  • Your Distributors as Social Media Agents, Skilled Professionals, and Emerging Market Entrepreneurs Crittenden, V. Direct Selling Association Annual Meeting, San Diego, CA (2018)
  • Using ICT to Empower Women Entrepreneurs in South Africa Crittenden, V. Crittenden, W. Ajjan, H. INFORMS Marketing Science, Philadelphia, PA (2018)
  • Predicting Turnover of Direct Sellers Peterson, R. Albaum, G. Crittenden, V. Association of Marketing Theory & Practice, Florida (2018)
  • Direct Selling in South Africa: Empowering Women Entrepreneurs Crittenden, V. Crittenden, W. Ajjan, H. USASBE, Los Angeles, CA (2018)
  • Direct Selling in South Africa: Empowering Women Entrepreneurs Crittenden, V. Crittenden, W. Ajjan, H. USASBE, Los Angeles, CA (2018)
  • The Amazon Effect and the Future of Retail Crittenden, V. Direct Selling Association Fall Conference, Washington, D.C. (2017)
  • Innovations in Undergraduate Business Education Crittenden, V. Beitelspacher, L. Greenberg, D. Karst, N. 2017 Innovations in Undergraduate Business Education Conference, New Jersey (2017)
  • Department Chair Challenges and Opportunities Crittenden, V. Marketing Management Association, Pittsburgh, PA (2017)
  • Hispanic Entrepreneurs and Customer Orientation Peterson, R. Crittenden, V. Jeong, J. Global Research Symposium on Marketing and Entrepreneurship, San Francisco (2017)
  • The Contributions of Direct Selling to Society Crittenden, V. AMS annual conference, San Diego, California (2017)
  • Innovative Operations: Staying Competitive in an On-Demand World Crittenden, V. Companies in Focus, Chandler, Arizona (2017)
  • A Stakeholder Perspective Crittenden, V. Winter Educators Conference, Orlando, FL (2017)
  • How to Excel at a Conference or Journal Paper Reviewer Crittenden, V. Marketing Management Association, Providence, RI (2016)
  • Keeping Marketing Relevant in a Digital Age Zahey, D. Crittenden, V. Tuten, T. Altounian, D. Marketing Management Association, San Juan, PR (2015)
  • Textbook Authors for Digital Marketing and Social Media Crittenden, V. MMA Fall Educators Conference, San Juan, PR (2015)
  • A Road to Empowerment: Social Media Use by Female Entrepreneurs in Egypt Ajjan, H. Beninger, S. Mostafa, R. Crittenden, V. Academy of Marketing Science annual conference, Denver, CO (2015)
  • Technology’s Transformative Impact: Exploring within Industries Crittenden, W. Crittenden, V. 2015 HICSS, Kauai, Hawaii (2015)
  • Fostering Women Entrepreneurs in the Middle East via the Use of Social Media Crittenden, V. Ajjan, H. Beninger, S. Mostafa, R. CWEL, Babson College (2014)
  • 25 Years after Product Profiling - Where are We Now? Crittenden, V. Decision Sciences Institute, Tampa, FL (2014)
  • Three Minute Thesis Crittenden, V. 2014 Marketing Doctoral Students Association, San Francisco, CA (2014)
  • Strategic Assets: Trade Secrets as a Competitive Advantage Crittenden, W. Crittenden, V. Pierpont, A. INBAM, Barcelona, Spain (2014)
  • Social Media and Customer Engagement: Dyadic Word-of-Mouth Roggeveen, A. Hallock, W. Crittenden, V. 2014 Academy of Marketing Science Conference, Indianapolis, IN (2014)
  • Empowering Female Entrepreneurs through Social Media: A Conceptual Model Ajjan, H. Beninger, S. Mostafa, R. Crittenden, V. Academy of Marketing Science, Indianapolis, IN (2014)
  • MOOCs in Marketing Crittenden, V. American Marketing Association, Orlando, FL (2014)
  • Networking Strategically Crittenden, V. 2013 Marketing Doctoral Students Association Conference, Boston, MA (2013)
  • Words of Wisdom: Drawing on the Past Experiences of Marketing Scholars to Shape Future Leaders within the Academy Crittenden, V. 2013 AMS World Marketing Congress, Melbourne, Australia (2013)
  • Getting Internationally Focused Research Published: What does it Take? Crittenden, V. Internationalizing Doctoral Education in Business, Storrs, CT (2013)
  • Using Social Media in the Classroom Crittenden, V. Second Biennial Sheth Emerging Scholars Consortium, 2013 World Marketing Congress, Melbourne, Australia (2013)
  • Business Models: Shaping the Future through Entrepreneurship Crittenden, V. Eddleston, K. Crittenden, W. 2013 Academy of Marketing Science Annual Conference, Monterey, CA (2013)
  • How to become more involved in AMS: The Role of the President Crittenden, V. 2013 Academy of Marketing Science Annual Conference, Monterey, CA (2013)
  • Sustainability New Insight into an Emerging Market Orientation: Understanding Sustainability DNA Crittenden, V. Crittenden, W. 2013 Winter Marketing Educators' Conference, Las Vegas, NV (2013)
  • The Demise of Marketing Theory Creation and Development Crittenden, V. Brock University, St. Catharines, ON (2012)
  • Major Issues in Research and Publication Strategies Crittenden, V. ISCTE Business School, Lisbon, Portugal (2012)
  • Marketing Professoriate of the Future: Landscape and Strategies Crittenden, V. 2012 Academy of Marketing Science Annual Conference, New Orleans, LA (2012)
  • Innovation in Executive MBA Programs: A Discussion on Attracting and Satisfying this Market Segment and the Development of a Research Agenda Crittenden, V. 2012 Winter Marketing Educators' Conference, St. Petersburg, FL (2012)
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