Image of Elliot N. Maltz

Contact Information

900 State Street
Salem  Oregon  97301

"Every organization exists to serve the enduser of its outputs and should, to a great degree, be market driven."


My teaching and research revolve around three underlying beliefs about organizations and marketing. First, organizations should be collections of individuals with multiple talents which, when combined, create value greater than the sum of the parts. Second, every organization exists to serve the enduser of its outputs and should, to a great degree, be market driven. Together these beliefs guide the focus of my work: how marketing can combine with other functions to help all organizations be market driven.

My third belief relates to how students learn to create market driven organizations. The Atkinson School provides tools that can help you deliver value to the enduser of your organization. We also provide guidance as to when these tools will be most valuable. However, to truly understand how and when to use a tool, you must apply it. Thus, my classes rely a lot on experiential exercises such as field projects, simulations, and case studies.


Elliot Maltz received his MBA from the University of California at Davis and his Ph.D in Marketing from the University of Texas at Austin. Prior to coming to the Atkinson School he taught for 6 years at the Marshall School of Business at the University of Southern California. His teaching interests include marketing management, marketing strategy, new product planning, sustainability management and supply chain planning.

His research has been highlighted in Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Product Innovation Management, Journal of Business Logistics, Long Range Planning and Sloan Management Review.

He has consulted and conducted workshops for a variety of concerns including: Texas Instruments, Hewlett-Packard, Johnson and Johnson, 3M, The Samsung Corporation, The Monitor Group, The Society for Competitive Intelligence Professionals, The Sony Corporation, Weyerhaeuser, and The Center for Telecommunications Management.


  • Ph.D., University of Texas
  • M.B.A., University of California, Davis
  • B.A., Trinity University

Areas of Instruction

Marketing: Creating Satisfied Customers; Product Planning; Marketing Strategy; Business-to-Business Marketing; Value Chain Management; Sustainability Management.

Research Interests

Sustainability, corporate social responsibility and marketing management and strategy with particular emphasis on acquisition and dissemination of market information for strategic decision making.

Honors, Awards and Distinctions

Faculty Award for Outstanding Scholarship, Atkinson Graduate School of Management (2003-2004)

United Methodist Award for Exemplary Teaching and Service, Willamette University (2004-2005)

Faculty Award for Service to the School, Atkinson Graduate School of Management (2004-2005)

Faculty Award for Teaching, Atkinson Graduate School of Management (2005-2006)

Jerry E. Hudson Award for Excellence in Teaching Willamette University (2007-2008)

Selected Professional Activities

Academy of Marketing Science, American Marketing Association; Product Development Management Association.

Editorial Board: Journal of Product Innovation Management, Innovative Marketing.

Ad Hoc Reviewer: IEEE Transactions on Engineering Management, Journal of Marketing, Journal of Marketing Research, Journal of Management Studies, Journal of the Academy of Marketing Science, Journal of Supply Chain Management, Journal of Production and Operations Management.

Consultant: Texas Instruments, Samsung Corporation, Monitor, Johnson & Johnson.

Selected Publications

"Interdependency, dynamism, and variety (IDV) network modeling to explain knowledge diffusion at the fuzzy front-end of innovation" (with Samir Gupta), Journal of Business Research (2015).

"Transformative Subsistence Entrepreneurship: A Study in India" (with Srinivas Sridharan, Madhubalan Viswanathan and Samir Gupta), Journal of Macromarketing, April, 2014 (online), pp. 1-19.

"Maximizing the Shared Value of Corporate Social Initiatives: A 3 C’s Approach" (with Steve Schein), Journal of Corporate Citizenship Vol 47, (Sept., 2012), pp. 55-74.

"Assessing and Maximizing Corporate Social Initiatives: A Strategic View of Corporate Social Responsibility" (With Fred Thompson and Debra Ringold), Journal of Public Affairs, Vol 11 No.1, (Feb, 2011), pp. 61-9.

"How Managers Make Sourcing Decisions in Developing Markets: Insights from Perceptual Mappin" (with Arnold Maltz and Joe Carter), Industrial Marketing Management, Vol. 40 No. 5, (July 2011), pp. 796-804.

"The Impact of Culture on Supplier Decision Making" (with Joe Carter, Arnold Maltz and Mark Goh); International Journal of Logistics Management, Vol 21 (3), Sept., 2010, 353-74.

"The Sharing of Strategic Information in Distribution Channel Relationships" (with Gary Frazier, Aric Reindflisch and Kersi Antia), Journal of Marketing, July 2009.

"How Procurement Managers View Low Cost Countries and Geographies: A Perceptual Mapping Approach" (with Joseph Carter, Arnold Maltz and Tingting Yan), Physical Distribution and Logistics Management, Volume 38, Issue 13, 2008, Pages 224-243.

"Decision Support for University Enrollment Management: Implementation and Experience" (with Ken Murphy and Mike Hand), Decision Support Systems, Volume 44, Issue 1, November 2007, Pages 106-123.

"Taking Control of Enrollment Management at Small Private Universities: Creating an Interactive Interface," College and University Journal, v82 n2 2007, pages 15-24.

"Demand Collaboration: Effects on Knowledge Creation, Relationships, and Supply Chain Performance" (with Ken Kahn and Tom Mentzer), Journal of Business Logistics (2) 2006, 191-226.

"The Effects of Flexible Firm Orientations on Market Information Use: Intended and Unintended Consequences," (with Anil Menon and James Wilcox), Journal of Strategic Marketing, April 2006.

"Purchase Occasion Influence on The Role of Music in Advertising," (with Mark and Judy Alpert), Journal of Business Research, 2005, 58 (3), 369-76.

"Maximizing Value in a Digital World" (with Chiapetta). Sloan Management Review, 2002.

"Influencing R&D/Marketing Organizational Integration and the Exchange of Information Between R&D and Marketing Parties" (with Souder and Kumar), Journal of Business Research, 2001.

"Managing Inter-Functional Marketing’s Rivalry with Manufacturing, Finance and R&D" (with Ajay K. Kohli). Journal of the Academy of Marketing Science, Fall 2000, 479-492.

"Is all Communication Created Equal: An Investigation into the Effects of Communication Mode on Perceived Information Quality," The Journal of Product Innovation Management, March 2000, 110-117.

"Enhancing Communication Between Marketing and Engineering: The Moderating Role of Relative Functional Identification" (with Robert J. Fisher and Bernard J. Jaworski), July 1997, Journal of Marketing, 54-70.

"Market Intelligence Dissemination Across Functional Boundaries" (with Ajay K. Kohli). February 1996, Journal of Marketing Research, 47-61.

Willamette University

Atkinson Graduate School of Management

Salem Campus

900 State Street
Salem Oregon 97301 U.S.A.

Portland Center

200 SW Market Street, Suite 101
Portland Oregon 97201 U.S.A.

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