Steven M. Shugan Russell Berrie Foundation Eminent Scholar and Professor
	Quote:	If we all work for the government and pay half our salary in taxes…Taxes will pay half of all salaries. Who will pay the other half? Support your business schools, so we have profits to pay the other half!
	Contact Information:	University of Florida, Warrington College of Business Administration Department of Marketing PO Box 117155 201B BRY Gainesville, Florida 32611-7155 352.273.3276 (Voice) 352.846.0457 (Fax) steven.shugan @ cba.ufl.edu
	Website:	http://bear.cba.ufl.edu/Shugan http://www.cba.ufl.edu/contact/facultyinfo.asp?WEBID=924
	Education:	PHD - Managerial Economics & Decision Sciences, 1978 Northwestern University MBA - Operations Research & Marketing, 1974 Southern Illinois University (Carbondale) BS - Chemistry & Mathematics, 1973 Southern Illinois University (Carbondale)
	Research Interests:	Normative Methods For Modeling Competition, Metrics, Services Marketing, Entertainment Marketing, Advance-Selling, Markets For Evaluative Information, Models of Selling and Product Policy, Channels of Distribution, Consumer Decision-Making
	Current Courses:	MAR 7626 - Multivariate Statistical Methods MAR 7666 - Marketing Decision Models MAR 6816 - Advanced Marketing Management
	Links:	faculty profile curriculum vitae publications on-line
	Recent publications:	Metrics – When and Why Non-Averaging Statistics Work , MANAGEMENT SCIENCE, 2009, Vol. 55, No. 1, pp. 4-15 Think Theory Testing, Not Realism (forthcoming) Marketing Science. Ignore Successful Followers – Entry is Still Urgent (forthcoming) Journal of Marketing Research. Relevancy is Robust Prediction not Alleged Realism (forthcoming) Marketing Science. Editorial: Introduction to the Special Classics Issue Marketing Science, Vol. 27, No. 1, January–February 2008, 9–11. Advance Selling (with Jinhong Xie) in Vithala R. Rao (Editor), Handbook of Research in Pricing, 2008, Edward Elgar Publishing, Northampton, MA, in press. Commentary on Defensive Marketing Strategies Marketing Science, 2008, Vol. 27, No. 1, 85-87. Commentary on Managing Channel Profits, Marketing Science, 2008, Vol. 27, No. 1, 49-51. Editorial:  Database Submissions [Commentary and Editorial] Marketing Science, 2008, Vol. 27, No. 1, 7-8. Causality, Unintended Consequences and Deducing Shared Causes [Commentary and Editorial] Marketing Science, 2007, Vol. 26, No. 6, 731–741. The Editor’s Secrets [Commentary and Editorial] Marketing Science, 2007, Vol. 26, No. 5, 589-595. It’s the Findings, Stupid, Not the Assumptions? [Commentary and Editorial] Marketing Science, 2007, Vol. 26, No. 4, 449-459. The Anna Karenina Bias:  Which Variables to Observe? [Commentary and Editorial] Marketing Science, 2007, Vol. 26, No. 2, 145-148. Does Good Marketing Cause Bad Unemployment? [Extensive editorial] Marketing Science, 2007, Vol. 26, No. 1, 1-17. Anti-business Movies and Folk Marketing [commentary] Marketing Science, 2006, Vol. 25, No. 6, 681-685. Who Is Afraid to Give Freedom of Speech to Marketing Folks? (no. 5) [editorial] Marketing Science, 2006, Vol. 25, No. 5, 403-410. Errors in the Variables, Unobserved Heterogeneity, and Other Ways of Hiding Statistical Error (no. 3) [editorial] Marketing Science, 2006, Vol.25, No.3, 203-216 Strategic Service Pricing and Yield Management, (co-authored with Ramarao Desiraju), Journal of Marketing, January 1999, Vol. 63, No. 1, 44-56. More … _______________________________

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