Research
Research
My past research and ongoing work addresses problems in the areas of business-to-business relationships, multichannel marketing, and sales management. I am particularly interested in profitably managing vertical and horizontal relationships across interpersonal and digital touchpoints. Published works appear below.
Divya Anand, Andrew T Crecelius, Justin M Lawrence, Lisa K Scheer (2025), "A Potential Win-Win-Win Strategy When Pruning the Direct Channel: Motivating Retailers to Migrate to a Designated Intermediary," Journal of Retailing, forthcoming. Link to Paper
Vamsi K Kanuri, Andrew T Crecelius, and Subodha Kumar (2025), "Disentangling the Customer-level, Cross-channel Effects of Large-Order-Advantaged Online Shipping Policies," MIS Quarterly, 49 (1), 275-304. Link to Paper
Andrew T Crecelius, Justin M Lawrence, Robert W Palmatier, and Jonathan Z Zhang (2024), "Multichannel Discount Spillover in B2B Markets," Journal of the Academy of Marketing Science, 52 (4), 1086-1106. Link to Paper
Andrew T Crecelius, Justin M Lawrence, Jessica L Ogilvie, and Adam A Rapp (2022), "Riding the Waves or Rocking the Boat? Benefits and Unintended Consequences of Customer Growth Strategies," Industrial Marketing Management, 107 (November), 407-422. Link to Paper
Srinath Gopalakrishna, Andrew T Crecelius, and Ashutosh Patil (2022), “Hunting for New Customers: Assessing the Drivers of Effective Salesperson Prospecting and Conversion,” Journal of Business Research, 149 (October), 916-926. Link to Paper ResearchGate
Justin M Lawrence, Lisa K Scheer, Andrew T Crecelius, Son K Lam (2021) "Salesperson Dual Agency in Price Negotiations", Journal of Marketing, 85 (2), 89-109. Link to Paper
Selected as Finalist for the 2021 Shelby D. Hunt/Harold H Maynard Award
Selected as Winnter of the 2022 AMA Sales SIG Excellence in Research Award
Featured on Ivy Business News (link)
Andrew T Crecelius, Justin M Lawrence, Ju-Yeon Lee, Son K Lam, Lisa K Scheer (2019) "Effects of Channel Members’ Customer-centric Structures on Supplier Performance", Journal of the Academy of Marketing Science, 47 (1):56-75. Link to Paper ResearchGate
Featured on UAB News (link)
Robert W Palmatier, Andrew T Crecelius (2019) "The “First Principles” of Marketing Strategy", AMS Review, 9 (1-2):5-26. Link to Paper ResearchGate
Justin M Lawrence, Andrew T Crecelius, Lisa K Scheer, Ashutosh Patil (2019) "Multichannel Strategies for Managing the Profitability of Business-to-Business Customers", Journal of Marketing Research, 56 (3):479-497. Link to Paper ResearchGate
Justin M Lawrence, Andrew T Crecelius, Lisa K Scheer, Son K Lam (2019) "When It Pays to Have a Friend on the Inside: Contingent Effects of Buyer Advocacy on B2B Suppliers", Journal of the Academy of Marketing Science, 47 (5):837–857. Link to Paper ResearchGate
Peter H Bloch, Srinath Gopalakrishna, Andrew T Crecelius, Marina Scatolin Murarolli (2017) "Exploring Booth Design as a Determinant of Trade Show Success", Journal of Business-to-Business Marketing, 24 (4):237-256. Link to Paper ResearchGate