Jonathan D. Bohlmann, Ph.D.

Associate Professor of Marketing, Poole College of Management

North Carolina State University

Summary of Research (updated July 2014)

Curriculum Vitae (click to download)

Academic Positions

Associate Professor of Marketing, Poole College of Management, North Carolina State University. 2008 – present.
Visiting Scholar, University of Illinois at Urbana-Champaign, Spring 2013.

Assistant Professor of Marketing, Eli Broad Graduate School of Management, Michigan State University. 2001 – 2008.

Assistant Professor of Marketing, Krannert Graduate School of Management, Purdue University, 1996 – 2001.


Ph.D. (1996) Massachusetts Institute of Technology, Sloan School of Management

M.B.A. (1991) Texas Christian University, M.J. Neeley School of Business

M.S.A.A. (1987) Purdue University, School of Aeronautics

B.S.A.A.E. (1985) Purdue University, School of Aeronautics, with Distinction

Research Interests

New Product Innovation Strategies and New Product Development
Order-of-Entry Strategies and Incumbency
Group Decision Models and Processes
Game Theory Applications to Marketing Strategy

Refereed Journal Articles

Articles Under Review

I. Sinapuelas, H. Wang, and J. Bohlmann, “The Interplay of Innovation, Brand, and Marketing Mix Variables in Line Extensions,” under revision for invited second-round review at the Journal of the Academy of Marketing Science.

Book Chapter (in review)

J. Bohlmann and J. McCreery, “Customer Experience Mapping: The Springboard to Innovative Solutions,” in review process for PDMA Essentials book series on Design and Design Thinking.

Additional Working Papers

J. Bohlmann, M. Stanko, and J. Spanjol, “Incumbent Inertia and Performance (Dis)Advantages: Recommendations for a Demand-Side Perspective.”

Incumbent firms are often assumed to suffer from “inertia” that prevents them from pursuing new products vigorously. This review paper emphasizes the value of a demand-based perspective that considers the consumer factors behind incumbent inertia. Paper is nearly complete for submission to the Journal of Marketing.

C. Kocas, K. Pauwels, and J. Bohlmann, “Pricing Best Sellers and Traffic Generators: The Role of Asymmetric Cross-Selling.”

The manuscript examines how asymmetric retailers determine pricing for best-selling items to attract customers, who also buy other products from the retailer. Paper is being readied for submission to Management Science.

Editorial Review Boards

Journal of Product Innovation Management, published by John Wiley & Sons, 2013 – present.

Global Economics and Management Review, published by Elsevier, 2013 – present.

Selected Awards and Recognition

(See C.V. for description of ongoing research)