Ellen Thomas

Associate Professor, Martin Tuchman School of Management
Education
Ph.D.; Temple University; Marketing; 2010
M.B.A.; Drexel University; Marketing; 2002
B.S.; University of Pennsylvania; Mechanical Engineering And Applied Math; 1981
Office Hours
Wednesday 4:30 - 5:30, and by appointment or Webex
2026 Fall Courses
BDS 725 - INDEPENDENT RESEARCH I
MRKT 632 - STRATEGIC MRKT MANAGEMENT
MRKT 330 - PRINCIPLES OF MARKETING
MRKT 330 - PRINCIPLES OF MARKETING - HONORS
Teaching Interests
Marketing, Managing Innovation, Marketing Research, New Product Development
Past Courses
MGMT 480: MANAGING EST & EMERG TECH
MRKT 330: PRINCIPLES OF MARKETING
MRKT 330: PRINCIPLES OF MARKETING - HONORS
MRKT 620: COMPETING IN GLOBAL MARKETS
MRKT 620: COMPETING IN GLOBAL MRKT
MRKT 620: GLOBAL MARKETING MANAGEMENT
MRKT 631: MARKETING RESEARCH
MRKT 632: MARKETING STRATEGY FOR TECHNOLOGY-BASED ORGANIZATIONS
Research Interests
Strategic issues in marketing and managerial decision-making, new product development, innovation management, and entrepreneurship
Conference Proceeding
"Online Asynchronous Case Teaching in an AI World"
March, 2025.
"On the Timing of Pivots: Jumping the Gun or Late Out of the Gate?"
Hawaii International Conference on System Sciences, January (1st Quarter/Winter), 2023.
"Blessing or Curse? Funding Goal and Its Interaction with Rewards in Crowdfunding Technological Innovation "
Product Development and Management Association , November, 2022.
"Pivoting Strategies: A Study of Pivot Severity, Investor Reliance, and Revenue among Startups"
Hawaii International Conference on System Sciences, January (1st Quarter/Winter), 2022.
"A Study of Pivot Severity, Investor Reliance, and Revenue among Startups"
Hawaii International Conference on System Sciences, January (1st Quarter/Winter), 2022.
"Why and When Consumers are More Likely to be Influenced by User-Generated Content or Firm-Generated Content"
American Marketing Association, August, 2019.
Journal Article
Cesar Bandera, Ellen J. Thomas. 2018. "The Role of Innovation Ecosystems and Social Capital in Startup Survival." IEEE Transactions on Engineering Management, vol. 65, no. 4.
Ellen J. Thomas, Jifeng Mu , Jiayin Qi, Yong Tan. 2018. "Online group influence and digital product consumption." Journal of the Academy of Marketing Science (JAMS), vol. 46, no. 5, pp. 921-947.
Jifeng Mu , Ellen J. Thomas, Jiayin Qi, Yong Tan . 2018. "Online group influence and digital product consumption." Journal of the Academy of Marketing Science .
Jifeng Mu, Ellen J. Thomas, Anthony Di Benedetto , Gang Peng. 2017. "Strategic Orientation and New Product Development Performance: The Role of Networking Capability and Networking Ability." Industrial Marketing Management, vol. 64, pp. 187-201.
Porchiung B. Chou, Cesar Bandera, Ellen J. Thomas. 2017. "A Behavioural Game Theory Perspective on the Collaboration between Innovative and Entrepreneurial Firms." International Journal of Work Innovation , vol. 2, no. 1.
Ellen J. Thomas, Jifeng Mu, Fangcheng Tang. 2015. "Who Knows What in NPD Teams: Communication Context, Mode and Task Contingencies." Journal of Product Innovation Management , vol. 23, no. 3, pp. 20.
Magazine/Trade Publication
"Leverage Who Knows What in NPD Teams: How to Deploy Different Communication Techniques For Different New Product Development Teams"
Visions Magazine , August, 2015.
Professional
Journal of Small Business and Enterprise Development
Editor, Journal Editor, 2021