Michael Wiles

Associate Professor,

Department of Marketing

Michael.Wiles@asu.edu

Mail code: 4106

Campus: Tempe
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Long Bio

Michael Wiles is an associate professor in the W. P. Carey School of Business. His studies center on dynamic capabilities, resources, and brand competitive advantage; organizational learning and innovation; and the marketing-finance interface. He joined ASU in 2008. He is a member of the American Marketing Association and the Marketing Science Institute.

Education

Ph.D. Marketing, minor in Psychology, Indiana University 2008
B.A. Physica and Philosophy, Dartmouth College 1996

Curriculum Vitae

Research Interests

Shareholder Returns to Marketing Resource Deployments, Recovery from Negative Firm Actions, Marketing-Finance Interface

Publications

Luo, Xueming, Michael A. Wiles, and Sascha Raithel. (in press) “Make the Most of a Polarizing Brand,” Harvard Business Review, 91 (November), 701-703.
Luo, Xueming, Sascha Raithel, and Michael A. Wiles (2013), “The Impact of Brand Rating Dispersion on Firm Value,” Journal of Marketing Research, 50 (June), 399-415.
Wiles, Michael A., Neil A. Morgan, and Lopo L. Rego (2012), “The Effect of Brand Acquisition and Disposal on Stock Returns,” Journal of Marketing, 76 (1), 38-58. • Profiled in strategy + business, knowWPCarey, KFNN Phoenix, Investment Weekly News.
Wiles, Michael A., Shailendra P. Jain, Saurabh Mishra, and Charles Lindsey (2010), “Stock Market Response to Regulatory Reports of Deceptive Advertising: The Moderating Effect of Omission Bias and Firm Reputation,” Marketing Science, 29 (5), 828-845.
Michael A. Wiles September 2013, Page 2 Wiles, Michael A. and Anna Danielova (2009), “The Worth of Product Placement in Successful Films: An Event Study Analysis,” Journal of Marketing, 73 (4), 44-63. • Profiled in the New York Times, The Arizona Republic, The Hamilton Spectator, ABC15 KNXV TV Phoenix, KFNN Phoenix, Product Placement News.
Wiles, Michael A., *Neil A. Morgan, and Lopo L. Rego (2009), “The Effect of Brand Acquisition and Disposal on Stock Returns,” MSI Working Paper Series, No. 09-103.
Wiles, Michael A. (2007), “The Effect of Customer Service on Retailers’ Shareholder Wealth: The Role of Availability and Reputation Cues,” Journal of Retailing, 83 (1), 19- 31. • Co-winner of the Davidson best paper award in the special issue “Competing Through Service.”
Wiles, Michael A. and Rosann Spiro (2004), “Attracting Graduates to Sales Positions and the Role of Recruiter Knowledge: A Re-Examination,” Journal of Personal Selling and Sales Management, 24 (Winter), 39-48.

Courses

2025 Spring

Course Number	Course Title
MKT 462	Competitive Marketing Strategy
MKT 791	Seminar

2024 Fall

Course Number	Course Title
MKT 580	Practicum

2024 Spring

Course Number	Course Title
MKT 462	Competitive Marketing Strategy

2023 Spring

Course Number	Course Title
MKT 462	Competitive Marketing Strategy
IVD 494	Special Topics

2022 Fall

Course Number	Course Title
BUS 593	Applied Project
MKT 580	Practicum
IVD 598	Special Topics
IVD 494	Special Topics

2022 Spring

Course Number	Course Title
MKT 462	Competitive Marketing Strategy
IVD 494	Special Topics

2021 Fall

Course Number	Course Title
FSE 598	Special Topics
BUS 593	Applied Project
MKT 580	Practicum
IVD 598	Special Topics
IVD 494	Special Topics

2021 Spring

Course Number	Course Title
MKT 462	Competitive Marketing Strategy
MKT 791	Seminar

2020 Fall

Course Number	Course Title
MKT 580	Practicum

2020 Spring

Course Number	Course Title
MKT 580	Practicum
MKT 462	Competitive Marketing Strategy
BUS 593	Applied Project
HED 598	Special Topics

2019 Fall

Course Number	Course Title
FSE 598	Special Topics
BUS 593	Applied Project
SEC 598	Special Topics
SOS 594	Conference and Workshop

Honors / Awards

2013 Huizingh Outstanding Undergraduate Teaching Award nominee
2012 Huizingh Outstanding Undergraduate Teaching Award nominee
2007 Davidson best paper award for Journal of Retailing special issue (co-winner)
2006 American Marketing Association Doctoral Consortia Fellow, U. of Maryland
2006 Indiana University Associate Instructor Teaching Award
2006 Haring Symposium, Presenter, Indiana University
2005 Haring Symposium, Discussant, Indiana University
2002 Kelley School of Business Marketing Department Research Scholarship

Professional Associations

American Marketing Association

Marketing Science Institute

Work History

MONITOR COMPANY, Cambridge, Massachusetts.

Case Team Leader (2000 – 2001). Managed teams of consultants to develop marketing strategies for Fortune 50 clients. Projects included creating a market development strategy for an adult vaccine, a brand positioning for an ethical drug, an e-commerce strategy for the business-to-business market, and a growth strategy for a pediatric vaccine.
Module Leader / Analyst (1996 – 1999). Supervised and ran analytic modules in support of marketing strategy development. Projects included segmentations of the pediatric vaccine market and life insurance markets, new product development for a consumer packaged good product, and a channel strategy for South Africa.

Expertise Areas

Branding

Marketing Challenges