Michael Wiles
Associate Professor,
Department of Marketing
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Mail code: 4106Campus: 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; the marketing-finance interface, and marketing and well-being. 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
Google Scholar URL
Research Interests
Shareholder Returns to Marketing Resource Deployments, Recovery from Negative Firm Actions, Marketing-Finance Interface
Publications
- Feng, Hui, Kimberly A. Whitler, and Michael A. Wiles (2025), “Chief marketing officer pay: The revenue growth consequences of employing internal and external benchmarks,” Journal of the Academy of Marketing Science, 53, 255-278.
- Cao, Zixia, Hui Feng, and Michael A. Wiles (2024), “When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors,” Journal of Marketing, 88 (2), 99-120.
- Wiles, Michael A., Saeed Janani, Darima Fotheringham, and Chadwick J. Miller (2024), “A Longitudinal Examination of the Relationship Between National-Level Per Capita Advertising Expenditure and National-Level Life Satisfaction Across 76 Countries,” Marketing Science, 43(4), 469-496.
- Darima Fotheringham and Michael A. Wiles (2023), “The Effect of Implementing Chatbot Customer Service on Stock Returns: An Event Study Analysis,” Journal of the Academy of Marketing Science, 51 (4), 802-822.
- Janani, Saeed, Michael A. Wiles, and Mishra, Saurabh (2022), “Marketing Competence and Institutional Trust in Business,” Journal of International Marketing, 30 (3), 5-17.
- Mishra, Saurabh, Sachin B. Modi, and Michael A. Wiles (2022), “Economic Policy Uncertainty and Shareholder Wealth: the Role of Marketing, Operations, and R&D Capabilities,” Journal of the Academy of Marketing Science, 50, 1011-1031.
- Saeed Janani, Christopher Ranjit, Nik Nikolov, and Michael A. Wiles (2022), “Marketing Background of CEOs and Corporate Social Performance,” Journal of the Academy of Marketing Science, 50, 460-481.
- **Finalist for the Sheth Foundation Best Paper Award
- Miller, Chadwick J., Michael A. Wiles, and Sungho Park (2019), “Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers,” Journal of Marketing, 83 (January), 151-172.
- Modi, Sachin, Michael A. Wiles, and Saurabh Mishra. (2015) “Shareholder Implications of Service Failures in Triads: The Case of Customer Information Security Breaches,” Journal of Operations Management, 35 (May), 21-39.
- Luo, Xueming, Michael A. Wiles, and Sascha Raithel (2013) “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
2026 Spring
| Course Number | Course Title |
|---|---|
| MKT 352 | Marketing Research |
| MKT 579 | Generating Impact for Orgs |
2025 Fall
| Course Number | Course Title |
|---|---|
| MKT 580 | Practicum |
| MKT 590 | Reading and Conference |
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 |
Honors / Awards
- 2025 Outstanding Graduate Teaching Award nominee
- 2019 Outstanding Graduate Teaching Award
- 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.