My research is focused on international marketing management, research methods and public policy. Research is listed chronologically under dissertations, peer reviewed publications, and other creative work.

2008/2009 Dissertations

Co-Chair, with Tammy Mangleburg: Dr. Selima Ben Mrad’s dissertation is titled “Do Consumers Forgive and Forget?” A study of consumer animosity and its antecedents and consequences. One hundred sixty four surveys are completed in Tunisia and 300 in Lebanon across Sunni, Shiite, Christian and Druze populations. Multiple group CFA and SEM are used to evaluate the theoretical model and to examine differences between and within countries. Selima graduated April 2008 and has accepted a position as an Assistance Professor at nearby Barry University.

Chair: Shirley Ye Sheng, abd, dissertation titled “Foreign Market Opportunity Analysis,” Foreign market opportunity analysis is believed to be the most frequent objective of applied international marketing research. The gravity model, borrowed from economics, is used to provide a theoretical base for FMOA. Insights, variables and methods form gravity models are integrated with marketing’s OMOI to advance the theory and practice of international marketing research. The integrated model is used very successfully to study drivers of exporting by  sector (1 digit SIC codes) and then exporting by more than 100 industries (2 & 3 digit SIC codes). Shirley will graduate August 2008 and has accepted a position as an Assistance Professor at nearby Barry University.

Co-supervisor, with Joseph Coughlan: Daire Hooper, Dublin Institute of Technology, Ireland, abd, dissertation titled “Cognitive and Affective Determinants of Customers’ Satisfaction with the Overall Service and the Servicescape: A Structural Equation Modeling Approach.” Surveys have been gathered from low involvement consumers departing branded and unbranded ‘servicecapes’ and from consumer leaving an upscale store on ‘high street’, Dublin, Ireland. Structural equation modeling is used to test theoretical models of the cognitive and affective determinants of customers’ satisfaction with the service itself and the ‘servicescape’. Multiple group SEM is  used to evaluate differences between branded and unbranded ‘servicecapes.’ Expected defense August 2008 and graduation Nov. 15, 2008.

Chair: Desislava Budeva, abd, dissertation title “International County Segmentation.” The international segmentation research has little theoretical foundation, has focused primarily on the macro level and ignores the effects of time and culture. The first of three empirical studies looks at the effects of time, culture and time and culture on macro level international market segmentation. A theoretical foundation is being developed/borrowed from management and integrated with traditional international market segmentation variables. The theory will be used to develop and test mixed macro and individual level segmentation models. Proposal defended April, 2008, expected completion Spring 2009.

Peer Reviewed Publications

Under Review
Budeva, Desislava, Michael R. Mullen and Patricia M. Doney “International Market Segmentation: Do Time and Culture Matter?”, under review, International Marketing Review.

Mullen, Michael R. and Desislava Budeva, “Research Methods in the Three Leading Entrepreneur-Small Business Journals: A Critical Review with Recommendations for Future Research,” under review, Journal of Small Business Management.

Mullen, Michael R., Patricia Doney, Selima Ben Mrad and Shirley Ye Sheng, “Effects of Globalization on Economic Development and Quality of Life,” under review, Journal of Macromarketing.

Accepted/published
Dinev, Tamara, Paul Hart and Michael R. Mullen, “Internet Privacy Concerns and Beliefs About Government Surveillance – An Empirical Investigation,” forthcoming, Journal of Strategic Information Systems.

Hooper, Daire, Joseph Coughlan and Michael R. Mullen, “Do the Data Fit the Model? A Synthesis of the Structural Equation Modelling Literature” forthcoming, Electronic Journal of Business Research Methods.

Sheng, Shirley Ye, Selima Ben Mrad and Michael R. Mullen (2008), “Made in China: Do American Consumers Really Care?,” forthcoming, Journal of Global Business.

Mullen, Michael R. (2008), “Foreign Market Analysis,” forthcoming, Irish Marketing Review, 20.

Hooper, Daire, Joseph Coughlan and Michael R. Mullen (2008), “Evaluating Model Fit: A Synthesis of the Structural Equation Modelling Literature,” accepted for presentation at the 6th European Conference on Research Methodology for Business and Management Studies, Universidade Nova de Lisboa, Lisbon, Portugal, July.

Mullen, Michael R., Tamara Dinev, John Hopkins and Dennis Kehoe (2008), “Evidence of Revenue Equivalence in B2B Open, Reverse e-Auctions and First Price Sealed Bids,” Journal of Global Business Management, 4 (1), 395-405.

Hooper, Daire, Joseph Coughlan and Michael R. Mullen (2008), “Assessing the Dimensionality of the Servicescape: Introducing a Generic Model,” presented at the American Marketing Association’s SERVSIG International Research Conference, Liverpool, UK, June.

Mullen, Michael, Patricia Doney, Selima Ben Mrad and Shirley Ye Sheng (2008), “Effects of International Trade on the Economy, People & the Environment,” Macromarketing: Systems, Causes, and Consequences, proceedings of the 33rd Annual Meeting of the Macromarketing Society, Eds. William Kilbourne and John D. Mittelstaedt, 238-248.

Hooper Daire, Joseph Coughlan and Michael R. Mullen (2008), “Overall Fit Indices for Structural Equation Modelling: State of Current Practice,” presented at the 37th European Marketing Academy Conference (EMAC), Marketing Landscapes: A Pause for Thought, University of Brighton, UK, May.

Mullen, Michael, Desislava Budeva and Darryl Hafermalz (2008), “Small Business Research Methods: A Review with Recommendations for Future Research,” presented at the 4th Annual Office Depot Research Forum, April, Boca Raton, FL.

Ben Mrad, Selima, Tammy Mangleburg and Michael R. Mullen (2007), “Do Consumers Forgive and Forget,” presented at the Fifth Annual JIBS Conference on Emerging Research Frontiers in International Business, FIU, Miami, FL., November.

Mullen, Michael R. and Shirley Ye Sheng (2007), “Extending and Comparing Cavusgil’s Overall Market Opportunity Indexes,” Advances in International Marketing, 17, 219-249.

Ben Mrad, Selima, Michael Mullen and Shirley Ye Sheng (2006), “Are the Protestors Right? An Empirical Study of International Trade’s Impacts on Pollution, People and the Economy ,” Proceedings of the Academy of International Business’ Annual Meeting, June, Beijing, China.

Sheng, Shirley Ye, Selima Ben Mrad and Michael R. Mullen (2006), “A Study of the Effects of US Ethnocentrism and Country of Origin on Purchasing Chinese Products,” Proceedings of the 15th Annual CIMaR Seminar, Istanbul, Turkey.

Hopkins, John, Dennis Kehoe, Michael Mullen and Tamara Dinev, (2005) “Online Reverse Auctions:
The Impact of Brand Loyalty & e-Auctions vs. Sealed Bids,” Proceedings of The 5th American Marketing Association/Academy of Marketing Joint Biennial Conference, Dublin, Ireland.

Ben Mrad, Selima, Hongwen She and Michael Mullen (2005), “Globalization for Better or Worse? The Effects of International Trade on the Economy, Physical Quality of Life and the Environment,” Proceedings of the 30h Annual Macromarketing Seminar, Saint Petersburg, Florida.

Mullen, Michael. R., C. M. Sashi and Patricia Doney (2003), “Gray Markets: Threat or Opportunity? The Case of Herman Miller vs. ASAL GmbH,” Advances in International Marketing, Eds. Tiger Li & Tamer S. Cavusgil, 14, 77-105.

Azevedo, Ana, Ellen A. Drost and Michael Mullen (2002), "Individualism and Collectivism: Toward a Strategy for Testing Measurement Equivalence Across Culturally Diverse Groups,” Cross-Cultural Management: An International Journal,  9(1), 19-29.

Mullen, Michael R., Eric Beller, Joseph Remsa and Donald Cooper (2001), "The Effects of International Trade on Economic Development," Journal of Global Marketing, 15 (1), 31-55.

Cannon, Joseph, Patricia Doney and Michael Mullen (1999), “National Culture and the Development of Trust: the Need for More Data and More Theory,” Academy of Management Review, 24 (1), 10-11.

Azevedo, Ana, Ellen A. Drost, and Michael Mullen (1999), “Individualism and Collectivism: Testing Measurement Equivalence Across Culture, Western Academy of Management Conference Proceedings, Spring.

Mullen, Michael R., Kate Tyler, William Laffur and Gregory Osland (1999), "International Channels of  Distribution: Keys to Entrepreneurial Success: A Review and Analysis," Marketing Theory and Applications, Proceedings of  the American Marketing Association Winter Educators' Conference, Vol. 10, Eds. Anil Menon and Arun Sharma, 95-106.

Cannon, Joseph, Patricia Doney, and Michael R. Mullen (1999), “A Cross-Cultural Examination of the Effects of Trust and Supplier Performance on Long Term Buyer-Supplier Relationships,” American Marketing Association Summer Educator’s Conference Proceedings, San Francisco, CA, August.

Doney, Patricia, Joseph Cannon and Michael Mullen (1998), “Understanding the Influence of National Culture on the Development of Trust,” Academy of Management Review, Vol. 23, No. 3, 601-620.

Cannon, Joseph P., Patricia M. Doney, and Michael R. Mullen (1998) “Cultural Differences in the Role Trust Plays in Business Relationships: An Empirical Study of NAFTA Countries,” presented at the Relationship Marketing Conference, Emory University, Atlanta, Georgia, June.

Meckler, Mark and Michael Mullen (1997), "Enhancing the Validity of Comparative Research: Testing for Metric Equivalence Across Populations," Academy of Management  Proceedings, Eds. Lloyd N. Dosier and J. Bernard Keys, 566.

Mullen, Michael R. and Kenneth Bollen (1997), "The Role of International Marketing and Public Policy in Economic Development: A Time Lagged Structural Model," Annual Marketing and Public Policy Conference Proceedings.

Mullen, Michael R., Patricia Doney and Thomas Becker (1996), "Time Lagged Effects of Exporting and Importing on Economic Development: Replication and Extension of Mullen's 1993 Model," Journal of Macromarketing, 16, 2 (Fall), 24-43.

Mullen, Michael R., George Milne and Nicholas Didow (1996), "Determining Cross-cultural Metric Equivalence in Survey Research: A Statistical Test," Advances in International Marketing), 8, 145-157.

Mullen, Michael R. (1995), "Diagnosing Measurement Equivalence in Cross-National Research," Journal of International Business Studies, 26 (3), 573-596.

Mullen, Michael R., George Milne and Patricia Doney (1995), "An International Marketing Application of Outlier Analysis for Structural Equations:  A Methodological Note," Journal of International Marketing, 3 (1), 45-62.

Mullen, Michael R., George Milne and Nicholas Didow (1994), "Caution:  Comparisons of Means Across Groups May be Hazardous to Your Business Success," Marketing Theory and Applications, Vol. 5, Proceeding of the AMA Winter Conference, Eds. C. W. Park and D. C. Smith.

Mullen, Michael R. (1993), "An Empirical Analysis of the Effects of Exporting and Importing on Two Dimensions of Economic Development," Journal of Macromarketing, 13, 1(Spring). (Note: this article won the 1994 Charles C. Slater Memorial Award for the "most significant contribution" to the field.)

Doney, Patricia, Michael R. Mullen and Yigit Kavurmacioglu (1993), "The Effects of Cultural Differences on Accountability and Information Search and Analysis by Industrial Buyers,” Developments in Marketing Science, Vol. XVI, Proceedings of AMS Conference, Eds. Michael Levy and Dhruv Grewal, 146-149.

Mullen, Michael R., and George Milne (1993), "A Time Lagged Model of The Effects of International Trade on Society,"  Macromarketing XVIII, Proceedings of the Macromarketing Seminar, Eds. A. Fuat Firat and Annamma Joy.

Mullen, Michael R. (1992), "International Trade and Public Policy," Proceedings of the 1992 Marketing & Public Policy Conference, Eds. Paul Bloom & Richard G. Starr, Jr., 34.

Nicholas Didow and Michael R. Mullen (1992), "Sample Size Effects on the Stability of Optimal Scaling Estimates - A Preliminary Investigation," Enhancing Knowledge Development in Marketing, Vol. 3, AMA Educators' Proceedings, Eds. Robert P. Leone & V. Kumar, 290-295.

Scully, Joseph and Michael R. Mullen (1992), "Extending the Political Economy Framework to the Macro Environment and International Marketing Channels," Macromarketing XVII, Proceedings of the Macromarketing Seminar, Part 3, Eds. Thomas Klein, Robert Nason, & Lee Dahringer, .577-584.

Mullen, Michael R. and Nicholas Didow (1991), "Are Cross-Cultural Survey Data Comparable?  Optimal Scaling Provides Useful Evidence," Enhancing Knowledge Development in Marketing, Vol. 2, AMA Educators' Proceedings, Eds. Gilly et al, 608-609.

Mullen, Michael R. (1990), "A Study of the Structural Relations Between Importing, Exporting, and Bi-dimensional Economic Development,” Macromarketing XV, Proceedings of the Macromarketing Seminar.

Mullen, Michael R. (1990), "International Channels of Distribution: A Review and Analysis," in Advanced Research in Marketing, Proceedings of the 19th Annual Conference of the European Marketing Academy, Vol. 1, Eds. Hans Muhlbacher and Christoph Jochum, 267-283.

Non-refereed Presentations and Other Creative Work

Ye Sheng, Shirley, Jane Montonen and Michael Mullen (2005), “Assessing the Preliminary Attractiveness of Markets Around the World,” presented at the Consortium for International Marketing Research (CIMaR) 14th Annual Conference, Universitat Autònoma de Barcelona, Spain..

Mullen, Michael. R., C. M. Sashi and Patricia M. Doney (2004), “Herman Miller vs. ASAL GmbH,” a case study with teaching notes published in Global Marketing Management, 3rd Edition by Masaaki Kotabe and Kristiaan Helsen, Wiley: New York, NY., 654-659.

Cannon, Joseph P., Patricia M. Doney, and Michael R. Mullen, (2001, 2002, 2004), “A Cross-Cultural Examination of the Effects of Trust and Supplier Performance on Long-term Buyer-Supplier Relationships,”  invited presentations at University of Denver, University of Nebraska, and Instituto de Empresa. 

Michael Mullen, Joseph P. Cannon and Patricia M. Doney (2000) "Cultural Differences in the Role Trust Plays in Business Relationships: An Empirical Study of NAFTA Countries," invited presentation at the Center for International Business and Management (CIBAM), Judge Institute of Management Studies, University of Cambridge, England.

Michael Mullen (1999), interviewed and quoted by the Wall Street Journal as “an expert in international management at Cambridge University’s Judge Institute of Management Studies,” October 15, 1999, p. 1, (U.S. and European Editions).

Michael Mullen with Jean Johnson (1998), conducted a workshop on “Cross-Cultural Construct Validation” for junior faculty and doctoral students at the American Marketing Association’s Faculty Consortium on International Marketing, Michigan State University (July).

Mullen, Michael R. (1997), "The Effects of International Trade on Economic Development:  The Business Community Experience at Florida Atlantic University & CIBIT" presented at OECD Conference on Higher Education and Regional Economic Development:  An International Perspective.

Mullen, Michael R. (1995), "Marketing Strategy Planning: Evaluating Opportunities in the Changing Marketing Environment", wrote/directed teaching video and accompanying Chapter in Instructors Manual to accompany Basic Marketing: A Managerial Approach, 12th Edition, by E.J. McCarthy and W.D. Perreault, Homewood, IL: Irwin.

Mullen, Michael R. and S. Tamer Cavusgil (1993), Editors, Proceedings of the First Symposium of the Consortium for International Marketing Research.

Mullen, Michael R., Catherine Axinn and S. Tamer Cavusgil (1993), "CIMaR:  Advancing Multi-National Collaborative Research," in Proceedings of the First Symposium of the Consortium for International Marketing Research, Eds. M. Mullen & S.T. Cavusgil, p.1.

Mullen, Michael R. (1992), "The Role of International Marketing Channels in Economic Development:  A Structural Analysis of the Effects of Exporting and Importing on Economic Growth and Meeting Basic Human Needs," unpublished doctoral dissertation, University of North Carolina at Chapel Hill, Dr. Paul Bloom advisor.

Mullen, Michael R. and Poh-Lin Yeou (1992), "International Marketing Management," wrote/directed teaching video and accompanying Chapter in Instructors Manual (1993, readopted in 1995) to accompany Basic Marketing: A Managerial Approach, 11th & 12th Editions, by E.J. McCarthy and W.D. Perreault, Homewood, IL: Irwin. The video was also adopted by Philip Cateora for International Marketing, 8th Edition.

Mullen, Michael R. (1991), "The Use of Panel Data to Explore the Effects of International Marketing on Society," presented at the Business Marketing: The State of Theory and Practice Conference, Florida Atlantic University, Fort Lauderdale, Florida.