Faculty Research Fair 2020: Anthony Dukes

Professor of Marketing and Chair, Anthony Dukes presents a talk: When the Marketer Knows More About the Consumer than the Consumer."

February 14, 2020

“My research examines the economic interactions among consumers and the firms that market to them.”

With an undergraduate degree in mechanical engineering and a Ph.D. in economics, Anthony Dukes brings a unique perspective to the Marketing Department at the Marshall School of Business. Named Chair of Marketing last year, Dukes is an expert on the economics of marketing strategies, and has made significant contributions to the literature in pricing, retail, digital content platforms, and law and marketing. He is often featured in print, digital, and broadcast media for his insights into current events, such as the future of malls, or the reasons customer service is persistently bad.

A prolific scholar, Dukes last year published three papers. “Consumption Trends and the Warehouse Club Retail Format (with Tansev Geylani and Kannan Srinivasan) appeared in Managerial and Decision Economics, Product Line Design with Superior Information on Consumers’ Preferences: Implications of Data Aggregation (with Zibin Xu,) was published in Marketing Science, and Why Customer Service Frustrates Consumers: Exploiting Hassle Costs by a Tiered Organizational Structure” (with Yi Zhu) also published in Marketing Science.

In addition to academic papers, Dukes contributed the chapter, “An Evolution of Malls: Past, Present, & Future,” to the book, The Demallification of a Nation: The Death of American Shopping Malls (Routledge, 2019),  published two articles in the Harvard Business Review ( and two articles on the Conversation, the online platform providing news from an academic perspective.

Dukes joined the faculty at Marshall in 2007, after positions at the University of Aarhus (Denmark) School of Economics and Management, and Carnegie Mellon’s Tepper School of Business. He earned a BS in mechanical engineering at Virginia Tech, an MS in mathematics from West Virginia University and his Ph.D. in economics at the University of Pittsburgh. Dukes has been a visiting professor at the Indian School of Business in Hyderabad, Humboldt University in Berlin, and the University of California, Irvine.

In addition to his research program and teaching in Marshall’s MBA.PM program, Dukes is an associate editor of the Journal of Marketing Research, Management Science and Marketing Science. He has served on the editorial review boards of the Journal of Marketing and Marketing Science.