Ekaterina [Kate] Karniouchina Curriculum Vitae

Academic Positions

Professor of Business, Mills College, Oakland, CA
2018–Present

Dean and Glenn and Ellen Voyles Chair in Business Education
Lorry I. Lokey School of Business and Public Policy
Mills College, Oakland, CA
2017–Present

Associate Professor of Business (tenured)
Mills College, Oakland, CA
2013–2018

Visiting Professor of Business
Mills College, Oakland, CA
2013

Assistant/Associate Professor of Marketing (tenured)
Chapman University, Orange, CA
2008–2013

Education

PhD in Marketing, University of Utah, Salt Lake City, UT, 2008
MBA, University of Utah, Salt Lake City, UT. 2000
BA in Finance, University of Utah, Salt Lake City, UT. 1998

Publications

Theokary, C., Karniouchina, E., & Sarangee, K. (forthcoming). The Impact of Strategic Partnerships on Crowdfunding Outcomes: Which Ties Really Matter?  Journal of Small Business Management.

Clement, M., Otten, C., Seifert, R., Kleinen, O., Houston, M., Karniouchina, E., & Heller, C. (2020) Idea Forum: The Impact of Subscription-Based Video on Demand on Traditional Distributors: Value Chains and Business Models.  Journal of Media Economics., 31(1-2), 50-67.

Karniouchina, E.,  Theokary, C., Rice, L., Uslay, C. & Reilly, S. (forthcoming). Is New Product Development Impacted by the Manager’s Gender? The Case of Motion Pictures. Rutgers Business Review.

Shi, Y., Karniouchina, E., & Uslay, C. (2020). (When) Can Social Media Buzz Data Replace Traditional Surveys for Sales Forecasting?Rutgers Business Review, 5(1), 43-60.

Karniouchina, E., Uslay, C., & Erenburg, G. (2016). A Case for Product Placements. Rutgers Business Review, 1(1), 77-83.

Dixon, M., Karniouchina, E.V., Van Der Rhee, B., Verma, R., & Victorino, L. (2014). The Role of Coordinated Marketing-Operations Strategy in Services. Journal of Service Management, 25 (2), 275-294.

Karniouchina, E., Carson, S., Short, J., & Ketchen, D. (2013). Extending the Firm vs. Industry Debate: Does Industry Lifecycle Stage Matter? Strategic Management Journal, 34(8), 1010–1018.

Karniouchina, E., Uslay, C., & Erenburg, G. (2011). Do Marketing Media Have Lifecycles? The Case of Product Placement in Movies. Journal of Marketing, 75(3), 27-48.

Karniouchina, E. (2011). Impact of Star and Movie Buzz on Motion Picture Distribution and Box Office Revenue. International Journal of Research in Marketing, 28(1), 62-74.

Karniouchina, E. (2011). Are Virtual Stock Markets Efficient Predictors of New Product Success? The Case of the Hollywood Stock Exchange. Journal of Product Innovation Management, 28(4), 470-484.

Karniouchina, E., Moore W.L., & Cooney, K. (2009). Impact of Mad Money Stock Recommendations: Merging Financial and Marketing Perspectives. Journal of Marketing, 73(6), 244-266.

Karniouchina, E.V., Moore, W.L., Van der Rhee, B., & Verma, R. (2009). Issues in the Use of Ratings-Based Versus Choice-Based Conjoint Analysis in Operations Management Research. European Journal of Operational Research,197 (1), 340-348.

Victorino, L., Karniouchina, E., & Verma, R. (2009). Exploring the Use of the Abbreviated Technology Readiness Index for Hotel Customer Segmentation. Cornell Hospitality Quarterly, 50(3), 342-359.

Brazell, J., Diener, C., Karniouchina, E., Moore, W., Séverin, V., & Uldry, P.F. (2006), No Choice Option and Dual Response Choice Design. Marketing Letters, 17(4), 255-268.

Karniouchina, E., Victorino, L., & Verma, R. (2006). Product and Service Innovation: Ideas for Future Cross-Disciplinary Research. Journal of Product Innovation Management, 23 (3), 274-280.

Select Projects in Progress and Under Review

Karniouchina, E., Theokary, C., Rice, L., & Reilly, S.  Movie Director Gender: Resources, Reviews and Revenues. [under “revise and resubmit” at the Journal of Marketing Research].

Uslay, C., Karniouchina, E., & Altintig, A.  Scale or Fail? An Empirical Examination of the Market Share—Financial Performance Relationship. Recipient of the 2019 AMA EMSIG Abdul Ali Promising Research Award.

Karniouchina, E., Carson, S., Moore, W., & Uslay, C. The Varying Advantage of Focus, Diversification, and Firm-Specialized Resources along the Value Chain: Toward the Concept and Management of a Mixed Diversification System. [under “revise and resubmit” at Strategy Science].

Uslay, C., Karniouchina, E., Altintig, A., & Reeves, M. Why and How Can Firms Get Stuck in the Middle? [being prepared for submission]

Karniouchina, E., Carson, S., & Cooney, K.. Honor and Guilt by Association: How Celebrity Endorsers and Their Indiscretion Affect Firm Value. [additional data analysis in process]

Published Reports and Conference Proceedings

Karniouchina, E.V., Moore, W.L., & Cooney, K.J. (2008). Consumer Response to TV Stock Recommendations: Merging Financial and Marketing Perspectives. Marketing Science Institute special report [08-206].

Karniouchina, E., Moore, W.L., Scammon, D.L., and Fuller, D. (2009). Exploring the Effectiveness of Public Lender Foreclosure Auctions as a Real Estate Disposition Channel. Proceeding of 2009 Marketing and Public Policy Conference.

Karniouchina, E., Mishra, H., and Verma, R. (2008). Exploring Consumer Reactions to Tipping Guidelines: Implications for Service Quality. Cornell Hospitality Report, 8(8), 4-16.

Verma, R., Victorino, L., Karniouchina, E., and Feickert, J. (2007). Segmenting Hotel Customers Based on the Technology Readiness Index. Cornell Hospitality Report, 7(13), 1-16.

Book Chapters

"Sport Related Subculture as a Useful Basis of Market Segmentation: Insights for Ski Area Managers" in Consumer Behavior Knowledge for Effective Sports Marketing, ROUTLEDGE / PSYCHOLOGY PRESS, 2010. Author(s): Debbie Scammon, Dan Fuller, Ekaterina Karniouchina, and Tamara Masters, Co-Editor(s): Lynn R. Kahle and Angeline Close.

Conference Presentations

Karniouchina, E., Theokary, C., Rice, L., & Reilly, S. (2019). Movie Director Gender: Resources, Reviews and Revenues. Western Economic Association International (WEAI) Conference, San Francisco, CA

Uslay, C., Karniouchina, E., & Altintig, A., (2019). Scale or Fail? An Empirical Examination of the Market Share—Financial Performance Relationship. 2019 American Marketing Association (AMA) conference.

Karniouchina, E., Theokary, C., Rice, L., & Reilly, S. (2019). Movie Director Gender: Resources, Reviews and Revenues. Mallen 21 Conference, Los Angeles, CA

Uslay, C., Karniouchina, E.V., & Altintig, Z.A., (2019). Scale or Fail? An Empirical Examination of the Market Share – Financial Performance Relationship. Academy of Marketing Conference, London, U.K.

Uslay, C., Karniouchina, E.V., & Altintig, Z.A. (2019). Scale or Fail? An Empirical Examination of the Market Share—Financial Performance Relationship. Global Research Symposium on Marketing and Entrepreneurship, London, U.K., Recipient of the 2019 AMA EMSIG Abdul Ali Promising Research Award

Karniouchina E., Carson, S., & Cooney, K. (2018). Honor and Guilt by Association: How Celebrity Endorsers and Their Indiscretion Affect Firm Value. Mallen 20 Conference, Potsdam, Germany

Karniouchina, E.V., Uslay, C., Carson, SJ., & Moore, W.L. (2017). Celebrity Founders: False Prophets or Boon for Profits? American Marketing Association Summer Educators’ Conference, San Francisco, CA.

Karniouchina, E.V., Carson, S.L., Uslay, C., & Moore, W.L. (2017). The Varying Advantage of Focus and Diversification along the Value Chain: The Case of the Motion Picture Industry. INFORMS Marketing Science Conference, Los Angeles, CA.

Uslay, C., Karniouchina, E.V., Altintig, Z.A., & Reeves, M. (2013). (How) Can Firms Get Stuck in the Middle? An Explanation via Efficient, Marketing, and Optimal Scale. American Marketing Association Educators’ Winter Conference, Las Vegas, NV.

Uslay, C., Karniouchina, E.V., Altintig, Z.A., & Hultman, C.M. (2011) Entrepreneurial Chasm: An Empirical Examination of the 1% Share Threshold. Global Research Symposium on Marketing, Entrepreneurship, and Entrepreneurship Education, Rio de Janeiro, Brazil.

Karniouchina, E., Uslay, C., & Erenburg, G. (2011). Do Marketing Media Have Life Cycles? The Case of Product Placement in the Movies. Marketing Strategy Meets Wall Street Conference, Boston College, Boston, MA.

Karniouchina, E., Moore, W.L., Carson, S., & Uslay, C., (2010). The Roles of Producers and Distributors in Creating Product Level Profitability: the Case of Motion Pictures. Marketing Science Conference, Cologne, Germany.

Moore, W., Karniouchina, E., & Huber, J. (2010).  Invariance of Screening Rules. ART Forum, San Francisco.

Karniouchina, E., Mishra, H., & Verma, R. (2009). Exploring Consumer Reactions to Tipping Guidelines: Implications for Service Quality. INFORMS Annual Meeting, San Diego. 

Victorina, L., Karniouchina, E., & Verma, R. (2009). Evolving Techno-Ready Customer Segments in the Hospitality Industry. Art and Science of Service V, Bentley University, Waltham, MA. 

Karniouchina, E., Moore, W.L., Scammon, D.L., & Fuller, D. (2009). Exploring the Effectiveness of Public Lender Foreclosure Auctions as a Real Estate Disposition Channel. 2009 Marketing and Public Policy Conference.

Karniouchina, E., Moore, W.L., & Cooney, K. (2009). Investor Response to Mad Money Recommendations: Merging Financial and Marketing Perspectives. MSI Conference, 2009 Marketing Strategy Meets Wall Street Research Competition, Emory University, Atlanta, GA.

Karniouchina, E., Scammon, D.L., Fuller, D.A., & Masters, T. (2008). Analysis of White Space: Risky Behaviors When Skiers, Snowboarders, and Others Have to Play Together. 2008 Summer AMA, San Diego, CA. 

Moore, W.  & Karniouchina, E.  (2008). Stability of Cut Offs. 2008 Marketing Science Conference, Vancouver, BC

Karniouchina, E. (2006). When Do Firms and Industries Matter? Cross-Disciplinary Approach to Firm vs. Industry    Debate. 2006 Marketing Science Conference, Pittsburgh, PA

Moore, W. & Karniouchina, E. (2006). Screening Rules and Consumer Choice: A Comparison of Compensatory vs. Non-Compensatory Models. 2006 Marketing Science Conference, Pittsburgh, PA

Karniouchina, E. (2006). When Do Firms and Industries Matter? Cross-Disciplinary Approach to Firm vs. Industry Debate. 2006 Mittelstaedt Doctoral Consortium, Lincoln, NE

Karniouchina, E., Brazell, J.D., Diener, C.G., Moore, W.L., Séverin, V., & Uldry, P.F. (2005) No choice option and dual response choice design. 2005 Marketing Science Conference, Atlanta, GA

Select Sponsored Projects/Grants and Industry Engagements

High Impact Donor Survey, Girls, Inc. of Alameda County
Advised Girls, Inc. on donor engagement, provided qualitative (focus groups) and quantitative (survey) research for their high net worth Women of Impact program. 2019–2020

Minimum wage impact study, City of Emeryville, CA
Advised the City of Emeryville and supervised a multi-year grant supporting the roll out of the Fair Work Week ordinance including stakeholder meetings and participatory research. Conducted several research projects on the impact of the newly implemented Minimum Wage, Paid Sick Leave, and Fair Work Week ordinances.  Coordinated all the outreach and education activities related to labor standards.  Provided technical assistance and payroll analytics. 2016–2019

Marketing Research Project for PawPoints Loyalty Program, Clorox Corp.
Collaborated with Clorox Corp. to help the company analyze millions of email messages and transactions associated with the Paw Points loyalty program, building models to improve retention and win-back of loyalty program participants. Lead a team of student researchers in a project aimed at fraud identification. 2016

Supervised consumer behavior survey data analysis, Clorox Corp.  
Web analytics, customer segmentation, positioning, and preference formation for kitty litter lines. Projects ranged from focus groups to segmentation and analytical modeling.2015

Sales Forecasting Project, Crystal Geyser
Analyzed relative importance of revenue drivers/developed a forecasting model for one of the new beverage lines. 2014

Industry Structure/Profitability Analysis, Boston Consulting Group
Helped BCG use large scale data sets to analyze the complex relationships between industry structure and firm-level profitability. 2012–2014

Industry Employment

Financial Analyst, Lantern Communications, Inc. (acquired by C-COR, Inc.)
Finance/Marketing Interface, ERP Implementation, Budgeting and Control, Internal and External Reporting, Managerial Accounting, Investor Relations, Cost Accounting, Fixed Asset Allocation and Management 2001–2003

Associate Auditor, General Electric Company
Internal Audit, New Project Identification, CBA Analysis, New Project Mix Optimization, Cost Reduction Analysis 2000–2001

Awards

2019 AMA Entrepreneurial Marketing SIG/GRSME Abdul Ali Promising Research Award, 2019

Excellence in Scholarly/Creative Activity Award, Chapman University 2009

ASBE Student Grant for Faculty Sponsored Research 2009

MSI grant for the research proposal “Consumer Response to TV Stock Recommendations: Merging Financial and Marketing Perspectives,” with William Moore and Kevin Cooney 2008

ASBE Summer Research Grant 2008, 2009, 2010

Doctoral Student Teaching Excellence Award, David Eccles School of Business, University of Utah 2005

AMA Sheth Doctoral Consortium Fellow 2006

Marketing Science Doctoral Consortium Fellow 2005, 2006

George and Dolores Dore Eccles Foundation Scholarship 1999–2000

International Education Forum Scholarship 1994

Silver Medal for Personal Academic Excellence, at graduation from School #228, Moscow, Russia 1994

Service

Mills College, Oakland, CA

Faculty Development Committee, Three year term starting 2020-2021

Labor Management Committee, 2019–present

APT Committee. Elected in 2018, stepped down to assume the Dean role

Admissions and Enrollment Committee, 2019–present

PEPL Search Committee, 2020

COVID-19 Reopening Task Force, 2020

Accounting Search Committee Chair, 2016–2017

Graduate School of Business Dean Search Committee, 2015

Multiple Assessment Committees, 2012–present

Faculty Leadership Team Member, 2012–present

Chapman University, Orange, CA

Diversity Committee, 2010
Graduate Committee, 2011–2012
Marketing Search Committees, 2011–2012

Ad-Hoc Reviewer

Journal of Marketing, 2010–present
Marketing Science, 2016–present
Strategic Management Journal, 2016–present
International Journal of Research in Marketing, 2011–present
Journal of Product Innovation Management, 2010–present
Decision Science, 2012–present
Cornell Hospitality Quarterly, 2008–present
Center for Hospitality Research, 2010–present
AMS Conference, New Product Development Track. 2009
Journal of Service Management, 2015–present
Journal of Academy of Marketing Science, 2019–present
Journal of Brand Management, 2019–present