Directory

Directory

Keith Richards

Associate Professor - Marketing

Contact Information

Email:  Keith_Richards@baylor.edu
Campus Phone:  (254) 710-3485
Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Foster Business and Innovation 220.10

Educational Background

  • PHD - Marketing, Univ Houston Main Campus
  • MBA - Marketing, Indiana Univ Bloomington
  • BA - Journalism, Baylor University

Work Experience

  • Associate Professor of Marketing, Baylor University (July 1, 2015 - Present)

Awards and Honors

  • James M. Comer Award for Best Contribution to Selling and Sales Management Theory, Journal of Personal Selling and Sales Management (2016)
  • College Outstanding Service Award, University of Tennessee at Chattanooga (2014)
  • Best in Track, Product Development Track, Academy of Marketing Science Conference (2009)
  • James M. Comer Award for Best Contribution to Selling and Sales Management Theory, Journal of Personal Selling and Sales Management (2009)
  • Dissertation Research Grant Winner, American Marketing Association, Selling and Sales Management Special Interest Group (2006)
  • Doctoral Fellow, National Conference in Sales Management (2006)
  • Outstanding Teacher, Program for Excellence in Selling, University of Houston (2006)
  • Provost's Graduate Assistant Teaching Award, University of Houston (2006)
  • Doctoral Fellow, National Conference in Sales Management (2005)

Publications

Basic or Discovery Scholarship

"Driving In-Role and Extra-Role Brand Performance among Retail Frontline Salespeople: Antecedents and the Moderating Role of Customer Orientation," Journal of Retailing, Vol. 95, No. 2, (June 2019), pp. 130-143 (coauthors: Douglas E Hughes, Roger Calantone, Brian Baldus, Richard A Spreng).

"On the nature of international sales and sales management research: A social network–analytic perspective," Journal of Personal Selling & Sales Management, (January 2018) (coauthors: Wyatt Schrock, Yanhui Zhao, Douglas Hughes, Mohammad Sakif Amin).

"JPSSM Since the Beginning: Intellectual Cornerstones, Knowledge Structure, and Thematic Developments," Journal of Personal Selling & Sales Management, Vol. 36, No. 4, (December 2016), pp. 321-343 (coauthors: Wyatt A. Schrock, Yanhui Zhao, Douglas E. Hughes).

"Better together: trait competitiveness and competitive psychological climate as antecedents of salesperson organizational commitment and sales performance," Marketing Letters, Vol. 27, No. 2, (2016), pp. 351-360 (coauthors: Wyatt A Schrock, Douglas E Hughes, Frank Q Fu, Eli Jones).

"Salesperson Attributions: Evaluating the Impact of Timing of Prior Actions," Journal of American Academy of Business, Cambridge, The, Vol. 17, No. 2, (2012), pp. 1-7 (coauthors: Frank Q. Fu).

"Motivating salespeople to sell new products: The relative influence of attitudes, subjective norms, and self-efficacy," Journal of Marketing, Vol. 74, No. 6, (2010), pp. 61–76 (coauthors: Frank Q Fu, Douglas E Hughes, Eli Jones).

"Tracking and updating academic research in selling and sales management: A decade later," Journal of Personal Selling & Sales Management, Vol. 30, No. 3, (2010), pp. 253–271 (coauthors: William C Moncrief, Greg W Marshall).

"Developing a strategic framework of key account performance," Journal of Strategic Marketing, Vol. 17, No. 3-4, (2009), pp. 221–235 (coauthors: Eli Jones, Diane Halstead, Frank Q Fu).

"Key account management: Adding elements of account fit to an integrative theoretical framework," Journal of Personal Selling & Sales Management, Vol. 29, No. 4, (2009), pp. 305–320 (coauthors: Eli Jones).

"The motivation hub: Effects of goal setting and self-efficacy on effort and new product sales," Journal of Personal Selling & Sales Management, Vol. 29, No. 3, (2009), pp. 277–292 (coauthors: Frank Q Fu, Eli Jones).

"Why Study Intraorganizational Issues in Selling and Sales Management?," Journal of Personal Selling & Sales Management, Vol. 38, No. 2, pp. 169-171 (coauthors: Willy Bolander).

Presentations and Proceedings

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