Morris George

Associate Professor - Marketing

Contact Information

Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Paul L. Foster Campus for Business and Innovation¬†220.11

Office Hours

Tue/Thu 1:15 - 2:45 PM

Educational Background

  • PHD - Business Administration, University Of Connecticut
  • MBA - Business Administration, Indian Inst. Of Management
  • BS - Engineering, Kerala Agricultural University

Work Experience

  • Associate Professor of Marketing, Baylor University (August 2014 - Present)
  • Assistant Professor of Marketing, Baylor University (August 18, 2008 - August 2014)
  • Assistant Manager, Indian Oil Corporation Ltd. (July 1996 - June 2003)
  • Design Engineer, EPC Irrigation Ltd (January 1993 - September 1993)


  • Academic, Non-profit organization (May 2010 - 2012)

Awards and Honors

  • HSB Teaching Excellence, Hankamer School of Business (April 2019)
  • 2010 Davidson Award, Journal of Retailing (December 2009)
  • JAMS/Sheth Foundation Award, JAMS/ Sheth Foundation (May 2008)
  • Honorable Mention in the 2006 Levy and Weitz Doctoral Dissertation Proposal Competition, Miller Center for Retailing Education and Research at the University of Florida (February 2007)

Professional Memberships

  • American Marketing Association
  • DMEF Professor's Academy


Dr.George's research interests include Customer Relationship Management (CRM), Customer Lifetime Value based customer contact strategies, cross-buying, customer loyalty and corporate wellness. His teaching interests are Marketing Research, Customer Relationship Management, New Product Management, and Marketing Management.
He has published in leading marketing journals including Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Public Policy and Marketing, Journal of Business Research, and Journal of Services Marketing. He is the recipient of 2010 Davidson Award for best article in the Journal of Retailing 2008. His article on measuring and maximizing customer equity in the Journal of the Academy of Marketing Science has won the JAMS/Sheth Foundation award for the best paper in 2007 (volume 35). His doctoral dissertation proposal has won the Honorable Mention in the 2006 Levy & Weitz Doctoral Dissertation Proposal competition in the area of retailing strategy. He has also presented papers at a number of conferences.
He worked as Assistant manager for Indian Oil Corporation Ltd, Chennai, India and was responsible for sales and marketing of petroleum products.
He received his PhD in business administration with a concentration in marketing from the University of Connecticut and MBA from Indian Institute of Management, Ahmedabad, India.


Basic or Discovery Scholarship

"Linking Marketing to Non-profit Performance," Journal of Public Policy & Marketing, Vol. 40, No. 4, (October 2021), pp. 571-583 (coauthors: Denish Shah).

"Modeling the Consumer Journey for Membership Services," Journal of Services Marketing, Vol. 32, No. 2, (April 2018), pp. 113-125 (coauthors: Kirk Wakefield).

Applied or Integration/Application Scholarship

"Can Big Data bridge the gap between Sales and Marketing?," Vol. 7, No. 4, (December 2014).

Basic or Discovery Scholarship

"Promotion to Change Lifestyle: Securing Participation and Success," Health Marketing Quarterly, Vol. 31, No. 4, (December 2014), pp. 293-311 (coauthors: Jeff Tanner).

"Maximizing Profit for a Multi-category Catalog Retailer," Journal of Retailing, Vol. 89, No. 4, (December 2013), pp. 374-396 (coauthors: V Kumar, Dhruv Grewal).

Applied or Integration/Application Scholarship

"Worksite Wellness: How Engagement Drives Real Health Improvement," (September 2011) (coauthors: Jeff Tanner).

Basic or Discovery Scholarship

"Supply Chain Management and Retailer Performance: Issues, Trends, and Practices," Journal of Retailing, Vol. 85, No. 1, (April 2009), pp. 84-94 (coauthors: Shankar Ganesan, Sandy Jap, Robert W Palmatier, Barton Weitz).

"Cross-buying in Retailing: Drivers and Consequences," Journal of Retailing, Vol. 84, No. 1, (June 2008), pp. 15-27 (coauthors: V. Kumar, Joseph Pancras).

"Dissertation: Essays on Cross-Buying in a Non-Contractual Setting: Why, What, When and How Much?," (May 2008).

"Measuring and Maximizing Customer Equity: A Critical Analysis," Journal of the Academy of Marketing Science, Vol. 35, No. 2, (Summer 2007), pp. 157-171 (coauthors: V. Kumar).

Applied or Integration/Application Scholarship

"Marketing Metrics and Financial Performance," (March 2007) (coauthors: Catherine Ma, Tanya Mark, Andrew Petersen).

Basic or Discovery Scholarship

"From Customer Lifetime Value to Shareholder Value: Theory, Empirical Evidence, and Issues for Future Research," Journal of Service Research, Vol. 9, (November 2006), pp. 156-167 (coauthors: Paul Berger, Naras Eechambadi, Donald R. Lehmann, Ross Rizley, Rajkumar Venkatesan).

Presentations and Proceedings

Border Title