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Clifford Shultz

Professor and Charles H. Kellstadt Chair of Marketing

Dr. Clifford J. Shultz, II (Cliff) is professor and Charles H. Kellstadt Chair of Marketing in the Quinlan School of Business at Loyola University Chicago, an international fellow of Fulbright University Vietnam, and research fellow at Universidad Loyola Andalucía. He earned his PhD, MPhil. and MA from Columbia University, his BA from DePauw University.

Professor Shultz is an award-winning scholar, teacher, editor, mentor, visionary, widely published and cited author, and global leader with expertise on marketing, policy, and socioeconomic development to affect sustainable peace, prosperity, and well-being. He served two terms as editor for the Journal of Macromarketing, as president of the International Society of Marketing and Development, president of the Macromarketing Society, and serves on several editorial and policy boards. He has over 250 publications in scholarly outlets. His books include Handbook of Markets and Economies: East Asia, Southeast Asia, Australia, New Zealand and Community, Economy, and COVID-19: Lessons from Multi-Country Analyses of a Global Pandemic.

Professor Shultz’s professional distinctions include two endowed professorships, numerous research grants and fellowships, Fulbright appointments in Vietnam and Croatia, multiple best article awards and commendations for outstanding research, teaching, and service; the Macromarketing Society’s Robert Nason Award for notable advances in Macromarketing, and the American Marketing Association’s William L. Wilkie “Marketing for a Better World” Award and MASSIG Lifetime Achievement Award.

Professor Shultz has been invited to conduct research, give presentations and counsel universities, governments, NGOs, businesses and multi-lateral agencies on six continents. For additional information, CV, videos, projects, etc., visit his personal page.

Education

  • PhD, Columbia University, New York, NY
  • MPhil, Columbia University, New York, NY
  • MA, Columbia University, New York, NY
  • BA, DePauw University, Greencastle, IN

Research Interests

  • The Cost of War
  • Marketing as Constructive Engagement, Policy, Practice and Sustainable Well-Being
  • Macromarketing
  • Globalization and Fratelli Tutti
  • International and Cross-Cultural Marketing and Consumer Behavior (with an emphasis on devastated and recovering economies)
  • Peace-Marketing initiatives in Afghanistan, Lebanon, Syria, Colombia, Myanmar, Nicaragua, Iraq, Ukraine, et al.
  • Refugees, FDP and Vulnerable Groups
  • Food and Agribusiness Marketing
  • Marketing Strategy and Management
  • Marketing Places
  • Entrepreneurship and Enterprise Development
  • Sustainable development, particularly in the transforming/recovering economies of Southeast Asia, the Balkans, Latin America, and the Middle East
  • Socioeconomic impact of the FIFA World Cup
  • Government reconstruction and institution building
  • Brand development and translations
  • Intellectual Property Rights

Professional/Community Affiliations

  • Editor, Journal of Macromarketing (2004-2010)
  • Associate Editor, Journal of Public Policy & Marketing (2017-Present)
  • Associate Editor, Journal of Macromarketing (2011-Present)
  • President, Macromarketing Society (2016-2019)
  • President, International Society of Markets and Development (2007-2010)
  • Editorial and policy boards, including Journal of Public Policy & Marketing; Journal of Economics and Development; Applied Research in Quality of Life; Consumption, Markets and Culture; Journal of Macromarketing; Journal of Consumer Affairs, International Journal of Community Well-Being, and Journal of Asian Business and Economic Studies
  • American Marketing Association, Macromarketing Society, International Society of Marketing and Development, Marketing and Society SIG, World Bank Thematic Working Group for Law, Justice and Development

Publications/Research Listings

Select Books

Shultz, C., Rahtz, D., & Sirgy, J. (2022), Community, Economy and COVID-19: Lessons from Multi-Country Analyses of a Global Pandemic, Cham, Switzerland: Springer. https://link.springer.com/book/10.1007/978-3-030-98152-5

Pecotich, A. & Shultz, C. (2006/2016), Handbook of Markets and Economies: East Asia, Southeast Asia, Australia, New Zealand, New York: M.E. Sharpe Publishers (first print, 2006); Routledge (second print 2016). https://www.taylorfrancis.com/books/edit/10.4324/9781315498775

Select Articles/Chapters, 2014-2024

Shultz, C., Rosa, J., & Malter, A. (in press), “Marketing to End War, Create Peace and Enhance Sustainable Well-Being: Introduction to the Special Issue,” Journal of Public Policy & Marketing, 44(1).

Shultz, C., Mason, M., Fehl, A., Thomas, M., Baker, S., Aoun Barakat, K. & Bone, S. (2024), “Social Traps and the Wicked Problems of Single-Use Plastics: A Marketing, Policy and Citizen-Consumer Perspective,” Journal of Consumer Affairs. https://doi.org/10.1111/joca.12609

Krasnikov, A., Shultz, C. Solovyov, I., Haddadi, M., Danalina, N., Leontyev, D., Chaltsev, V. & Volkova, E. (2024), “Meta-Analysis: Quality of Life and Marketing Systems,” Journal of Macromarketing, 44 (1), 135-150. https://journals.sagepub.com/doi/10.1177/02761467231179880

Shultz, C., Hoek, J., Lee, L., Leong, W., Srinivasan, R., Viswanathan, M. & Wertenbroch, K. (2022), “JPPM’s Global Perspective and Impact: An Agenda for Research on Marketing and Public Policy,” Journal of Public Policy & Marketing, 41(1), 34-50. https://doi.org/10.1177/07439156211049216

Laczniak, G. & Shultz, C. (2022), “Socially Responsible Marketing (SRM): Broader, Deeper, and ever Greater,” Journal of Macromarketing, 42(4), 554-559. https://doi.org/10.1177/02761467221134685

Shultz, C. (2022), “Macroservicing: A Commentary on Services as Constructive Engagement for Sustainable Peace, Prosperity and Well-Being,” Journal of Services Marketing, 36(7), 877-884. https://doi.org/10.1108/JSM-06-2022-0221

De Quero-Navarro, B., Aoun-Barakat, K., Shultz, C., Araque-Padilla, R. & Montero-Simó, M. José (2022), “Consumer Animosity and Perceived Cultural Distance: Toward Mutual Well-Being for Refugees and Host Countries,” Journal of Consumer Affairs, 56 (4), 1496-1524. https://doi.org/10.1111/joca.12473

Krasnikov, A., Shultz, C. & Rebiazina, V. (2022), “Consumer Responses to COVID Policy Across the World: The Role of Resilience and National Culture” Journal of International Marketing. 30 (4), 60-77. https://doi.org/10.1177/1069031X221115371

Sepulveda, C., Shultz, C. & Peterson, M. (2022), “Evolving Marketization, Societal Trends, and Indicators in Chile and the Andean Region,” Markets, Globalization and Development Review, 7(3), Article 2. DOI: 10.23860/MGDR-2022-07-03-02, https://digitalcommons.uri.edu/mgdr/vol7/iss3/2

Shultz, C. & Wilkie, W. (2021), “Macromarketing, the Indispensable Discipline,” Journal of Macromarketing, 41 (1), 5-9. https://doi.org/10.1177/0276146720983405

Laczniak, G. & Shultz, C. (2021), “Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective,” Journal of Macromarketing.41 (2), 201-231 (2022 “Charles C. Slater Award,” for best article published in volumes 40 and 41). https://doi.org/10.1177/0276146720963682

Steinfield, L., Venugopal, S., Appau, S., Barrios, A., Dadzie, C., Gau, R., Holt, D., Nguyen, M., & Shultz, C. (2021), “Across Time, Across Space and Intersecting in Complex Ways: A Framework for Assessing Impacts of Environmental Disruptions on Nature-Dependent Prosumers,” Journal of Public Policy & Marketing, 40 (2), 262-284. https://doi.org/10.1177/0743915620976563

Shultz, C., Barrios, A., Krasnikov, A., Becker, I., Bennett, A., Emile, R., Hokkinen, M., Pennington, J., Santos, M. & Sierra, J. (2020), “The Global Refugee Crisis: Pathway for a More Humanitarian Solution,” Journal of Macromarketing, 40 (1), 128-143. https://doi.org/10.1177/0276146719896390

Barrios, A., Shultz, C. & Montes, J. (2019), “Entrepreneurship as Boundary Object: Toward Reintegration of Colombia’s Ex-Militants into Civil Society,” Journal of Macromarketing, 39 (4), 368-384. https://doi.org/10.1177/0276146719884606

Shultz, C. & Peterson, M. (2019), “A Macromarketing View of Sustainable Development in Vietnam,” Environmental Management, 63 (4), 507-519. https://link.springer.com/article/10.1007%2Fs00267-017-0971-8

Dumitrescu, C., Hughner, R., & Shultz, C. (2018), “Examining Consumers' Responses to Corporate Social Responsibility Addressing Childhood Obesity: The Mediating Role of Attributional Judgments,” Journal of Business Research, 88 (July), 132-140. https://doi.org/10.1016/j.jbusres.2018.03.006                                                 

Nguyen, D.T., Nguyen, T. & Shultz, C. (2018), “Diffusing Market Orientation to Drive Marketing Capital: Evidence from Vietnam,” Journal of Strategic Marketing, 26 (6), 20-31. https://doi.org/10.1080/0965254X.2017.1318941

Sredl, K., Shultz, C. & Brečić R. (2017), “The Arizona Market—a Marketing Systems Perspective on Pre- and Post-War Developments in Bosnia, with Implications for Sustainable Peace and Prosperity,” Journal of Macromarketing, 37 (3), 300-316. https://doi.org/10.1177/0276146717712359

Shultz, C., Rahtz, D. & Sirgy, D. (2017), “Distinguishing Flourishing from Distressed Communities: Vulnerability, Resilience, and a Systemic Framework to Facilitate Well-Being,” Handbook of Community Well-Being, R. Phillips & C. Wong, eds. Dordrecht, Netherlands: Springer, 403-422. https://link.springer.com/chapter/10.1007%2F978-94-024-0878-2_21

Dumitrescu, C., Hughner, R. & Shultz, C. (2017), “Consumers’ Responses to Governmental versus Corporate Initiatives Intended to Change Food Consumption Behaviors, Explained by Consumers’ Self-Serving Bias,” Journal of Food Products Marketing, 23 (6), 683-704. http://dx.doi.org/10.1080/10454446.2015.1048033

Shultz, C. (2016), “Marketing an End to War: Constructive Engagement, Community Wellbeing, and Sustainable Peace,” Markets, Globalization & Development Review, 1 (2), Article 2, 1-23. http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1015&context=mgdr

Varma, A., Jukic, N., Pestek, A., Shultz, C. & Nestorov, S. (2016). “Airbnb: Exciting Innovation or Passing Fad?” Tourism Management Perspectives, 20, 228-237. https://doi.org/10.1016/j.tmp.2016.09.002

Barrios, A., de Valck, K., Shultz, C., Sibai, O., Husemann, K., Maxwell-Smith, M. & Luedicke, M. (2016), “Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System,” Journal of Public Policy & Marketing, 35 (2), 185-197. https://doi.org/10.1509/jppm.15.151

Dumitrescu, C., Hughner, R. & Shultz, C. (2016), “Policy and Marketing Changes to Help Curb Childhood Obesity: Government Ban vs. Industry Self-Regulation,” International Journal of Consumer Studies, 40 (5), 519-526. http://onlinelibrary.wiley.com/doi/10.1111/ijcs.12296/full

Haase, M., Becker, I., Nill, A., Shultz, C. & Gentry, J. (2016), “Male Breadwinner Ideology and the Inclination to Establish Market Relationships: A Theoretical Analysis and Evidence from Germany,” Journal of Macromarketing, 36 (2), 149-167. https://doi.org/10.1177/0276146715576202

Shultz, C. (2015), “The Ethical Imperative of Constructive Engagement in a World Confounded by the Commons Dilemma, Social Traps, and Geopolitical Conflicts,” Handbook on Ethics in Marketing, A. Nill, ed., Northampton, MA: Edward Elgar, 188-219. https://pdfs.semanticscholar.org/1e8d/2a49615526d59aab454e977c2b4dda3c8f8d.pdf

Mittelstaedt, J., Kilbourne, W. & Shultz, C. (2015), “Macromarketing Approaches to Thought Development in Positive Marketing: Two Perspectives on a Research Agenda for Positive Marketing Scholars,” Journal of Business Research, 68 (12), 2513-2516. https://doi.org/10.1016/j.jbusres.2015.06.038

Mittelstaedt, J., Shultz, C., Kilbourne, W. & Peterson, M. (2014), “Sustainability as Megatrend: Two Schools of Macromarketing Thought,” Journal of Macromarketing, 34 (3), 253-264. (2015 “Charles C. Slater Award,” for best article published in volumes 33 and 34). https://doi.org/10.1177/0276146713520551

Nguyen, T.T.M., Rahtz, D. & Shultz, C. (2014), “Tourism as Catalyst for Quality of Life in Transitioning Subsistence Marketplaces: Perspectives from Ha Long, Vietnam,” Journal of Macromarketing, 34 (1), 28-44 (2018 “Best Article” Award, ISQOLS). https://doi.org/10.1177/0276146713507281

Awards

Dr. Shultz has received numerous awards for his scholarly contributions, including:

  • Fulbright appointments in Cambodia and Vietnam
  • Fellowships, outstanding article and best paper awards, honors for outstanding contributions to research and service to the academy, several grants, faculty researcher of the year, and faculty teacher of the year
  • Macromarketing Society’s Robert Nason Award for notable advances in Macromarketing
  • AMA William L. Wilkie “Marketing for a Better World” Award
  • AMA Lifetime Achievement Award

He was also honored with the namesake “Clifford J. Shultz II Societal Impact Award” established by the Macromarketing Society and conferred annually for exemplary research and outreach that have notably advanced societal well-being.