Scott B. Friend

Dr. Scott B. Friend (Ph.D., Georgia State University) is the Lucille M. Schaefer and Norman M. Schaefer Endowed Chair in Marketing at the University of Dayton. Dr. Friend's interests are in sales and sales force management. More specifically, this includes buyer-seller relationships, intra-organizational relationships, sales performance and sales failure, key account management, and sales research methodology.

His research has been published in outlets such as the Journal of the Academy of Marketing Science, Journal of Service Research, International Journal of Research in Marketing, Journal of Product Innovation Management, Journal of Personal Selling & Sales Management, Industrial Marketing Management, and Journal of Business Research. Dr. Friend's teaching interests and areas of expertise are in Professional Selling, Sales Force Management, Customer Relationship Management, and Business-to-Business Marketing.

• University of Dayton, Schaefer Endowed Chair in Marketing (2023-Present)
• Miami University, Associate Professor of Marketing (2019-2023); Assistant Professor of Marketing (2015-2019)
• University of Nebraska-Lincoln, Assistant Professor of Marketing (2010-2015); Assistant Director of Center for Sales Excellence (2014-2015)

• Doctor of Philosophy - Marketing- Georgia State University
• Master of Science - Marketing - Georgia State University
• Bachelor Degree in Marketing - University of Georgia

• • Nguyen, Peter, Scott B. Friend, and Chris Blocker (2026). “The Language of Leaving: Decoding Defection via B2B Customer Language Features.” Journal of the Academy of Marketing Science, Forthcoming.
  • Johnson, Jeff S., Scott B. Friend, and Timothy M. Reilly (2026). “The Nonlinear Impact of Ethical Climate on Salesperson Role Stress.” Journal of Personal Selling & Sales Management, Forthcoming.
  • Sharma, Ashish, Jeff S. Johnson, and Scott B. Friend (2026). “The Customer Loyalty-Revenue Linkage: Exploring the Role of Unconventional Salesperson Traits.” Journal of Personal Selling & Sales Management, Forthcoming.
  • Friend, Scott B., Wim Biemans, Avinash Malshe, Kumar Rakesh Ranjan, and Jamal Al-Khatib (2026). “Marketing Agility in High Power Distance Cultures.” Journal of Business Research, 206, 115962.
  • Jones (Billy) William, Riley Dugan, and Scott B. Friend (2026). “Neurosales: A Neuroscientific Framework for Sales Research.” Journal of Personal Selling & Sales Management, 46 (2), 173-193.
  • Malshe, Avinash, Wim Biemans, and Scott B. Friend (2025). “Marketing Strategy Implementation in Healthcare Organizations: Navigating the Challenges of Marketing Dispersion.” Journal of Business Research, 200, 115593.
  • Friend, Scott B. and Brian N. Rutherford (2025). “Empirics before Theory? Considerations for Research Sequencing within Sales Scholarship.” Journal of Personal Selling & Sales Management – Editorial, 45 (3), 201-203.
  • Sharma, Ashish, Jeff S. Johnson, Scott B. Friend, and Son K. Lam (2025). “How Frontline Employees Navigate the Double-Edged Effects of Customer Knowledge.” Journal of Personal Selling & Sales Management, 45 (3), 204-223.
  • Johnson, Jeff S. and Scott B. Friend (2025). “The Curvilinear and Contingent Effect of Ethical Climate on Salesperson Performance.” European Journal of Marketing, 59 (2), 445-474.
  • Friend, Scott B., Stephanie M. Mangus, Ellen Bolman Pullins, Lenita Davis, and Catherine M. Gilstrap (2025). “Conceptualizing an Integrative Typology of Sales Enablement Strategy.” Journal of Personal Selling & Sales Management, 45 (1), 64-81.
  • Ranjan, Kumar Rakesh, Scott B. Friend and Avinash Malshe (2025). “Multilevel Value Co-Creation Within Key Accounts.” Journal of Service Research, 28 (2), 296-317.
  • Mullins, Ryan, Kevin S. Chase and Scott B. Friend (2024). “Buyer-Seller Uncertainty: A Systematic Review and Future Research Directions.” Journal of Personal Selling & Sales Management, 44 (1), 29-49.

• Nguyen, Peter, Scott B. Friend, Kevin S. Chase and Jeff S. Johnson (2023). “Analyzing Sales Proposal Rejections via Machine Learning.” Journal of Personal Selling & Sales Management, 41 (1), 24-45.
• Malshe, Avinash, Douglas E. Hughes, Valerie Good and Scott B. Friend (2022). “Marketing Strategy Implementation Impediments and Remedies: A Multi-Level Theoretical Framework within the Sales-Marketing Interface.” International Journal of Research in Marketing, 39 (3), 824-846.
• Peterson, Robert M., Avinash Malshe, Scott B. Friend and Howard Dover (2021). “Sales Enablement: Conceptualizing and Developing a Dynamic Capability.” Journal of the Academy of Marketing Science, 40 (3), 542-565.

• Friend, Scott B., Fernando Jaramillo and Jeff S. Johnson (2020). “Ethical Climate at the Frontline: A Meta-Analytic Evaluation.” Journal of Service Research, 23 (2), 116-138.

• Malshe, Avinash and Scott B. Friend (2018). “Initiating Value Co-Creation: Dealing with Non-Receptive Customers.” Journal of the Academy of Marketing Science, 46 (5), 895-920.

• Johnson, Jeff S., Scott B. Friend and Hannah S. Lee (2017). “Big Data Facilitation, Utilization, and Monetization: Exploring the 3Vs in a New Product Development Process.” Journal of Product Innovation Management, 34 (5), 640-658.

• Friend, Scott B. and Avinash Malshe (2016). “Key Skills for Crafting Customer Solutions within an Ecosystem: A Theories-In-Use Perspective.” Journal of Service Research, 19 (2), 174-191.

• Friend, Scott B., Jeff S. Johnson, Fred Luthans and Ravipreet Sohi (2016). “Positive Psychology in Sales: Integrating Psychological Capital.” Journal of Marketing Theory and Practice, 24 (3), 306-327.

• Friend, Scott B., Carolyn F. Curasi, James S. Boles, and Danny N. Bellenger (2014). “Why Are You Really Losing Sales Opportunities? A Buyer Perspective on the Determinants of Key Account Sales Failures.” Industrial Marketing Management, 43 (7), 1124-1135.

• Journal of Personal Selling & Sales Management James M. Comer Award for Best Contribution to Selling and Sales Management Theory - “Buyer-Seller Uncertainty: A Systematic Review and Future Research Directions” (2025)
• Journal of Personal Selling & Sales Management Marvin Jolson Award for Best Contribution to Selling and Sales Management Practice - “Analyzing Sales Proposal Rejections via Machine Learning” (2024) and "Mixed Interpretations of Sales Proposal Signals" (2016).
• Miami University Farmer School of Business Awards for Research Excellence - James Robeson Junior Faculty Research Excellence Award (2017) and Senior Faculty Research Excellence Award (2022)
• Best Reviewer Award (2016) - Journal of Personal Selling & Sales Management
• UNL College of Business Administration Distinguished Teaching Award (2013)
• AMA Sales SIG Dissertation Award (2011)