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Indiana University Bloomington

Center for Brand Leadership

Global Reputation

Consumer Marketing Academy students get internships at companies on the who's who list of brand and retail management.

Jonlee Andrews

Contact Information

(812) 855-3425
jonandre [at] indiana [dot] edu (E-mail)
Godfrey Center, Room 2010

  • Clinical Professor of Marketing
  • Chair of the Full-Time MBA Program
  • NestlĂ© Faculty Fellow
  • Director of the Center for Brand Leadership


  • Bloomington


  • PhD, University of Wisconsin
  • MBA, University of Iowa
  • BS, Iowa State University

Professional Experience

  • Weatherhead School of Management Case Western Reserve University
  • University of Wisconsin - Madison
  • Loras College

Awards, Honors & Certifications

  • MBA Teaching Excellence Award, Kelley School of Business, 2003, 2004, 2005, 2007, 2008, 2009, 2010, 2013
  • Trustees' Teaching Award 2005, 2007, 2009, 2011
  • Lilly Award for Teaching Excellence 2006
  • MBA Innovative Teaching Award 2003
  • 4-star rating in Business Week's Guide to Best Business Schools, 1997, 1998
  • Tate Award for Excellence in Teaching, University of Wisconsin - Madison, 1992
  • American Marketing Association Doctoral Consortium Fellow, 1990
  • Outstanding Teaching Award, Loras College, 1987

Professional Interests

Brand Management, Retail Management, CPG Marketing, Managerial Decision Making, and Creativity.

Personal Interests

Travel, gourmet cooking, fine dining, wine collecting

Current Projects

  • Examining the implications of corporate branding for Newell Rubbermaid
  • Examining a shift in positioning for Tempur-Pedic
  • Management training programs, Whirlpool, 3M, IBM, Ashland Chemical, National City Bank, Girl Scouts USA

Selected Publications

  • Rusetski, Alexander, Jonlee Andrews and Daniel C. Smith (2014), “Unjustified Prices: Environmental Drivers of Managers' Propensity to Overprice,” Journal of the Academy of Marketing Science, Volume 42, Issue 4 (July), pp 452-469.

  • Andrews, Jonlee (1999), "Product Development: Why line extensions often backfire," Harvard Business Review, March/April.

  • Andrews, Jonlee (1998), "New But Not Improved: Factors That Affect the Development of Meaningful Line Extensions," Marketing Science Institute Working Paper #98-124, November.

  • Andrews, Jonlee (1996), "In Search of the Marketing Imagination: Factors that Affect the Creativity of Marketing Plans for Mature Products," Journal of Marketing Research, May.