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Indiana University Bloomington


30 Articles

Our faculty have published more than 30 articles in leading marketing journals in the last year and a half.

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.