Frank Acito

Professor Emeritus of Marketing

Department: Marketing

Campus: Bloomington

Areas of Expertise

Strategies for analyzing structural models, alignment of marketing and sales strategies, sampling characteristics and the use of marketing research by managers

Academic Degrees

PhD, State University of New York at Buffalo, 1976
MBA, State University of New York at Buffalo, 1973
BEE, Cornell University, 1969

Professional Experience

Rochester Institute of Technology, 1974-1976
State University of New York at Buffalo, 1972-1974

Awards, Honors & Certificates

Member, American Marketing Association
Past V.P., Marketing Services, Walker Research & Analysis

Selected Publications

Acito, F., Smith, D., and McDougall, P. (2008). One hundred years of excellence in business education: What have we learned? Business Horizons, 51(1), 5-12.
Lim, L. K. S., Acito, F., and Rusetski, A. (2006). Development of Archetypes of International Marketing Strategy. Journal of International Business Studies, 37(4), 499-524.

Abstract

The extant business literature contains three separate characterizations of international marketing strategy: standardization–adaptation, concentration–dispersion, and integration–independence. These characterizations have, for decades, informed researchers, students, and practitioners alike of the strategic options a multinational firm might have in formulating its cross-border marketing approaches. Although useful, these characterizations have yet to be unified within an integrative classification scheme that considers the gestalt combinatorial patterns along multiple strategy dimensions. Toward creating such a classification scheme, this paper proposes a holistic conceptualization of international marketing strategy grounded in configurational theory, whereby strategies are viewed as multidimensional archetypes. We present evidence of three distinct international marketing strategy archetypes obtained through an exploratory case coding/clustering study. After discussing the characteristics, possible drivers, and contingent performance potentials of these archetypes, we offer directions for future research.
Gruen, T. W., Summers, J. O., and Acito, F. (2000). Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations. Journal of Marketing, 64(3), 34-49.
Acito, F., Lee, H., and Lindquist, J. (1997). Managers’ Evaluation of Research Design and Its Impact on the Use of Research: An Experimental Approach. Journal of Business Research, 39(3), 231-240.
Acito, F., Strahle, W., and Spiro, R. (1996). Marketing and Sales: Alignment and Functional Implementation. Journal of Personal Selling and Sales Management, 16(1), 1-20.
Acito, F. (1987). Evaluation & Use of Marketing Research by Decision Makers: A Behavior Simulation. Journal of Marketing Research, 37(2), 187-196.

Edited on June 11, 2024