Faculty Profile

Leyland Pitt

Professor
Dennis F. Culver EMBA Alumni Chair of Business

Segal Phone: 778-782-7712
Segal Office: Segal 3285

Email Address:

Biography

Leyland F Pitt, MCom, MBA, PhD is Professor of Marketing and the Dennis F. Culver EMBA Alumni Chair of Business at the Beedie School of Business at Simon Fraser University, Vancouver, Canada, and is also affiliate Professor of Marketing in the Division of Industrial Marketing at KTH, the Royal Institute of technology, Stockholm, Sweden. He has also taught on executive and MBA programs at major international business schools such as the Graham School of Continuing Studies at the University of Chicago, the Graduate School of Business of Columbia University, Rotterdam School of Management, and London Business School.

His work has been accepted for publication by such journals as Journal of Advertising Research, Journal of Advertising, Information Systems Research, Journal of the Academy of Marketing Science, Sloan Management Review, Business Horizons, California Management Review, Communications of the ACM, and MIS Quarterly (which he also served as Associate Editor), and in 2000 he was the recipient of the Tamer Cavusgil Award of the American Marketing Association for the best article in Journal of International Marketing.

Professor Pitt has won many awards for teaching excellence, including Best Lecturer on the MBA Program, Henley Management College, UK; the Dean's Teaching Honor Roll, Beedie School of Business, Simon Fraser University, Canada; best professor and MBA Teacher of the year, Copenhagen Business School, Denmark; and Best Professor of Program, Joint Executive MBA, University of Vienna, Austria and Carlson School of Management, University of Minnesota, USA. In 2002, Leyland Pitt was awarded the Outstanding Marketing Teacher of the Academy of Marketing Science. In 2006 he was awarded the TD Canada Trust award for outstanding teachers. He was listed as one of Canada's top MBA professors in the magazine, Canadian Business, in 2005.

Leyland Pitt has also presented in-house management development programs in major organization worldwide, including British Airways, Unilever, Hong Kong Shanghai Bank, Lloyds TSB, Dixons, Volkswagen, SABMiller, Armstrong World Industries, Kone, Siemens and the Royal Metropolitan Police.

Specialization and Research Interests

Services marketing; entrepreneurship and marketing strategy; marketing-information technology interface.

Selected Publications

Wiid, R., Pitt, L.F., and Mills, A. (2012) Every Story Tells a Picture: Lessons from Cartoons on Corporate Governance for Senior Executives, Business Horizons, 55, 6, 543-550 Berthon, P.R., and Pitt, L.F. (2012) Brands and Burlesque: Toward a Theory of Spoof Advertising, Academy of Marketing Science Review, 2, 2, 88-98 Berthon, P.R., Pitt, L.F., Plangger, K. & Shapiro, D. (2012). Marketing Meets Web 2.0, Social Media, And Creative Consumers: Implications For International Marketing Strategy. Business Horizons, (forthcoming).

Pitt, L.F., Berthon, P.R. & Robson, K. (2011). Deciding When to Use Tablets for Business Applications. MIS Quarterly Executive, 10(3): 133-139.

Pehlivan, E., Berthon, P.R. & Pitt, L.F. (2011). When Outsourcing Fragments: Customer Creativity and Technological Transmutations. Production Planning and Control, (forthcoming).

Pehlivan, E., Berthon, P.R. & Pitt, L.F. (2011). Ad Bites: Towards A Theory of Ironic Advertising. Journal of Advertising Research, 51(2): 417-426.

Berthon, P.R., Pitt, L.F., Chakrabarti, R. & Berthon, J-P. (2011). Brand Worlds: From Articulation to Integration. Journal of Advertising Research, 51(March): 170-183.

Pitt, L.F., Parent, M., Junglas, I., Chan, A. & Spyropoulou, S. (2011). Integrating the Smartphone into a Sound Environmental Information Systems Strategy: Principles, Practices and a Research Agenda. Journal of Strategic Information Systems, 20(1): 27-37.

Campbell, C.L., Pitt, L.F., Parent, M. & Berthon, P.R. (2011). Talking Back: Two Approaches to Interpreting Consumer Response to Consumer Generated Advertising. Journal of Advertising Research, 51(1): 224-238.

Campbell, C.L., Pitt, L.F., Parent, M. & Berthon, P.R. (2011). Understanding Consumer Conversations Around Ads in a Web 2.0 World. Journal of Advertising, 40(1): 87-102.

Berthon, P.R., Pitt, L.F., Halvorson, W., Crittenden, V. & Ewing, M.T. (2010). Advocating Avatars: The Salesperson in Second Life. Journal of Personal Selling and Sales Management, 30(3): 193-206. (Lead article)

Berthon, P.R. & Pitt, L.F. (2010). Efficiency, Effectiveness, Emergence: The Three Stages Of Designing For Consumers. Business Horizons, 53(4): 419-425.

Pitt, L.F., Parent, M., Steyn, P.G., Berthon, P.R. & Money, A.G. (2011). The Social Media Release as a Corporate Communications Tool for Bloggers. IEEE Transactions on Professional Communications, 54(2): 122-132.

Berthon, P.R., Pitt, L.F. & DesAutels, P. (2011). Unveiling Videos: Consumer Generated Ads as Qualitative Inquiry. Psychology & Marketing, 28(10): 1044-1060.

Newton, F., Ewing, M.T. & Pitt, L.F. (2011). The Intra- and Inter-Personal Dynamics of Consuming Erectile Function Aids: A Dimensional Qualitative Research Perspective. Psychology & Marketing, (forthcoming).

Berthon, P.R., Pitt, L.F., Parent, M. & Berthon, J-P. (2009). Aesthetics & Ephemerality: Observing and Preserving the Luxury Brand. California Management Review, 52(1): 45-66.

Pitt, L.F., Parent, M., Berthon, P.R. & Steyn, P.G (2010). Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics. Business Horizons, 53(2): 281-290. (Winner of the Business Horizons/Elsevier Publishing Award for Best Paper in Business Horizons for 2010)

Berthon, P.R., Pitt, L.F., Parent, M. & Berthon, J-P. (2009) Aesthetics & Ephemerality: Observing and Preserving the Luxury Brand. California Management Review, 52(1): 45-66.

Berthon, P.R., Pitt, L.F. & Campbell, C. (2008). Ad Lib: When Customers Create the Ad. California Management Review, 50(4): 6-30. (Lead article)

Berthon, P.R., Pitt, L.F. & Watson, R.T. (2008). From Genesis to Revelations: The Technology Diaspora. Communications of the ACM, 51(12): 151-154.

Berthon, P.R., Holbrook, M., Hulbert, J.M. & Pitt, L.F. (2007). Viewing Brands in Multiple Dimensions. Sloan Management Review, 48(2): 37-43.

Strasheim, A.C., Pitt, L.F. & Caruana, A. (2007). Psychometric Properties of the Schlinger Viewer Response Profile: Evidence from a Large Sample. Journal of Advertising, 36(4): 107-120.

Pitt, L.F., Watson, R.T., Berthon, P.R., Wynne, D. & Zinkhan, G. (2006). The Penguin's Window: Corporate Brands from an OS Perspective. Journal of the Academy of Marketing Science, 34: 115-127.

Berthon, P.R., Hulbert, J.M. & Pitt, L.F. (2005). Consuming Technology: Why Marketers Sometimes Get It Wrong. California Management Review, 88(1): 110-128.

Watson, R.T., Zinkhan, G. & Pitt, L.F. (2004). Object-Orientation: A Tool for Enterprise Design. California Management Review, 46(4): 89-110.

Watson, R.T., Pitt, L.F., Berthon, P. & Zinkhan, G.M. (2002). U-Commerce: Extending the Universe of Marketing. Journal of the Academy of Marketing Science, Fall: 329-343.

Berthon, P.R., Pitt, L.F., Ewing, M.T. & Carr, C. (2002). Potential Research Space in MIS: A Framework for Replication, Extension and Generation. Information Systems Research, 13(4): 416-427.

Working Papers

Case Studies And Special Reports

Deighton, J., Pitt, L.F., Dessain, V., Beyersdorfer, D. & Sjöman, A. (2006). Marketing Chateau Margaux. Harvard Business School, Case Study 507033. Boston MA: Harvard Business School Publishing.

Deighton, J. & Pitt, L.F. (2008). Marketing Chateau Margaux. Harvard Business School, Case Study Teaching Note, 508107. Boston MA: Harvard Business School Publishing.

Morris, M.H., Schindehutte, M. & Pitt, L.F. (1996). Sustaining the Entrepreneurial Society. Working Paper 96-01, The Research Institute for Emerging Enterprise. Washington, D.C.: The Small Business Foundation of America.

Berthon, P.R., Hulbert, J.M. & Pitt, L.F. (1997). Brands, Brand Managers, and the Management of Brands: Where to Next? Marketing Science Institute, Commentary Report No. 97-122, 28 pages. Cambridge, MA.

Morrison, S., Parent, M. & Pitt, L.F. (2009). The Power of Persuasion: An Exercise in Creative Persuasive Advertising. Richard Ivey School of Business, Case Study 9B09A001.

Parent, M. & Pitt, L.F. (2009). The Power of Persuasion: An Exercise in Creative Persuasive Advertising. Richard Ivey School of Business, Teaching Note 8B09A01.

Halvorsen, W., Parent, M. & Pitt, L.F. (2009). Selling Green Dots in Second Life. Richard Ivey School of Business, Case Study 9B09A033.

Halvorsen, W., Parent, M. & Pitt, L.F. (2009). Selling Green Dots in Second Life. Richard Ivey School of Business, Teaching Note 8B09A33.