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Bob Krider

Retired Faculty, Marketing

Professor Emeritus, Marketing


Room: WMC 4364


Curriculum Vitae: View


Ph.D., M.Sc., B.Sc. (University of British Columbia).


Dr. Robert Krider is a Professor of Marketing in the Beedie School of Business at SFU. In addition to SFU, he has taught marketing strategy and customer analytics at the undergraduate, MBA, and executive program levels at the Hong Kong University of Science and Technology, the University of Ottawa, the China-Europe International Business School in Shanghai, the University of British Columbia, INSEAD in Shanghai, the Universidade Catolica Portuguesa in Lisbon, Pforzheim University in Germany, and the City University of Hong Kong. Dr. Krider's research involves the modeling of consumer and management decisions, especially in the retailing and leisure industries, and has been published in Marketing Science, the Journal of Marketing Research, and the Journal of Retailing, among others. Prior to entering academia, Professor Krider spent several years in the petroleum industry, based in Calgary, London, Dharhan, and Vancouver.

Research Interests

Competition dynamics, consumer biases and heuristics, entertainment industries, evolution of retail formats.

Selected Publications

articles and reports

Ho, J. Y., Krider, R. E., & Chang, J. (2017). Mere newness: Decline of movie preference over time. Canadian Journal of Administrative Sciences, 34(1), 33-46.

Flostrand, A., Ho, J. Y., & Krider, R. E. (2016). Implementing “Marketing Me”: A Simulation Enhanced Variant for a Student Self-Marketing Exercise. Journal of Marketing Education, 38(2), 83-89.

Mora, J. D., Krider, R., & Ho, J. (2015). Who decides what to watch on TV at home? Insights from people-meter data in Mexico: Measuring co-viewing and preference influences to help broadcasters promote programming. Journal of Advertising Research, 55(1).

Krider, R. E., & Putler, D. S. (2013). Which birds of a feather flock together? Clustering and avoidance patterns of similar retail outlets. Geographical Analysis, 45(2), 123-149.

Putler, D. S., & Krider, R. E. (2012, November). Strategies and tactics for successfully developing in-house predictive analytics expertise. European Business Review (London), November-December, 56-59.

Mora, J. D., Ho, J., & Krider, R. (2011). Television Co-Viewing in Mexico: An Assessment on People Meter Data. Journal of Broadcasting and Electronic Media, 55(4), 448-469.

Krider, R. E., Arguello, A., Campbell, C., & Mora, J. D. (2010). Trait and image interaction. In ecotourism preference. Annals of Tourism Research, 37(3), 779-801.

Dunsmuir, D., & Krider, R. E. (2010). Assessing the socioeconomic correction in the fraser institute report cards. Alberta Journal of Educational Research, 56(1), 95-98.

Krider, R. E., Li, T., Liu, Y., & Weinberg, C. B. (2008). Demand and distribution relationships in the ready-to-drink iced tea market: A graphical approach. Marketing Letters, 19(1), 1-12.

Related Teaching Material

Putler, D. S., & Krider, R. E. (2012). Customer and business analytics: Applied data mining for business decision making using R. CRC Press.