Leyland Pitt

Professor, Marketing


Room: SGL 3285

Phone: 778.782.7712

Email: lpitt@sfu.ca

Curriculum Vitae: View


M.of Commerce (Rhodes University); PhD, Marketing; MBA; B.Commerce (Honors) (University of Pretoria), PhD (Honoris Causa) Lulea University of Technology (Sweden)


Leyland F Pitt, MCom, MBA, PhD, 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.  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 at Erasmus University, Wirtschafts University Vienna, and London Business School.

The author of more than 360 articles in peer-reviewed journals, 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, Computers in Heman Behavior, Technological Forecasting & Social Change, California Management Review, Communications of the ACM, and MIS Quarterly (which he also served as Associate Editor)

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, and in 2010 he was the recipient of the American Marketing Association's Solomon-Marshall-Stewart Pearson-Prentice Hall Innovative Marketing Teacher Award. He was elected a Distinguished Fellow of the Academy of Marketing Science in 2012, and the Berkman Service Award by the same organizaiton in 2017.  In 2006 he was awarded the TD Canada Trust award for outstanding teachers, and 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, HSBC, Ernst and Young, Dixons, Volkswagen, SABMiller, the Australian Customs Service, Kone, Siemens and the Royal Metropolitan Police.

Research Interests

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

Selected Publications

articles and reports

Flostrand, A. D., Pitt, L. F., & Bridson, S. (2020). The Delphi technique in forecasting- A 42-year bibliographic analysis (1975-2017). Technological Forecasting and Social Change, 150, 119773. http://doi.org/10.1016/j.techfore.2019.119773

Berthon, P., Pitt, L. F., & Campbell, C. L. (2019). Addictive De-Vices: A Public Policy Analysis of Sources and Solutions to Digital Addiction. Journal of Public Policy & Marketing, 38(4), 451-468. http://doi.org/10.1177/0743915619859852

Flostrand, A. D., Pitt, L. F., & Kietzmann, J. H. (2019). Fake news and brand management: a Delphi study of impact, vulnerability and mitigation. Journal of Product and Brand Management. http://doi.org/10.1108/JPBM-12-2018-2156

Ferreira, C. C., Lord Ferguson, S. T., & Pitt, L. F. (2019). Entrepreneurial marketing and hybrid entrepreneurship: the case of JM Reid Bamboo Rods. Journal of Marketing Management, 35(9-10), 867-885. http://doi.org/10.1080/0267257X.2019.1637921

Ewing, T., Heilgenberg, K., & Pitt, L. F. (2019). How to demotivate your top performers: Lessons from professional cricket. Business Horizons, 62(2), 149-155. http://doi.org/10.1016/j.bushor.2018.09.003

Berthon, P. R., & Pitt, L. F. (2019). Types of mindfulness in an age of digital distraction. Business Horizons, 62(2), 131-137. http://doi.org/10.1016/j.bushor.2018.10.003

Robertson, J., McCarthy, I. P., & Pitt, L. F. (2019). Leveraging social capital in university-industry knowledge transfer strategies: a comparative positioning framework. Knowledge Management Research & Practice, 1-12. http://doi.org/10.1080/14778238.2019.1589396

Marder, B., Gattig, D., Collins, E., Pitt, L. F., Kietzmann, J. H., & Erz, A. (2019). The Avatar's new clothes: Understanding why players purchase non-functional items in free-to-play games. Computers in Human Behavior, 91, 72-83. http://doi.org/10.1016/j.chb.2018.09.006

Shum, V., Park, A., Maine, E., & Pitt, L. F. (2019). A Bibliometric Study of Research-Technology Management, 1998-2017. Research-Technology Management, 62(1), 34-43. http://doi.org/10.1080/08956308.2019.1541728

Berthon, P. R., & Pitt, L. F. (2018). Brands, truthiness and post-fact: Managing brands in a post-rational world. Journal of Macromarketing. http://doi.org/10.1177/0276146718755869

Pitt, C. S., Botha, E., Pitt, L. F., & Kietzmann, J. H. (2017). How employees engage with B2B brands on social media: Word choice and verbal tone. Industrial Marketing Management. http://doi.org/10.1016/j.indmarman.2017.09.012

Morrish, S. C., Pitt, L. F., Vella, J., & Botha, E. (2017). Where to visit, what to drink? A cross-national perspective on wine estate brand personalities. International Journal of Wine Business Research. http://doi.org/10.1108/IJWBR-03-2017-0011

Treen, E. R., Pitt, L. F., Bredican, J., & Farshid, M. (2017). App service: How do consumers perceive the quality of financial service apps on smart devices? Journal of Financial Services Marketing, 22(3), 119-125. http://doi.org/10.1057/s41264-017-0029-2

Paschen, J., Pitt, L. F., Kietzmann, J. H., & Farshid, M. (2017). The brand personalities of brand communities: An analysis of online communication. Online Information Review. http://doi.org/10.1108/OIR-08-2016-0235

Blair, A. J., Atanasova, C., Pitt, L. F., Chan, A. K. H., & Wallstrom, A. (2017). Assessing brand equity in the luxury wine market by exploiting tastemaker scores. Journal of Product and Brand Management, 26(5), 447-452. http://doi.org/10.1108/JPBM-06-2016-1214

Brown, T., Boon, E., & Pitt, L. F. (2017). Seeking funding in order to sell: Crowdfunding as a marketing tool. Business Horizons, 60(2), 189-195. http://doi.org/10.1016/j.bushor.2016.11.004

Pitt, L. F., & Treen, E. R. (2017). Understanding communication in disaster response: A marketing strategy formulation and implementation perspective. Journal of Public Affairs.

Boon, E., Pitt, L. F., & Salehi-Sangari, E. (2015). Managing information sharing in online communities and marketplaces. Business Horizons, 58(2), 347-353. http://doi.org/10.1016/j.bushor.2015.01.008

Boon, E., Pitt, L. F., & Ofek, N. (2015). “Deal of the day”: An analysis of subscriber purchase behavior. Tourism and Hospitality Research, 15(2), 105-114. http://doi.org/10.1177/1467358414567798

Robson, K. E., Plangger, K. A., Kietzmann, J. H., McCarthy, I. P., & Pitt, L. F. (2015). Is it all a game? Understanding the principles of gamification. Business Horizons, 58, 411 - 420. http://doi.org/10.1016/j.bushor.2015.03.006

Pitt, L. F., Robson, K. E., & West, D. C. (2015). Navigating the peer-review process: Reviewers' suggestions for a manuscript. Journal of Advertising Research, 55(1), 9-17. http://doi.org/10.2501/JAR-55-1-009-017

Robson, K. E., Pitt, L. F., & Berthon, P. (2015). "Yes, and...": What improv theater can teach service firms. Business Horizons. http://doi.org/10.1016/j.bushor.2015.02.002

DesAutels, P., Berthon, P., Caruana, A., & Pitt, L. F. (2015). The impact of country connectedness and cultural values on the equity of a country's workforce. Cross Cultural Management, 22(1), 2-20. http://doi.org/10.1108/CCM-12-2013-0184

Tsao, H., Campbell, C. L., Ma, J., & Pitt, L. F. (2014). Budget allocation to grow market share and maximize customer equity: The effect of inertial segment size. Journal of Marketing Analytics, 2(4), 205-217. http://doi.org/10.1057/jma.2014.16

Robson, K. E., Plangger, K. A., Kietzmann, J. H., McCarthy, I. P., & Pitt, L. F. (2014). Understanding gamification of consumer experiences. Advances in Consumer Research, 42, 352-356.

Beninger, S. S. A., Parent, M. M., Pitt, L. F., & Chan, A. (2014). A content analysis of influential wine blogs. International Journal of Wine Business Research, 26(3), 168-187. http://doi.org/10.1108/IJWBR-09-2013-0036

Chan, A., Pitt, L. F., & Nel, D. (2014). Let's face it: Using Chernoff faces to portray social media brand image. Corporate Ownership and Control, 11(4), 609-615. http://doi.org/10.22495/cocv11i4c7p3

Vella, J., Caruana, A., & Pitt, L. F. (2014). Elements of a talent strategy for effective relationship building: A study among bank sales and service providers. Journal of Financial Services Marketing, 19(2), 118-131. http://doi.org/10.1057/fsm.2014.14

Lilford, N., Caruana, A., & Pitt, L. F. (2014). Psychometric properties of the feedback orientation scale among South African salespersons. Psychological Reports, 114(1), 126-133. http://doi.org/10.2466/08.03.PR0.114k12w5

Hannah, D. R., Parent, M. M., Pitt, L. F., & Berthon, P. (2014). It's a secret: Marketing value and the denial of availability. Business Horizons, 57(1), 49-59. http://doi.org/10.1016/j.bushor.2013.09.001

Chakrabarti, R., Barnes, B. R., Berthon, P., Pitt, L. F., & Monkhouse, L. L. (2014). Goal orientation effects on behavior and performance: Evidence from international sales agents in the Middle East. The International Journal of Human Resource Management, 25(2), 317-340. http://doi.org/10.1080/09585192.2013.826915

DesAutels, P., Salehi-Sangari, E., Berthon, P., Rabinovich, T., & Pitt, L. F. (2014). It's emergent: Five propositions on the relationship between creative consumers and technology. International Journal of Technology Marketing, 29(1), 72-85. http://doi.org/10.1504/IJTMKT.2014.058084

Tsao, H., Pitt, L. F., & Campbell, C. L. (2014). Discriminating between behavior using market data from panels. International Journal of Market Research, 56(1), 73-88. http://doi.org/10.2501/IJMR-2013-052

Vella, J., Caruana, A., & Pitt, L. F. (2013). Organizational commitment and users' perception of ease of use: A study among bank managers. Journal of Management Development, 32(4), 351-362. http://doi.org/10.1108/02621711311326356

Berthon, P., Robson, K. E., & Pitt, L. F. (2013). Counting the cost to the customer. Journal of Advertising Research, 53(3), 1-6. http://doi.org/10.2501/JAR-53-3-244-246

Mills, A. J., Robson, K. E., & Pitt, L. F. (2013). Using cartoons to teach corporate social responsibility. Journal of Marketing Education, 35(2), 181-190. http://doi.org/10.1177/0273475313489558

Robson, K. E., Pitt, L. F., & Wallstrom, A. (2013). Creative market segmentation: Understanding the bugs in consumer behavior. Journal of Public Affairs, 13(2), 218-223. http://doi.org/10.1002/pa.1477

Pehlivan, E., Berthon, P., Pitt, L. F., & Chakrabarti, R. (2013). When outsourcing fragments: Customer creativity and technological transmutations. Production Planning & Control, 24(4/5), 284-293. http://doi.org/10.1080/09537287.2011.648541

Berthon, P., & Pitt, L. F. (2012). Brands and burlesque: Toward a theory of spoof advertising. Academy of Marketing Science Review, 2(2-4), 88-98. http://doi.org/10.1007/s13162-012-0027-4

Wiid, R., Pitt, L. F., & Mills, A. J. (2012). Every story tells a picture: Lessons from cartoons on corporate governance for senior executives. Business Horizons, 55(6), 543-550. http://doi.org/10.1016/j.bushor.2012.07.001

Reyneke, M., Sorokacova, A., & Pitt, L. F. (2012). Managing brands in times of economic downturn: How do luxury brands fare? Journal of Brand Management, 19(6), 457-476. http://doi.org/10.1057/bm.2011.53

Halvorson, W., Bal, A. S., Pitt, L. F., & Parent, M. M. (2012). e-Marketing Ireland: Cashing in on green dots. Marketing Intelligence and Planning, 30(6), 625-633. http://doi.org/10.1108/02634501211262591

Mills, A. J., Pitt, L. F., & Sattari, S. (2012). Reading between the vines: Analyzing the readability of consumer brand wine websites. International Journal of Wine Business Research, 24(3), 169-182. http://doi.org/10.1108/17511061211259170

Berthon, P., Pitt, L. F., Plangger, K. A., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271. http://doi.org/10.1016/j.bushor.2012.01.007

Kietzmann, J. H., Silvestre, B., McCarthy, I. P., & Pitt, L. F. (2012). Unpacking the social media phenomenon: Towards a research agenda. Journal of Public Affairs, 12(2), 109-119. http://doi.org/10.1002/pa.1412

Vella, J., Caruana, A., & Pitt, L. F. (2012). Equity sensitivity, perceived performance and organizational commitment among bank managers. Journal of Financial Services Marketing, 17(1), 5-18. http://doi.org/10.1057/fsm.2012.1

Pitt, L. F. (2012). Web 2.0, social media and creative consumers - Implications for public policy: Introduction to the special edition. Journal of Public Affairs, 12(2), 105-108. http://doi.org/10.1002/pa.1411

Pitt, L. F., Crittenden, V. L., Plangger, K. A., & Halvorson, W. (2012). Case teaching in the age of technological sophistication. Journal of the Academy of Business Education, 13(Spring), 77-94.

Campbell, C. L., Berthon, P., Pitt, L. F., McCarthy, I. P., & Plangger, K. A. (2012). Making a face: graphical illustrations of managerial stances toward customer creativity. Australasian Marketing Journal, 20(1), 9-15. http://doi.org/10.1016/j.ausmj.2011.10.009

Newton, F., Ewing, M. T., & Pitt, L. F. (2012). The intra- and inter-personal dynamics associated with consuming sensitive products: Understanding the consumption of erectile function aids using dimensional qualitative research. Psychology and Marketing, 29(1), 1-14. http://doi.org/10.1002/mar.20502

Vella, J., Caruana, A., & Pitt, L. F. (2012). The effect of behavioural activation and inhibition on CRM adoption. International Journal of Bank Marketing, 30(1), 43-59. http://doi.org/10.1108/02652321211195695

Reyneke, M., Pitt, L. F., & Berthon, P. (2012). Fine wines and Facebook: Ignore social sties at your peril. Strategic Direction, 28(6), 14-15. http://doi.org/10.1108/02580541211224058

Berthon, P., Campbell, C. L., Pitt, L. F., & McCarthy, I. P. (2011). Creative consumers: Awareness, attitude and action. Journal of Consumer Marketing, 28(7), 500-507. http://doi.org/10.1108/07363761111181482

Steyn, P. G., Pitt, L. F., & Chakrabarti, R. (2011). Financial services ads and viewer response profiles: Psychometric properties of a shortened scale. Journal of Financial Services Marketing, 16(3/4), 210-219. http://doi.org/10.1057/fsm.2011.23

Botha, E., Lillford, N., & Pitt, L. F. (2011, December). South African management literature over the past fifteen years: Content analysis of the three top south African management journals. South African Journal of Business Management [Bedryfsleiding], 42(4), 89-98.

Berthon, P., Pitt, L. F., Plangger, K. A., & Lee, M. (2011). The rise and rise of the smartphone app: How is IT doing? Cutter Benchmark Review, 11(8), 5-20.

Berthon, P., Pitt, L. F., & DesAutels, P. (2011). Unveiling videos: Consumer generated ads as qualitative inquiry. Psychology and Marketing, 28(10), 1044–1060. http://doi.org/10.1002/mar.20427

Sattari, S., Pitt, L. F., & Caruana, A. (2011). How readable are mission statements? An exploratory study. Corporate Communications: An International Journal, 16(4), 282-292. http://doi.org/10.1108/13563281111186931

Crittenden, V. L., Crittenden, W. F., Pinney, C. C., & Pitt, L. F. (2011). Implementing global corporate citizenship: An integrated business framework. Business Horizons, 54(5), 447-455. http://doi.org/10.1016/j.bushor.2011.04.006

Pitt, L. F., Berthon, P., & Robson, K. E. (2011). Deciding when to use tablets for business applications. MIS Quarterly Executive, 10(3), 133-139.

Pitt, L. F., & Watson, R. T. (2011). The case for cases: Writing and teaching cases for the emerging economies. Information Technology for Development, 17(4), 319-326. http://doi.org/10.1080/02681102.2011.604080

Halvorson, W., Crittenden, V. L., & Pitt, L. F. (2011). Teaching cases in a virtual world environment: When the traditional case classroom is problematic. Decision Sciences Journal of Innovative Education, 9(3), 485-492. http://doi.org/10.1111/j.1540-4609.2011.00322.x

Reynecke, M., Berthon, P., Pitt, L. F., & Parent, M. M. (2011). Luxury wine brand as gifts: Ontological and aesthetic perspectives. International Journal of Wine Business Research, 23(3), 258-270. http://doi.org/10.1108/17511061111163078

Wiid, R., Pitt, L. F., & Engstrom, A. (2011). Not so sexy: Public opinion of political sex scandals as reflected in political cartoons. Journal of Public Affairs, 11(3), 137-147. http://doi.org/10.1002/pa.401

Tsao, H., Berthon, P., Pitt, L. F., & Parent, M. M. (2011). Brand signal quality of products in an asymmetric online information environment: An experimental study. Journal of Consumer Behaviour, 10(4), 169-178. http://doi.org/10.1002/cb.327

Botha, E., Farshid, M., & Pitt, L. F. (2011, July). How sociable? An exploratory study of university brand visibility in social media. South African Journal of Business Management [Bedryfsleiding], 42(2), 43-51.

Pitt, L. F., Parent, M. M., Steyn, P. G., Berthon, P., & Money, A. (2011). The social media release as a corporate communication tool for bloggers. IEEE Transactions on Professional Communication, 54(2), 122-132. http://doi.org/10.1109/TPC.2011.2121610

Pehlivan, E., Berthon, P., & Pitt, L. F. (2011). Ad bites: Towards a theory of ironic advertising. Journal of Advertising Research, 51(2), 417-426.

Pitt, L. F., & Berthon, P. (2011). Just when you thought it was safe to go back into the web: Marketing meets Web 2.0, social media and creative consumers. Business Horizons, 54(3), 181-183. http://doi.org/10.1016/j.bushor.2010.12.002

Pitt, L. F., Mills, A. J., & Chan, A. K. H. (2011). How readable are environmental policy statements? An exploratory study within the IT industry. Corporate Ownership and Control, 8(3), 258-267. http://doi.org/10.22495/cocv8i3c2p2

Pitt, L. F., Parent, M. M., Junglas, I., Spyropoulou, S., & Chan, A. K. H. (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. http://doi.org/10.1016/j.jsis.2010.09.005

Campbell, C. L., Pitt, L. F., Parent, M. M., & Berthon, P. (2011). Tracking back-talk in consumer-generated advertising: An analysis of two interpretative approaches. Journal of Advertising Research, 51(1), 224-238. http://doi.org/10.2501/JAR-51-1-224-238

Berthon, P., Pitt, L. F., Chakrabarti, R., & Berthon, J. (2011). Brand worlds: From articulation to integration. Journal of Advertising Research, 51(Supplement), 182-194. http://doi.org/10.2501/JAR-51-1-182-194

Reynecke, M., Pitt, L. F., & Berthon, P. (2011). Luxury wine brand visibility in social media: An exploratory study. International Journal of Wine Business Research, 23(1), 21-35. http://doi.org/10.1108/17511061111121380

Campbell, C. L., Pitt, L. F., Parent, M. M., & Berthon, P. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87-102. http://doi.org/10.2753/JOA0091-3367400106

Steyn, P. G., Ewing, M. T., van Heerden, G., Pitt, L. F., & Windisch, L. (2011). From whence it came: Understanding source effects in consumer generated advertising. International Journal of Advertising, 30(1), 133-160. http://doi.org/10.2501/IJA-30-1-133-160

Pitt, L. F., Sattari, S., & Bevelander, D. L. (2010). Are business school mission statements readable? Evidence from the top 100. Journal of Strategic Management Education, 6(4), 1-16.

Wallstrom, A., Steyn, P. G., & Pitt, L. F. (2010). Expressing herself through brands: A comparative study of women in six Asian-Pacific nations. Journal of Brand Management, 18(3), 228-237. http://doi.org/10.1057/bm.2010.45

Brown, T. J., Dacin, P. A., & Pitt, L. F. (2010). Corporate image and reputation in B2B markets: Insights from CI/ARG 2008. Industrial Marketing Management, 39(5), 709-711. http://doi.org/10.1016/j.indmarman.2010.02.008

Bal, A. S., Campbell, C. L., Payne, N. J., & Pitt, L. F. (2010). Political ad portraits: A visual analysis of constituents' reaction to political spoof ads. Journal of Public Affairs, 10(4), 313-328. http://doi.org/10.1002/pa.366

Tsao, H., Pitt, L. F., & Campbell, C. L. (2010). Analyzing loyalty-based consumer segments to budget for loyalty and promotion programs and maximize market share. Journal of the Operational Research Society, 61(10), 1523-1529. http://doi.org/10.1057/jors.2009.117

Steyn, P. G., Pitt, L. F., Strasheim, A., Boshoff, C., & Abratt, R. (2010). A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia. Journal of Retailing & Consumer Services, 17(5), 355-373. http://doi.org/10.1016/j.jretconser.2010.03.017

Berthon, P., Crittenden, V. L., DesAutels, P., & Pitt, L. F. (2010). Get the most out of green IT. Industrial Management, September-October(5), 14-18.

Berthon, P., Pitt, L. F., Halvorson, W., Ewing, M. T., & Crittenden, V. L. (2010). Advocating avatars: The salesperson in Second Life. Journal of Personal Selling & Sales Management, 30(3), 195-208. http://doi.org/10.2753/PSS0885-3134300301

Berthon, P., & Pitt, L. F. (2010). Efficiency, effectiveness, emergence: The three stages of designing for consumers. Business Horizons, 53(4), 419-425. http://doi.org/10.1016/j.bushor.2010.02.005

Steyn, P. G., Wallstrom, A., & Pitt, L. F. (2010). Consumer generated content and source effects in financial services advertising: An experimental study. Journal of Financial Services Marketing, 15(1), 49-61. http://doi.org/10.1057/fsm.2010.3

Pitt, L. F., Parent, M. M., Berthon, P., & Steyn, P. G. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing olympics. Business Horizons, 53(3), 281-290. http://doi.org/10.1016/j.bushor.2010.01.002

Ghazisaeedi, M., Pitt, L. F., & Steyn, P. G. (2010). Believing the bloggers: Implications of consumer skepticism for public relations. Asia-Pacific Public Relations Journal, 11(2), 79-91.

Steyn, P. G., Salehi-Sangari, E., Pitt, L. F., Parent, M. M., & Berthon, P. (2010). The social media release as a public relations tool: Intentions to use among B2B bloggers. Public Relations Review, 36(1), 87-89. http://doi.org/10.1016/j.pubrev.2009.09.005

Berthon, P., Pitt, L. F., Parent, M. M., & Berthon, J. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52 (Fall)(1), 45-66.

Caruana, A., Pitt, L. F., Berthon, P., & Page, M. J. (2009). Differentiation and the silver medal winner effects. European Journal of Marketing, 43(11/12), 1365-1377. http://doi.org/10.1108/03090560910989939

Coudounaris, D., Kvasova, O., Leonidou, L. C., Pitt, L. F., & Nel, D. (2009). Fifteen good years: An analysis of publications in management international review. Management International Review, 49(5), 671-684. http://doi.org/10.1007/s11575-009-0008-5

Bal, A. S., Pitt, L. F., Berthon, P., & DesAutels, P. (2009). Caricatures, cartoons, spoofs and satires: Political brands as butts. Journal of Public Affairs, 9(4), 229-237. http://doi.org/10.1002/pa.334

Opoku, R. A., Caruana, A., Pitt, L. F., Berthon, P., Wahlstrom, A., & Nel, D. (2009). Online communication of brand personality: A study of MBA programs of top business schools. Journal of General Management, 35(1), 47-64. http://doi.org/10.1177/030630700903500105

Backstrom, L., Pitt, L. F., Campbell, C. L., & Nel, D. (2009). Personal acquaintances and salespeople in financial services: Differences between customers and friends. Journal of Financial Services Marketing, 14(1), 26-39. http://doi.org/10.1057/fsm.2009.5

McMullan, K., Rehal, P., Read, K., Luo, W. T., Wu, H., Pitt, L. F., ... Campbell, C. L. (2009). Selling the Canadian Forces' brand to Canada’s youth. Marketing Intelligence and Planning, 27(4), 474-485. http://doi.org/10.1108/02634500910964047

Tsao, H., Lin, P., Pitt, L. F., & Campbell, C. L. (2009). The impact of loyalty and promotion effects on the retention rate. Journal of the Operational Research Society, 60(5), 646-651. http://doi.org/10.1057/palgrave.jors.2602564

Berthon, P., Pitt, L. F., & Campbell, C. L. (2009). Does brand meaning exist in similarity or singularity? Journal of Business Research, 62(3), 356-361. http://doi.org/10.1016/j.jbusres.2008.05.015

Reddy, M., Terblanche, N. S., Pitt, L. F., & Parent, M. M. (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons, 52(2), 187-197. http://doi.org/10.1016/j.bushor.2008.11.001

Pitt, L. F., Watson, R. T., Berthon, P., Piccolo, G., & Engstrom, A. (2009). E-commerce, Web 2.0 and entrepreneurship: Opportunities in the U-Space. International Review of Entrepreneurship, 7(1), 5-20.

Pitt, L. F., Watson, R. T., & Berthon, P. (2008). From genesis to revelations: The technology diaspora. Communications of the ACM, 51(12 December), 151-154. http://doi.org/10.1145/1409360.1409389

Pitt, L. F., Cyr, D., Campbell, C. L., & Berthon, P. (2008). e-Readiness and trust: Macro and micro dualities for e-commerce in a global environment. International Marketing Review, 25(6), 700-714. http://doi.org/10.1108/02651330810915592

Berthon, P., Pitt, L. F., & Campbell, C. L. (2008). Ad lib: When customers create the ad. California Management Review, 50(4), 6-30. http://doi.org/10.2307/41166454

Prinsloo, M., Tudhope, L., Pitt, L. F., & Campbell, C. L. (2008). Using demographics to predict smoking behavior: Large sample evidence from an emerging market. Health Marketing Quarterly, 25(3), 289-301. http://doi.org/10.1080/07359680802081936

Pitt, L. F., & McCarthy, I. P. (2008). Connecting product innovation management and marketing. Journal of Commercial Biotechnology, 14(3), 197-200. http://doi.org/10.5912/jcb242

Berthon, P., Pitt, L. F., Nel, D., Salehi-Sangari, E., & Engstrom, A. (2008). The biotechnology and marketing interface: Functional integration using mechanistic and holographic responses to environmental turbulence. Journal of Commercial Biotechnology, 14(3), 213-224. http://doi.org/10.1057/jcb.2008.12

Pitt, L. F., & Schlegelmilch, B. (2008). Juggling Janus - strategy for general managers in an age of paradoxical trends. Journal of General Management, 33(3), 67-82. http://doi.org/10.1177/030630700803300305

Tudhope, L., Prinsloo, M., Pitt, L. F., & Barnes, B. R. (2008). Diabetes knowledge and physician compliance: Evidence of links in a large South African sample. Journal of Medical Marketing, 8(2), 169-176. http://doi.org/10.1057/palgrave.jmm.5050136

Berthon, P., Pitt, L. F., Berthon, J., Campbell, C. L., & Thwaites, D. (2008). e-Relationships for e-readiness: Culture and corruption in international e-B2B. Industrial Marketing Management, 37(1), 83-91. http://doi.org/10.1016/j.indmarman.2007.06.014

Steyn, P. G., van Heerden, G., Pitt, L. F., & Boshoff, C. (2008, January). Meet the bloggers: Some characteristics of serious bloggers in the Asia-Pacific region, and why PR professionals might care about them. Public Relations Quarterly, 52(3), 39-44.

Berthon, J., Pitt, L. F., Abratt, R., & Nel, D. (2008). Icon and markor: Links and performance in South African firms. Journal of Applied Management and Entrepreneurship, 13(1), 15-34.

Pitt, L. F. (2008). Paul Erdos, Kevin Bacon and I: In praise of co-authorship. International Journal of Advertising, 27(2), 331-336.

Terblanche, N., Pitt, L. F., Nel, D., & Wallstrom, A. (2008). Corporate governance and business ethics: Pictures of the policies. Corporate Ownership and Control, 6(2), 246-254. http://doi.org/10.22495/cocv6i2c1p8

Pitt, L. F., Berthon, P., Piccoli, G., & Watson, R. T. (2008). IS Executives: Organizational focus, customer creativity, and supplier relationships. Cutter Benchmark Review, 8(8), 5-13.

Berthon, P., & Pitt, L. F. (2007). Managing the creative consumer conundrum. Advances in Consumer Research, 34, 209-212.

Pitt, L. F., & Krzystofiak, F. J. (2007). Taking the tablet: An introspective persxpective on using pen-based computing in the executive case class. Journal of Executive Education, 6(1), 33-40.

Pitt, L. F., & Watson, R. T. (2007). A Reply: An ecosystem perspective on privacy. Journal of Consumer Affairs, 41(2), 365-374. http://doi.org/10.1111/j.1745-6606.2007.00085.x

Caruana, A., Pitt, L. F., Berthon, P., & Berthon, J. (2007). Psychometric properties of the brand personality scale: Evidence from a business school. Psychological Reports, 100(3), 789-794. http://doi.org/10.2466/pr0.100.3.789-794

Berthon, P., Pitt, L. F., McCarthy, I. P., & Kates, S. M. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, 50(1 (January-February)), 39-47. http://doi.org/10.1016/j.bushor.2006.05.005

Strasheim, A., Pitt, L. F., & Caruana, A. (2007). Psychometric properties of the Schlinger viewer response profile: Evidence from a large sample. Journal of Advertising, 36(4), 101-114. http://doi.org/10.2753/JOA0091-3367360408

McCarthy, I. P., Pitt, L. F., Campbell, C. L., Van Der Merwe, R., & Salehi-Sangeri, E. (2007). Exploiting the business opportunities in bio-tech connections: The power of social networks. Journal of Commercial Biotechnology, 13(4), 245-257. http://doi.org/10.1057/palgrave.jcb.3050063

Pitt, L. F., & Papania, L. (2007). In the words: Managerial approaches to exploring corporate intended image through content analysis. Journal of General Management, 32(4), 1-16. http://doi.org/10.1177/030630700703200401

Shapiro, D., Russell, B. J., & Pitt, L. F. (2007). Strategic heterogeneity in the global mining industry. Transnational Corporations, 16(3), 1-34.

Ghazisaeedi, M., Pitt, L. F., & Chaharsooghi, S. K. (2007). A conceptual model for internet's impact on marketing in Iran. Journal of Research in Interactive Marketing, 1(3), 125-145. http://doi.org/10.1108/17505930710779315

Pitt, L. F., Berthon, P., Prinsloo, M., & Nel, D. (2007). Do I like my icon? Determining preferences for firms' mode of strategic focus. International Journal of Technology Marketing, 2(1), 1-18. http://doi.org/10.1504/IJTMKT.2007.011583

Pitt, L. F., Berthon, P., Watson, R. T., Wynn, D., & Strasheim, A. (2007). Open to all: A postmodern perspective on product development and brands in an open-source environment. International Journal of Technology Management, 2(4), 316-330. http://doi.org/10.1504/IJTMKT.2007.015748

Pitt, L. F., Barnes, B. R., Chakrabarti, R., Palihawadana, D., Ewing, M., & Leong, E. (2007). The internet's impact on B2B sales management: Some Australian evidence. International Journal of Technology Marketing, 2(4), 348-363. http://doi.org/10.1504/IJTMKT.2007.015750

van der Merwe, R., Pitt, L. F., Barnes, B. R., Berthon, P., & Salehi-Sangari, E. (2007). Finding the hidden value of SME networks: Evidence from the biotech industry. International Journal of Enterprise Network Management, 2(2), 145-166. http://doi.org/10.1504/IJENM.2008.016596

Opoku, R. A., Abratt, R., Bendixen, M., & Pitt, L. F. (2007). Communicating brand personality: Are the websites doing the talking for food SMEs? Qualitative Market Research: An International Journal, 10(4), 362-374. http://doi.org/10.1108/13522750710819702

Pitt, L. F., Salehi-Sangari, E., Berthon, J., & Nel, D. (2007). The "ICON" archetype: It's influence on customer orientations and innovation in South African firms. Marketing Intelligence and Planning, 25(2), 157-174. http://doi.org/10.1108/02634500710737942

Chakrabarti, R., Berthon, P., Watson, R. T., & Pitt, L. F. (2007). Quality management in business relationships: The role of brands in an open source environment. Total Quality Management and Business Excellence, 18(8), 947-955. http://doi.org/10.1080/14783360701351043

Pitt, L. F., Opoku, R., Hultman, M., Abratt, R., & Spyropoulou, S. (2007). What I say about myself: Communication of brand personality by African countries through their tourism websites. Tourism Management, 28(3), 835-844. http://doi.org/10.1016/j.tourman.2006.06.003

van der Merwe, R., Berthon, P., Pitt, L. F., & Barnes, B. (2007). Analyzing 'theory networks': Identifying the pivotal theories in marketing. Journal of Marketing Management, 23(3/4), 181-206. http://doi.org/10.1362/026725707X196332

Berthon, J., Opoku, R. A., Pitt, L. F., & Nel, D. (2007). Brand management and strategic performance: Soume evidence from South Africa. Journal of African Business, 8(2), 27-40. http://doi.org/10.1300/J156v08n02_03

Pitt, L. F., & Berthon, P. (2007, January). Ambiguedad de la publicidad [The ambiguity of advertising]. Leadership Magazine, 11(September), 17-18.

Pitt, L. F., Watson, R. T., Berthon, P., & Zinkhan, D. W. G. (2006). The penguin’s window: Corporate brands from an OS perspective. Journal of the Academy of Marketing Science, 34(2), 115-127. http://doi.org/10.1177/0092070305284972

Armstrong, J., Pitt, L. F., & Berthon, P. (2006). From production to performance: Solving the positioning dilemma in the dental practice. Journal of the American Dental Association, 137(September), 1283-1288.

Berthon, P., Hulbert, J. M., & Pitt, L. F. (2005). Consuming technology: Why marketers sometimes get it wrong. California Management Review, 48(1), 110-128. http://doi.org/10.2307/41166330

van Heerden, G., Salehi-Sangari, E., Pitt, L. F., & Caruana, A. (2009). Do B2B bloggers believe blogs? PR insights on blogger skepticism. Asia-Pacific Public Relations Journal, 10(Nov), 123-132.

Pitt, L. F., Papania, L., & Hall, J. K. (2009). Flying West to get to the East: Service innovation at YVR. Vancouver, British Columbia, Canada: BC Innovation Council.

Pitt, L. F., Nel, D., van Heerden, G., & Chan, A. (2009). The global text project: New horizons in textbook marketing. Marketing Intelligence and Planning, 27(3), 297-307. http://doi.org/10.1108/02634500910955218

Pitt, L. F., & Prinsloo, M. (2008). Addressing information shortages in emerging markets: A case study from South Africa. Effective Executive, 28-34.

Pitt, L. F., Nel, D., & van Heerden, G. (2009). Web 2.0 and the open source movement: Liberating textbooks. International Review of Entrepreneurship, 7(1), 33-56.

Pitt, L. F., Prinsloo, M., & Berthon, J. (2007). Market orientation and mode of focus: A study of South African firms. Bestuursdinamika [Management Dynamics], 16(1), 20-33.

Berthon, P., & Pitt, L. F. (2007, ). Ambiguedad de la publicidad. Leadership Magazine, 4(11), 16-18.

books chapters and monographs

Plangger, K. A., McCarthy, I. P., Kietzmann, J. H., Robson, K. E., & Pitt, L. F. (2019). Dynamic Game Plans. In Tuncdogan, A., Lindgreen, A., Volberda, H., & van den Bosch, F. (Eds.), Strategic Renewal: Core Concepts, Antecedents, and Micro Foundations (pp. 15). London, United Kingdom: Routledge (UK).

Pitt, L. F., Napoli, J., & Van Der Merwe, R. (2017). Managing the franchised brand: The franchisees' perspective. In Balmer, J. M. T., Powell, S. M., Kernstock, J., & Brexendorf, T. O. (Eds.), Advances in Corporate Branding (pp. 59-71). Basingstoke, United Kingdom: Palgrave Macmillan Ltd (UK). http://doi.org/10.1057/978-1-352-00008-5_4

Bal, A. S., Campbell, C. L., & Pitt, L. F. (2012). Viewer reactions to online political spoof videos and advertisements. In Close, A. G. (Eds.), Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-mail (pp. 185-208). Philadelphia, Pennsylvania, United States: Taylor & Francis Ltd.

Watson, R. T., Berthon, P., & Pitt, L. F. (2011). One laptop per child (OLPC): From instrumentality to emergence in information systems. In Galliers, R. D., & Currie, W. L. (Eds.), The Oxford Handbook of Management Information Systems: Critical Perspectives and New Directions. Oxford, Oxfordshire, United Kingdom: Oxford University Press. http://doi.org/10.1093/oxfordhb/9780199580583.003.0030

Holbrook, M. B., Hulbert, J. M., Pitt, L. F., & Berthon, P. (2011). Brand manifold: Managing the temporal and socio-cultural dimensions of brands. In Uncles, M. D. (Eds.), Perspectives in Brand Management. Prahran, Victoria, Australia: Tilde University Press.

McCarthy, I. P., Pitt, L. F., & Berthon, P. (2010). Service customization through dramaturgy. In Fogliatto, F. S., & da Silveira, G. J. C. (Eds.), Mass customization: Engineering and managing global operations (pp. 43-64). London, United Kingdom: Springer-Verlag (UK). http://doi.org/10.1007/978-1-84996-489-0

Pitt, L. F. (2009). Real decisions at betfair.com. In Solomon, M. R., Marshall, G. W., Stuart, E. W., Barnes, B. R., & Mitchell, V. (Eds.), Marketing: Real People, Real Decisions (1st European Edition). Harlow, United Kingdom: Financial Times, Prentice-Hall.

Morris, M. H., Davis, B., Mills, A. J., Pitt, L. F., & Berthon, P. (2007). Opportunity and entrepreneurial marketing. In Sethna, Z., Jones, R., & Harrigan, P. (Eds.), Entrepreneurial marketing, global perspectives. Bingley, West Yorkshire, United Kingdom: Emerald Group Publishing Ltd.

Pitt, L. F. (2007). Opportunities in the network age. In Watson, R. T. (Eds.), Information systems. Athens, Georgia, United States: The University of Georgia Press.