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Leyland Pitt

Professor, Marketing

Dennis F. Culver EMBA Alumni Professor


Room: SGL 3285

Phone: 778.782.7712


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

Ferreira, C., Hannah, D., McCarthy, I., Pitt, L., & Lord Ferguson, S. (2022). This Place Is Full of It: Towards an Organizational Bullshit Perception Scale. Psychological Reports, 65(6), 751-763.

Brown, T., Park, A., & Pitt, L. F. (2020). A 60-year bibliographic review of the journal of advertising research perspectives on trends in authorship, influences, and research impact. Journal of Advertising Research, 60(4), 353-360.

Toniolo-Barrios, M., & Pitt, L. (2020). Mindfulness and the challenges of working from home in times of crisis. Business Horizons.

Sands, S., Beverland, M., Campbell, C., & Pitt, L. (2020). Strategically releasing control: Navigating the complexities of enabling category captains. Industrial Marketing Management, 90, 181-193.

Key, T. M., Clark, T., Ferrell, O., Stewart, D. W., & Pitt, L. F. (2020). Marketing's theoretical and conceptual value proposition: opportunities to address marketing's influence. AMS Review, 1-17.

Robertson, J., Pitt, L., & Ferreira, C. (2020). Entrepreneurial ecosystems and the public sector: A bibliographic analysis. Socio-Economic Planning Sciences.

McCarthy, I. P., Hannah, D., Pitt, L. F., & McCarthy, J. M. (2020). Confronting indifference toward truth: Dealing with workplace bullshit. Business Horizons, 63(3), 253-263.

Toniolo–Barrios, M., Brasil, A., & Pitt, L. F. (2020). Nine Prolific Years: An Analysis of Publications in Mindfulness. Mindfulness, 11(5), 1077-1089.

Mishra, S., Ewing, M. T., & Pitt, L. F. (2020). The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets: A text based analysis. Industrial Marketing Management, 87, 264-275.

Ferguson, S. L., Pitt, C., & Pitt, L. (2020). Using artificial intelligence to examine online patient reviews. Journal of Health Psychology.

Kietzmann, J., & Pitt, L. F. (2020). Computerized content analysis of online data – opportunities for marketing scholars and practitioners. European Journal of Marketing, 54(3), 473-477.

Flostrand, A., Pitt, L., & Kietzmann, J. (2020). Fake news and brand management: a Delphi study of impact, vulnerability and mitigation. Journal of Product and Brand Management, 29(2), 246-254.

Kietzmann, J., & Pitt, L. F. (2020). Artificial intelligence and machine learning: What managers need to know. Business Horizons, 63(2), 131-133.

Flostrand, A., Pitt, L., & Bridson, S. (2020). The Delphi technique in forecasting– A 42-year bibliographic analysis (1975–2017). Technological Forecasting and Social Change, 150.

Robson, K., Wilson, M., & Pitt, L. (2019). Creating new products from old ones: Consumer motivations for innovating autonomously from firms. Technovation, 88.

Robertson, J., McCarthy, I. P., & Pitt, L. (2019). Leveraging social capital in university-industry knowledge transfer strategies: a comparative positioning framework. Knowledge Management Research and Practice, 17(4), 461-472.

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

Pitt, C. S., Plangger, K. A., Botha, E., Kietzmann, J., & Pitt, L. (2019). How employees engage with B2B brands on social media: Word choice and verbal tone. Industrial Marketing Management, 81, 130-137.

Ferreira, C. C., Lord Ferguson, S., & 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.

Hannah, D., Parent, M., Pitt, L., & Berthon, P. (2019). Secrets and knowledge management strategy: the role of secrecy appropriation mechanisms in realizing value from firm innovations. Journal of Knowledge Management, 23(2), 297-312.

Ewing, T., Heilgenberg, K., & Pitt, L. (2019). How to demotivate your top performers: Lessons from professional cricket. Business Horizons, 62(2), 149-155.

Berthon, P. R., & Pitt, L. F. (2019). Types of mindfulness in an age of digital distraction. Business Horizons, 62(2), 131-137.

Marder, B., Gattig, D., Collins, E., Pitt, L., Kietzmann, J., & 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.

Shum, V., Park, A., Maine, E., & Pitt, L. F. (2019). A Bibliometric Study of Research-Technology Management, 1998–2017: An analysis of 20 years of RTM articles offers a perspective on trends and evolutions in the journal’s content and in the field of innovation management. Research Technology Management, 62(1), 34-43.

Farshid, M., Lord Ferguson, S., Pitt, L., & Plangger, K. (2019). People as products: Exploring replication and corroboration in the dimensions of theory, method and context. Journal of Business Research.

Pitt, L., Lord Ferguson, S., & Berthon, P. (2018). The transition from products to connected health: observations and avenues for future research. AMS Review, 8(3-4), 233-239.

Berthon, P. R., & Pitt, L. F. (2018). Brands, Truthiness and Post-Fact: Managing Brands in a Post-Rational World. Journal of Macromarketing, 38(2), 218-227.

Berthon, P. R., Treen, E., & Pitt, L. F. (2018). How truthiness, fake news and post-fact endanger brands and what to do about it. Marketing Intelligence Review, 10(1), 18-23.

Treen, E., Pitt, L., 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.

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

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

Blair, A. J., Atanasova, C., Pitt, L., Chan, A., & Wallstrom, Å. (2017). Assessing brand equity in the luxury wine market by exploiting tastemaker scores. Journal of Product and Brand Management, 26(5), 447-452.

Morrish, S. C., Pitt, L., 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, 29(4), 373-383.

Paschen, J., Pitt, L., Kietzmann, J., Dabirian, A., & Farshid, M. (2017). The brand personalities of brand communities: An analysis of online communication. Online Information Review, 41(7), 1064-1075.

Wang, E. (., Berthon, P., Pitt, L., & McCarthy, I. P. (2016). Service, emotional labor, and mindfulness. Business Horizons, 59(6), 655-661.

Treen, E., Atanasova, C., Pitt, L., & Johnson, M. (2016). Evidence From a Large Sample on the Effects of Group Size and Decision-Making Time on Performance in a Marketing Simulation Game. Journal of Marketing Education, 38(2), 130-137.

Kietzmann, J., & Pitt, L. (2016). Using Simulations in the Marketing Classroom. Journal of Marketing Education, 38(2), 71-72.

Hannah, D., Treen, E., Pitt, L., & Berthon, P. (2016). But you promised! Managing consumers' psychological contracts. Business Horizons, 59(4), 363-368.

Wiid, R., Grant, P. S., Mills, A. J., & Pitt, L. F. (2016). No joke: Understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory, 16(2), 171-193.

Jurgens, M., Berthon, P., Edelman, L., & Pitt, L. (2016). Social media revolutions: The influence of secondary stakeholders. Business Horizons, 59(2), 129-136.

Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2016). Game on: Engaging customers and employees through gamification. Business Horizons, 59(1), 29-36.

Dawson, G., Watson, R. T., Boudreau, M. C., & Pitt, L. F. (2016). A knowledge-centric examination of signaling and screening activities in the negotiation for information systems consulting services. Journal of the Association for Information Systems, 17(2), 77-106.

Robson, K., Kietzmann, J., & Pitt, L. F. (2016). APC Forum: Extending business values through wearables. MIS Quarterly Executive, 15(2), 167-177.

Mills, A. J., Watson, R. T., Pitt, L., & Kietzmann, J. (2016). Wearing safe: Physical and informational security in the age of the wearable device. Business Horizons, 59(6), 615-622.

Hall, D., Pitt, L., & Wallstrom, A. (2015). The secrets of secret societies: The case of wine. Business Horizons, 58(6), 651-658.

Pitt, L., Berthon, P., & Ferreira, J. (2015). The magic of secrets. Business Horizons, 58(6), 589-590.

Vigar-Ellis, D., Pitt, L., & Berthon, P. (2015). Knowing what they know: A managerial perspective on consumer knowledge. Business Horizons, 58(6), 679-685.

Berthon, P., Pitt, L., Kietzmann, J., & McCarthy, I. P. (2015). CGIP: MAnaging consumer-generated intellectual property. California Management Review, 57(4), 43-62.

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: A cross-country investigation. Cross Cultural Management, 22(1), 2-20.

Kietzmann, J., Pitt, L., & Berthon, P. (2015). Disruptions, decisions, and destinations: Enter the age of 3-D printing and additive manufacturing. Business Horizons, 58(2), 209-215.

Robson, K., Pitt, L., & West, D. C. (2015). Navigating the peer-review process: Reviewers’ suggestions for a manuscript: Factors considered before a paper is accepted or rejected for the journal of advertising research. Journal of Advertising Research, 55(1).

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

Boon, E., Pitt, L., & Salehi-Sangari, E. (2015). Managing information sharing in online communities and marketplaces. Business Horizons, 58(3), 347-353.

Vigar-Ellis, D., Pitt, L., & Caruana, A. (2015). Knowledge effects on the exploratory acquisition of wine. International Journal of Wine Business Research, 27(2), 84-102.

Robson, K., Pitt, L., & Berthon, P. R. (2015). "Yes, and...": What improv theater can teach service firms. Business Horizons, 58(4), 357-362.

Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2015). Is it all a game? Understanding the principles of gamification. Business Horizons, 58(4), 411-420.

Morrison, S., Pitt, L., & Kietzmann, J. (2015). Technology and financial services: Marketing in times of U-commerce. Journal of Financial Services Marketing, 20(4), 273-281.

Vigar-Ellis, D., Pitt, L., & Caruana, A. (2015). Does objective and subjective knowledge vary between opinion leaders and opinion seekers? Implications for wine marketing. Journal of Wine Research, 26(4), 304-318.

Bevelander, D. L., Page, M. J., Pitt, L. F., & Parent, M. (2015, January). On a mission: Achieving distinction as a business school? South African Journal of Business Management, 46(2), 29-41.

Bogers, M., McCarthy, I. P., & Pitt, L. (2015). Leveraging users as innovators: Managing the creative potential of individual consumers. Journal of Engineering and Technology Management - JET-M, 37, 3-5.

Tsao, H. Y., Campbell, C., Ma, J., & Pitt, L. (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.

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.

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 Continued 7), 609-615.

Lilford, N., Caruana, A., & Pitt, L. (2014). Psychometric properties of the feedback orientation scale among south african salespersons. Psychological Reports, 114(1), 126-133.

Hannah, D., Parent, M., Pitt, L., & Berthon, P. (2014). It's a secret: Marketing value and the denial of availability. Business Horizons, 57(1), 49-59.

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

DesAutels, P., Salehi-Sangari, E., Berthon, P., Rabinovich, T., & Pitt, L. (2014). It is emergent: Five propositions on the relationship between creative consumers and technology. International Journal of Technology Marketing, 9(1), 72-85.

Tsao, H. Y., Pitt, L., & Campbell, C. (2014). Discriminating between behaviour using market data from panels. International Journal of Market Research, 56(1), 73-88.

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.

Beninger, S., Parent, M., Pitt, L., & Chan, A. (2014). A content analysis of influential wine blogs. International Journal of Wine Business Research, 26(3), 168-187.

Mills, A. J., Robson, K., & Pitt, L. F. (2013). Using Cartoons to Teach Corporate Social Responsibility: A Class Exercise. Journal of Marketing Education, 35(2), 181-190.

Robson, K., Pitt, L., & Wallstrom, A. (2013). Creative market segmentation: Understanding the bugs in consumer behavior. Journal of Public Affairs, 13(2), 218-223.

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

Berthon, P., Robson, K., & Pitt, L. (2013). The theory and practice of advertising: Counting the cost to the customer. Journal of Advertising Research, 53(3), 244-246.

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

Berthon, P. R., & Pitt, L. F. (2012). Brands and burlesque: toward a theory of spoof advertising. AMS Review, 2(2-4), 88-98.

Wiid, R., Pitt, L., & Mills, A. J. (2012). Every story tells a picture: Lessons from cartoons on corporate governance. Business Horizons, 55(6), 543-550.

Halvorson, W., Bal, A., Pitt, L., & Parent, M. (2012). e-Marketing Ireland: Cashing in on green dots. Marketing Intelligence & Planning, 30(6), 625-633.

Mills, A. J., Pitt, L., & Sattari, S. (2012). Reading between the vines: Analyzing the readability of consumer brand wine web sites. International Journal of Wine Business Research, 24(3), 169-182.

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, 55(3), 261-271.

Kietzmann, J. H., Silvestre, B. S., Mccarthy, I. P., & Pitt, L. F. (2012). Unpacking the social media phenomenon: Towards a research agenda. Journal of Public Affairs, 12(2), 109-119.

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.

Reyneke, M., Sorokáčová, A., & Pitt, L. (2012). Managing brands in times of economic downturn: How do luxury brands fare? Journal of Brand Management, 19(6), 457-466.

Vella, J., Caruana, A., & Pitt, L. F. (2012). Perceived performance, equity sensitivity and organisational commitment among bank managers. Journal of Financial Services Marketing, 17(1), 5-18.

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. R., Pitt, L. F., McCarthy, I., & Plangger, K. (2012). Making a face: Graphical illustrations of managerial stances toward customer creativity. Australasian Marketing Journal, 20(1), 9-15.

Newton, F. J., 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.

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.

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

Steyn, P., Pitt, L., & 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.

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.

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

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

Sattari, S., Pitt, L. F., & Caruana, A. (2011). How readable are mission statements? An exploratory study. Corporate Communications, 16(4), 282-292.

Berthon, P., Pitt, L., & Desautels, P. (2011). Unveiling videos: Consumer-generated ads as qualitative inquiry. Psychology and Marketing, 28(10), 1044-1060.

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.

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.

Halvorson, W., Crittenden, V. L., & Pitt, L. (2011). Teaching Cases in a Virtual Environment: When the Traditional Case Classroom is Problematic. Decision Sciences Journal of Innovative Education, 9(3), 485-492.

Reyneke, M., Berthon, P. R., Pitt, L. F., & Parent, M. (2011). Luxury wine brands as gifts: ontological and aesthetic perspectives. International Journal of Wine Business Research, 23(3), 258-270.

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.

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

Pitt, L. F., Parent, 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.

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.

Campbell, C., 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.

Reyneke, M., Pitt, L., & Berthon, P. R. (2011). Luxury wine brand visibility in social media: An exploratory study. International Journal of Wine Business Research, 23(1), 21-35.

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.

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

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

Pierre, B., Pitt, L., Chakrabarti, R., Berthon, J. P., & Simon, M. (2011). Brand worlds: From articulation to integration. Journal of Advertising Research, 51(SUPPL. 1), 182-194.

Steyn, P., 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).

Chan, A., Pitt, L., & Mills, A. (2011). How readable are environmental policy statements? an exploratory study within the it industry. Corporate Ownership and Control, 8(3 C), 258-267.

Botha, E., Lilford, N., & Pitt, L. (2011, January). 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, 42(4), 89-98.

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.

Wallström, Å., Steyn, P., & Pitt, L. (2010). Expressing herself through brands: A comparative study of women in six Asia-Pacific nations. Journal of Brand Management, 18(3), 228-237.

Bal, A. S., Campbell, C. L., Payne, N. J., & Pitt, L. (2010). Political ad portraits: A visual analysis of viewer reaction to online political spoof advertisements. Journal of Public Affairs, 10(4), 313-328.

Steyn, P., Pitt, L., 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 and Consumer Services, 17(5), 355-373.

Berthon, P., Crittenden, V., Desautels, P., & Pitt, L. (2010, September). Get the most out of green it. Industrial Management (Norcross, Georgia), 52(5), 14-18.

Berthon, P., Pitt, L., Halvorson, W., Ewing, M., & Crittenden, V. (2010). Advocating avatars: The salesperson in second life. Journal of Personal Selling and Sales Management, 30(3), 195-208.

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.

Berthon, P., & Pitt, L. (2010). Efficiency, effectiveness, emergence: The three stages of designing for consumers. Business Horizons, 53(4), 419-425.

Steyn, P., Wallström, Å., & Pitt, L. (2010). Consumer-generated content and source effects in financial services advertising: An experimental study. Journal of Financial Services Marketing, 15(1), 49-61.

Pitt, L., Parent, M., Berthon, P., & Steyn, P. G. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons, 53(3), 281-290.

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., Salehi-Sangari, E., Pitt, L., Parent, 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.

Tsao, H. Y., Pitt, L., & Campbell, C. (2010). Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share. Journal of the Operational Research Society, 61(10), 1523-1529.

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.

Caruana, A., Pitt, L. F., Berthon, P., & Page, M. (2009). Differentiation and silver medal winner effects. European Journal of Marketing, 43(11), 1365-1377.

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

McMullan, K., Rehal, P., Read, K., Luo, J., Wu, A. H., Pitt, L., Papania, L., & Campbell, C. (2009). Selling the Canadian Forces' brand to Canada's youth. Marketing Intelligence & Planning, 27(4), 474-485.

Bäckström, L., Pitt, L., Campbell, C., & Nel, D. (2009). Personal acquaintances and salespeople in financial services: Differences between customers and friends. Journal of Financial Services Marketing, 14(1), 26-39.

Pitt, L. F., Chan, A., Nel, D., & Van Heerden, G. (2009). Global text project: new horizons in textbook marketing. Marketing Intelligence & Planning, 27(3), 297-307.

Berthon, P., Pitt, L. F., & Campbell, C. (2009). Does brand meaning exist in similarity or singularity? Journal of Business Research, 62(3), 356-361.

Reddy, M., Terblanche, N., Pitt, L., & Parent, M. (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons, 52(2), 187-197.

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

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., 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., Papania, L., & Hall, J. K. (2009). Flying West to get to the East: Service innovation at YVR. Publisher Unknown.

Opoku, R. A., Caruana, A., Pitt, L., 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(3), 47-64.

Tsao, H. Y., Lin, P. C., Pitt, L., & Campbell, C. (2009). The impact of loyalty and promotion effects on retention rate. Journal of the Operational Research Society, 60(5), 646-651.

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.

Berthon, P., Pitt, L., Cyr, D., & Campbell, C. (2008). E-readiness and trust: Macro and micro dualities for e-commerce in a global environment. International Marketing Review, 25(6), 700-714.

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

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

Berthon, P., Pitt, L., 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.

Tudhope, L., Prinsloo, M., Pitt, L., & 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.

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

Berthon, P., Pitt, L., Berthon, J. P., Campbell, C., & Thwaites, D. (2008). e-Relationships for e-Readiness: Culture and corruption in international e-B2B. Industrial Marketing Management, 37(1), 83-91.

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., Nel, D., & Wallstrom, A. (2008). Corporate governance and business ethics: Pictures of the policies. Corporate Ownership and Control, 6(2 B CONT. 1), 246-254.

Pitt, L. F., & Schlegelmilch, B. (2008). Juggling Janus - Strategy for general managers in an age of paradoxical trends. Journal of General Management, 33(3), 69-84.

Pitt, L., & McCarthy, I. (2008). Connecting product innovation management and marketing. Journal of Commercial Biotechnology, 14(3), 197-200.

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

van der Merwe, R., Pitt, L., Barnes, B. R., Berthon, P. R., & Salehi-Sangari, E. (2008). Finding the hidden value in SME networks. International Journal of Enterprise Network Management, 2(2), 145-166.

Strasheim, A., Pitt, L., & Caruana, A. (2007). Psychometric properties of the schlinger Viewer Response Profile (VRP): Evidence from a large sample. Journal of Advertising, 36(4), 101-114.

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

Berthon, J. P., Opoku, R. A., Pitt, L. F., & Nel, D. (2007). Brand management and strategic performance: Some evidence from South Africa. Journal of African Business, 8(2), 27-40.

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.

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.

Opoku, R. A., Abratt, R., Bendixen, M., & Pitt, L. (2007). Communicating brand personality: Are the web sites doing the talking for food SMEs? Qualitative Market Research, 10(4), 362-374.

Pitt, L. F., & Watson, R. T. (2007). A Reply: An ecosystem perspective on privacy. Journal of Consumer Affairs, 41(2), 365-374.

Ghazisaeedi, M., Pitt, L. F., & Kamal Chaharsooghi, S. (2007). A conceptual model for the internet's impact on marketing in Iran. Direct Marketing: An International Journal, 1(3), 125-145.

McCarthy, I. P., Pitt, L., Campbell, C., van der Merwe, R., & Salehi-Sangeri, E. (2007). Exploiting the business opportunities in biotech connections: The power of social networks. Journal of Commercial Biotechnology, 13(4), 245-257.

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

Pitt, L., Salehi-Sangari, E., Berthon, J. P., & Nel, D. (2007). The "ICON" archetype: Its influence on customer orientation and innovation in South African firms. Marketing Intelligence & Planning, 25(2), 157-174.

Berthon, P. R., Pitt, L. F., McCarthy, I., & Kates, S. M. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, 50(1), 39-47.

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.

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.

Pitt, L. F., Berthon, P. R., 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 Marketing, 2(4), 316-330.

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.

Pitt, L. F., Opoku, R., Hultman, M., Abratt, R., & Spyropoulou, S. (2007). What I say about myself: Communication of brand personality by African countries. Tourism Management, 28(3), 835-844.

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.

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.

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

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

Pitt, L. F., Watson, R. T., Berthon, P., Wynn, D., & Zinkhan, G. (2006). The penguin's window: Corporate brands from an open-source perspective. Journal of the Academy of Marketing Science, 34(2), 115-127.

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. (2005). Consuming technology: Why marketers sometimes get it wrong. California Management Review, 48(1).

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). 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). Palgrave Macmillan Ltd (UK).

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

Watson, R. T., Berthon, P., & Pitt, L. F. (2011). 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 University Press.

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. (Ed.), Perspectives in Brand Management. 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). Springer-Verlag (UK).

Pitt, L. F. (2009). Real decisions at In Solomon, M. R., Marshall, G. W., Stuart, E. W., Barnes, B. R., & Mitchell, V. (Eds.), Marketing: Real People, Real Decisions (1st European Edition). 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. Emerald Group Publishing Ltd.

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

Related Teaching Material

Robson, K. E., & Pitt, L. F. (2018). People of Walmart: Targeting the World’s Largest Retailer and Its Customers. .

Robson, K. E., & Pitt, L. F. (2018). Internet vigilantism and Ashley Madison: Rebranding after a cyberattack. .

Robson, K. E., & Pitt, L. F. (2017). Sherlock the beagle: Viral advertising success of public relations disaster? .

Berthon, P., Pitt, L. F., Kietzmann, J. H., & McCarthy, I. P. (2015). CGIP: Managing consumer generated intellectual property. Case ID:HBS Case No. CMR600..

Pitt, L. F., Mills, A. J., Nguyen, P., Wu, J., & van Alphen-Sato, A. (2011). Marketing $#*! My dad says. .

Pitt, L. F., Mills, A. J., Kong, B., Novianty, D., Ghavami, S., & Kim, Y. (2011). Old spice: The man your man could smell like. .

Pitt, L. F., & Boshoff, C. (2010). Marketing for managers: A practical approach (3rd Edition). Juta & Company Ltd.

Halvorson, W., Parent, M. M., & Pitt, L. F. (2009). Selling green dots in second life. Case ID:Ivey 9B09A033..

Parent, M. M., Pitt, L. F., & Morrison, S. (2009). The power of persuasion: An exercise in creating persuasive advertising. Case ID:Ivey 9B09A001..

Schindehutte, M., Morris, M. H., & Pitt, L. F. (2008). Rethinking marketing: The entrepreneurial imperative. Pearson Education Inc.

Deighton, J., Pitt, L. F., Dessain, V. M., Beyersdorfer, D., & Sjoman, A. (2007). Marketing Chateau Margaux. Case ID:HBS No. 507-033..