Leyland Pitt

Professor, Marketing

Dennis F. Culver EMBA Alumni Professor


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

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. http://doi.org/10.1016/j.indmarman.2020.07.004

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. http://doi.org/10.1007/s13162-020-00176-7

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. http://doi.org/10.1016/j.bushor.2020.01.001

Toniolo–Barrios, M., Brasil, A., & Pitt, L. F. (2020). Nine Prolific Years: An Analysis of Publications in Mindfulness. Mindfulness, 11(5), 1077-1089. http://doi.org/10.1007/s12671-020-01321-w

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. http://doi.org/10.1016/j.indmarman.2019.10.005

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. http://doi.org/10.1108/EJM-01-2020-0007

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. http://doi.org/10.1108/JPBM-12-2018-2156

Kietzmann, J., & Pitt, L. F. (2020). Artificial intelligence and machine learning: What managers need to know. Business Horizons, 63(2), 131-133. http://doi.org/10.1016/j.bushor.2019.11.005

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. http://doi.org/10.1016/j.techfore.2019.119773

Ferguson, S. L., Pitt, C., & Pitt, L. (2020). Using artificial intelligence to examine online patient reviews. Journal of Health Psychology. http://doi.org/10.1177/1359105320913954

Robertson, J., Pitt, L., & Ferreira, C. (2020). Entrepreneurial ecosystems and the public sector: A bibliographic analysis. Socio-Economic Planning Sciences. http://doi.org/10.1016/j.seps.2020.100862

Toniolo-Barrios, M., & Pitt, L. (2020). Mindfulness and the challenges of working from home in times of crisis. Business Horizons. http://doi.org/10.1016/j.bushor.2020.09.004

Brown, T., 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. http://doi.org/10.2501/JAR-2020-028

Ferreira, C., Hannah, D., McCarthy, I., Pitt, L., & Lord Ferguson, S. (2020). This Place Is Full of It: Towards an Organizational Bullshit Perception Scale. Psychological Reports. http://doi.org/10.1177/0033294120978162

Robson, K., Wilson, M., & Pitt, L. (2019). Creating new products from old ones: Consumer motivations for innovating autonomously from firms. Technovation, 88. http://doi.org/10.1016/j.technovation.2019.05.001

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. http://doi.org/10.1080/14778238.2019.1589396

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. http://doi.org/10.1177/0743915619859852

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. http://doi.org/10.1016/j.indmarman.2017.09.012

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. http://doi.org/10.1080/0267257X.2019.1637921

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. http://doi.org/10.1108/JKM-09-2017-0389

Ewing, T., Heilgenberg, K., & Pitt, L. (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

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. 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: 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. http://doi.org/10.1080/08956308.2019.1541728

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. http://doi.org/10.1016/j.jbusres.2019.11.001

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. http://doi.org/10.1007/s13162-018-0127-x

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. http://doi.org/10.1177/0276146718755869

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. http://doi.org/10.2478/gfkmir-2018-0003

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. http://doi.org/10.1057/s41264-017-0029-2

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. 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.

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. http://doi.org/10.1108/JPBM-06-2016-1214

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. http://doi.org/10.1108/IJWBR-03-2017-0011

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. http://doi.org/10.1108/OIR-08-2016-0235

Wang, E. (., Berthon, P., Pitt, L., & McCarthy, I. P. (2016). Service, emotional labor, and mindfulness. Business Horizons, 59(6), 655-661. http://doi.org/10.1016/j.bushor.2016.07.002

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. http://doi.org/10.1177/0273475316653433

Kietzmann, J., & Pitt, L. (2016). Using Simulations in the Marketing Classroom. Journal of Marketing Education, 38(2), 71-72. http://doi.org/10.1177/0273475316653542

Hannah, D., Treen, E., Pitt, L., & Berthon, P. (2016). But you promised! Managing consumers' psychological contracts. Business Horizons, 59(4), 363-368. http://doi.org/10.1016/j.bushor.2016.02.003

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. http://doi.org/10.1177/1470593115607940

Jurgens, M., Berthon, P., Edelman, L., & Pitt, L. (2016). Social media revolutions: The influence of secondary stakeholders. Business Horizons, 59(2), 129-136. http://doi.org/10.1016/j.bushor.2015.11.010

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. http://doi.org/10.1016/j.bushor.2015.08.002

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. http://doi.org/10.17705/1jais.00422

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. http://doi.org/10.1016/j.bushor.2016.08.003

Hall, D., Pitt, L., & Wallstrom, A. (2015). The secrets of secret societies: The case of wine. Business Horizons, 58(6), 651-658. http://doi.org/10.1016/j.bushor.2015.07.002

Pitt, L., Berthon, P., & Ferreira, J. (2015). The magic of secrets. Business Horizons, 58(6), 589-590. http://doi.org/10.1016/j.bushor.2015.05.011

Vigar-Ellis, D., Pitt, L., & Berthon, P. (2015). Knowing what they know: A managerial perspective on consumer knowledge. Business Horizons, 58(6), 679-685. http://doi.org/10.1016/j.bushor.2015.07.005

Berthon, P., Pitt, L., Kietzmann, J., & McCarthy, I. P. (2015). CGIP: MAnaging consumer-generated intellectual property. California Management Review, 57(4), 43-62. http://doi.org/10.1525/cmr.2015.57.4.43

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. http://doi.org/10.1108/CCM-12-2013-0184

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). http://doi.org/10.2501/JAR-55-1-009-017

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. http://doi.org/10.1177/1467358414567798

Boon, E., Pitt, L., & Salehi-Sangari, E. (2015). Managing information sharing in online communities and marketplaces. Business Horizons, 58(3), 347-353. http://doi.org/10.1016/j.bushor.2015.01.008

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. http://doi.org/10.1108/IJWBR-09-2014-0038

Robson, K., Pitt, L., & Berthon, P. R. (2015). "Yes, and...": What improv theater can teach service firms. Business Horizons, 58(4), 357-362. http://doi.org/10.1016/j.bushor.2015.02.002

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. http://doi.org/10.1016/j.bushor.2015.03.006

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. http://doi.org/10.1057/fsm.2015.18

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. http://doi.org/10.1080/09571264.2015.1092120

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. http://doi.org/10.1016/j.jengtecman.2015.09.001

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. 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.

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. http://doi.org/10.22495/cocv11i4c7p3

Lilford, N., Caruana, A., & Pitt, L. (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., Parent, M., Pitt, L., & 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., & 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. http://doi.org/10.1080/09585192.2013.826915

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. http://doi.org/10.1504/IJTMKT.2014.058084

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. http://doi.org/10.2501/IJMR-2013-052

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

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. http://doi.org/10.1108/IJWBR-09-2013-0036

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. http://doi.org/10.1177/0273475313489558

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

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. http://doi.org/10.2501/JAR-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. http://doi.org/10.1108/02621711311326356

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

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. http://doi.org/10.1016/j.bushor.2012.07.001

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

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. http://doi.org/10.1108/17511061211259170

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. http://doi.org/10.1016/j.bushor.2012.01.007

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. http://doi.org/10.1002/pa.1412

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

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. http://doi.org/10.1057/bm.2011.53

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. http://doi.org/10.1057/fsm.2012.1

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. http://doi.org/10.1016/j.ausmj.2011.10.009

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. 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

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. http://doi.org/10.1057/fsm.2011.23

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. http://doi.org/10.1108/07363761111181482

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

Berthon, P., Pitt, L., & 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

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

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

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. http://doi.org/10.1111/j.1540-4609.2011.00322.x

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. 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. 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. http://doi.org/10.1002/cb.327

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. 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

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. http://doi.org/10.2753/JOA0091-3367400106

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. http://doi.org/10.1108/17511061111121380

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. http://doi.org/10.1016/j.jsis.2010.09.005

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). http://doi.org/10.2501/JAR-51-1-224-238

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. http://doi.org/10.2501/JAR-51-1-182-194

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). http://doi.org/10.2501/IJA-30-1-133-160

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. http://doi.org/10.22495/cocv8i3c2p2

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. http://doi.org/10.1057/bm.2010.45

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. http://doi.org/10.1002/pa.366

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. http://doi.org/10.1016/j.jretconser.2010.03.017

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. http://doi.org/10.2753/PSS0885-3134300301

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

Berthon, P., & Pitt, L. (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., 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. http://doi.org/10.1057/fsm.2010.3

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. 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., 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. http://doi.org/10.1016/j.pubrev.2009.09.005

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. http://doi.org/10.1057/jors.2009.117

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

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

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. http://doi.org/10.1002/pa.334

McMullan, K., Rehal, P., Read, K., Luo, J., Wu, A. H., Pitt, L., ... Campbell, C. (2009). Selling the Canadian Forces' brand to Canada's youth. Marketing Intelligence & Planning, 27(4), 474-485. http://doi.org/10.1108/02634500910964047

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. http://doi.org/10.1057/fsm.2009.5

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. http://doi.org/10.1108/02634500910955218

Berthon, P., Pitt, L. F., & Campbell, C. (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., Pitt, L., & Parent, 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

Berthon, P., Pitt, L., Parent, M., & Berthon, J. P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1). http://doi.org/10.1525/cmr.2009.52.1.45

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. N/A, Canada: 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. http://doi.org/10.1177/030630700903500105

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. http://doi.org/10.1057/palgrave.jors.2602564

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. http://doi.org/10.1108/02651330810915592

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. http://doi.org/10.1080/07359680802081936

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. http://doi.org/10.1057/jcb.2008.12

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. http://doi.org/10.1057/palgrave.jmm.5050136

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

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. 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., 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. http://doi.org/10.22495/cocv6i2c1p8

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. http://doi.org/10.1177/030630700803300305

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

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. http://doi.org/10.1504/IJENM.2008.016596

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. http://doi.org/10.2753/JOA0091-3367360408

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. http://doi.org/10.1300/J156v08n02_03

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. http://doi.org/10.1080/14783360701351043

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. http://doi.org/10.1108/13522750710819702

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

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. http://doi.org/10.1108/17505930710779315

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. http://doi.org/10.1057/palgrave.jcb.3050063

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. http://doi.org/10.2466/PR0.100.3.789-794

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. http://doi.org/10.1108/02634500710737942

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. http://doi.org/10.1016/j.bushor.2006.05.005

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

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. 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. 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

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. 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

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. 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. (2005). Consuming technology: Why marketers sometimes get it wrong. California Management Review, 48(1). http://doi.org/10.2307/41166330

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-tail (pp. 185-208). Philadelphia, Pennsylvania, United States: 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, 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.

Related Teaching Material

Robson, K. E., & Pitt, L. F. (2018). People of Walmart: Targeting the World’s Largest Retailer and Its Customers. Thousand Oaks, California, United States: Sage Publications, Inc (US). ISBN:9781526431776, 9781526431776.

Robson, K. E., & Pitt, L. F. (2018). Internet vigilantism and Ashley Madison: Rebranding after a cyberattack. Thousand Oaks, California, United States: Sage Publications, Inc (US). ISBN:9781526438348, 9781526438348. http://doi.org/10.4135/9781526438348

Pitt, L. F., & Robson, K. E. (2018). Discovery health and the allied benefits saga: Underestimating the power of social media? Thousand Oaks, California, United States: Sage Publications, Inc (US). ISBN:9781526444479, 9781526444479.

Robson, K. E., & Pitt, L. F. (2017). Sherlock the beagle: Viral advertising success of public relations disaster? Thousand Oaks, California, United States: Sage Publications, Inc (US). ISBN:9781473997813, 9781473997813. http://doi.org/10.4135/9781473997813

Berthon, P., Pitt, L. F., Kietzmann, J. H., & McCarthy, I. P. (2015). CGIP: Managing consumer generated intellectual property. Boston, Massachusetts, United States: Harvard Business School Publishing. 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. Burnaby, British Columbia, Canada: Simon Fraser University.

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

Pitt, L. F., & Boshoff, C. (2010). Marketing for managers: A practical approach (3rd Edition). Claremont, South Africa: Juta & Company Ltd. ISBN:9780702178054, 9780702178054.

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

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

Schindehutte, M., Morris, M. H., & Pitt, L. F. (2008). Rethinking marketing: The entrepreneurial imperative. New York, New York, United States: Pearson Education Inc. ISBN:9780132393898, 9780132393898, 9780132393898.

Deighton, J., Pitt, L. F., Dessain, V. M., Beyersdorfer, D., & Sjoman, A. (2007). Marketing Chateau Margaux. Boston, Massachusetts, United States: Harvard Business School Publishing. Case ID:HBS No. 507-033.