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Conor Henderson

Associate Professor of Marketing | Judy and Hugh Oliphant Research Scholar

Affiliations: Marketing, Oregon MBA, Oregon Executive MBA, Undergraduate Programs, Warsaw Sports Business Center
Phone: 541-346-2839
Office: Lillis 486

About

Biography:

Conor Henderson is an associate professor in the Department of Marketing and Judy and Hugh Oliphant Research Scholar at the Lundquist College of Business. Henderson teaches and researches marketing strategy with an emphasis on firms' strategies and tactics aimed at building enduring customer relationships. His research aims to uncover areas where firms go wrong and identify opportunities to increase customer value and financial performance. Through a multi-method approach, Henderson investigates the strategic trade-offs across customers and over time in service, sports, digital, and business-to-business marketing contexts. His research has been published in journals including the Journal of Marketing, Marketing Science, and Journal of the Academy of Marketing Science.

Henderson received his PhD from the University of Washington in 2013. He has been a research fellow at the Sales and Marketing Strategy Institute since 2019.

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Areas of Expertise

  • Customer loyalty
  • Digital and sports marketing

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Publications

Journal Articles:

Henderson, Conor M., Marc Mazodier, and Jamel Khenfer. "The Positive Effects of Integrated Advertising, Featuring Diverse Ensembles, on Societal Identification and Mainstream Brand Value." Journal of the Academy of Marketing Science, forthcoming. https://doi.org/10.1007/s11747-023-00977-9.

October 2023

Steinhoff, Lena, Robert W. Palmatier, Kelly D. Martin, Grace Fox, Conor M. Henderson, Julian K. Saint Clair, Shuai Yan, Ju-Yeon Lee, Taylor Perko, and Colleen M. Harmeling. "Commentaries on Relationship Marketing: The Present and Future of Customer Relationships in Services." Journal of Service Management Research 6, no. 1: 2-27. https://doi.org/10.5771/2511-8676-2022-1-2

May 2022

Henderson, Conor M., Lena Steinhoff, Colleen M. Harmeling, and Robert W. Palmatier. "Customer Inertia Marketing." Journal of the Academy of Marketing Science 49, no. 2: 350-373. https://doi.org/10.1007/s11747-020-00744-0.

March 2021

Hilton, Bryson, Bita Hajihashemi, Conor M. Henderson, Robert W. Palmatier. "Customer Success Management: The Next Evolution in Customer Management Practice?" Industrial Marketing Management 90: 360-369. https://doi.org/10.1016/j.indmarman.2020.08.001.

October 2020

Henderson, Conor M., Marc Mazodier, and Aparna Sundar. "The Color of Support: The Effect of Sponsor-Team Visual Congruence on Sponsorship Performance." Journal of Marketing 83, no. 3: 50-71. https://doi.org/10.1177/0022242919831672.

May 2019

Mazodier, Marc, Conor M. Henderson, and Joshua T. Beck. "The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship Performance." Journal of Marketing 82, no. 6: 28-48. https://doi.org/10.1177/0022242918807673. Also published as a Marketing Science Institute working paper (17-123).

November 2018

Watson IV, George F., Joshua T. Beck, Conor M. Henderson, and Robert W. Palmatier. "Building, Measuring, and Profiting from Customer Loyalty." Journal of the Academy of Marketing Science 43, no. 6: 790-825. https://doi.org/10.1007/s11747-015-0439-4. Also published as a Marketing Science Institute working paper (13-120).

November 2015

Lee, Ju-Yeon, Shrihari Sridhar, Conor Henderson, and Robert W. Palmatier. "Effect of Customer-Centric Structure on Long-Term Financial Performance." Marketing Science 34, no. 2: 250-268. https://doi.org/10.1287/mksc.2014.0878. Also published as a Marketing Science Institute working paper (12-111).

March 2015

Carter, Robert E., Conor M. Henderson, Inigo Arroniz, and Robert W. Palmatier. "Effect of Salespeople's Acquisition-Retention Trade-off on Performance." Journal of Personal Selling and Sales Management 34, no. 2: 91-111. https://doi.org/10.1080/08853134.2014.890903.

March 2014

Henderson, Conor M., Joshua T. Beck, and Robert W. Palmatier. "Review of the Theoretical Underpinnings of Loyalty Programs." Journal of Consumer Psychology 21, no. 3: 256-276. https://doi.org/10.1016/j.jcps.2011.02.007.

July 2011
Book Chapters:

Henderson, Conor M., and Aparna Sundar. "Foreward: Brand Touchpoints." In Brand Touchpoints, edited by Aparna Sundar. New York: Nova Science Publishers.

July 2018

Henderson, Conor M., and Robert W. Palmatier. "Understanding the Relational Ecosystem in a Connected World." In The Connected Consumer: The Changing Nature of Consumer and Business Markets, edited by Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, and F.G.M. (Rik) Pieters, 37-75. New York: Taylor and Francis Group.

October 2010
Cases:

Sundaresan, Gautam, Shrihari Sridhar, and Conor Henderson. "New Product Development with Conjoint Analysis at Mobilmax Inc." In Marketing Strategy: Based on First Principles and Data Analytics, edited by Robert W. Palmatier and Shrihari Sridhar. London: Red Globe Press.

October 2017

Henderson, Conor, Shrihari Sridhar, and Alejandro Durant. "Segmenting The Smartwatch Market." In Marketing Strategy: Based on First Principles and Data Analytics, edited by Robert W. Palmatier and Shrihari Sridhar. London: Red Globe Press.

October 2017

Henderson, Conor, Shrihari Sridhar, and Alejandro Durant. "Acquiring New Customers in Hospitality." In Marketing Strategy: Based on First Principles and Data Analytics, edited by Robert W. Palmatier and Shrihari Sridhar. London: Red Globe Press.

October 2017

In the News

Associate professor of marketing Conor Henderson and his coauthors examined the role of racial diversity in advertising in a new study. "Those that viewed the ads with a diverse ensemble of models reported feeling more connection to society," he said.
In recent research, assistant professors of marketing Conor Henderson and Aparna Sundar found that visual design in sponsorship is becoming increasingly important.
Lundquist College faculty continue to impress with distinguished honors and top industry recognition for their pioneering work.
Making the career connection, driving up rankings, taking home trophies, and much more in the Fall 2018 issue of UO Business: The Magazine.

According to new research by marketing professors Conor Henderson, Joshua Beck, and their coauthor, there is untapped potential in out-of-market “isolated” fans.

The inaugural Warsaw Sports Business Analytics Symposium brought together students, instructors, and professionals to discuss emerging applications of business insights and analytics for the sports industry.
A recent study coauthored by assistant professor of marketing Conor Henderson offers insights to managers to identify customer types for which engagement helps, hurts, or has mixed results.
The Lundquist College's end-of-year ceremonies honored retiring faculty and staff as well as bestowed awards for service, teaching, and research.