Conor Henderson

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Bio:

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.

Customer Loyalty
Digital and Sports Marketing

Journal Articles

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.
February 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).
October 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).
April 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, and Aparna Sundar. “Foreward: Brand Touchpoints.” In Brand Touchpoints, edited by Aparna Sundar. New York: Nova Science Publishers. ISBN: 978-1-53613-566-4.
July 2018
Henderson, Conor, 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 Wuyts, Dekimpe, Gijsbrechts, and Pieters. Routledge: NY, 37-75.
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. ISBN: 978-1-137-52623-6.
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. ISBN: 978-1-137-52623-6.
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. ISBN: 978-1-137-52623-6.
October 2017

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Conor Henderson

Bio:

The Color of Loyalty

Faculty Achievements in Publication Soar

UO Business: The Magazine, Fall 2018

Distance Makes the Fan Grow Fonder

Analytics Symposium Success

Customer Loyalty and Engagement

Excellence In Service

Fall's New Faculty

Journal Articles

Book Chapters

Cases