Nancy Gray

Clinical Assistant Professor
Faculty
TEMPE Campus
Mailcode
4106
Clinical Asst Professor
Faculty
TEMPE Campus
Mailcode
4106

Biography

Nancy J. Gray is a professor in the Department of Marketing, W. P. Carey School of Business. Nancy received her Ph.D. in Design, Environment, and the Arts and Master of Science in Design Degree from Arizona State University and a Bachelor of Arts Degree from Valparaiso University.

Nancy's professional background in marketing communications, branding, and design complement her teaching and research initiatives. Working for large organizations before establishing her own firm gives Nancy a perspective of what is necessary to succeed in both established and entrepreneurial environments. Her client base includes firms in the pharmaceutical, biotechnology, and information technology fields as well as many consumer product and service brands. For Nancy design and marketing is a strategic profession  blending business knowledge, technology, aesthetics, and creativity into product and service experiences that benefit people, society, the planet, as well as the brand and their stakeholders. 

Education

Ph.D., Arizona State University
M.S., Arizona State University
B.A., Valparaiso University

Research Interests

Gray's research is a mixed method investigation of the phenomenon of people who are disequilibrating the command economy through their creative and co-creative actions. To examine what factors motivate and enable the efforts of these individuals she developed and empirically tested a conceptual framework that integrates the work of Russell Belk on the extended self, Eric von Hippel on lead users, and Darren Dahl and C. Page Moreau on constrained consumer creativity. Her research supports the view that an individuals Creative Propensity Factor (CPF) is the sum of a multiple of internal and external factors that must be considered as a whole. Gray hypothesizes that, beyond utilitarian goals, people are motivated by the sense of meaning and happiness their creative activities provide them. Gray encourages designers and organizations to apply this understanding in building equitable relationships with creating-customers. This effort is warranted considering the potential for creating-customers to contribute to new product innovation, firm profitability, and to simply making the world a better and more interesting place. 

This research stream extends Gray's research into how brands become us. This data suggests that the bond between a brand and a consumer forms as a result of collaborative, co-creation activities by all stakeholders. Stakeholders include the designer, manufacturer, marketer, and consumers; and the elements most effective for cementing a strong bond are those of history, design and participation/co-creation. For all brand stakeholders (and designers in particular) this conceptualization underscores the benefit in moving from a process of designing for a consumer to co-creating with consumers (and others) who are now endogenous to brand value.

Courses

Fall 2017
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Summer 2017
Course NumberCourse Title
MKT 395Essen Advertising & Mktng Comm
MKT 402Consumer Behavior
Spring 2017
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Fall 2016
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Summer 2016
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 397Essentials of Global Marketing
Spring 2016
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Fall 2015
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Summer 2015
Course NumberCourse Title
MKT 395Essen Advertising & Mktng Comm
Spring 2015
Course NumberCourse Title
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
MKT 402Consumer Behavior
Fall 2014
Course NumberCourse Title
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Spring 2014
Course NumberCourse Title
DSC 194Special Topics
IND 31720th-Century Design II
Fall 2013
Course NumberCourse Title
IND 31620th-Century Design I
DSC 598Special Topics

Honors/Awards

  • Faculty Emeriti Association Fellowship. Awarded spring 2014
  • Outstanding Achievement and Contributions Award, Honeywell International Inc.