Michael Wiles

Associate Professor
Faculty
TEMPE Campus
Mailcode
4106
Assoc Professor
Faculty
TEMPE Campus
Mailcode
4106

Biography

Michael Wiles is an associate professor in the W. P. Carey School of Business. His studies center on dynamic capabilities, resources, and brand competitive advantage; organizational learning and innovation; and the marketing-finance interface. He joined ASU in 2008. He is a member of the American Marketing Association and the Marketing Science Institute.

Education

  • Ph.D. Marketing, minor in Psychology, Indiana University 2008
  • B.A. Physica and Philosophy, Dartmouth College 1996

Research Interests

Shareholder Returns to Marketing Resource Deployments, Recovery from Negative Firm Actions, Marketing-Finance Interface

Publications

  • Luo, Xueming, Michael A. Wiles, and Sascha Raithel. (in press) “Make the Most of a Polarizing Brand,” Harvard Business Review, 91 (November), 701-703.
  • Luo, Xueming, Sascha Raithel, and Michael A. Wiles (2013), “The Impact of Brand Rating Dispersion on Firm Value,” Journal of Marketing Research, 50 (June), 399-415.
  • Wiles, Michael A., Neil A. Morgan, and Lopo L. Rego (2012), “The Effect of Brand Acquisition and Disposal on Stock Returns,” Journal of Marketing, 76 (1), 38-58. • Profiled in strategy + business, knowWPCarey, KFNN Phoenix, Investment Weekly News.
  • Wiles, Michael A., Shailendra P. Jain, Saurabh Mishra, and Charles Lindsey (2010), “Stock Market Response to Regulatory Reports of Deceptive Advertising: The Moderating Effect of Omission Bias and Firm Reputation,” Marketing Science, 29 (5), 828-845.
  • Michael A. Wiles September 2013, Page 2 Wiles, Michael A. and Anna Danielova (2009), “The Worth of Product Placement in Successful Films: An Event Study Analysis,” Journal of Marketing, 73 (4), 44-63. • Profiled in the New York Times, The Arizona Republic, The Hamilton Spectator, ABC15 KNXV TV Phoenix, KFNN Phoenix, Product Placement News.
  • Wiles, Michael A., *Neil A. Morgan, and Lopo L. Rego (2009), “The Effect of Brand Acquisition and Disposal on Stock Returns,” MSI Working Paper Series, No. 09-103.
  • Wiles, Michael A. (2007), “The Effect of Customer Service on Retailers’ Shareholder Wealth: The Role of Availability and Reputation Cues,” Journal of Retailing, 83 (1), 19- 31. • Co-winner of the Davidson best paper award in the special issue “Competing Through Service.”
  • Wiles, Michael A. and Rosann Spiro (2004), “Attracting Graduates to Sales Positions and the Role of Recruiter Knowledge: A Re-Examination,” Journal of Personal Selling and Sales Management, 24 (Winter), 39-48.

Courses

Fall 2020
Course NumberCourse Title
MKT 580Practicum
Spring 2020
Course NumberCourse Title
MKT 462Competitive Marketing Strategy
MKT 580Practicum
BUS 593Applied Project
HED 598Special Topics
Fall 2019
Course NumberCourse Title
BUS 593Applied Project
SOS 594Conference and Workshop
FSE 598Special Topics
SEC 598Special Topics
Spring 2019
Course NumberCourse Title
MKT 462Competitive Marketing Strategy
MKT 580Practicum
Fall 2018
Course NumberCourse Title
BUS 593Applied Project
SOS 594Conference and Workshop
FSE 598Special Topics
SEC 598Special Topics
Spring 2018
Course NumberCourse Title
MKT 462Competitive Marketing Strategy
MKT 580Practicum
Fall 2017
Course NumberCourse Title
MKT 791Seminar
Spring 2017
Course NumberCourse Title
MKT 462Competitive Marketing Strategy
MKT 580Practicum
Fall 2016
Course NumberCourse Title
MKT 462Competitive Marketing Strategy
MKT 791Seminar
Spring 2016
Course NumberCourse Title
MKT 580Practicum

Honors/Awards

  • 2013 Huizingh Outstanding Undergraduate Teaching Award nominee
  • 2012 Huizingh Outstanding Undergraduate Teaching Award nominee
  • 2007 Davidson best paper award for Journal of Retailing special issue (co-winner)
  • 2006 American Marketing Association Doctoral Consortia Fellow, U. of Maryland
  • 2006 Indiana University Associate Instructor Teaching Award
  • 2006 Haring Symposium, Presenter, Indiana University
  • 2005 Haring Symposium, Discussant, Indiana University
  • 2002 Kelley School of Business Marketing Department Research Scholarship

Professional Associations

American Marketing Association

Marketing Science Institute 

Work History

MONITOR COMPANY, Cambridge, Massachusetts.

  • Case Team Leader (2000  2001). Managed teams of consultants to develop marketing strategies for Fortune 50 clients. Projects included creating a market development strategy for an adult vaccine, a brand positioning for an ethical drug, an e-commerce strategy for the business-to-business market, and a growth strategy for a pediatric vaccine.
  • Module Leader / Analyst (1996  1999). Supervised and ran analytic modules in support of marketing strategy development. Projects included segmentations of the pediatric vaccine market and life insurance markets, new product development for a consumer packaged good product, and a channel strategy for South Africa.