Stephen Brown (MKT/CSL)

Professor Emeritus
Emeritus Professor


Stephen Brown is an Emeritus Professor of marketing in the W. P. Carey School of Business. His primary research interest is in the area of services marketing and management. His specific interests include service quality, service failure and recovery, customer adoption and use of self-service technologies, customer-employee interactions and the transformation of goodsdominant firms into offering fee-based service

His teaching interests are in services marketing and management and in strategic marketing. His secondary interests include marketing theory, marketing research, and heath care/medical marketing. 

He received an Honorary Doctoral Degree from the University of Karlstad, Sweden in 2006 and an Honorary Doctoral Degree from the HANKEN Swedish School of Economics in Finland in 1999. He was named the Winspear Visiting Scholar, University of Victoria, British Columbia, Canada in 1997. He was the founding and executive director of the Center for Services Leadership in the W. P. Carey School of Business, Arizona State University in 1985. 

View Vita


  • Ph.D. Arizona State University 1971 
  • M.B.A. Arizona State University 1968 
  • B.S. Arizona State University 1967

Research Interests

Research Areas
Service marketing and management, strategic marketing, transforming goods ? dominant companies to services and solutions enterprises.

Recent Consulting
Boeing, Siemens, Johnson & Johnson, The HSM Group, NeoIT and others.

Current Projects
Tronvoll, B, S.W. Brown, D.D. Gremler and B. Edvardsson. A Framework for and Analyses of Paradigms in Service Research being revised at journals invitation for Journal of Service Research.

Brown, S.W., A. Gustafsson and L. Witell. Transforming Manufacturers into Service Providers.

Howley, M.J., C.B. Jarvis, S.W. Brown and J.W. Ward. Understanding Service Failure as Disruption of Customer Identification Processes.

Gallan, A., S.W. Brown, C.B. Jarvis and M.J. Bitner. Effects of Customer Participation and Emotion on Perceptions of a Professional Service Experience.

Bettencourt, L.A., S.W. Brown and N. Siriaw. The Secret to True Service Innovation.


Representative Publications 

  • Ostrom, A.L., M.J. Bitner, S. W. Brown and others (2010). “Moving Forward and Making a Difference: Research, Priorities for the Science of Service.” Journal of Service Research. 12(3).
  • Brown, S.W., A. Gustafsson and L. Witell (2009). “Beyond Products.” Wall Street Journal. June 22.
  • Tate, W.L., L.M. Ellram and S. W. Brown (2009). “Offshore Outsourcing of Services: A Stakeholder Perspective.” Journal of Service Research. 12(1), 56?72.
  • Stauss, B., S.W. Brown, B. Edvardsson and R. Johnson, editors (2009). Advances in Service Excellence. Ingolstadt, Germany: Catholic University. 545 pages.
  • Bitner, M.J. & Brown, S.W. (2006), "The Evolution and Discovery of Services Science in Business Schools,"Communications of the ACM, V49n7,    73-78.
  • Brown, S.W. & Bitner, M.J. (2006), "Mandating a Services Revolution for Marketing" in Toward A New Dominate Logic for Marketing, Lusch, R.F. & Vargo, S.L., editors, M.E. Sharpe Publishers, 393-405.
  • Gwinner, K., Bitner, M.J., Brown, S.W. & Kumar, A. (2005), "Service Customization Through Employee Adaptiveness," Journal of Service Research, V8n2, 131-148.
  • Brown, S.W. (2005), "When Executives Speak, We Should Listen and Act Differently," Journal of Marketing, V69n4, 1-4.
  • Neu, W. & Brown, S.W. (2005), "Forming Successful Business-to-Business Services in Goods-Dominant Firms," Journal of Service Research, V8n1, 3-17.
  • Meuter, M., Bitner, M.J., Ostrom, A. & Brown, S.W. (2005), "Customer Trial of Self Service Technologies:An Investigation of Key Mediating Variables," Journal of Marketing, V69n2, 61-83.
  • Bettencourt, L.A., Brown, S.W. & McKenzie, S. (2005), "Customer-Oriented Boundary-Spanning Behaviors: Test of a Social Exchange Model of Antecedents," Journal of Retailing, V81n2, 141-157.
  • Edvardsson, B., Gustafsson, A., Brown, S.W. & Johnston, R., editors (2004), International Research on Service Excellence in Management, Karlstad, Sweden: University of Karlstad, 583 pages.
  • Bettencourt, L.A., & Brown, S.W. (2003) "Role Stressors and Customer-Oriented Prosocial Boundary-Spanning Behaviors: Test of a Theoretical Model Across Two Service Contexts" Journal of the Academy of Marketing Science, V31n4.
  • Tax, S.S. , Stuart, I. , Brown, S.W. , Johnston, R. , & Edvardsson, B. (2002) Quality in Service: Crossing Boundaries, Victoria, Canada: University of Victoria.
  • Bettencourt, L.A., Ostrom, A., Brown, S.W., & Roundtree, R. (2002) "Client Co-Production in Knowledge-Intensive Business Services" California Management Review, V44n4: pp. 100-128.
  • Brown, S.W. (2002) "Opportunities for Business-to-Business Services Scholarship" Australasian Marketing Journal, V10n1: pp. 10-12.
  • Brown, S.W., & Vashistha, A. (2002) "Igniting the Services Value Chain" Marketing Management, Jan/Feb 2002; V11n1: pp.12-13.
  • Brown, S.W., Bennekom, F.V., Goffin, K., Hahn, A., & Alexander, J.A. (2002) "S-Business: Defining the Services Industry" S-business, V27n1: pp. 7-15.
  • Gremler, D.D., Gwinner, K.P., & Brown, S.W. (2001) "Generating Positive Word-of-Mouth Communication Through Customer-Employee Relationships" International Journal of Service Industry Management , V12n1: pp. 44-59.
  • Ford, R.C., Heaton, C.P., & Brown, S.W. (2001) "Delivering Excellent Service: Lessons from the Best" California Management Review, V44n1: pp.39-56.
  • Brown, S.W. (2001) "Leveraging Service Recovery to Build Loyalty and Profits" S-business, V26n5: pp. 10-13.
  • Brown, Stephen, "The Move to Solutions Providers: Goods-dominant Companies Find Their Core Competencies Include Service Offerings," Marketing Management, (2000).
  • Brown, Stephen (edited with E. Scheuing, B. Edvardsson and R. Johnston), Service Quality in the New Economy, International Service Quality Association, (2000).
  • Bitner, Mary Jo, Stephen Brown, and Matthew Meuter, "Technology Infusion in Service Encounters," Journal of the Academy of Marketing Science, (2000).
  • Gremler, D. & Brown, S. W., "The Loyalty Ripple Effect: Appreciating the Full Value of Customers," International Journal of Service Industry Management, (1999).
  • Tax, S. S. & Brown, S. W., "Recovering and Learning From Service Failure," Sloan Management Review, (1998).
  • Brown, Stephen (edited with T. Swartz and D. Bowen), Advances in Services Marketing and Management, Volume 7, JAI Press, Inc., (1998).
  • Tax, S. S., Brown, S. W., and Chandrashekaran M., "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing," Journal of Marketing, (1998).
  • Bettencourt, L. & Brown, S. W., "Contact Employees: Relationships Among Workplace Fairness, Job Satisfaction and Prosocial Service Behaviors," Journal of Retailing, (1997).



  • Winspear Visiting Scholar, University of Victoria, British Columbia, Canada, 1997-present.
  • Honorary Doctoral Degree, University of Karlstad (Sweden), 2006
  • Best Article of the Year (with K. Gwinner, M.J. Bitner and A. Kumar), Journal of Service Research, 2006
  • Best Paper Award (with S. Michel), Marketing Strategy Track, American Marketing Association Winter Educators Conference, 2005
  • Inaugural Recipient of Educational Excellence Award, Association for Service Management International, 2001
  • Reviewer of the Year Award, Journal of Service Research, 2001
  • One of 10 academics featured in A Services Marketing Perspective, 2000
  • Honorary Doctoral Degree, HANKEN Swedish School of Economics (Finland), 1999
  • Beckett Prize for Article of the Year (with Stephen Tax), MIT Sloan Management Review, 1998
  • Career Contribution Award, Services Marketing Special Interest Group, American Marketing Association, 1998


Founding and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University, 1985 ? present. Co-Moderator, Service Symposia with Fudan University, 2009, 2008. Co-founder and Co-chair, International Quality in Services (QUIS) Symposia, biannually 1988-2009. Co-chair, Frontiers in Service Conference, 2005. Faculty Member, Services Marketing Doctoral Consortium, 2006 ? 2009, 2004, 2002, 2000. Co-editor, Special Service Quality issues, Journal of Service Management, 2001, 1999, 1997. Vice Chair, American Marketing Association Foundation, 1992 ? 1996. President/Board Chair, American Marketing Association, 1984 ? 1985. Board of Directors of Public, Private and Non-Profit Organizations.

Work History

Arizona State University: 1974-present

Louisiana State University: 1971-1974