Wisconsin School of Business

Jan Heide

Professor - Marketing
Irwin Maier Chair of Marketing

Jan B. Heide is the Irwin Maier Professor of Marketing at the Wisconsin School of Business. Heide's primary teaching and research interests are distribution systems, strategic partnerships, and marketing strategy.

Heide’s research has been internationally recognized. In 1998, he won the Harold Maynard award from the Journal of Marketing, and an American Marketing Association study rated him the third most influential individual in the nation in terms of citations for marketing research. He is a three-time winner of the Louis W. Stern Award from the American Marketing Association.

Heide has won a University of Wisconsin system-wide Teaching Excellence award, and was named a Vilas Associate by the University of Wisconsin-Madison Graduate School.

Heide has been a guest lecturer at several different universities, including the University of Cambridge, the University of Melbourne, and the Norwegian School of Management.

His research has been published in the Journal of Marketing, the Journal of Marketing Research, the Academy of Management Journal, the Academy of Management Review, and the Journal of Law and Economics, among others.

He received his MBA and Ph.D. from the University of Wisconsin-Madison, and his B.S. from the Norwegian School of Management. Prior to joining UW-Madison's Marketing Department, he was a faculty member at Case Western Reserve University.
 

Selected Accepted Journal Articles


Heide, J., Kumar, A., & Wathne, K. (2013). Concurrent Sourcing, Governance Mechanisms, and Performance Outcomes in Industrial Value Chains. Strategic Management Journal

Selected Published Journal Articles


Lukas, B., Whitwell, G., & Heide, J. (2013). Why Do Customers Get More Than They Need? How Organizational Culture Shapes Product Capability Decisions.
Article AbstractThe capability level of a product that a firm provides to a customer is an important marketing decision. In the extant literature, the normative heuristic for this decision is one of matching—of providing product capability levels that meet customer needs. However, industry evidence suggests that supplier firms routinely make product decisions that lead to “overshot” customers, whereby customers receive products with capabilities that exceed their requirements. The authors demonstrate how a supplier firm's organizational culture can cause overshooting scenarios and how these effects can be attenuated to the extent that the focal firm's basic values also reflect a customer orientation.
Journal of Marketing (77), 1-12. doi: 10.1509/jm.10.0182.
Sa Vinhas, A., Heide, J., & Jap, S. (2012). Consistency Judgments, Embeddedness, and Outcomes in Organizational Networks.
Article AbstractPast research has shown how outcomes in interorganizational relationships are influenced by the characteristics of the individual relationship in question. Focusing on relationships between suppliers and their organizational buyers, we augment this perspective by positing that relationship outcomes are also influenced by social comparison processes involving perceptions of a supplier's practices across comparable buyer relationships. Based on past research on embedded ties and institutional theory, we propose that the effect of these comparison processes depends on the nature of a buyer's existing interorganizational ties and on the norms that are brought to bear on the relationship in question. We test our propositions based on 788 observations of organizational buyers who have relationships with the same supplier. Our findings paint a complex, multilevel picture of the process by which relationship outcomes come about in interorganizational networks.
Management Science (58), 996-1011. doi: 10.1287/mnsc.1110.1462.
Kumar, A., Heide, J., & Wathne, K. (2011). Performance Implications of Mismatched Governance Regimes Across External and Internal Relationships. Journal of Marketing, doi: 10.1509/jmkg.75.2.1.
Bell, S., Tracey, P., & Heide, J. (2009). The Organization of Regional Clusters. Academy of Management Review (34), 623-642. doi: 10.5465/AMR.2009.44882930.
Heide, J., Wathne, K., & Rokkan, A. (2007). Inter-Firm Monitoring, Social Contracts, and Relationship Outcomes. Journal of Marketing Research (44), 425-433. doi: 10.1509/jmkr.44.3.425.
Heide, J., & Wathne, K. (2006). Friends, Businesspeople, and Relationship Roles: A Conceptual Framework and a Research Agenda. Journal of Marketing (70), 90-103.
Heide, J. (2004). Relationship Governance in a Supply Chain Network. Journal of Marketing, 17.

Presentations


( 2010 ) Invited seminar presentation

( 2010 ) Invited seminar presentation


Graduate Courses


Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 1), Fall 2008.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 2), Fall 2008.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2001.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2001.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2002.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2003.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2003.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2004.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2004.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2004.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Spring 2001.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2005.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700), Fall 2005.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 1), Fall 2009.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 2), Fall 2009.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 1), Fall 2010.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 2), Fall 2010.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 1), Fall 2007.

Marketing Management
Course DescriptionProvides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.
(MKT 700 Section 2), Fall 2007.



Editorial and Reviewing Activities


Strategic Management Journal, Academy of Management Journal, Academy of Management Review, Management Science - January 2012 - December 2013
Ad Hoc Reviewer

Journal of Marketing, Journal of Retailing, Journal of Business-to-Business Marketing, Journal of Marketing Research, Managerial and Decision Economics, Marketing Science, Journal of the Academy of Marketing Science, Journal of International Marketing, Academy of Marketing Science Review, Customer Needs and Solutions - January 2012 - December 2013
Editorial Board Member

- January 2011 - December 2011
Editorial Board Member

Journal of Marketing Research - January 2010 - December 2012
Associate Editor

Journal of Marketing, Marketing Science, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business-to-Business Marketing, Managerial and Decision Economics, Review of Marketing - January 2010 - December 2010
Editorial Board Member

Various Ad Hoc Reviews - January 2010 - December 2010



Photograph of Jan Heide

Jan Heide

 
Professor | Marketing
Irwin Maier Chair of Marketing
(608) 262-5224
3106 Grainger Hall