Jonathan Hibbard

Assistant Professor, Marketing

Professor Hibbard's research focuses on marketing strategy, the design and management of marketing channels, the valuation of marketing relationships as assets, and branding. His work has been published in the Journal of Marketing Research, Journal of Retailing, Journal of Interactive Marketing, Psychology & Marketing, Business Strategy Review, and The Journal of Business & Industrial Marketing. He has authored teaching cases used at universities worldwide and has presented his research at international forums. Professor Hibbard has worked with organizations in a variety of industries on consulting, research, and executive teaching and development projects in Europe, Asia, Africa, and South and North America.

At the Questrom School of Business, Professor Hibbard coordinates and teaches in the award-winning, flagship set of undergraduate courses known as The Cross Functional Core. He has also taught in BU programs in China, Korea, and Japan. Professor Hibbard received his MBA and Ph.D. in marketing from the Kellogg School of Management at Northwestern University. Prior to joining the faculty, Professor Hibbard worked for a number of years in sales, marketing, and public relations. His experience included stints in the computer industry as a sales representative, in marketing and public relations, and as a researcher and case writer at the Harvard Business School.

  • PhD, Northwestern University, J.L. Kellogg Graduate School of Management, 1995
  • MBA, Northwestern University, J.L. Kellogg Graduate School of Management, 1988
  • BSBA, Boston University School of Management, 1982
  • Hibbard, J., Krishnaraju, V., Kacker, M. (2023). "Negative Franchise Relationship Outcomes After a Destructive Act: How the Nature of Relationship Commitment Impacts Opportunism",
  • Eslami, H., Kacker, M., Hibbard, J. (2019). "Antecedents of Locus of Causality Attributions for Destructive Acts in Distribution Channels", Journal of Business Research, 107 302-314
  • Hibbard, J., Kacker, M., Sadeh, F. (2019). Performance Impact of Distribution Expansion: A Review and Research Agenda. In JR, Brown., R, Dant., CA, Ingene. (Eds.), "Handbook of Research on Distribution Channels", Edward Elgar 43496-43496
  • Kim, S., Hibbard, J., Swain, S. (2011). "Commitment in Marketing Channels: Mitigator or Aggravator of the Effects of Destructive Acts?", Journal of Retailing, 87 (4), 521-539
  • Brunei, F., Hibbard, J. (2006). "Using Innovations in Student Teaming to Leverage Crossfunctional and Marketing Learning: Evidence from a Fully Integrated Undergraduate Core", Marketing Education Review, 16 (3), 15-23
  • Gregan-Paxton, J., Hibbard, J., Brunel, F., Azar, P. (2002). ""So that's what that is": Examining the impact of analogy on consumers' knowledge development for really new products", Psychology and Marketing, 19 (6), 533-550
  • Hibbard, J., Kumar, N., Stern, L. (2001). "Examining the impact of destructive acts in marketing channel relationships", Journal of Marketing Research, 38 (1), 45-61
    Awards and Honors
  • 2022, Nominated for Metcalf Award