Duane Nagel

Duane M. Nagel, Ph.D.

Associate Professor

Education:

• Florida State University, Doctor of Philosophy in Business Administration, Marketing 
• Colorado State University, Masters of Business Administration
• The University of Texas at San Antonio, Bachelor of Business Administration, Marketing

Dr. Duane Nagel is an Associate Professor of Marketing whose research explores how marketing approaches, digital transformation, and community dynamics drive engagement, innovation, and societal impact. He examines how individuals, organizations, and communities navigate change, foster belonging, and sustain meaningful connections across digital, economic, and social landscapes. His work focuses on how marketing tools and practices can support adaptation, growth, and long-term impact in an increasingly connected and changing world.

Building on this focus, Dr. Nagel serves as Director of the Rural Kansas Community Resilience, Opportunity & Prosperity (CROP) Initiative, which partners with rural Kansas communities to design and implement strategies that strengthen local economies, foster identity, and build long-term vitality.

Before transitioning into academia, Dr. Nagel spent nearly two decades in industry, developing expertise in brand management and channel marketing across consumer packaged goods and powersports markets.This experience informs his applied approach to teaching, ensuring that students engage with marketing concepts in meaningful, real-world ways. His teaching philosophy emphasizes active learning, where students don’t just study theories but apply them through hands-on projects. Many of these initiatives involve collaborations with businesses and nonprofit organizations across Kansas, allowing students to develop strategic marketing solutions with real impact. Grounded in his research on engagement, digital transformation, and community dynamics, his courses challenge students to think critically about how marketing practices shape businesses, organizations, and society. To ensure continued relevance and industry alignment, he actively collaborates with business leaders. These partnerships bring current market trends and practical insights directly into the classroom.

Outside of the classroom and his office, he is an avid soccer fan (Y.N.W.A.) and a wannabe documentary filmmaker.

Research Interests:

• Co-Creation and Engagement in Digital and Physical Spaces
• Digital Transformation and Its Societal Impact
• Resilience and Adaptation in Communities and Organizations
• The Role of Technology in Shaping Consumer and Institutional Behavior
• Qualitative Research Methodologies

Teaching:

• MKT 300 - Principles of Marketing
• MKT 405 - Consumer Behavior
• MKT 607 - Brand Planning & Promotion
• MKT 690 - Advanced Topics in Marketing & Technology
• MKT 710 - Digital Marketing

Selected Publications:

• J. Joseph Cronin and Duane M. Nagel (2024), “Editorial: Critiques and Conflicts in Service Research: Suggestions for Redefining the Marketing of Goods and Services as a Business Discipline”. Journal of Services Marketing, Vol 38 No 1

• Bryan Hochstein, Clay Voorhees, Alexander Pratt, Deva Rangarajan, Duane M. Nagel, & VJ Mehrotra. (2023). “Customer success management, customer health, and retention in B2B industries”. International Journal of Research in Marketing.

• Deva Rangarajan, Bryan Hochstein, Duane M. Nagel, and Teidor Lyngdoh (2022), “A Task Complexity and Balanced Centricity Sales Situation Taxonomy and Research Agenda”. Journal of Business and Industrial Marketing

• Bryan Hochstein, Nawar Chaker, Deva Rangarajan, Duane M. Nagel, and Nathaniel Hartman (2021), “Proactive Value Co-creation via Structural Ambidexterity: Customer Success Management and the Modularization of Frontline Roles”, Journal of Service Research

• Duane M. Nagel, Larry Giunipero, Hyeyoon, Jung Jim Salas, and Bryan Hochstein, (2021), “Purchaser perceptions of early phase supplier relationships: The role of similarity and likeability”, Journal of Business Research,128, 174-186

• Christopher Plouffe, Duane Nagel, Leff Bonney, Bryan Hochstein, and Jim Salas, (2020), "The Austrian View and Value Co-Creation Process in Solution-Oriented Firms: A Seven Stage, ‘Solution Prototyping’ Framework”, Journal of Marketing Theory and Practice, 28, 79-97

• William J. Montford, R. Bret Leary, and Duane M. Nagel, (2019), “The impact of implicit self-theories and loss salience on financial risk”, Journal of Business Research, 99, 1-11

• Duane M. Nagel, J. Joseph Cronin, Jr., and Richard L. Utecht (2018), “Consumption or Prosumption? A Question of Resources”, Journal of Services Marketing, 32(6), 739-754

• Joseph Cronin Jr., and Duane M. Nagel (2020), “Editorial: A Critical Review of the Research Gaps Facing Service Scholars”; Journal of Services Marketing, 34(3), 269-277

 Industry Experience:

• The Integer Group/TBWA 2006-2012
  Senior Account Lead – Point-of-Sale - Denver, CO
• The Gambrinus Company 2000 - 2006
  Marketing Coordinator - San Antonio, TX
• The Gambrinus Company 1998 - 2000
  Brand Assistant - San Antonio, TX
• Colour Solutions 1996 - 1998
  Account Executive – San Antonio, TX