Peggy Cunningham

Professor

Dean, Faculty of Management

R.A. Jodrey Chair in Commerce

Email: PeggyC@dal.ca

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Recent Submissions

  • David D. Monieson (1927-2008): The Pursuit of Usable Knowledge in Marketing 

    Jones, D. G., Stanley Shapiro, Peggy Cunningham, and Paula McLean. 2009. "David D. Monieson (1927-2008): The Pursuit of Usable Knowledge in Marketing." 14th Biennial Conference on Historical Analysis and Research in Marketing (CHARM 2009).
    No abstract available.
  • The National Mentoring Project: A Whole Person Learning Approach to Student and Managerial Education 

    Cunningham, Peggy, and Mary Donohue. 2009. "The National Mentoring Project: A Whole Person Learning Approach to Student and Managerial Education." 33rd Annual Conference of the Marketing Educators Association.
    No abstract available.
  • Rhythms of the Branding Beat: Experiences of Classical Music Performing Artists 

    Bourassa, Maureen, and Peggy Cunningham. 2006. "Rhythms of the Branding Beat: Experiences of Classical Music Performing Artists." AMA Winter Educators' Conference Proceedings 17: 184-185.
    The article presents the conference paper titled "Rhythms of the Branding Beat: Experiences of Classical Music Performing Artists." It discusses research in which branding practices are applied to music performing artists ...
  • Chaotic Change, Complexity and the Emergence of International Strategic Alliances 

    Cunningham, M. P., and Robert V. Kozinets. 1995. "Chaotic Change, Complexity and the Emergence of International Strategic Alliances." AMA Winter Educators' Conference Proceedings 6: 431.
    Focuses on the role and importance of chaos theory on the evolution of international strategic alliances (ISA) in marketing. Accounts on the causative forces behind ISA; Rejection of reductionist view of science; Importance ...
  • Marketing--The Retro Revolution 

    Holbrook, Morris B., and Peggy Cunningham. 2002. "Marketing--The Retro Revolution." Journal of the Academy of Marketing Science 30(3): 262-267.
    The article contains a review of the book 'Marketing--The Retro Revolution,' by Stephen Brown. Brown contends that there is something profoundly wrong with modern marketing as it is practiced today. The reviewer calls ...
  • Using Euromonitor Database in International Marketing Research 

    Kotabe, Masaaki, and Peggy Cunningham. 2002. "Using Euromonitor Database in International Marketing Research." Journal of the Academy of Marketing Science 30(2): 172-175.
    The author, Masaaki Kotabe, offers an analysis of Euromonitor's CD-ROM version of its 'World Marketing Data and Statistics' (WMDS). WMDS is based on an extensive and ongoing program of research into international markets ...
  • Entrepreneurial Marketing: Lessons From Wharton's Pioneering MBA Course (Book) 

    Kropp, Fredric, and Peggy Cunningham. 2003. "Entrepreneurial Marketing: Lessons From Wharton's Pioneering MBA Course (Book)." Journal of the Academy of Marketing Science 31(4): 487-488.
    Reviews the book "Entrepreneurial Marketing: Lessons From Wharton's Pioneering MBA Course," by Leonard Lodish, Howard Morgan and Amy Kallianpur.
  • Violence in Advertising 

    Jones, Tim, Peggy H. Cunningham, and Katherine Gallagher. 2010. "Violence in Advertising." Journal of Advertising 39(4): 11-36.
    No abstract available.
  • The Marketplace Game 

    Shapiro, Stanley J., Catherine McGougan, and Peggy Cunningham. 2003. "The Marketplace Game." Journal of the Academy of Marketing Science 31(1): 92-95.
    The article contains an analysis of a marketing simulation, 'The Marketplace Game.' The review briefly touches on the evolution of marketing simulations before discussing the relative merits of this tool for teaching ...
  • The Role of Corporate Reputation for Multinational Firms: Accounting, Organizational, and Market Considerations 

    McAuley, Andrew, and Peggy Cunningham. 2002. "The Role of Corporate Reputation for Multinational Firms: Accounting, Organizational, and Market Considerations." Journal of the Academy of Marketing Science 30(3): 268-269.
    The article contains a review of the book 'The Role of Corporate Reputation for Multinational Firms: Accounting, Organizational, and Market Considerations,' by Ahmed Riahi-Belkaoui. The author sets this study of corporate ...
  • Mainstreaming Corporate Social Responsibility: DEVELOPING MARKETS FOR VIRTUE 

    Berger, Ida E., Peggy Cunningham, and Minette E. Drumwright. 2007. "Mainstreaming Corporate Social Responsibility: DEVELOPING MARKETS FOR VIRTUE." California management review 49(4): 132-157.
    The article reports on research findings of social responsibility methods within corporations in Canada and the U.S. Corporate social responsibility is being mainstreamed globally as businesses acknowledge the need for ...
  • Brand Asset Management 

    Troy, Lisa C., and Peggy Cunningham. 2002. "Brand Asset Management." Journal of the Academy of Marketing Science 30(3): 269-270.
    'Brand Asset Management,' by Scott M. Davis, is a step-by-step handbook designed to assist companies with managing their brands as assets. Davis presents a flowchart process composed of 4 stages and 11 steps for brand asset ...
  • ValueSpace: Winning the Battle for Market Leadership 

    Pliniussen, John, and Peggy Cunningham. 2002. "ValueSpace: Winning the Battle for Market Leadership." Journal of the Academy of Marketing Science 30(2): 178-179.
    John Pliniussen offers a review of the book, 'ValueSpace: Winning the Battle for Market Leadership,' by Banwari Mittal and Jagdish Sheth. According to Mittal and Sheth, in order for a company to achieve market leadership, ...
  • To Thine Own Self Be True? Employees' Judgments of the Authenticity of Their Organization's Corporate Social Responsibility Program 

    McShane, Lindsay, and Peggy Cunningham. 2012. "To Thine Own Self Be True? Employees' Judgments of the Authenticity of Their Organization's Corporate Social Responsibility Program." Journal of Business Ethics 108(1): 81-100.
    No abstract available.
  • Study Abroad: Perspectives and Experiences From Business Schools Advances in International Marketing, Vol. 13 

    LeBlanc, Eric, and Peggy Cunningham. 2005. "Study Abroad: Perspectives and Experiences From Business Schools Advances in International Marketing, Vol. 13." Journal of the Academy of Marketing Science 33(2): 240-241.
    Reviews the book "Study Abroad: Perspectives and Experiences From Business Schools Advances in International Marketing," vol. 13, edited by G. Tomas, M. Hult and Elvin C. Lashbrooke.
  • Marketing as a response to paradox and norms in the 1960s and 1970s 

    Bourassa, Maureen A., Peggy H. Cunningham, and Jay M. Handelman. 2013. "Marketing as a response to paradox and norms in the 1960s and 1970s." Journal of Historical Research in Marketing 5(1): 47-70.
    Purpose - This study seeks to investigate the interaction between marketers' strategic behaviors, social norms, and societal stakeholders within a particular historical time period, the 1960s and 1970s. Design/methodology/approach ...
  • Global Brains: Knowledge and Competencies for the 21st Century (Book) 

    Bianchi, Constanza, and Peggy Cunningham. 2003. "Global Brains: Knowledge and Competencies for the 21st Century (Book)." Journal of the Academy of Marketing Science 31(2): 211-212.
    'Global Brains: Knowledge and Competencies for the 21st Century' by Gary Ferraro, is a book written for professionals who must deal with different cultural environments. The goal of the book is to help the reader acquire ...
  • The Why of Consumption: Contemporary Perspectives and Consumer Motives, Goals, and Desires 

    Zaichkowsky, Judith Lynne, and Peggy Cunningham. 2002. "The Why of Consumption: Contemporary Perspectives and Consumer Motives, Goals, and Desires." Journal of the Academy of Marketing Science 30(2): 179-180.
    Judith Lynne Zaichkowsky offers a review of the book, 'The Why of Consumption: Contemporary Perspectives and Consumer Motives, Goals, and Desires,' edited by S. Ratneshwar, David Glen Mick, and Cynthia Huffman. 'The Why ...
  • Formal and Informal Contracting in Inter Organizational Relationships: Integrating Respect, Emotion, and Citizenship Behaviors into Business-To-Business Marketing Relationships 

    Bourassa, Maureen A., Peggy H. Cunningham, and Laurence Ashworth. 2011. "Formal and Informal Contracting in Inter Organizational Relationships: Integrating Respect, Emotion, and Citizenship Behaviors into Business-To-Business Marketing Relationships." AMA Summer Educators' Conference Proceedings 22: 534-535.
    No abstract available.
  • The intellectual odyssey of David D. Monieson (1927-2008): a quest for usable knowledge 

    , , Peggy Cunningham, Paula McLean, and Stanley Shapiro. 2010. "The intellectual odyssey of David D. Monieson (1927-2008): a quest for usable knowledge." Journal of Historical Research in Marketing 2(2): 198-217.
    The purpose of this paper is to present a biographical sketch of David D. Monieson whose academic career in marketing included time spent at the Wharton School of Business at the University of Pennsylvania, the University ...

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