Profile Information

Profile

Annette Tower joined the Department of Marketing in 2019 and holds a Ph.D. in Marketing from the University of Tennessee. Her research generates managerially relevant insights into marketing resource allocations, tactical trade-offs, and international marketing activities, with a strong intellectual and practical interest in sustainability.

Her work has appeared in leading journals, including the Journal of International Marketing, Journal of Business Research, AMS Review, and the Journal of Product Innovation Management. She received the inaugural Lisa Scheer Research Award for Best Junior Faculty Fellow Research Proposal at the 2020 Marketing Strategy Consortium and again won the Faculty Fellow Research Proposal Award in 2025.

A native of Germany, Dr. Tower enjoys traveling, nature, and Fußball with her family.

Research Interests

• Sustainability, marketing-finance interface, resource allocations, international marketing.

Research Publications

• Tower, Annette P. and Pravin Nath (2024), “Can Experience with International Alliances Help Firms Navigate Jolts? A Study of Resilience Amidst the Dot-Com Bubble Burst,” Journal of International Marketing, 33(2), 1-18. Lead Article.
• Tower, Annette P., Kelly Hewett, and Alok Saboo (2021), "Reexamining the tradeoff between value creation and value appropriation: The role of internal organizational resources vs. external strategic international alliances," Journal of Business Research, 123, 302-312.
• Tower, Annette P., Kelly Hewett, and Anton Fenik (2019), "The Role of Cultural Distance Across Quantiles of International Joint Venture Longevity," Journal of International Marketing, 27(4), 3-21.
• Tower, Annette P. and Charles H. Noble (2017), “Exploring and Extending a Collective Open Business Model,” AMS Review, 7(3-4), 170-182.
• Bharadwaj, Neeraj, Charles H. Noble, Annette P. Tower, Leah M. Smith, and Yuexiao Dong (2017), “Predicting Innovation Success in the Motion Picture Industry: The Influence of Multiple Quality Signals,” Journal of Product Innovation Management, 34(5), 659-680.

Links

• LinkedIn