Skip to main content

Michigan State University masthead

Douglas E. Hughes

Douglas E. Hughes

Chairperson, United Shore Endowed Faculty Fellow in Sales Leadership
Department: Marketing

Office: N370 North Business Complex

Telephone: 517-432-6324


Doug Hughes is Professor and  Chairperson of Marketing and United Shore Faculty Fellow of Sales Leadership at the Broad College of Business at Michigan State University. Dr. Hughes holds a Ph.D. from the University of Houston, an M.B.A. from Michigan State University, and a B.S. in Marketing from the University of Tennessee. His research centers on managerial issues in marketing, with a special emphasis on salesperson decision-making, sales force management, brand relationships, and the marketing-sales and sales-service interfaces. Hughes has published articles in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Marketing Letters, and other premier academic journals. He is Editor-in-Chief of Journal of Personal Selling and Sales Management.  Professor Hughes has been honored with the 2015 and 2011 American Marketing Association Sales SIG Excellence in Research Awards,  2016 James M. Comer Award for the Best Contribution to Selling and Sales Management Theory, 2016 Emerald Citation of Excellence Award, and 2013 Withrow Emerging Scholar Award.

Dr. Hughes teaches undergraduate,  master's, and doctoral-level courses as well as executive education seminars in both marketing and sales management. He has received several national and university teaching awards, including the AMA McGraw-Hill/Irwin Sales Teacher of the Year Award, Provost's Teaching Excellence Award, and The Sales Excellence Institute's Teacher of the Year award.  He also has coached multiple national championship winning students and teams at national sales competitions.

In addition to his academic credentials, Dr.Hughes leverages a rich corporate background in marketing, sales, and general management, having worked with some of the world's most recognized brands. His career includes experience as CEO of a business services firm, as a senior executive in both marketing and sales at Fortune 100/500 consumer packaged goods firms, and as a consultant for several companies across multiple industries.

Managerial and behavioral aspects of marketing strategy with an emphasis in 1) sales force management and salesperson decision-making, 2) the marketing-sales and sales-service interfaces, and 3) customer-brand and salesperson-brand relationships.

  • "¢ John D. and Dortha J. Withrow Endowed Emerging Scholar Award: 2013
  • "¢ AMA Sales SIG Excellence in Research Award: 2011
  • "¢ McGraw Hill Steven J. Shaw Overall Conference Best Paper Award: 2011
  • "¢ AMA Sales SIG McGraw-Hill/Irwin Teacher of the Year Award: 2010
  • AMA Award for Best Dissertation in Sales: 2009
  • "¢ Faculty Coach, 1st place team, National Team Selling Championship: 2008, 2009, 2011
  • DSEF Sales Dissertation Award: 2007
  • Provost"™s Teaching Excellence Award: 2007
  • Sales Excellence Institute Teacher of the Year Award: 2007
  • AMA Sales SIG Excellence in Research Award: 2015
  • Emerald Citation of Excellence Award: 2016
  • James M. Comer Award for the Best Contribution to Selling and Sales Management Theory: 2016
  • James M. Comer Award for the Best Contribution to Selling and Sales Management Theory: 2016


  • Hughes, Douglas E. (2013), "This Ad's for You: The Effect of Advertising Perceptions on Salesperson Effort and Performance" Journal of the Academy of Marketing Science, 41 (1), 1-18 (lead article).
  • Hughes, Douglas E., Joel Le Bon, and Adam Rapp (2013), Gaining and Leveraging Customer-Based Competitive Intelligence: The Pivotal Role of Social Capital and Salesperson Adaptive Selling Skills," Journal of the Academy of Marketing Science, 41 (1), 91-110.
  • Hughes, Douglas E., Avinash Malshe, and Joel LeBon (2012), "The Marketing-Sales Interface at the Interface: Creating Market-Based Capabilities through Organizational Synergy," Journal of Personal Selling and Sales Management, 32 (1), 57-72.
  • Hughes, Douglas E. and Michael Ahearne (2010), "Energizing the Reseller's Sales Force: The Power of Brand Identification," Journal of Marketing, 74 (4), 81-96.
  • Ahearne, Michael, Adam Rapp, Douglas E. Hughes, and Rupinder Jindal (2010), "Managing Sales Force Product Perceptions and Control Systems in the Success of New Product Introductions," Journal of Marketing Research, 47 (4), 764-776. Note: All authors contributed equally.
  • Fu, Frank, Keith Richards, Douglas E. Hughes, and Eli Jones (2010), "Motivating Salespeople to Sell New Products: The Relative Influence of Attitudes, Subjective Norms and Self-Efficacy," Journal of Marketing, 74 (6), 61-76. Note: All authors contributed equally.
  • LeBon, Joel and Douglas E. Hughes (2009), "The Dilemma of Outsourced Customer Service and Care: a Transaction Cost Perspective," Industrial Marketing Management, 38 (4), 391-397. Note: Both authors contributed equally.
  • Ahearne, Michael, Douglas E. Hughes, and Niels Schillewaert (2007), "Why Sales Reps Should Welcome Information Technology: Measuring the Impact of CRM-based IT on Sales Effectiveness," International Journal of Research in Marketing, 24 (4), 336-349.
  • Rapp, Adam, Dhruv Grewal, Lauren Beitelspacher, and Douglas E. Hughes (2013), "Understanding Social Media Effects Across Seller, Retailer, and Consumer Interactions," Journal of the Academy of Marketing Science, 41 (5), 547-566.
  • Schrock, Wyatt, Douglas E. Hughes, Frank Fu, Keith Richards, and Eli Jones (2016), "Better Together: Trait Competitiveness and Competitive Psychological Climate as Antecedents of Salesperson Organizational Commitment and Sales Performance," Marketing Letters, 27 (2), 351-60.
  • Bolander, Willy, Cinthia Santornino, Douglas E. Hughes, and Gerald R. Ferris (2015), “Social Networks within Sales Organizations: Their Development and Importance for Salesperson Performance,” Journal of Marketing, 79 (6), 1-16 (lead article).
  • Rapp, Adam, Dan Bachrach, Karen Flaherty, Douglas E. Hughes, Arun Sharma, and Clay Voorhees (2017), “The Role of the Sales-Service Interface and Ambidexterity in the Evolving Organization: A Multi-level Research Agenda,” Journal of Service Research, 20 (1), 59-75.
  • Schrock, Wyatt, Yanhui Zhou, Keith Richards, and Douglas E. Hughes (2018), “On the Nature of International Sales and Sales Management Research: A Social Network Analytic Perspective,” Journal of Personal Selling & Sales Management, 38 (1), 56-77.
  • MKT 300: Managerial Marketing
  • MKT 313: Personal Sellng & Buying Processes
  • MKT 413: Sales Management
  • MKT 805: Marketing Management
  • PIM 863: Marketing Systems
  • MKT 913: Seminar in Marketing Relations

Michigan State University

Contact Information Site Map Privacy Statement Site Accessibility
Call MSU: (517) 355-1855 Visit: MSU is an affirmative-action, equal-opportunity employer. Notice of Nondiscrimination
SPARTANS WILL. © Michigan State University