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Valerie Good

Fixed-Term Faculty
Department: Marketing
North Business Building
632 Bogue St Rm N467
East Lansing, MI 48824
Phone: (517) 432-6427
Curriculum Vitae
  • Biography
    Valerie Good earned her PhD in Marketing at the Broad College of Business, Michigan State University, in 2019. Her research interests can be classified primarily as marketing strategy, specifically within the domain of Personal Selling and Sales Management, Organizational Front Lines, and Marketing Strategy Implementation. Good is a published researcher with an active pipeline. Her dissertation was distinguished as the top in the field of sales, and she was the recipient of the 2019 Taylor Research Award in recognition of research excellence. She also co-authored a paper that earned an award for organizational front lines research. Her research has been published in Industrial Marketing Management, Journal of Business Ethics and European Journal of Marketing with several additional papers under advanced review in top-tier marketing journals. Media mentions of her research include Forbes, Thrive Global, the Conversation, EconoTimes, the National Interest, The Hour, Broad College of Business News, and additional newspaper and radio interviews. Moreover, since joining Michigan State, Good has received multiple awards for teaching excellence and has coached students in the sales program to individual and team success at the national level. She presently serves as the Managing Editor for the Journal of Personal Selling and Sales Management.

    Good also has a wealth of both industry and higher-level teaching experience. She launched a marketing consulting firm Good Impressions Marketing in 2006 to help small businesses and ministries with their writing, communications and strategic planning. Prior to this, Good was a manager for a high-demand advertising agency, a product manager for a financial services institution, a publicist for a marketing firm, and a sales & marketing coordinator in the hospitality industry. Good also previously served as an adjunct faculty member and an affiliated faculty member for two universities in Pennsylvania before earning her PhD. She instructed courses in marketing, advertising, personal selling, retail marketing, persuasion, managerial communications and e-marketing in both the traditional classroom and online.
    She consistently received student evaluations above the university and department means as well as positive peer reviews.

  • Publications
    Good, Valerie and Roger J. Calantone (2019), “When to Outsource the Sales Force for New Products,” Industrial Marketing Management, 82, 106-116. .

    Bhattacharya, Abhi, Valerie Good, Hanieh Sardashti and John Peloza, (2020) “Beyond Warm Glow: The Risk-Mitigating Effect of Corporate Social Responsibility (CSR),” Journal of Business Ethics, 1-20.

    Bhattacharya, Abhi, Valerie Good and Hanieh Sardashti, (2020) “Doing Good when Times are Bad: The Impact of CSR on Brands During Recessions,Forthcoming at European Journal of Marketing.

Related News:

A company’s good deeds can make consumers think its products are safer 
Valerie Good, marketing faculty, recently wrote for The Conversation about her work on corporate social responsibility.