Shana Redd is a Professor Practice in the Marketing Department
and a fifth-year Marketing Ph.D. student in
the Broad College of Business at Michigan State University. Shana teaches
undergraduate and masters-level courses, including new product development,
marketing strategy, conjoint analysis, corporate innovation, and data visualization
in Tableau. She also serves as a faculty advisor for the MBA program’s
design-thinking business challenge.
Shana’s research interests are focused on the empirical
analysis of firm performance related to marketing strategy. Specifically, her research
examines the internal and external drivers of successful marketing strategies
in B2B and B2C environments, the effect of brand-level characteristics on firm
performance, and the drivers of new product and service success across various
stage-gate and launch activities in B2B and B2C environments.
Prior to joining MSU, Shana
held positions in CPG consulting, new product development, and brand management.
She served as a junior consultant for NCH Marketing Services, where she developed
targeted consumer promotions for large CPG manufacturers, including Kraft,
Butterball LLC, and Domino Foods. Shana
left consulting to receive her MBA in Marketing and Leadership Change Management
from Michigan State University. After this, she joined Whirlpool Corporation as
a product development manager, and subsequently, a brand manager. In those
roles, Shana developed consumer-driven product and brand plans, launched over 29
new products, and led a multimillion-dollar rebranding strategy for Whirlpool