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Lisa Abendroth

Associate Professor,
Academic Director, Business in a Digital World

  • Education
  • B.A., Sociology, Social Psychology, University of Pennsylvania - College of Arts and Sciences
    B.S., Economics, Marketing Concentration, University of Pennsylvania - Wharton School of Business
    Ph.D., Marketing, Duke University

  • Research Interests
  • International Business, Marketing, Emerging Technology, Online Education

Associate Professor Lisa Abendroth is the inaugural Academic Director of the Business in a Digital World initiative, where the mission is to develop leaders who understand the enormous power and potential of emerging technologies in business and society and who can responsibly harness that power for the common good.  From 2017-2020 she served as Associate Dean of Graduate Program Innovation and from 2014-2017 as Faculty Director for the Part-time Flex MBA program.

She teaches Modern Business Mindset and Emerging Technology in Business, both of which are part of the college’s new Omnichannel Strategy Graduate Certificate that she developed.  On occasion you can find her teaching international marketing or leading study abroad classes to emerging markets. Her courses are designed for students to develop practical knowledge for today and skills to remain relevant into the future. 

Her research has shifted from meaningful innovation in emerging markets to the competencies business professionals need to succeed in a digital world and the pedagogies that best enable that development.


  • Abendroth, L., & Pels, J. (2017). Market resource gaps: Identifying resources to co-create solutions that facilitate consumption. Marketing Theory, (17)(3), pp. 357-371
  • Abendroth, L., & Heyman, J. E. (2013). Honesty is the best policy: The effects of disclosure in word-of-mouth marketing. Journal of Marketing Communications, (19)(4), pp. 245-257
  • Abendroth, L. (2011). The souvenir purchase decision: Effects from online availability. International Journal of Culture, Tourism and Hospitality Research, (5)(2), pp. 173-183
  • Abendroth, L., & Diehl, K. (2006). Now or never: Effects of limited purchase opportunities on patterns of regret over time. Journal of Consumer Research, (33), pp. 342-351
  • Hanna, R. C., Berger, P. D., & Abendroth, L. (2005). Optimizing time limits: An email application. Journal of the Operational Research Society, (56), pp. 15-24
  • Swain, S. D., Hanna, R. C., & Abendroth, L. (2004). Buying time: The consumer psychology of time limits. pp. 26-27

  • Broderick Award for Service to the Graduate Program, Boston University, 2006
  • Villager of the Year, Value Village Thrift Stores, The Arc Greater Twin Cities, 2015

  • ACR - Association for Consumer Research
  • ACR - Association for Consumer Research, Reviewer
  • AMA - American Marketing Association, Reviewer
  • Journal of Consumer Research, Reviewer
  • Journal of Retailing, Reviewer
  • MBA Roundtable Symposium Advisory Committee
  • Organizational Behavior and Human Decision Processes
  • Association for Consumer Research
  • The Arc - Greater Twin Cities, Committee Member

  • Associate Professor, University of St. Thomas - Opus College of Business, St Paul / Mpls (2011 - present)
  • Faculty Program Director, Evening MBA, University of St. Thomas - Opus College of Business, St Paul / Mpls (2014 - present)
  • Assistant Professor of Marketing, University of St. Thomas - Opus College of Business, St. Paul / Mpls (2007 - 2011)
  • Assistant Professor of Marketing, Boston University - School of Management, Boston (1999 - 2007)
  • Faculty Director - Evening MBA, Boston University, Boston (2005 - 2007)
  • Contract Faculty, Duke Corporate Education, Durham (2005 - 2006)