Recent publications
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2010
"Using Blue Ocean Strategy to
Reduce New Product Failures" Dennis A. Pitta, Van R. Wood, Elizabeth Z.
Pitta, Proceedings 2010 Thought Leaders Conference on Brand Management.
2009
"Preserving
Patient Privacy in the Quest for Health Care Economies" Michael V. Laric and Dennis A. Pitta, Journal
of Consumer Marketing, 2009,
Vol. 26, No 7. pp. 477-487.
"Punctuated
Evolution and the Role of the Product Manager," Lea Katsanis and Dennis A.
Pitta, Journal of Product and Brand
Management, 1995, Volume 4, no. 3, pp. 49-60. To be reprinted in Debates
in Brand Management (O Riley), Sage Publications (forthcoming December
2009).
"Global
Umbrella Brands: Understanding Brand America and Its Competitors." Van R. Wood, Dennis A. Pitta, Frank J.
Franzak. (2009) International Journal
of Global Business and Economics, 2, (1),14-29.
"Extending
the Brand Concept: From Products to Value Chains and Global Competitive
Systems." Proceedings, 2009 Global Business & International Management
Conference. 90-98.
"Chinese
Managers’ Perceptions of Their Ability to Deliver Service Quality." Smith,
Darlene, and Pitta, Dennis. (2009) International Journal of Business Excellence
Vol. 2, Nos. 3-4, pp 241-256.
"Consumer Concerns for Health Care Information
Privacy: A Comparison of US and Canadian Perspectives." Laric, Michael, Pitta, Dennis, and Katsanis,
Lea. (2009) Research in Healthcare Financial Management. Vol. 12, No 1, pp 93‑111.
"Successful
Strategic Alliances with International Partners: Key Issues for Small to Medium
Sized Enterprises." Wood, Van R.,
Pitta, Dennis A. , Franzak, Frank J. (2009).
International Journal of Business Innovation and Research Vol. 3, No 3, pp 232-251. (Lead Article in the Volume)
"Creating
a Culture of Innovation at Portugal Telecom." Journal of Product and Brand Management, Vol.
18 No. 6, 2009, pp. 448-451.
"Product
Development in a Down Economy: Blue Oceans in Product Development." Journal of Product and Brand Management, Vol.
18 No. 4, 2009, 292-296.
"Social
Enterprises as Consumer Products: the Case of Vehicles for Change." Dennis Pitta, and J. Howard Kucher. Journal
of Product and Brand Management, Vol. 18 No. 2, (2009), 154-158.
"Beyond
Product Management: The Product Strategy for Seasonal Products" Dennis
Pitta and Brandon G. Scherr Journal of Product and Brand Management, Vol.
18 No. 3, (2009), pp 152-153. 2009)
2008
* Wood,
Van R., Pitta, Dennis A., Franzak, Frank J. "Global
Umbrella Brands: Understanding Brand
"The Quest for the Fortune at the Bottom of the Pyramid:
Potential and Challenges." Dennis
A. Pitta, Rodrigo Guesalaga, and Pablo Marshall. 2008. Journal
of Consumer Marketing, Vol.
25, No 7, pp 393-401.
Wood, Van R., Pitta, Dennis A., Franzak, Frank J 'Success Marketing by Multinational Firms to the
Bottom of the Pyramid: Connecting Share
of heart, Global “Umbrella Brands” and Responsible Marketing' 2008. Journal
of Consumer Marketing, Vol. 25, No 7, 419-429.
Pitta,
Dennis. "Product Innovation and
Management in a Small Enterprise." Journal of
Product and Brand Management, Vol. 17 No. 6, 2008, pp 416-419.
Pitta,
Dennis. "Providing the Tools to Build Brand Share of Heart:
Gydget.com." Journal of Product and Brand Management, Vol.
17 No. 4, 2008, pp. 280-284.
Pitta,
Dennis, and Franzak, Frank J.. "Foundations for Building Share of Heart in
Global Brands." (2008) Journal of Product and Brand Management. Volume 17, No. 2, pp. 64- 72.
Smith,
Darlene, Pitta, Dennis and Pels, Jaqueline. "A Comparison of Argentine and
US Managers’ Perceptions of Their Ability to Deliver Service Quality"
(2008) Presented at the ATINER Marketing
Conference, Athens, Greece, July 7-10.
"Nurturing an Effective Creative Culture
within a Marketing Organization." Dennis A. Pitta, Van Wood, and Frank Franzak (2008) Journal of Consumer Marketing, Vol 25 No 3. pp 137-148. LINK
"Product Development for a Stigmatized Segment." (case) Frank Franzak, Dennis Pitta, and Michael Little, (2008) Journal of Product and Brand Management, Vol. 17 No. 2, pp 123 – 127.
“Chinese Managers’ Perceptions of Their Ability to Deliver Service Quality.” Smith, Darlene, Dennis A. Pitta, Al Ansari. Innovation and Development for Economic Growth in the Global Environment. Proceedings of the Global Business Innovation and Development Conference Rio de Janeiro, Brazil, 16-19 January 2008, pp 157-169.
“Successful
Strategic Alliances with International Partners: Key Issues for Small to Medium
Sized Enterprises.” Wood, Van, Dennis A. Pitta, Frank Franzak. Innovation and
Development for Economic Growth in the Global Environment. Proceedings of the Global Business Innovation
and Development Conference. Rio de Janeiro, Brazil, 16-19 January 2008, pp
373-388.
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2007
“A
Comparison of the Market Orientation of Chinese and U.S. Firms.” Darlene Smith,
Dennis Pitta, Lee Richardson. International
Business & Economics Research Journal, (2007) Vol 6, No 12 (December), pp 25-37.
"Relationship Marketing: Building
Share of Heart in the Wine Industry" with Christine Nielsen. (2007) December, RM2007, the Relationship
Marketing Summit, Buenos Aires, Argentina.
“The Rate Decision: Adjustable vs Fixed Rate Mortgages.” Ford, Deborah, Hossein
Arsham, Joel Morse and Dennis Pitta Journal of
Business & Economics Research. (2007)
Volume 5, Number 11, November,
31-42.
"Selection
as a New Product Development Process: the Case of Vertical Branding, Inc."
Dennis Pitta, Journal of Product and Brand Management, Vol.
16 No. 6, 2007, pp 432-436. 
"Building
Brand Equity and Share of Heart at Nassau Valley Vineyards." Dennis Pitta,
Journal of Product and
Brand Management, Vol. 16 No. 2, 2007. pp 148-151.
"Webcasting:
A New way of Learning?" Aggarwal, Anil and Dennis Pitta. proceedings of The College Teaching & Learning (TLC) Conference & Applied
Business Research (ABR) Conference, January 2007.
“A Comparison of the Market Orientation of Chilean and US Firms.”
Darlene
Smith, Ph.D., Dennis A. Pitta, Ph.D., Rolf Weinreich, Ph.D. Accepted for publication at the Assocacion de
Latinamericanos de Academicos de Marketing (A.L.A.M.) conference to be held at
Escuela de Administración de la Pontificia Universidad Católica de Chile
(EAPUC) January 4th to 5th
2007.
"Consumer
Concerns for Health Care Information Privacy: A Comparison Between Chile and
the US." Rafael Amadei, Manfred
Brauchle, Michael V. Laric, Dennis A.
Pitta. Accepted for publication at the Assocacion de Latinamericanos de
Academicos de Marketing (A.L.A.M.) conference to be held at Escuela de
Administración de la Pontificia Universidad Católica de Chile (EAPUC) January 4th to 5th
2007.
“Influences
on the Strategic Marketing Orientation and Performance of Firms in the
Homebuilding Industries.” Deborah Ford
and Dennis Pitta. Accepted for publication at the
Assocacion de Latinamericanos de Academicos de Marketing (A.L.A.M.) conference
to be held at Escuela de Administración de la Pontificia Universidad Católica
de Chile (EAPUC)
January 4th to 5th 2007.
“Attracting
and Retaining the “In-Community” and “Virtual” Creative Class: Theoretical
Correlates to Sustained Competitiveness in the Global Knowledge Economy.”Dr. Van R. Wood, Dr.
Frank Franzak, Dr. Dennis Pitta. Accepted for publication at the Assocacion de
Latinamericanos de Academicos de Marketing (A.L.A.M.) conference to be held at
Escuela de Administración de la Pontificia Universidad Católica de Chile
(EAPUC)
January 4th to 5th 2007.
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2006
“Is Anybody Out There Listening?” About face: the Journal of Face-to-Face
Marketing, Summer 2006, by Margit Weisgal and Dennis Pitta, pp 6-13.
“Attracting
and Retaining the “In-Community” and “Virtual” Creative Class: Theoretical
Correlates to Sustained Competitiveness in the Global Knowledge Economy.” Dr.
Van R. Wood, Dr. Frank Franzak, Dr. Dennis Pitta. Consortium for International Marketing
Research (CIMaR), 2006 Annual Meeting, Istanbul, Turkey (May 26 -30).
"New Product Introduction at
TyRx Pharma, Inc.", Pamela Amsbaugh, and Dennis Pitta,
Journal
of Product and Brand Management, Vol.
15 No. 6, 2006, pp
468-472.
"Managing
the Risk Aspects of the Product Development Process at the Upjohn
Company." Lea Prevel Katsanis and
Dennis A. Pitta, Journal
of Product and Brand Management, Vol. 15 No. 4, 2006, pp 250-254.
"Innovations
in New Product Development at Universal Pipe and Fittings." Hobart Swan
and Dennis Pitta, Journal of Product and Brand Management, Vol
15, No. 2. 2006, pp. 150 - 154.
"A
Strategic Approach to Building Online Customer Loyalty: Integrating Customer
Profitability Tiers." Dennis Pitta, Frank J. Franzak, and Danielle Fowler (2006). Journal of Consumer Marketing, Vol 23 No. 7. pp 421-429.
"Integrating
exhibit marketing into integrated marketing communications." Dennis Pitta, Margit Weisgal and Peter
Lynagh. (2006) Journal of Consumer Marketing Vol 23, No. 3. pp 156-166.
Laric.
Michael V. Dennis A. Pitta, and Lea Prevel Katzanis (2006), "Consumer Concerns
for Health Care Information Privacy: A Cross National Perspective", International Management Development
Research Yearbook- Technology, Structure, Environment, and Strategy Interfaces
in a Changing Global Business Arena: Advances in Global Management Development,
Volume XV, (2006) pp 449-456.
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2005
"Internet Community Forums:
An Untapped Resource for Consumer Marketers."
Dennis Pitta and Danielle Fowler, Journal of Consumer Marketing.
"Online Consumer Communities
and Their Value to New Product Developers."Dennis Pitta and
Danielle Fowler, Journal of Product and Brand Management. (2005), Volume
14, No 5, pp; 283-291.
Laric,
Michael, Dennis A. Pitta, Lea Prevel Katsanis, "Consumer Concerns for
Health Care Information Privacy: A Cross National Perspective." (2005) London, UK, August 6-8.
“From
Market Entry to New Product Development in China: Environmental Systems Controls.” Dennis Pitta. Journal of Product and Brand Management,
Vol 14, No. 2. 2005, pp 119-122.
"Inland Technology: The Quest for Genuine
Replicas." Dennis Pitta, Journal of Product and Brand
Management, Vol 14, No. 4. 2005, pp 260-263.
_______________________________________________________________
Before 2005
Dennis Pitta, Frank J.
Franzak, and Michael W. Little
“Maintaining Positive Returns In The Value And Supply Chain: Applying Tomorrow’s Marketing Skills,” Journal of Consumer Marketing.
(2004), Volume 21, No. 7, pp 510-519.
Dennis Pitta, Michael
V. Laric ,“Value
Chains in Health Care.”, Journal
of Consumer Marketing. (2004), Volume 21, No. 7, pp 451-464.
Dennis Pitta,
Frank Franzak and Michael Laric. (2003) “Privacy and One-to-One Marketing:
Resolving the Conflict.” Journal of Consumer Marketing. Volume 20,
No. 7, 616-682.
Mosca, Joe, Handlin, Amy,
Pitta, D. and Forgione, D. (2002) “DTC Pharmaceutical Advertising: The Debate’s
Not Over,” Journal of Consumer Marketing. Volume 20, No. 3. 227 -
237.
Franzak, Frank, Pitta,
Dennis and Fritsche, S. (2001), “Online Relationships And The Consumer’s Right
To Privacy” Journal of Consumer Marketing, Volume
18, 631-641.
Pitta, Dennis A., Fung,
Hung-Gay, and Isberg, Stephen (1999), "Ethical Issues Across Cultures:
Managing the Differing Perspectives of China and the U.S.," Journal of
Consumer Marketing, , Volume 16, No. 3. 240-256.
Katsanis, Lea and Pitta,
Dennis (1999), "The Performance Appraisal Process of Pharmaceutical
Product Managers in Canada: An Empirical Study." Journal of
Product and Brand Management. Volume 8, No 6., 463-487. [LARGE FILE]
Pitta, Dennis A. (1998)
"Marketing one-to-one and its dependence on knowledge discovery in
databases," Journal of Consumer Marketing, Volume 15, No. 5, pp
468-480.
Pitta, Dennis A. and
Franzak, Frank (1997) ,"Boundary Spanning Product Development in Consumer
Markets: Learning Organization Insights," Journal of Product and
Brand Management, Volume 6, No. 4, pp 235-249.
Pitta, Dennis A.,
Franzak, Frank and Katsanis, Lea Prevel, (1996), "Redefining New Product
Development Teams: Learning to Actualize Consumer Contributions," Journal
of Product and Brand Management, Volume 5, No. 6, pp 48-60.
Katsanis, Lea Prevel,
Pitta, Dennis A. and Laurin, J.P. (1996) "How Should Product Managers' Job
Performance be Evaluated in Emerging Product Management Systems?", Journal
of Product and Brand Management, Volume 5, No. 6, pp 5-23.
Pitta, Dennis A. and
Franzak, Frank (1996),"Boundary Spanning Product Development in Consumer
Markets: Learning Organization Insights," Journal of Consumer Marketing,
Volume 13, no. 6., pp. 66-81.
Pitta, Dennis A. and
Katsanis, Lea Prevel (1995), "Understanding Brand Equity for Successful
Brand Extension," Journal of Consumer Marketing, Volume 12, no. 4,
pp. 51-64.
Katsanis, Lea Prevel and
Pitta, Dennis A. (1995) "Punctuated Evolution and the Role of the Product
Manager," Journal of Product and Brand Management, Volume 4,
no. 3, pp. 49-60.