E. Scott Lathrop

Professor of Marketing Practice

(315) 443-3459
Room: 606

MS, MBA, PhD (Marketing), Cornell University

MS, MBA, PhD (Marketing), Cornell University

Research Topics

  • Cognitive processes in decision-making
  • New product development
  • Innovation
  • Corporate positioning
  • Branding
  • Consumer products
  • Law firm marketing
  • Airline industry marketing
  • Electric utilities marketing
  • Marketing strategy consulting

Professor Lathrop teaches Marketing Management at both the graduate (MBA) and undergraduate levels. He has also taught MBA and Executive level courses on Innovation, New Product Development, Brand Strategy, and International Marketing.

Professor Lathrop's research interests include adaptive decision making processes, decision behavior in complex choice tasks, and the behavioral consequences of brand equity. He is also interested in the role of innovation and new product development in companies. Lathrop also collaborates on selected strategic consulting projects with WMS Consulting, a consulting firm headquartered in Syracuse, N.Y.

Selected Publications:

"The Value of Private Label Brands to U.S. Consumers:  An Objective and Subjective Assessment" (2012 – forthcoming edition), The Journal of Retailing and Consumer Services, with Boyle, P.J.

"Are Consumers’ Perceptions of Price–Quality Relationships Well Calibrated?" (Jan 2009), International Journal of Consumer Studies, Blackwell Publishing Ltd. , Vol. 7, Issue 1, pp 63-68, with Boyle, P.J.

"Perceptions of Product Longevity: Will it Keep Going and Going…?" 2008, Vol. 7, No. 3, pp 201-213, Journal of Customer Behaviour, with Boyle, P.J.

"Sunbeam Television (A) and (B)." Harvard Business School Case Study #596-056 and Harvard Business School Case Study Supplement #596-057, with Rangan, V. Kasturi

“Strategies and Systems for New Product Development in the Deregulated Energy Industry," Spring 1997, American Energy Association Conference Proceedings, Chicago IL.

"Learning or Distortion? Attribute Impact Shifts Among Novices and Experts," 1995,  Marketing Science Conference Proceedings, with Boyle, P.J.

Selected Publications