M. Kim Saxton

• Faculty Director, Behavioral Research Lab
• Adjunct Faculty, Family Medicine
  UB Jacobs School of Medicine and Biomedical Sciences

PhD, Kelley School of Business, Indiana University
MBA, Kelley School of Business, Indiana University
BS, Marketing, Massachusetts Institute of Technology

• Marketing topics including Digital Marketing, Marketing Analytics, Marketing Strategy, and Advertising and Promotion.
• Entrepreneurship including Customer Discovery, Startup Success and Mistakes, and Business Models.
• Women’s leadership topics including Grit, Executive Presence, Personal Branding and Negotiation. 

• Techniques for segmenting markets
• Effectiveness of segmented approaches to advertising
• Vaccine receptivity and decision making about vaccine acceptance
• New venture and startup success factors
• The role of marketing in startup success
• Entrepreneurial intentions and their role in startup success
  

Saxton, Todd, M. Kim Saxton, and Michael Cloran (2019), The Titanic Effect: Successfully Navigating the Uncertainties that Sink Most Startups, Morgan James Publishing: New York.

Saxton, M. Kim, Helen Colby, Todd Saxton and Vikram Pasumarti (2024), “How or Why? The Impact of Construal-Level Theory on Vaccine Message Receptivity,” Journal of Business Research, 172. 

Wesley, Curtis, Tony Kong Dejun, Connor Lubojacky, M. Kim Saxton, and Todd Saxton (2022), “Will the Startup Succeed in Your Eyes? Venture Evaluation of Resource Providers during Entrepreneurs’ Informational Signaling,” Journal of Business Venturing, 37: 5.

Saxton, Todd, Curtis Wesley, and M. Kim Saxton (2016), “Uncertainty and Social Exchange Theory: Venture Advocate Behaviors and the Emerging Enterprise,” Strategic Entrepreneurship Journal, 10 (1): 107-125.

Alpert, Frank and M. Kim Saxton (2015), “Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements’ Interaction with Targets Affects Brand Attitudes and Purchase Intentions,” Journal of Advertising Research, 55:3, 307-321.

Saxton, M. Kim (2015), “Adding Badging to a Marketing Simulation to Increase Motivation to Learn,” Marketing Education Review, 25:1 (Spring): 53-57.

Fradd, Sandra H., Okhee Lee, Francis X. Sutman and M. Kim Saxton (2015), “Promoting Science Literacy with English Language Learners Through Instructional Materials Development: A Case Study,” Bilingual Research Journal, 25(4): 479-501.

Romito, Laura and M. Kim Saxton (2014), “Impact of Promotions on Awareness, Trial and Likelihood of Trial of New Dissolvable Tobacco,” American Journal of Health Promotion, 28:4, 251-258.

Saxton, M. Kim (2011), “Rx for Brand Consistency: Should Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences?” Journal of Advertising Research, 51:2, 380-393.

Romito, Laura, M. Kim Saxton, Lorinda L Coan, and Arden G. Christen (2011), “Retail Promotions and Perceptions of R.J. Reynold’s Novel Dissolvable Tobacco in a U.S. Test Market”, Harm Reduction Journal, 8:10.

Saxton, M. Kim, Todd Saxton, John Steen, and Martie-Louise Verreynne (2010), “Failure to Advance: Resource Logic for Early Venture Failure,” Prometheus, Critical Studies in Innovation, 28:1, 15-27.

DeSarbo, Wayne, Duncan Fong, John Liechty, and M. Kim Saxton (2004), “A Hierarchical Bayesian Procedure for Two-Mode Cluster Analysis,” Psychometrika; 69:4 (Feb); 547-572.

DeSarbo, Wayne, Alexandru Degeratu, Michael Ahearne, and M. Kim Saxton (2002), “Disaggregate Market Share Response Models,” International Journal of Research in Marketing, 19:3, 253.

DeSarbo, Wayne, Alexandru Degeratu, Michel Wedel, and M. Kim Saxton (2001), “The Spatial Representation of Market Information,” Marketing Science, 20:4 (Fall), 426-441.

Fradd, Sandra, Ohkee Lee, Francis Sutman, and M. Kim Saxton (2002), “Materials Development Promoting Science Inquiry with English Language Learners: A Case Study,” Bilingual Research Journal, 25:4, 479-501.

Ahearne, Mike, Tom Gruen, and M. Kim Saxton (2000), “When the Product is Complex, Does the Advertisement’s Conclusion Matter?” Journal of Business Research, 48:1, 55-62.

Saxton, M. Kim (1998), “Where Do Corporate Reputations Come From?” Corporate Reputation Review, 1:4, 393-399.

Associate Editor Journal of Advertising Research

• Bantz Community Scholar, IUPUI, 2019 to 2020
• Best Student Poster Presentation award, IUPUI, 2010
• American Marketing Association Doctoral Consortium representative from Indiana University, 1996
• Ralph Day Award, Indiana University Marketing Department Award based on doctoral students’ research productivity, performance in coursework, progress in satisfying program requirements and potential quality of the dissertation, 1995
• “Best Paper” Award, American Marketing Association Winter Educators’ Conference, 1994
• Discussant, 24th Annual Albert Haring Symposium, Indiana University Marketing Department, 1994

• Regenstrief research grant ($1,200) to secure Indiana CHIRP data on vaccinations. 2022
• Kelley School Business and IU School of Medicine research grant ($16,000) to support a field experiment in COVID-19 vaccine messaging. 2021
• IUPUI Bantz Community Scholar with Charlotte Westerhaus-Renrfrow ($25,000). Advancing Indy Women: A Year-Long Journey of Professional Development: Women’s advancement in the workplace is stuck. Through a year-long series of workshops, this program provided skills training to a cohort of 60 Linking Indy Women to increase their advancement potential. Approximately 36% of participants were promoted within the year and 59% received raises. 2019
• Indiana University School of Business Research Grant ($600). Funding for a dyadic empirical study of customer orientation in the nonwovens fabric industry. 1994

• Professor of the Month, Stukent® Internet Marketing Simulation and Textbook, February 2017
• Letter of commendation for outstanding teaching, General Motors - Kelley Direct online MBA, 2006 and 2005
• Outstanding Facilitator Lilly Marketing Institute, Eli Lilly & Company, 2002

• President’s Award for Teaching Excellence, Indiana University, 2014

• Favorite Professor by Student Athletes, IUPUI Athletics Department, 2006, 2007, 2008, 2019
• Excellence in demonstrating the Principle of Undergraduate Learning - Critical Thinking, IUPUI, 2006

• MBA Teaching Excellence Award, IU Kelley School of Business Indianapolis, 2011, 2012, and 2016
• Lilly MBA Teaching Excellence Award, IU Kelley School of Business Indianapolis, 2011 and 2016
• Schuyler F. Otteson Undergraduate Teaching Excellence Award for Full-Time Faculty, IU Kelley School of Business Indianapolis, 2006
• Kelley School of Business Dean’s commendation for top 25% teaching evaluations, Spring 2005, Fall 2008, Fall 2010, Winter 2010, Spring 2010, Spring 2011. Note this designation was stopped in 2011.

• Community Builder Award, IUPUI Office for Student Life, 2010
  

• IUPUI Women’s Leadership Award, Veteran Faculty, 2018
• Quality Advocate Award, Eli Lilly & Company, 2002
• Best Facilitator, Lilly Marketing Institute, 2002
• Outstanding Global Market Research Project, Eli Lilly & Company, 2001
• President’s Council, Eli Lilly & Company, 2001

• Editorial Review Board Journal of Advertising Research
• Member American Marketing Association and Academy of Management

Saxton has worked with executives from many Fortune 500 and other large companies providing strategic planning and market research services. Market research services include corporate reputation measurement, brand equity assessment, customer satisfaction, employee satisfaction, communications effectiveness, market position analysis, competitive analysis, new product feasibility assessment, customer opinion assessment and acquisition due diligence. Key clients include:

• Building Consumer Loyalty in Health Care
• Elevating Your Brand to a Strategic Plan
  
• Boost your Marketing Strategy with Search-Intent SEO
• How to Create a Career Plan
• Finding the GRIT to Accomplish Your Goals
  
• The Titanic Effect: Successfully Navigating the Uncertainties That Sink Most Startups
  
• Crafting a Personal Brand Statement
  
• Leveraging Social Matter Experts in Social Media
  
• Executive Presence: How Grit Meets Confidence

• NSF I-Corps Instructor
• Hubspot Email Marketing
• Mental Health First Aid, National Council on Mental Well Being
• Intercultural Communication Competence, IU Office of International Services