With a decade of experience in academia, Dr. Wesley Friske, associate professor of marketing and endowed chair in the College of Business at Missouri State University, has built a distinguished career through his dedication to research, teaching and service.
Friske published six peer-reviewed articles in 2024.
- The relationship between coopetition strategies and company performance under different levels of competitive intensity, market dynamism and technological turbulence, Industrial Marketing Management
- The curvilinear role of trust in marketing systems: Analysis of a moderated-mediation model with hierarchical linear modeling, Journal of Macromarketing
- The effects of innovation on product recall likelihood, Journal of Business Research
- Customer participation in new product development and the impact of remote work, Journal of Business and Industrial Marketing
- Customer participation in manufacturing firms’ new service development: The moderating role of CRM technology, Journal of Business and Industrial Marketing
- Making the grade: An analysis of sustainability reporting standards and global reporting initiative adherence ratings, Corporate Social Responsibility and Environmental Management
His recent work related to innovation investigates how firms can take entrepreneurial approaches to new product and service development, particularly how businesses engage customers in the innovation process.
With respect to his macromarketing interests, Friske said: “Macromarketing research looks at how society affects marketing practices and how marketing affects society. Studies from this line of research focus on public trust in marketing systems and sustainability reporting.”
A professional milestone
In September 2024, Friske reached an important milestone in his career.
“Becoming editor of the Journal of Research in Marketing and Entrepreneurship (JRME) was an unexpected honor,” he said.
As editor-in-chief of JRME, Friske oversees the entire peer-review process, from the initial evaluation of manuscripts to final publication decisions. This includes selecting associate editors, recommending external reviewers, providing feedback to authors and determining whether papers are accepted, revised or rejected.
“In short, I’m charged with managing the peer-review process from start to finish,” Friske said.
JRME has a 7% acceptance rate and has garnered an international reputation for quality scholarship, earning high rankings from the Australian Business Deans Council and the Chartered Association of Business Schools.
Ongoing research and future endeavors
Friske remains engaged in expanding his research on small firm innovation strategies, a subfield known as the marketing-entrepreneurship interface. He also continues to work on macromarketing topics.
“I’m currently working on a systematic review of entrepreneurial marketing approaches to new product/service development. I also have another project that examines how competition practices among small firms impact consumer buzz for new products and the quality of new products,” he said.
“On the macromarketing front, I’m particularly excited about a multi-year project that relies on a large language model to investigate how a customer-centric orientation toward corporate social responsibility affects an organization’s financial performance.”