IEDC Faculty


Robert Fisher

Alberta School of Business, Canada
Prior to joining the University of Alberta School of Business, Robert J. Fisher was on the faculty at the Richard Ivey Business School at the University of Western Ontario from 1998-2007, and the University of Southern California from 1991-1998. He earned a Bachelor of Commerce from the University of Saskatchewan, an MBA from York University, and a Ph.D. from the University of Colorado. Fisher’s research emphasizes the effects of social expectations on managerial and consumer decision making. He is particularly interested in how organizations can enhance communication flows between functional areas to improve new product development success. His research also provides insights into the effectiveness of marketing strategies designed to encourage positive social behaviors such as volunteering. Fisher’s research is published in the leading journals including the Journal of Consumer Research, Journal of Marketing, Psychology & Marketing, Journal of Services Marketing and Journal of Product Innovation Management. He is on the editorial board of the Journal of Consumer Research and Psychology & Marketing and has served as editor for a special issue on social desirability bias in Psychology & Marketing. His 1996 Journal of Marketing article with Jakki Mohr and John Nevin was awarded the Stern Award in 2003. Fisher has co-authored a book titled, "Internet Marketing in a Networked Economy," (Second Edition) with McGraw-Hill. The book examines how firms can develop stronger relationships with their customers through the Internet and traditional marketing tactics. Fisher has extensive experience in sales and marketing research with positions at Maple Leaf Foods and Saskatchewan Government Insurance. Also, he was the North American Marketing Manager for a technology-based start-up company. He has been a marketing strategy and research consultant for a variety of firms in North America and Asia. He is a marketing strategy consultant and educator for firms such as the Royal Bank, HSBC, Bank of China, Canadian Tire, Allied Signal, Hutchison Port Holdings, and London Life.