Thomas Dotzel

Assistant Professor
HLH 345G
P.O. Box 880492
Lincoln, NE 68588-0492
(402) 472-3278
Thomas Dotzel Photo
Ph.D. in Marketing from Texas A&M University

MBA from the University of Texas at Arlington

French/German Dual Degree Program
Diplôme, Ecole Supérieure de Commerce (ESC) de Pau, France
Diplombetriebswirt Munich University of Applied Science, Germany
Areas of Expertise
  • Marketing
  • Marketing Management
  • Marketing Strategy
  • Services Marketing
  • Assistant Professor, 2019
Vita - July, 2020

Thomas Dotzel (Ph.D., Texas A&M University) joined the College of Business at the University of Nebraska-Lincoln in 2019. He was previously a faculty member at the Desautels Faculty of Management at McGill University in Montreal, Canada. Thomas conducts empirical marketing strategy research in the substantive domain of services marketing. Within this context, his research focuses primarily on answering managerial questions related to different types of service innovations as well as on measuring the financial value of marketing actions.
His research appears or is forthcoming in the Journal of Marketing, the Journal of Marketing ResearchMIT Sloan Management Review (print and online), and the Harvard Business Review (print and online).
He has taught marketing courses at the undergraduate, MBA, doctoral, and executive level and has been recognized for his teaching both at McGill and at Texas A&M University.
Prior to getting his Ph.D., he gained several years of industry experience in the hospitality industry in diverse countries and in the marketing division of the BMW Group in Munich.

Research Interests

Service Innovation

Services Marketing


Marketing-Finance Interface

Marketing Strategy

Published In

Journal of Marketing
Journal of Marketing Research
Harvard Business Review
MIT Sloan Management Review

Refereed Publications

Dotzel, Thomas and Venkatesh Shankar (2019), “The Relative Effects of Business-to-Business (vs. Business-to-Consumer) Service Innovations on Firm Value and Firm Risk: An Empirical Analysis,” Journal of Marketing, 83 (5), 133-52.

Dotzel, Thomas, Venkatesh Shankar and Leonard L. Berry (2013), “Service Innovativeness and Firm Value,” Journal of Marketing Research, 50 (2), 259-76.

Shankar, Venkatesh, Leonard L. Berry, and Thomas Dotzel (2009), “A Practical Guide to Combining Products and Services,” Harvard Business Review, November, 94-99.

Berry, Leonard L, Venkatesh Shankar, Janet Turner Parish, Susan Cadwallader, and Thomas Dotzel (2006), “Creating New Markets Through Service Innovation,” MIT Sloan Management Review, 47(2), 56-63.

Research Awards

Dean's Award for Outstanding Research by a Doctoral Student, Mays Business School, Texas
A&M University. (2007).

ISBM Ph.D. Student Research Camp. (2006).

Liam Glynn/ASU Center for Services Leadership Research Award, AMA Services Marketing
Special Interest Group. (2006).

Undergraduate Courses

Marketing Management (MRKT 442) - Application of marketing principles to the solution of a wide variety of problems involving influence of the consumer, choice of channels, marketing legislation, and the management of merchandising, advertising, personal selling, sales promotion, pricing, and marketing research.

Teaching Interests

Marketing Management

Services Marketing

Marketing Strategy

Value Creation


Best Services Article Award, AMA SERVSIG. (July 2020).

Faculty Research Award, Department of Marketing, College of Business, University of Nebraska-Lincoln. (May 2020).

Nominee for 2017-18 Distinguished Teaching Award, McGill University. (2018).

Nominee for 2016-17 Distinguished Teaching Award, McGill University. (2017).

2013 AMA Services Special Interest Group (SERVSIG) Best Services Article Award (across
journals), American Marketing Association. (February 2013).

2012 AMA SERVSIG Doctoral Consortium Fellow, American Marketing Association. (2012).

Association of Former Students Distinguished Graduate Student Teaching Award, Texas A&M
University. (2009).

Finalist, ISBM Business Marketing Doctoral Dissertation Award Competition, ISBM. (2008).

Fellow, (Presenter) 26th Annual Doctoral Symposium, University of Houston. (April 2008).

Dean's Award for Outstanding Teaching by a Doctoral Student, Mays Business School, Texas
A&M University. (2008).

Fellow, AMA-Sheth Foundation Doctoral Consortium, American Marketing Association. (2007).

Fellow, (Discussant) 24th Annual Doctoral Symposium, University of Houston. (April 2006).

Additional Information

Member, Editorial Review Board, Journal of Service Research