Dr. ANDRE MACIEL
Assistant Professor of Marketing
Dr. Andre Maciel, assistant professor of marketing, tied for first place in the Faculty Research and Creative Activity Slam. Maciel discussed his research into stories of David versus Goliath in marketing. That includes the producer side, where access to capital can differ widely between large firms and small and medium firms, and the consumer side, where racial minorities are sometimes treated as potential criminals.
“Within this landscape of inequality, I researched the little guy — the challenger, the marginalized” — and how they can contest inequality. “In other words, I studied David-versus-Goliath kinds of situations as they happen in the marketplace.”
Maciel cited two projects. In one, he studied the craft brewing industry and how smaller companies could thrive by creating networks to promote themselves to consumers, media and lawmakers. Maciel also researched how members of minority groups are made to feel unwelcome in stores. It’s not enough for businesses to label themselves as welcoming or safe places. They must commit to providing jobs to people from marginalized groups, he said.