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Michael Obal

Michael Obal Photo
Dr. Michael William ObalAssistant Professor
  • College
    Manning School of Business
  • Department
    Management
  • Phone
    (978) 934-5237
  • Office
    Pulichino Tong Business Center - 234
  • Email
  • Profile Links

Research Interests

Broadly, my research focuses on innovation, business-to-business, marketing strategy, and digital marketing.

Specifically, my research interests include the diffusion of disruptive innovations, the role of interorganizational relationships on technology adoption, the impact of process changes on new product development (NPD), trust development in online marketplaces, and the usage of online interpersonal ties in purchasing decisions.

Education

  • Ph D: Marketing, (2014), Temple University, Fox School of Business - Philadelphia, PA
    Dissertation/Thesis Title: Analyzing the Roles of Buyers, Suppliers, and Employees on the Adoption of Disruptive Technology
  • MBA: Marketing, (2008), University of Massachusetts Boston, School of Management - Boston, MA
  • BA: Marketing, (2005), Syracuse University, Whitman School of Management - Syracuse, NY

Biography

Michael Obal is an Assistant Professor of Marketing at the Manning School of Business at the University of Massachusetts Lowell. He holds a PhD From Temple University.

Selected Awards and Honors

  • Excellence Award in Peer-Reviewed Publications (MEI Dept.) (2017) - Faculty Symposium on Teaching, Learning, Research & Creative Works, University of Massachusetts Lowell
  • 2015 Faculty Award for Teaching Excellence (MEI Dept.) (2015), Teaching - University of Massachusetts Lowell
  • Doctoral Student Travel Grant (2014) - 2014 Academy of Marketing Science (AMS) Conference, Indianapolis, IN.
  • 2013 Robert Robicheaux Best Supply Chain Management Dissertation Proposal Award (2013) - Society for Marketing Advances (SMA)
  • 2013 Young Scholars Forum Research Award (2013) - Fox School of Business, Temple University
  • Best Student Paper Runner-Up (2013) - 2013 Academy of Marketing Science (AMS) Conference, Monterey, CA
  • Doctoral Student Travel Grant (2013) - 2013 Academy of Marketing Science (AMS) Conference, Monterey, CA
  • 2011-2012 "Excellence in Teaching by a Doctoral Student" Award (2012) - Fox School of Business, Temple University
  • 2011-2012 "High Achievement" Award (2012) - Fox School of Business, Temple University
  • Doctoral Fellow (2012) - 2012 AMA-Sheth Foundation Doctoral Consortium, University of Washington
  • Doctoral Student Travel Grant (2011) - 2011 Academy of Marketing Science (AMS) Conference, Coral Gables, FL

Selected Publications

  • Mumi, A., Obal, M., Yang, Y. (2018) "Investigating social media as a firm’s signaling strategy through an IPO," Small Business Economics pp. 1-15
  • Morgan, T., Obal, M., Anokhin, S. (2018) "Customer Participation and New Product Performance: Towards the Understanding of the Mechanisms and Key Contingencies," Research Policy 47:2 pp. 498-510
  • Obal, M., Morgan, T. (2018) "Investigating the Moderating Effects of Perceived Technological Change on Sales Force Acceptance," Journal of Business-to-Business Marketing
  • Thomas, E., Obal, M. (2018) "Type of Knowledge Sharing and its Impact on Collaborative New Product Development," International Journal of Innovation Management 22:02 pp. 24
  • Obal, M., Lv, W. (2017) "Improving banner ad strategies through predictive modeling," Journal of Research in Interactive Marketing 11:2 pp. 198-212
  • Obal, M. (2017) "What drives post-adoption usage? Investigating the negative and positive antecedents of disruptive technology continuous adoption intentions.," Industrial Marketing Management 63: pp. 42-52
  • Obal, M., Kunz, W. (2016) "Cross-cultural differences in uses of online experts," Journal of Business Research 69:3 pp. 1148–1156
  • Obal, M., Kannan-Narasimhan, R., Ko, G. (2016) "Whom Should We Talk to? Investigating the Varying Roles of Internal and External Relationship Quality on Radical and Incremental Innovation Performance.," Journal of Product Innovation Management 33:S1 pp. 136-147
  • Obal, M., Krey, N., Bushardt, C. (2015) "Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference," Springer
  • Obal, M., Lancioni, R.A. (2013) "Maximizing buyer–supplier relationships in the Digital Era: Concept and research agenda," Industrial Marketing Management 42:6 pp. 851–854
  • Obal, M., Kunz, W. (2013) "Trust Development in e-Services: A Cohort Analysis of Millennials and Baby Boomers," Journal of Service Management 24:1 pp. 45-63
  • Obal, M. (2013) "Why Do Incumbents Sometimes Succeed? Investigating the Role of Interorganizational Trust on the Adoption of Disruptive Technology," Industrial Marketing Management 42:6 pp. 900-908
  • Obal, M., Burtch, G., Kunz, W. (2011) "How Can Social Networking Sites Help Us? The Role of Online Weak Ties in the IMC Mix," International Journal of Integrated Marketing Communications 3:2 pp. 33–47

Selected Presentations

  • Customer Participation in New Product Development: The Crucial Role of a Firm's Absorptive Capacity - Academy of Marketing Science World Congress, June 2018 - Porto, Portugal
  • How Much Change is Too Much? The Impact of Perceived Technological Change onto Sales Force Technology Acceptance - Academy of Marketing Science World Congress, June 2018 - Porto, Portugal
  • Overcoming the Rejection of Changing Sales Force Technologies Through Managerial Support - Academy of Marketing Science Conference, May 2018 - New Orleans, LA
  • The Impact of Absorptive Capacity onto Customer Participation in New Product Development - Academy of Marketing Science Conference, May 2018 - New Orleans, LA
  • Assessing the Value of Global Product Launch - Global Innovation and Knowledge Academy Conference, 2017 - Lisbon, Portugal
  • Improving Banner Ad Strategies through Predictive Modeling - Academy of Marketing Science Conference, May 2017 - Coronado, CA
  • Investigating Social Media Activity as a Firm’s Signaling Strategy through an Initial Public Offering - Academy of Marketing Science Conference, May 2017 - Coronado, CA
  • How Does Disruptive Technology Adoption and Integration Impact NPD Performance? - 2016 Marketing Management Association Conference, October 2016 - Providence, RI
  • The Counterintuitive Influence of Buyer-Supplier Relationships on Disruptive Technology Adoption - 2016 Academy of Marketing Science World Congress, July 2016 - Paris, France
  • Social media and the performance of initial public offerings - Eastern Academy of Management annual conference, May 2016 - New Haven, CT
  • Leveraging Social Media to Increase Capital Raised Through an Initial Public Offering - 2015 Marketing EDGE Conference, October 2015 - Boston, MA
  • The Impact of Knowledge Type and Environmental Dynamics on Producer-Supplier Collaborations in New Product Development - 2015 PDMA Product Innovation Management Conference, October 2015 - Anaheim, CA
  • Leveraging social media to increase capital Raised through an Initial Public Offering - EDGE Direct/Interactive Marketing Research Summit, October 2015 - Boston, MA
  • Choosing the Right Partners: Investigating the Varying Roles of Internal and External Integration on Radical and Incremental Innovation Performance - 2015 American Marketing Association (AMA) Marketing Educators Summer Conference, August 2015 - Chicago, IL
  • The Counterintuitive Influence of Buyer-Supplier Relationships on Disruptive Technology Adoption,” - 2015 American Marketing Association (AMA) Marketing Educators Summer Conference, August 2015 - Chicago, IL
  • Customer Participation in New Product Development and New Product Performance: The Moderating Role of Expertise - the 2015 Academy of Marketing Science Annual Conference (AMS), May 2015 - Denver, CO
  • Sales Force Acceptance of Disruptive Technologies - the 2015 Academy of Marketing Science Annual Conference (AMS), May 2015 - Denver, CO

Research Currently in Progress

  • Assessing the Financial Value of Global Product Launches

    This study analyzes the impact of product launches into various global markets on cumulative abnormal stock returns. It provides an interdisciplinary perspective by bringing together elements of marketing, innovation, and finance to gain a better appreciation for how singular product launches can impact overall shareholder value. Our dataset spans 409 products from 27 product categories in 38 markets by 61 different brands for over 2 years. Results show that global product launches have a positive impact on abnormal stock returns and this positive impact is enhanced in the launch of very innovative products. Further, there is a positive and significant interaction between product innovativeness and socio-economic development of the country. This suggests that highly innovative products are likely to have a greater positive impact on shareholder value when they are launched in developed versus emerging markets. While emerging markets have become a popular recent topic in product literature, this study highlights the ongoing importance of focusing on developed markets for certain global product launches.
    Talay, M.B. (Co-Investigator) (UML), Obal, M. (Co-Investigator) (UML), Townsend, J.D. (Co-Investigator) (Oakland Universty)

  • Assessing the Value of Global Product Launch
    Obal, M., Talay, B., Townsend, J.
  • Customer Participation in New Product Development and Performance: The Moderating Role of Expertise
    Obal, M., Morgan, T.
  • Evaluating the Impact of Technology Adoption on the New Product Development Process
    Obal, M., Ibrahim, S.
  • Overcoming the Negative Influence of Individual Motives on Disruptive Technology Acceptance
    Obal, M., Morgan, T.
  • Strategic Change and Innovation Reputation: Opening Up the Innovation Process
    Obal, M., Morgan, T.
  • Success Metrics in University Incubators
    Obal, M., Kannan-Narasimhan, P.