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.
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.