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Michael Obal

Michael Obal Photo
Dr. Michael ObalAssistant Professor
  • CollegeManning School of Business
  • DepartmentManagement
  • Phone(978) 934-5237
  • OfficePulichino Tong Business Center - 234


  • 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

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


  • Obal, M., Lv, W. (2017) "Improving banner ad strategies through predictive modeling," Journal of Research in Interactive Marketing 11:2
  • Thomas, E., Obal, M. (2017) "The Impact of Environmental Dynamics on Producer-Supplier Collaborations in New Product Development," International Journal of Innovation Management
  • Obal, M. (2017) "What drives post-adoption usage? Investigating the negative and positive antecedents of disruptive technology continuous adoption intentions.," Industrial Marketing Management
  • 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: pp. 136
  • 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

Research Currently in Progress

  • 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.
  • Measuring the Influence of Social Media on IPOs
    Obal, M., Mumi, A., Yang, Y.
  • 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.