Duane M. Nagel, Ph.D.

Associate Professor

Education:

  • Florida State University, Doctor of Philosophy in Business Administration, Marketing 
  • Colorado State University, Masters of Business Administration, Marketing 
  • The University of Texas at San Antonio, Bachelor of Business Administration, Marketing

Dr. Duane Nagel is an Associate Professor of Marketing whose research explores how marketing strategies, digital transformation, and community dynamics drive engagement, innovation, and societal impact. He examines how individuals, organizations, and communities navigate change, foster belonging, and sustain meaningful connections across digital, economic, and social landscapes. His work focuses on how marketing tools and strategies can support adaptation, growth, and long-term impact in an increasingly connected and changing world.

Before transitioning into academia, Dr. Duane Nagel spent nearly two decades in industry, leading strategic marketing initiatives across consumer goods, retail promotions, and corporate partnerships. This experience informs his applied approach to teaching, ensuring that students engage with marketing concepts in meaningful, real-world ways. His teaching philosophy emphasizes active learning, where students don鈥檛 just study theories but apply them through hands-on projects. Many of these initiatives involve collaborations with businesses and nonprofit organizations across Kansas, allowing students to develop strategic marketing solutions with real impact. Grounded in his research on engagement, digital transformation, and community dynamics, his courses challenge students to think critically about how marketing strategies shape businesses, organizations, and society at large. To ensure continued relevance and industry alignment, he actively collaborates with business leaders, integrating current market trends and practical insights into his teaching.

Outside of the classroom and his office, he is an avid soccer fan (Y.N.W.A.) and a wannabe documentary filmmaker.

Research Interests:

  • Co-Creation and Engagement in Digital and Physical Spaces
  • Digital Transformation and Its Societal Impact
  • Resilience and Adaptation in Communities and Organizations
  • The Role of Technology in Shaping Consumer and Institutional Behavior
  • Qualitative Research Methodologies

Teaching:

  • MKT 300 - Principles of Marketing
  • MKT 405 - Consumer Behavior
  • MKT 607 - Brand Planning & Promotion
  • MKT 690 - Advanced Topics in Marketing & Technology
  • MKT 710 - Digital Marketing

Selected Publications:

  • Deva Rangarajan, Bryan Hochstein, Duane M. Nagel, and Teidor Lyngdoh (2022), 鈥淎 Task Complexity and Balanced Centricity Sales Situation Taxonomy and Research Agenda鈥�. Journal of Business and Industrial Marketing

  • Bryan Hochstein, Nawar Chaker, Deva Rangarajan, Duane M. Nagel, and Nathaniel Hartman (2021), 鈥淧roactive Value Co-creation via Structural Ambidexterity: Customer Success Management and the Modularization of Frontline Roles鈥�, Journal of Service Research

  • Duane M. Nagel, Larry Giunipero, Hyeyoon, Jung Jim Salas, and Bryan Hochstein, (2021), 鈥淧urchaser perceptions of early phase supplier relationships: The role of similarity and likeability鈥�, Journal of Business Research,128, 174-186

  • Christopher Plouffe, Duane Nagel, Leff Bonney, Bryan Hochstein, and Jim Salas, (2020), "The Austrian View and Value Co-Creation Process in Solution-Oriented Firms: A Seven Stage, 鈥楽olution Prototyping鈥� Framework鈥�, Journal of Marketing Theory and Practice, 28, 79-97

  • William J. Montford, R. Bret Leary, and Duane M. Nagel, (2019), 鈥淭he impact of implicit self-theories and loss salience on financial risk鈥�, Journal of Business Research, 99, 1-11

  • Duane M. Nagel, J. Joseph Cronin, Jr., and Richard L. Utecht (2018), 鈥淐onsumption or Prosumption? A Question of Resources鈥�, Journal of Services Marketing, 32(6), 739-754

  • Joseph Cronin Jr., and Duane M. Nagel (2020), 鈥淓ditorial: A Critical Review of the Research Gaps Facing Service Scholars鈥�; Journal of Services Marketing, 34(3), 269-277

 Industry Experience:

  • The Integer Group/TBWA 2006-2012
    Senior Account Lead 鈥� Point-of-Sale - Denver, CO
  • The Gambrinus Company 2000 - 2006
    Marketing Coordinator - San Antonio, TX
  • The Gambrinus Company 1998 - 2000
    Brand Assistant - San Antonio, TX
  • Colour Solutions 1996 - 1998
    Account Executive 鈥� San Antonio, TX