Rate My Professor Dave Gilliland

Dave Gilliland is Professor Emeritus of Marketing in the College of Business at Colorado State University, where he served as Chair of the Department of Marketing until his retirement in spring 2025. He earned his Ph.D. in Marketing from Georgia State University after more than ten years of professional experience in marketing, advertising, and marketing research. Gilliland maintained an 18-year appointment as Visiting Professor at Aston University in Birmingham, UK, and serves as Editor-in-Chief of the Journal of Inter-Organizational Relationships. He teaches courses in business customer relationships and marketing research.

Gilliland's research specializes in governance and control in inter-organizational exchanges, with a focus on distribution channels and business-to-business relationships. Over 25 years, he developed a multi-system organizing framework for inter-firm control that integrates formal and informal mechanisms across dyadic, self-control, and third-party systems, published as 'A multi-system organizing framework for inter-firm control: a comprehensive perspective on control' in the Journal of the Academy of Marketing Science (2022). His influential publications include 'The effect of output controls, process controls, and flexibility on export channel performance' (Journal of Marketing, 1997), 'Two sides to attitudinal commitment: the effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels' (Journal of the Academy of Marketing Science, 2002), 'Observations: The Infomercial Shopper' (Journal of Advertising Research, 1996), and 'Adoption of electronic commerce tools in business procurement: enhanced buying center structure and processes' (Journal of Business & Industrial Marketing, 2002). In 2024, he authored the book 'The Control of Business Relationships: How Social Control Theory Explains Interactions Among Organizations' (World Scientific Publishing). His work has appeared in leading journals including Industrial Marketing Management and Journal of Public Policy & Marketing. Gilliland was recognized as a CSU Service Learning Scholar and received the Northern Colorado Multicultural Service Award for his student service learning initiatives.