Business professor published in Journal of Marketing Analytics

Michael Rodriguez, adjunct professor for the MBA program at the Lundy-Fetterman School of Business, was recently published in the Journal of Marketing Analytics. His work focused on the effectiveness of Mobile Customer Relationship Management software (mCRM) and its impact on sales performance. 

Rodriguez is a lecturer on sales and analytics with more than twenty years of experience in his field, particularly focusing on digital customer relations management tools and artificial intelligence in sales. He partnered with Stephanie Boyer of Bryant University to conduct his mCRM research. 

“In our study, a measure of mCRM is adapted and applied to salespeople in a business-to-business sales context,” said Rodriguez. “Overall, the research empirically demonstrates that mCRM plays an important role in traditional CRM adoption and in sales performance when sales process capabilities and collaboration are involved.”

Rodriguez earned his PhD in Technology Management at Stevens Institute of Technology. His work has been published in the Journal of Business Research, Journal of Personal Selling and Sales Management, Industrial Marketing Management, Journal of Research in Interactive Marketing and Journal of Business to Business Marketing. Rodriguez also worked on Wall Street for over a decade, selling market data and trading platforms to investment banks, asset managers and hedge funds.