Philip C. Zerrillo

Philip C. Zerrillo

Academic Affiliate

Email: Contact Jeffrey S. Andrien

Phone: (512) 703-4600 VCard View CV


Dr Zerrillo is currently a visiting professor at the J.L. Kellogg Graduate School of Management. He began his academic career at The University of Texas at Austin, and was a faculty member in the marketing department, as well as the Graduate Dean and the Dean of Executive Education. In addition to his administrative roles, Dr Zerrillo has written and taught extensively in areas of distribution channels, brand management, strategy, and counterfeiting and its effects on brands and brand valuation. He has held faculty positions or taught courses at Hebrew University (Jerusalem), Thammasat University (Bangkok), IMADEC University (Vienna), The Smith College of Business (University of Maryland), Owen School of Business (Vanderbilt), Sun Yat Sen University (Guanzhou), and Guido Luiss Carli School of Business (Roma).

Phil’s research focuses on distribution channels, pricing, marketing strategy, branding and brand valuation. His articles have appeared in the leading academic journals, including the Journal of Business-to-Business Marketing, the Journal of the Academy of Marketing Science, Business Horizons and Relationships in Marketing, among others. He has won a number of research and teaching awards, including the Outstanding Paper of the Year (2007) in the Journal of Business-to-Business Marketing. In addition to his academic endeavors, Phil has served as an expert witness in cases involving marketing issues.

In addition to his research and teaching interests Dr. Zerrillo has consulted around the world. His clients have been in areas such as the high tech industry, packaged goods, consumer products, medical services, pharmaceuticals, food and agricultural, Industrial products, oil and gas and office supplies. In addition to his personal clients, Dr Zerrillo has provided intellectual content for consulting firms such as Monitor Group, Deloitte and Touche, Ernst and Young, Asia Works, and Accenture. His individual clients have included Motorola, 3M, Input Output, Essex Group, LG Electronics, Nokia, Scott and White Medical, Heublin (now Grand metropolitan/Diaggio), and Imperial Tobacco.

Dr Zerrillo is currently a member of the board of directors of Sharps Compliance (NASDAQ: SMED). In addition to his past duties as lead director, he has been the director of the audit committee, and the corporate governance committee. Dr Zerrillo has also held board seats with Tholos International (Vienna), Global Knowledge Services (acquired by Applied Materials) and others.

Phil has a B.B.A. in Marketing from the University of Texas at Austin and a Ph.D. in Marketing from the Kellogg School of Management at Northwestern University.


Ph.D., Marketing, Kellogg School of Management, Northwestern University
B.B.A., Marketing, University of Texas at Austin

Areas of expertise

Recent news, presentations, and publications

“Dai Dong Tien Plastics” with David Gertner (case study) SMU Case Series (forthcoming) in European Case Clearing House (2013).

“Kingfisher Beer” with S.N. Venkat (case study) SMU Case Series in European Case Clearing House (2013).

“Hammerlick Brewing” with Kevin Sproule (case study) SMU Case Series in European Case Clearing House (2012).

“Tata Salt (B) When Flanker Brands Grow Up” with Havovi Joshi (case study) SMU Case Series in European Case Clearing House (2012).

“Minh Long Porcelain (B)” with Paolo Castasti (case study) SMU Case Series in European Case Clearing House (2012).

“Tata Salt” with Havovi Joshi (case study) SMU Case Series in European Case Clearing House (2012).

“Memaska Steel” (case study) SMU Case Series in European Case Clearing House (2011).

“Inter-Organizational Properties and Inter-Organizational Perceptual Agreement: A Model and Empirical Test in Marketing Channel Relations,” Winner of Best Paper Award (December 2007).

“Developing Brands in Emerging Markets, a Framework for Growth” with Greg M. Thomas, Journal of Place Branding (Fall 2007).

“The Albatross on New Product Innovations,” with Tasadduq Shervani, Business Horizons, Vol. 40, No. 1 (Jan. 1997) pp. 57-62 (Also republished Engineering Management Review Winter 1997, Vol. 4, pp. 26-32) (Also republished JPIM On-line Hot Topic, review Dec. 2000) (Also republished Eukkotek, Revist de la Red ParquesTecnologicosNumero 6 Ano 1999).

“Trademark Dilution and the Practice of Marketing” with Robert Peterson and Karen Smith, Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 255-268 (1999).

“Vertical Territory and Customer Resale Restrictions a New Rule of Reason Approach” with Jon M. Flemming and Angela McKee, Iowa Law Review: Journal of Corporation Law (May 1997).

“Multiple Levels of Relational Phenomenon,” with Dawn Iacobucci, Dawn Iacobucci (ed.) Relationships in Marketing, Russell Sage, Princeton, NJ (1996).

“The Relationship Life Cycle: I) A Network-Dyad-Network Dynamic Conceptualization, and II) The Application of Some Classic Psychological Theories to its Management,” with Dawn Iacobucci, Jagdish Sheth and Charles Frame (eds.) Review of Marketing, JAI Press, Greenwich (forthcoming 1996).

“Vertical Restraints and Consumer Welfare, Clear Distinctions for Restraints: Via a Modified Rule of Reason Approach” Contemporary Knowledge of Relationship Marketing, Emory University Center for Relationship Marketing (June 1996).

“A Vertical View of Marketing Networks: A New Entrants Approach” with Ravi Raina, Dawn Iacobucci (ed.) Relationships in Marketing, Russell Sage, Princeton NJ (1996).

“Trade Promotions a Call for a More Rational Approach,” Business Horizons, Vol. 38, No. 4 (July-August) (1995) pp. 69-76.

“Consumption Preferences and Changing Lifestyle” with Jonathan Frenzen and Paul Hirsch, Neil Smelzer and Richard Swedberg (eds.), The Handbook of Economic Sociology, Russell Sage, Princeton NJ (1994).

Review CV for additional publications…