Susan Myrden, Ph.D.


  • Ph.D., Saint Mary’s University (2013)
  • M.B.A., The University of North Carolina at Greensboro (2005)

Teaching Areas

  • Marketing
  • Services Marketing
  • Retail Management
  • Sport Marketing

Awards / Honors

  • Excellence in Research Award (2020) – University of Maine – Maine Business School
  • Bangor Savings Bank/Lyndon Paul LoRusso Faculty Development Fund (2017) – University of Maine
  • Faculty Research Fund – Summer Faculty Research Award (2017) – University of Maine
  • CEEMAN/Emerald Case Writing Competition: 3rd prize (2012) – CEEMAN/Emerald, Cape Town, South Africa
  • Best Reviewer Award (2012) – ASAC Case Track, St. John’s, Newfoundland
  • Dark Side Case Competition – Winner (2011) – Academy of Management, San Antonio, Texas
  • Best Reviewer Award (2011) – ASAC Case Track, Montreal, Quebec


Peer-Reviewed Journal Articles

Das, M. and Myrden, S. (2021) America’s Major League Soccer: Artificial Intelligence & the Quest to Become a World Class League. The Case Journal, forthcoming.

Alkire, L., O’Connor, G., Myrden, S., Kocher, S. (2020) Patient Experience in the Digital Age: An Investigation into the Effect of Generational Cohorts. Journal of Retailing and Consumer Servicesforthcoming.

Jones, T., Myrden, S., Dacin, P. (2020). Services Under New Management: The Myth of a Fresh Start. Journal of Services Marketing, Vol. 34, No. 4, pp. 529-548.

Das, M. and Myrden, S. (2020) Asian Football: How Corruption Disrupted Marketing Value in the Game’s Largest Fan Market. The Case Journal, forthcoming.

Warmath, D., Winterstein, A., and Myrden, S. (2020). Sport Motivation as a Possible Indicator of Concussion Reporting Intentions Among Young Athletes. Clinical Journal of Sports Medicine, forthcoming

Ford, D., Myrden, S., & Kelloway, E. K. (2016). Workplace Aggression Targets’ Vulnerability Factor: Job Engagement. International Journal of Workplace Health Management, Vol. 9, No. 2, pp. 202-220.  [article]

Myrden, S. & Kelloway, E. K. (2015). Leading to Customer Loyalty: A Daily Test of the Service-Profit Chain. Journal of Services Marketing, Vol. 29, No. 6/7, pp. 585-598. [article]

Myrden, S. & Kelloway, E. K. (2015). Young Workers’ Perception of Brand Image: Main and Moderating Effects. Journal of Organizational Effectiveness: People and Performance, Vol. 2, No. 3, pp. 1-15. [article]

Ford, D., Myrden, S. and Jones, T. (2015). Understanding “Disengagement from Knowledge Sharing”: Engagement Theory Versus Adaptive Cost Theory. Journal of Knowledge Management, Vol. 19, No. 3, pp. 476 – 496. [article]

Myrden, S. and Kelloway, K. (2014). Service Guarantees: The Impact of Playing ‘Hard to Get’ on Perceptions of Firm Credibility and Repurchase Intent. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 27, pp. 55 – 69. [article]

Myrden, S. and Sanderson, K. (2013). Kraft Foods Argentina: The H1N1 disparity. Case with teaching note. In Fatien Diochon, P., Raufflet, E. and Mills, A. (Eds.), The Dark Side – Critical Cases on the Downside of Business (pp. 72 – 85). 2nd Edition. Sheffield: Greenleaf.

Myrden, S. and Stapleton, D. (2012). Spark Marketing: Responding to Market Opportunities and an Industry Shake-up. In MacKenzie, H. F. (Eds.), Contemporary Canadian Marketing Cases. 5th Edition, (pp. 134-141). Toronto: Pearson.

Myrden, S., Mills, A. J., Helms-Mills (2011). The Gendering of Air Canada: A Critical Hermeneutic Approach. Canadian Journal of Administrative Sciences, Vol. 28, No. 4, pp. 440 – 452. [article]

Williamson, N., Cramer, S. and Myrden, S. (2009). Enhancing Governmentally Sponsored Export Promotions Through Better Segmentation of the Market of a State’s Manufacturing Concerns. International Trade Journal, Vol. 23, No. 3, pp. 258 – 300. [article]

Book Chapters

Myrden, S. E., Mills, A., and Helms-Mills, J. (2017). The Gendering of Air Canada: A Critical Hermeneutic Approach. In Mills, A. (Eds.) Insights and Research on the study of Gender and Intersectionality in International Airline Cultures (pp.131 – 156). Bingley: Emerald.

Peer-Reviewed Conference Presentations

Alkire, L., O’Connor, G., Myrden, S., Kocher, S. (2020). Exploring intergenerational customer experience with healthcare technology, Frontiers in Service Conference, Boston, Massachusetts.

Warmath, D., Myrden, S., and Winterstein, A. (2020). Reading the tea leaves: The role of self-determination theory and the socio-ecological model in help-seeking behavior, Frontiers in Service Conference, Boston, Massachusetts.

Warmath, D., Myrden, S., and Winterstein, A. (2020). Concussion reporting motivation in a socio-ecological context: The high school athletes experience. GLATA Annual Meeting, Wheeling, Illinois.

Warmath, D., Myrden, S., and Winterstein, A. (2019). For the love of the game: Intrinsic motivation as a source of demand for a voluntary need-based service, Frontiers in Service Conference, Singapore, Singapore.

Warmath, D., Winterstein, A. and Myrden, S. (2019). Why we play the game: The influence of sport motivation on concussion reporting, Great Lakes Athletic Trainers’ Association Annual Meeting, Wheeling, Illinois.

O’Connor, G., Myrden, S., Nasr, L., Lee, K., Kandampully, J., Williams, J. (2018). Patient Experience in the Age of Healthcare Digital Technology: Exploring the Use of Healthcare Patient PortalsService Frontiers Conference, Austin, Texas.

Myrden, S. and Kelloway, K. (2013). From leadership to customer loyalty: Reconceptualizing the service-profit-chain. Society for Marketing Advances, Hilton Head Island, South Carolina.

Jones, T. and Myrden, S. (2013). Under new management: An empirical examination of signaling theory in services. American Marketing Association Winter Educators’ Conference, Las Vegas, Nevada.

Ford, D., Myrden, S. and Kelloway, K. (2012). Engagement: The hidden cost or a coping strategy of workplace aggression? Academy of Management Conference, Boston, Massachusetts.

Myrden, S. and Stapleton, D. (2012). Spark Marketing: Responding to Market Opportunities and an Industry Shake-up. Case with teaching note. Administrative Sciences Association of Canada Conference, St. John’s, Newfoundland, Canada.

Myrden, S. and Kelloway, K. (2012). Employer branding: Winning the war for talent. American Marketing Association Winter Educator’s Conference, St. Petersburg, Florida.

Delorey, R., Myrden, S. and Loughlin, C. (2012). If you cannot say anything nice … Perceptions of employee negative word-of-mouth. Canadian Psychological Association Annual Convention, Halifax, Nova Scotia, Canada.

Myrden, S. and Kelloway, K. (2011). Service guarantees: The impact of playing ‘hard to get’ on perceptions of firm credibility and repurchase intent. American Marketing Association Summer Educators’ Conference. San Francisco, California.

Myrden, S., Delorey, R. and Loughlin, C. (2011). When the web becomes the water cooler: One more reason to treat your employees well. Academy of Management Conference, San Antonio, Texas.

Myrden, S. and Sanderson, K. (2011). Kraft Foods Argentina: The H1N1 disparity. Case with teaching note. Winner: Dark Side Case Competition. Academy of Management Conference, San Antonio, Texas.

Myrden, S. (2010). Keeping up with the joneses: A legitimacy analysis of the Atlantic schools of business. Atlantic Schools of Business Conference. Halifax, Nova Scotia, Canada.

Myrden, S., Mills, A. J. and Helms-Mills, J. (2009). The gendering of Air Canada: A critical hermeneutic approach. NASTA Conference. Helsinki, Finland.

Barnes, J.G. and Myrden, S. (2008). Marketing research in the age of customer-focused marketing. Atlantic Schools of Business Conference. St. John’s, Newfoundland, Canada.

Williamson, N. and Myrden, S. (2005). Selecting the optimal time period for use in the creation of import market potential and import market competitiveness variables through shift-share analysis in export market identification research. Association of Marketing Theory & Practice Conference. Jekyll Island, Georgia.