Robert E. Hughes Associate Professor of Marketing, Bussiness and Accounting

864.294.3552
Hipp Hall
robert.underwood@furman.edu

  • Current disciplinary research interests

      My current research program focuses on issues concerning globalization and trade, sustainable development, and theoretical and substantive issues related to consumer perceptions of advertising.

  • Interest in connecting sustainability to research

      My interest stems from two research streams with which I’m currently involved: (1) the challenges and opportunities of the sustainable development integration process, within both the corporation and the management education curricula; and (2) issues concerning globalization and international trade.

      Working with Dr. Kirk Karwan and Dr. Tom Smythe, my interest and focus on sustainability issues recently culminated in the acceptance of a chapter, “Undergraduate Management Education for Sustainability: A Perspective from the Liberal Arts,” in Vol. 8 of the Research Management Education and Development Series, Management Education for Global Sustainability. In the spirit of undergraduate management education for sustainability, we have included the ethic of sustainability as a pillar to our new business block curriculum (four fundamental courses including Cost Accounting, Finance, Marketing and Operations Management) which was introduced in fall 2010.

      In addition to the integration of sustainability in education, I’m in the process of completing a best practices paper with Dr. Jeanine Stratton that examines Caterpillar, Inc., and their ongoing efforts to successfully integrate the sustainable development paradigm within every aspect of their global business operations.

      With regards to the second stream above, my work seeks to bring greater understanding of the merits of globalization; especially a heightened awareness and knowledge of the dramatic improvements that accrue to social and environmental sustainability as economies globalize.

  • Sustainability courses taught
      • BUS-320: Principles of Marketing
      • BUS-421: International Marketing
      • BUS-422: Integrated Marketing Communications

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