Reginald Sheppard

Reginald Sheppard joined the Faculty of Business Administration in 1999 and is a member of the Marketing Area. He teaches Principles of Marketing, Marketing Management, Integrated Marketing Communications, and Market Orientation at the BBA level, and Marketing Research at both the BBA and MBA levels. He received the Faculty of Business Administration's Excellence in Teaching Award in 2000.

Prior to joining the University of New Brunswick, he was a secondary-school teacher, vice-principal, and a manager of an educational service company. He has served as a consultant for several government agencies or departments.

His research interests include evaluation of marketing performance, market orientation of companies/industries, economic importance of market orientation, market driven quality control, regional economic development, and trends in marketing research and marketing/management education.

Dr. Sheppard is also a Registered Professional Marketer (RPM) and a Full Member (M.cInst.M.) of the Canadian Institute of Marketing (C.I.M.).

Journal articles

2011: “A Comparative Analysis of Market Orientation in The Commercial Fish Processing Industries of Atlantic Canada and The New England States”, Journal of Marketing Development and Competitiveness, Vol. 5, No. 6 (Early Winter) (ISSN# 2155-2843), Forthcoming.

2011: “The Evolution and Conceptualization of Market Orientation: What Managers Ought To Know”, Journal of Management Policy and Practice, Vol. 12, No. 6 (Fall) (ISSN# 1913-8067), Forthcoming.

2010: “Market Orientation and The Resource-Based Model of Above Average Returns: A Framework for Community Economic Development”, The International Journal of Business, Marketing, and Decision Sciences, Vol. 3, No.2 (Fall) (ISSN #: 1942-8162), 88-109.

2010: “Developing an Industry Index Valuation for a Seasonal Parsimonious Market Orientation Model”, The Journal of Applied Business and Economics, Vol. 12 No. 1 (ISSN#: 1499-691X), 11-16.

2009: “Construction of a Seasonal Subjective Performance Instrument for a Primary Industry Sector”, The Journal of Applied Business and Economics, Vol. 10 No. 4, pp. 47-62 (ISSN#: 1499 – 691X). Principal Author. Co-authored by Dr. Lori Radulovich, Baldwin-Wallace College, Cleveland.

Conferences and presentations

2012 “Optimizing Marketing Spending in SME’s In Small Market Locations (title still to be finalized)”, Conference Proceedings for The National Business and Economics Society, Maui, March 7-10.

2011: “Guiding Principles for Constructing a Market Profile.” Quarterly Meeting of The New Brunswick Federation of Snowmobiler’s Clubs (NBFSC), by Invitation.

2011: “An Assessment of Marketing Culture in Atlantic Canada’s Commercial Seafood Processing Sector Vis-a-Vis Marketing Audit Procedures”, Conference Proceedings for the International Academy of Business and Public Administration Disciplines, Memphis, October 27-31. Principal Author, Co-authored by Glenn Leonard, Faculty of Business Administration, The University of New Brunswick.

2011: “A Comparative Analysis of Market Orientation in The Commercial Fish Processing Industries of Atlantic Canada and the New England States”, Conference Proceedings for The National Business and Economics Society, Curacao, March 9-12. (In press).

2011: “The Evolution and Conceptualization of Market Orientation: What Managers Ought To Know”, Conference Proceedings for The National Business and Economics Society, Curacao, March 9-12. (In press).

2010: “Piecing it all Together - Constructing the Heuristic of Effective Teaching In Sustainable Marketing Education.” The 2010 Society for Marketing Advances (SMA) Conference, Atlanta, Nov 3-6. By Invitation, Principle Author (Co-Authored with Pia Albinsson, Appalachian State).

2010: “Market Orientation and The Resource-Based Model of Above Average Returns: A Framework for Community Economic Development”, Conference Proceedings for the International Academy of Business and Public Administration Disciplines (ISSN#: 1547-4836), Vol 7, No. 3, pp. 983-1009. New Orleans, October 21-24.

2010: “Six Degrees of Separation: A Review of Guiding Principles in Sustainable Marketing Education.” Conference Proceedings (Abstract) for the 2010 Academy of Marketing Science Cultural Perspectives in Marketing Conference, IESEG, Lille, France, July 21-24. Principal Author (Co-authored with Pia Albinsson, Appalachian State).

2010: “Developing an Industry Index Valuation for a Seasonal Parsimonious Market Orientation Model”, Conference Proceedings for The National Business and Economics Society (ISSN#: 2151-3333), Kauai, Hawaii, March 10-13.

2009 “Developing a Market orientation Measurement Instrument in The Atlantic Canadian Seafood Processing Sector.” Special Session Abstract published in the Conference proceedings for the 2009 SMA Conference – Special Session on Canadian Issues, New Orleans, Louisiana, November 4-9.

2009: “Construction of a Seasonal Subjective Company Performance Instrument for a Primary Industry Sector”, Conference Proceedings for The National Business and Economics Society (ISSN #: 2151 – 3333), St. Kitts, British West Indies, March 11-14. (In Press). Co-authored by Dr. Lori Radulovich, Baldwin-Wallace College, Cleveland. This paper won “The Most Innovative Paper Award”.

2008: “Atlantic Canada’s Fish Processing Sector - An Illustration of Factors Rendering The Marketing Concept Obsolete?” Special Session Abstract published in the Conference proceedings for the 2008 SMA Conference – Special Session on Canadian Issues, St. Petersburg, FL., November 4-9, pp.

2006: “SMEs, Electronically-Mediated Working and Data Security”, August, 2006 International Tele-work Conference, Fredericton, NB, Canada, Accepted for Presentation, Principal Author = Finton Clear of Brunel Business School, Brunel University; Presenter - Reginald Sheppard.

Editorial responsibilities

March 2011: Appointed to the Editorial Advisory Board for each of:

• A. The Journal of Applied Business and Economics (JABE).
• B. The Journal of Marketing Development and Competitiveness (JMDC).
• C. The Journal of Management Policy and Practice (JMPP).

2008-Present: Appointed Junior Reviewer for the Journal of General Management (JGM).

Publications

Marketing and its Effect on Choice of Financial Indicators. Marketing Canada, 2:1, (Winter, 2006), 4-5.

Market Orientation and Parsiminous Scale Development: Tools for Improving Firm Performance, Longevity, and Rejuvenation. Marketing Canada, 1:3, (2005), 1-5.