Maxwell K.

Hsu
Department of Marketing University of Wisconsin-Whitewater Whitewater, WI 53190 Tel: 262-472-5471 E-mail: hsum@uww.edu EDUCATION 1995-1999 DBA, Marketing, Louisiana Tech University 1993-1994 Double minors in Economics and Quantitative Analysis Title of doctoral dissertation: Spatial Variation in Diffusion of Technological Innovations at the State, Regional, and Cross-National Levels GPA: 3.94 Alpine, TX Ruston, LA

MBA, Sul Ross State University Major: International Trade GPA: 3.83

1986-1990

BBA, National Cheng-Kung University Major: Statistics GPA: 3.4

Tainan, Taiwan

EXPERIENCE 2005-present 2002-2005 1999-2002 1998-1999 1994 (Sep.-Dec.) 1993 (Jan.-July) PROFESSIONAL TRAININGS Associate Professor with tenure Assistant Professor, Marketing Assistant Professor, Marketing Visiting Assistant Professor, Marketing Post-MBA Marketing Certificate Staff Statistician University of Wisconsin, Whitewater University of Wisconsin, Whitewater Tennessee State University Alabama State University University of California, Berkeley Chamber of Labor Affairs, Taiwan

Introduction to Structural Equation Methods workshop at the Virginia Commonwealth University (May 15 to May 17, 2006, Richmond, VA). SPSS Introduction to AMOS 6.0 workshop (November 2005, Chicago, IL). Prisms of Globalization conference at University of Illinois Urbana Champaign (June 28 to June 30, 2004). Leveraging Information Technology in Marketing Research" by Dr. Kurt Pflughoeft, IT director at Market Probe (Whitewater, WI; April 30, 2004). Interdisciplinary Research Workshop: Conceptualizing Security Issues for International Business Research (hosted by University of Illinois CIBER, Oak Brook, IL 2003).

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Ideas to Profits: Making Critical Connections (Whitewater, WI 2003). Educational Technology workshop (Whitewater, WI 2002). The Bayesian Applications and Methods in Marketing workshop at Ohio State University (Columbus, 2001). SPSS Data Mining workshop (Atlanta, 2001). DreamWeaver 4.0 & EC database workshop, PC School (Taipei, 2001). ComputerNet 2000, International Academy of Science (Nashville, 2000). Business to Business Marketing Faculty Consortium, Northwestern University (Evanston, 2000). Application of Marketing Research workshop, Burke Institute (Atlanta, 1999). SAS Programming workshop (Atlanta, 1998). Structural Equation Modeling workshop, Small Waters Corp. (Dallas, 1997). Practical Multivariate Analysis workshop, Burke Institute (NYC, 1997). Listed in Whos Who in America, 2007 (61st edition). Recipient of University of Wisconsin System fellowship to attend the Beginning Geographic Information Systems Workshop at UWPlatteville (August, 2006). Guest Lecturer for the Management Ph.D. Program at the Xiameng University in China (Dec. 2005 ~ Jan. 2006). Recipient of Kauffman scholarship from Syracuse University to attend a 3-day Experiential Classroom VI workshop (September, 2005). Recipient of a travel grant from the University of Illinois Urbana Champaign to attend the Prisms of Globalization conference in Champaign, IL (June, 2004). Recipient of a travel grant to China in June 2005 from the International Studies program at UW-Whitewater, June 2004. College of Business and Economics Research Award Nominee, Department of Marketing, Spring 2004. Recipient of the College of Business and Economics research grant (20032004). AACSB-International & Keidanren (Japan Federation of Economic Organizations) joint-sponsored Japan Study Tour (Tokyo and Kyoto, 2002). President, Greater Nashville Chinese Association (Nashville, 2002). Irwin/McGraw Hill Distinguished Paper Award Winner: Association of Collegiate Marketing Educators Conference (St. Louis, 2002). Recipient of the RISE Research Grant (2001-2002); Value of Award: $5,000. Best Paper in Sales Track: Society of Marketing Advances Conference (New Orleans, 2001). Guest E-Commerce Lecturer (30 hours) at the LVIV Institute of Management in Ukraine, Summer 2001 --- trip sponsored by the US Agency for International Development (USAID) program and a grant from the Association

HONORS & AWARDS

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Liaison Office (ALO) for University Cooperation in Development. Recipient of State Farm Companies Foundation fellowship for the AACSB Globalization of Business Schools Conference (Los Angeles, 2001). Best Paper Award Winner: ACME International Conference (NYC, 2000). Recipient of Travel Stipend to attend the 2000 SWFAD Conference (San Antonio, 2000). Recipient of Fellowship for National Direct Marketing Institute for Professors (Boston, 1999). Irwin/McGraw Hill Distinguished Paper Award Winner: SWFAD Conference (Dallas, 1999). Listed in Whos Who among Students in American Universities and Colleges (1996).

PUBLICATIONS

Refereed Journal Articles A Typology Analysis of Service Quality, Customer Satisfaction and Customer Behavioral Intentions in Mass Services (2006), Olorunniwo, Festus and Maxwell K. Hsu, Managing Service Quality, 16(2), 106-123. Service Quality, Customer Satisfaction, and Behavior Intentions in the Service Factory (2006), Olorunniwo, Festus, Maxwell K. Hsu, and Godwin Udo, Journal of Services Marketing, 20(1), 59-72. Government Programs and Diffusion of Innovations in Taiwan: An Empirical Study of Household Technology Adoption Rates (2005) Hsu, Maxwell K. and Hani I. Mesak, Journal of Nonprofit and Public Sector Marketing, 13(1/2), 91110. An Exploratory Examination of the Influence of National Culture on CrossNational Product Diffusion (2005), Dwyer, Sean, Hani I. Mesak, and Maxwell K. Hsu, Journal of International Marketing, 13(2), 1-27. A Comparison of Domestic and Foreign Bank Efficiency in Taiwan: An Application of Data Envelopment Analysis and Input Congestion Technique (2004), Luo, Xueming, Maxwell K. Hsu, and Abu Wahid, International Journal of Business and Economics, 3(1), 1-7. Career Satisfaction For Technical and Managerial Anchored IS Personnel in Later Career Stages (2003), Maxwell K. Hsu, H.G. Chen, James Jiang, and Gary Klein, Data Base, 34(4), 64-72. Operationalizing the Service Quality Construct: The Case of the Lodging Industry, (2003), Olorunniwo, Festus, Maxwell K. Hsu, and Godwin Udo, Services Marketing Quarterly, 24(4), 57-76. Perceived Career Properties and Intent to Leave (2003), Hsu, Maxwell K., James Jiang, and Gary Klein, Information & Management, 40(5), 361-369. Information Privacy and Online Behaviors (2002), Krohn, Franklin, Xueming Luo, and Maxwell K. Hsu, Journal of Internet Commerce, 1(4), 55-70. Does Advertising Promote Sales or Mainly Diffuse Signals?: A VAR Analysis (2002), Hsu, Maxwell K., Ali F. Darrat, Maosen Zhong, and S. S. Abosedra, International Journal of Advertising, 21(2), 175-195. Human Capital and Endogenous Growth in Taiwan: Has Foreign Trade

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Contributed? (2002), Darrat, A.F., Maxwell K. Hsu, and Maosen Zhong, Studies in Economics & Finance, 20(1), 85-94. Testing Export Exogeneity in Taiwan: Further Evidence, (2000), Darrat, A. F., Maxwell K. Hsu, and M. Zhong, Applied Economics Letters, 7, 563-567. E-Commerce User Behavior Model: An Empirical Study, (2000), James J. Jiang, Maxwell K. Hsu, Gary Klein, and Binshan Lin, Human Systems Management, 19, 265-276. The Grameen Bank of Bangladesh: History, Procedures, Effects and Challenges, (2000), Abu N. M. Wahid and Maxwell K. Hsu, Asian Affairs, June, 160-169. A Preliminary Evaluation of Online Job Seeking and Recruiting: The Job Market of Direct Marketing (October, 2005), Archive of Marketing Education, Maxwell K. Hsu and Ching-Jui Keng, (available online via the American Marketing Associations website http://www.marketingpower.com/content/AME_Teaching_Materials_2005_10_ Hsu_Keng.pdf) Book Chapter: Government Policy and Program Impacts on Technology Development, Transfer and Commercialization (2005), Marshall, Kimball P., William S. Peper, and Walter W. Wymer, Jr. (eds), Haworth Press, Inc: Binghamton, NY. Book Review (2002): Indicators of Social Development: Hong Kong 1999 by Lau, Siu-kai, Ming-kwan Lee, Po-san Wan, and Siu-lun Wong (eds), The Journal of Developing Areas, 36(1), 112-116. Utility of e-Mail Use in Higher Education: Business Students' Perceptions, (2002), Marketing Education Quarterly, 1(1), Maxwell K. Hsu and Xueming Luo, (available online via the American Marketing Associations website http://www.marketingpower.com/live/content.php?Item_ID=15182&Session_I D=4b85e3606c7c2cd031bd901dc5c1ec6a&Category_ID=&Src=)

Additional Refereed Academic Contributions

Peer-Reviewed Conference Proceedings Influence of Attitude toward Statistics and Technology on Statistical Package Usage Behavior, Hsu, Maxwell K., Joyce Xin Zhou and Jun Yu, 2006 Society for Marketing Advances Conference Proceedings. The Impact of Interpersonal Determinants on Relational Quality: The Case of Gift Exchange, Luo, Xueming, Maxwell K. Hsu and Morsheda Hassen, 2006 Association of Collegiate Marketing Educators Conference Proceedings. An Institutional Legitimacy Approach to the Customer Orientation - Trust / Commitment - Performance Link, Luo, Xueming, Maxwell K. Hsu, and Sandra Liu, AMA 2005 Summer Educators Conference Proceedings, 60. Career Anchors and Career Stages Among IS Personnel, Hsu, Maxwell K., Eric Wang, Jams J. Jiang, and Gary Klein, 2005 International Association for Computer Information Systems, 834-841. The Fog of OECD and Non-OECD Country Efficiency, Hsu, Maxwell K., Xueming Luo, and Gary Chao, 2005 Association of Collegiate Marketing Educators Conference Proceedings, 121-131.

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Content Analysis of the Top 50 MBA Programs Websites, Hsu, Maxwell K. and Amanda Haag, 2004 ACME International Conference of Pacific Rim Management Proceedings, 241-246. Revisiting Cultural Influences on the Diffusion of New Products Hsu, Maxwell K., Hani I. Mesak, and Sean Dwyer, 2004 Association of Collegiate Marketing Educators Conference Proceedings, 115-121. Diffusion of Home Appliances in Taiwan: An Empirical Investigation into the Impact of Geographical Differences, Hsu, Maxwell K. and Hani I. Mesak, 2003 Society of Marketing Advances Conference Proceedings, 114-117. Help Wanted Direct Marketing: What the Classifieds Say About Employers Expectations and What the Job Seekers Say About Their Preparedness, Hsu, Maxwell K. and Ching-Jui Keng, 2003 Direct Marketing Educators Conference <http://www.the-dma.org/dmef/proceedings/index.shtml>. The Impact of an Oil Shock on the Diffusion of Home Appliances, Hsu, Maxwell K. and Hani I. Mesak, 2003 Association of Collegiate Marketing Educators Conference Proceedings, 130-133. E-Mail in the Classroom: A Useful Pedagogical Tool? Hsu, Maxwell K. and Xueming Luo, (McGraw Hill/Irwin Distinguished Paper Award), 2002 Association of Collegiate Marketing Educators Conference Proceedings, 148150. Information Privacy and Online Behaviors Krohn, Franklin, Maxwell K. Hsu, and Xueming Luo, 2002 Association of Collegiate Marketing Educators Conference Proceedings, 21. Developing a Service Quality Construct: A Pedagogical Approach Olorunniwo, Festus, Byron Pennington, and Maxwell K. Hsu, 2002 Association of Collegiate Marketing Educators Conference Proceedings, 179190. Time and the Rate of Adoption of Innovations: Evidence from Taiwan, Hsu, Maxwell K. and Hani I. Mesak, AMA 2001 Summer Educators Conference Proceedings, 306-310. Choosing Between Additive and Multiplicative Adoption Rate Models: Some Empirical Evidence from Spatial Diffusion, Mesak, Hani I. And Maxwell Hsu, AMA 2001 Winter Educators Conference Proceedings, 6-11. Sales Forecasting: A Job Shop Case Study Re-Visited, Hsu, Maxwell K., P. Byron Pennington and Festus Olorunniwo, 2001 Society for Marketing Advances Conference Proceedings , 236-238 (Best Paper in Track). A Comparison of Domestic and Foreign Bank Efficiency: Evidence from Taiwan, Luo, Xueming and Maxwell Hsu, 2001 Southwestern Marketing Association Conference Proceedings, 125. A Technology Acceptance Model for Internet Usage, Jiang, James J., Maxwell K. Hsu, Gary Klein, and Binshan Lin, Proceedings of 2000 International Conference of Pacific Rim Management, 134-139 (Award Winning Paper). Assessing the Introductory Marketing Course: What Do Students Learn? Hsu, Maxwell K. and Sean Dwyer, 2000 Southwestern Marketing Association Conference Proceedings, 70-71.

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Spatial Variation in Diffusion of Technological Innovations at the CrossNational Level, Hsu, Maxwell, Hani Mesak, Otis Gilley, Sean Dwyer, and Thomas Means, 1999 Southwestern Marketing Association Conference Proceedings, 101-109 (Award Winning Paper). The Direct and Moderated Influences of Interpersonal Determinants on Trust in Gift Giving: A Social Interaction Perspective, submitted to Journal of Business Research (invited for revision). The Fog of OECD and Non-OECD Country Efficiency, submitted to Journal of Developing Areas (invited for revision). A Conceptual Model of Service Encounters and Experiential Value: Shopping Malls in Taiwan, submitted to International Journal of Service Industry Management. The Moderating Role of Institutional Networking in the Customer OrientationTrust/Commitment-Performance (CTP) Causal Chain, submitted to Journal of the Academy of Marketing Science. An Examination of User Acceptance of Interactive Kiosks, manuscript under preparation; targeted for International Journal of Retail & Distribution Management. Cultural Influences on Human Resource Management: A Study of Employee Absence Legitimacy in the United States, Canada, and Mexico, manuscript under preparation; targeted for Journal of Management. A Comparison of MBA Programs Efficiency: An Application of Data Envelopment Analysis, data collected and analyzed; targeted for Managerial and Decision Economics. Service Quality, Customer Satisfaction, and Behavior Intentions in the Service Shop, data collected; targeted for Journal of Service Research. College Students Perception toward Advertising: US vs. Taiwan, data collected; targeted for Journal of Education for Business. Service Quality, Customer Satisfaction, and Behavior Intentions: Lessons from a Natural Food Store, data collected; targeted for Journal of Services Marketing. Global Innovation Diffusion of Retail Technology, in literature search stage; targeted for International Journal of Innovation Management. Social Capital and Market Knowledge Transfer, data collection stage; targeted for Journal of the Academy of Marketing Science. Project Performance: the Gap between Desired and Actual Knowledge Learning, in the literature search stage; targeted for MIS Quarterly.

JOURNAL ARTICLES SUBMITTED

WORK IN PROGRESS

SERVICES

Journal Review: Editorial Review Board (2003-present), Marketing Channels. Ad Hoc Reviewer (2006), European Journal of Marketing. Ad Hoc Reviewer (2005), The DATA BASE for Advances in Information Systems.

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Ad Hoc Reviewer (2005), Archive of Marketing Education. Ad Hoc Reviewer (2004), International Journal of Innovation and Technology Management. Ad Hoc Reviewer (2003), Journal of Nonprofit and Public Sector Marketing. Ad Hoc Reviewer (2003 and 2005), The Journal of Developing Areas.

Conference Proceedings Review: Reviewer (2002, 2005), Association of Collegiate Marketing Educators Conference. Reviewer (2004), Society of Marketing Advances (SMA) Conference. Reviewer (2002, 2003), Western Decision Science Institute Conference. Reviewer (2002), AMA Summer Educators Conference.

Service to Academic Associations: VP, Membership, Association of Collegiate Marketing Educators, 2006present. Secretary, Association of Collegiate Marketing Educators, 2005-2006. Vice Chair, Website Management, AMA Direct & Interactive SIG, 2004present. Treasurer & Webmaster, Association of Collegiate Marketing Educators (http://www.a-cme.org), 2003-2006. Member, Direct Marketing Educational Foundations (DMEF) HigherEducation Committee, 2003-2005. Co-editors of the 2004 Academy of Marketing Sciences Cultural Perspectives in Marketing Conference, Puebla, Mexico.

Conference Leadership Session Co-chairs, Personal and Interpersonal Determinants of Behavior Track, 2006 Association of Collegiate Marketing Educators (ACME) Conference (Oklahoma City, OK). Session Chair, 2004 ACME International Conference of Pacific Rim Management (Chicago, IL). Expert Panelist International Marketing: Pedagogical Perspectives and Practices 2003 Society of Marketing Advances (SMA) Conference (Orlando, FL). Track Chair, Retailing/Services Marketing Track, 2003 Association of Collegiate Marketing Educators (ACME) Conference (Houston, TX). Session Chair, 2002 Association of Collegiate Marketing Educators (ACME) Conference (St. Louis, MI). Discussant, 2002 Association of Collegiate Marketing Educators (ACME) Conference (St. Louis, MI). Session Chair, 2001 AMA Summer Educators Conference (Washington D.C.,

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2001). Reviewer and Discussant, SWFAD Conference (New Orleans, 2001). Expert Panelist Innovation and Technology: Caveat Emptor or Caveat Venditeur? Southwestern Marketing Association Conference (San Antonio, 2000). Expert Panelist Operating Commercial Websites Across National Borders the 8th Annual East-West International Trade Conference (Nashville, 2000).

University Service Speaker, Business Plan Boot Camp (four times a year), Small Business Development Center, UW-Whitewater (2004-present). Member, Gradual Council, UW-Whitewater (2005-present).

College Appointments Faculty advisor, International Business Association (2005-present). Member, International Committee, College of Business and Economics, UWWhitewater (2004-present). Member, Research Committee, College of Business and Economics, UWWhitewater (2003-2004). Member, Kemper Scholar Committee, College of Business and Economics, UW-Whitewater (2003). Member, Intellectual Contribution Committee, College of Business, TSU (2000-2002). Member, Curriculum Committee, College of Business, TSU (2000-2002). Member, International Study Committee, College of Business, TSU (19992000). Member, Department Personnel Committee, Department of Marketing, UWWhitewater (2005-present). Chair, Assessment Program Committee, Department of Marketing, UWWhitewater (2003-present). Chair, Curriculum & Instruction Committee, Department of Business Administration, TSU (2001-2002). Member, Faculty Search Committee, Department of Business Administration, TSU (1999-2000). UW-Whitewater Innovation Service Center. Health-Hut Supermarket. Marketing Management (UG) Marketing Research (UG)

Department Appointments

Consulting Services COURSES TAUGHT

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Advanced Statistical Methods (MBA & online MBA)

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Survey of Marketing and Management (MBA) International Marketing (UG, MBA) International Business (UG, team teaching) Database Marketing (UG) Principles of Marketing (UG) Direct Marketing (UG) Promotion and Advertising Management (UG) Introduction to Economics (UG) E-Commerce (taught in the Ukraine) Information Technology Management Diffusion of Innovations

RESEARCH INTERESTS

International Marketing Service Marketing Management

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