Kellilynn M. Frias

Assistant Professor of Marketing
Marketing Area, Rawls College of Business
Texas Tech University, Lubbock


Kellilynn M. Frias is an Assistant Professor at Texas Tech University. Her research agenda focuses on understanding the factors that impact a firm's decision on "where to participate in the value chain" or "what to sell". Specifically, in the context of high-technology innovations, her research investigates the three principal ways innovators can commercialize their innovations: market intellectual know-how (via licensing and/or proof-of-concept), market intermediate products (sell components/sub-systems), or market end-products (sell complete systems/solutions). She studies these fundamental strategic options called - product-form choice - and the impact of key technology, firm-level and environmental factors on this decision. Her work has been published in Organization Science. Her teaching interests include marketing strategy, business-to-business marketing, marketing of innovations and new product development, and marketing and law.



• Rawls College of Business Administration, Dean’s Teaching Excellence Award ($5,000) 2016
• Texas Tech University Summer Research Proposal Grant ($25,000) 2015
• Ewing Marion Kauffman Foundation Emerging Scholar ($20,000) (2012-present)
• Institute for the Study of Business Markets (ISBM) Business Marketing Doctoral Support Award Recipient ($10,000) 2010
• Lisle and Roslyn Payne Outstanding Doctoral Student Award ($2,500) 2010
• Ewing Marion Kauffman Dissertation Fellowship ($20,000) 2010
• AMA Sheth Foundation Doctoral Consortium Fellow (Ft. Worth, TX) 2010
• Arizona Graduate Diversity Fellowship ($10,000) 2008
• Jim Click Doctoral Student Fellowship ($2,000) 2009
• Dean’s Service Award, Eller College of Management 2008
• Best Abstract Award, Transformative Consumer Research Conference 2007