Kelli Frias is an Assistant Professor of Marketing at the Kogod School of Business. She joined the Marketing faculty in Fall 2019. Dr. Frias received her Ph.D. in Marketing from the University of Arizona with a minor in law. Her research interests include issues of marketing strategy, innovation, and interfirm relationships. Specifically, she studies intellectual property strength and its impact on startups’ technology commercialization strategy, technology, and risk assessments for startups seeking angel investment, and the influence of policy on value chain relationships. She is an Ewing Marion Kauffman Foundation Fellow and recipient of several National Science Foundation and VentureWell Foundation awards.
Kelli Frias' teaching interests include marketing strategy, brand management (at the graduate and undergraduate levels), technology commercialization (co-taught with engineering) and marketing and law.
Since joining American University, she has begun to mentor students participating in the Innovation Center programming, joined the Latino & Hispanic Faculty and Staff Affinity Group, and continued working on grant-related activities.
"Product-Form Strategy: Selling Systems v. Components in Industrial Markets,” Mrinal Ghosh, Kellilynn M. Frias, and Shantanu Dutta
"Product-Form Strategy,” Kellilynn M. Frias, Mrinal Ghosh and Robert F. Lusch
"The Product-Form Strategy Decision in Entrepreneurial and Established Settings: A Multi-Method Investigation,” Kellilynn M. Frias, Narayan Janakiraman, Mrinal Ghosh, Dale F. Duhan, and Robert F. Lusch
"The Impact of Policy Change in Agent Commission Rates: The Crop Insurance Market,” Kellilynn M. Frias and Madhu Viswanathan
"The Value of Agent Information and Expertise: Analysis from the Farm Insurance Market,” Kellilynn M. Frias and Madhu Viswanathan
(selected publications)
Frias, Kellilynn M., Deidre Popovich, Dale F. Duhan, and Robert F. Lusch, “Perceived Market Risk in New Ventures: A Study of Early-Stage Business Angel Investment Screening,” Journal of Macromarketing, forthcoming
Frias, Kellilynn M. and Deidre Popovich, "An Experiential Approach to Teaching Mixed Methods Research," Journal of Education for Business, 2020, (95) 3, 1-13.
Ertas, Atila, Heather Greenhalgh-Spencer, Utku Gulbulak, Turgut Batuhan Baturalp, and Kellilynn M. Frias, “Transdisciplinary Collaborative Research Exploration for Undergraduate Engineering Students,” International Journal of Engineering Education, 2017, (33) 4, 1242-1256.
Frias, Kellilynn M. and James R. Carver, “Re-examining the “Service” of Education from a Service-Dominant Logic Perspective: Implications for Women in Business,” Educational Philosophy and Theory, (Special Issue): Gender and Education, 2016, 1-7.
Ertas, Atila, Kellilynn M. Frias, Derrick Tate, and Susan Back, “Shifting Engineering Education from Disciplinary to Transdisciplinary Practice,” International Journal of Engineering Education, 2015, (31) 1, 94-105.
Lo, Desmond, Kellilynn M. Frias, and Mrinal Ghosh, “Pricing Formats for Branded Components in Industrial Markets: An Integration of Transaction Cost Economics and the Resource-Based View,” Organization Science, 2012, (23) 5, 1282-1297.
Frias, Kellilynn M. and Deidre Popovich, “Bridging Marketing and STEM Education: Cross-Functional Teamwork for New Product Development,” in Preparing for Community-Engaged Scholarship in Higher Education, Ed. Aaron S. Zimmerman, 2020, pp. 284-305.
Ghosh, Mrinal, Kellilynn M. Frias, and Robert F. Lusch, “Choosing Value-Chain Locations in Marketing Channels: Integrating Service Dominant Logic and Product-Form Strategy Perspectives,” Handbook on Distribution Channels Research, Eds. Jim Brown and Chuck A. Ingene, 2019.
Greenhalgh-Spencer, Heather, Kellilynn M. Frias, and Atila Ertas “Transdisciplinary Content Pedagogy in Undergraduate Engineering Education: Being Pulled Up Short,” Transdisciplinary Higher Education: A theoretical basis revealed in practice, Ed. Gibbs, P. Springer (Eds.), 2017 (peer-reviewed).
Back, Susan, Heather Greenhalgh-Spencer, and Kellilynn M. Frias “The Application of Transdisciplinary Theory and Practice to STEM Education,” Handbook of Research on Technology Tools for Real-World Skill Development, Yigel Rosen, Steve Ferrara and Maryam Mosharoff (Eds.), 2015 (peer-reviewed).
(selected)
Blue Cross Blue Shield of Texas (December 2019-2022). Amount $1,239,141. Title: Consumer Decision-Making in Healthcare. PI: Kelli Frias, American University; PI: Deidre Popovich, Co-PI: Katie Langford, Texas Tech University; Madhu Viswanathan, Indian School of Business.
National Science Foundation, S-STEM Scholar Sci Tech Eng & Math (January 2019-2024). Amount $1,000,000.00. Title: Educating Engineering Undergraduates to be Industry Innovators and Managers. PI/Co-PIs: Tim Dallas, Kelli Frias, Tanja Karp, Rodriguez. Award #1834137.
National Science Foundation, Innovation CORPS Program (May 2018-2021). Amount $299,950. Title: TTU Innovation-Corps Site, PI/Co-PIs: Kimberly Gramm, Kelli Frias, Tim Dallas & Mike Ryan. Award # 1829254.
GLEAMM (Global Laboratory for Energy Asset Management and Manufacturing) (Nov 2017-Present). Amount $50,000. Title: Technology Commercialization--Solar Powered Digital Classroom in a Box. PI/Co-PIs: Tim Dallas, Heather Greenhalgh-Spencer & Kelli Frias.
GLEAMM (Global Laboratory for Energy Asset Management and Manufacturing) (Nov 2017-Present). Amount $50,000. Title: Technology Commercialization--Solar Powered Digital Classroom in a Box. PI/Co-PIs: Tim Dallas, Heather Greenhalgh-Spencer & Kelli Frias.
VentureWell Foundation (2017-2019). Amount $25,000. Title: Civil-Military Pre-hospital Care Innovation Curriculum a Scalable Pilot Program. PI/Co-PIs: Annette Sobel & Kelli Frias. Grant #15533-16.
VentureWell Foundation (January 2016-2019). Amount $18,000.00. Title: Integrative E-learning Course: Bringing Together Business, Engineering, and Autism Spectrum Disorder Students. PI: Kelli Frias, Co/PI: Tim Dallas & DeAnn Lechtenberger. Grant #13532-
National Science Foundation (January 2016 -2017). Amount $50,000. Title: I-Corps L: CyberExercises, Instructional Modules Development for Exercise-based Teaching of CyberSecurity Concepts. PI/Co-PIs: Akbar Namin, Fethi Inan & Kelli Frias; Award #: 1514603. http://www.nsf.gov/awardsearch/showAward?AWD_ID=1514603
Students developed and present a brand design for this startup. Hangio Hangers are bendable hangers seeking to revolutionize the clothes hanger market. Using the information identified in their research about home organization, fashion, and home improvement, students learned about branding a first product introduction—the flexible hanger. They did this with a limited budget and lots of creativity.
See https://shophangio.com/ for more information.
Students worked on the band’s spring album release in 2016, one group of students developed the idea for JABCares. After the management team decided to organize and execute the JABCares idea (as a non-profit foundation), they returned to my marketing strategy class to ask current students to aid in building the foundation’s brand awareness. We were able to accomplish those goals by building a brand awareness campaign for JABCares and two of their charitable initiatives for 2017. Those charities included The Jenny Bailey Foundation and New Hope for Haiti. Most recently JABCares has aided in providing supplies to those affected by Hurricane Harvey. Josh Abbott Band management was present during the course project presentations and will be utilizing some of the students’ ideas in the upcoming year. The foundation continues to grow and to increase its impact globally.
See https://vimeo.com/243501396/e07dc0ef9c for video and more information.
Students worked to create a sponsorship campaign with a community partner interested in growing their business sponsorships. In this example, students developed a brand awareness and sponsorship package for this non-profit organization and their annual high school basketball tournament. This tournament—the largest high school basketball tournament in the country—draws nearly 100 teams to Lubbock Texas from around the world. Their primary need supported their efforts with additional sponsorships and to draw members of the Lubbock community to the events. Because AMBUCS provides those with mobility-related disabilities adaptive tricycles and modifies their homes to improve their standard of living, this partnership also gave students the opportunity to engage with local beneficiaries of the organization’s fundraising efforts.
See https://www.caprockambucs.com/ for more information.
AU – Kogod School of Business, 4400 Massachusetts Ave NW, Washington, District of Columbia 20016, United States
Tuesday: 2:30pm - 4:30pm
and by appointment
Copyright © 2020 Kelli Frias - All Rights Reserved.
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