• PHONE: 617-353-4411
  • EMAIL:  jhibbard@bu.edu
  • WEBSITE: http://management.bu.edu
  • OFFICE: 602
  • OFFICE HOURS: By Appointment
    Questrom School of Business
    Rafik B. Hariri Building
    595 Commonwealth Avenue
    Boston, MA 02215


Professor Hibbard's research focuses on marketing strategy, the design and management of marketing channels, the valuation of marketing relationships as assets, and branding. His work has been published in the Journal of Marketing Research, Journal of Retailing, Journal of Interactive Marketing, Psychology & Marketing, Business Strategy Review, and The Journal of Business & Industrial Marketing. He has authored teaching cases used at universities worldwide and has presented his research at international forums. Professor Hibbard has worked with organizations in a variety of industries on consulting, research, and executive teaching and development projects in Europe, Asia, Africa, and South and North America.

At the Questrom School of Business, Professor Hibbard coordinates and teaches in the award-winning, flagship set of undergraduate courses known as The Cross Functional Core. He has also taught in BU programs in China, Korea, and Japan. Professor Hibbard received his MBA and Ph.D. in marketing from the Kellogg School of Management at Northwestern University. Prior to joining the faculty, Professor Hibbard worked for a number of years in sales, marketing, and public relations. His experience included stints in the computer industry as a sales representative, in marketing and public relations, and as a researcher and case writer at the Harvard Business School.

  • EDUCATION Open or Close

    PH D, Northwestern University, J.L. Kellogg Graduate School of Management, Marketing, 1995.

    MBA, Northwestern University, J.L. Kellogg Graduate School of Management, 1988.

    BSBA, Boston University School of Management, (summa cum laude), 1982.

  • CURRENT COURSESOpen or Close

    SMG MK323 A1 Marketing Management

    SMG MK323 B5 Marketing Management

  • PUBLICATIONSOpen or Close


      Kim, S., & Hibbard, J. D. (2011). Commitment In Marketing Channels: Mitigator Or Aggravator of The Effects Of Destructive Acts?. Journal of Retailing, 87 (4), 521-539.

      Brunel, F., & Hibbard, J. (2006). Using Innovations in Student Teaming to Leverage Cross-Functional and Marketing Learning: Evidence from a Fully Integrated Undergraduate Core. Marketing Education Review, 16 (3), 15-23.

      Brunel, F., Gregan-Paxton, J., Hibbard, J., & Azar, P. (2002). 'So That's What That is': Examining the Impact of Analogy on Consumer's Knowledge Development for Really New Products. Psychology and Marketing, 19 (6), 533-550.


      Brunel, F., & Hibbard, J. (2006). Teams That Work: The Science Behind the Art of Cross-Functional Team Learning. Builders and Leaders.



      Eslaminosratabadi, H. (Presenter & Author), Kacker, M. (Author Only), & Hibbard, J. D. (Author Only). Interorganizational SIG Special Session on “Design and Management of Buyer-Seller Relationships and Distribution Channels,” AMA Summer Marketing Educators’ Conference, Attributions of Causality for Destructive Acts in Distribution Channels. (August 1, 2014).