Faculty and ResearchExpert Guide

Walfried M. Lassar

Walfried M. Lassar

Ryder Professor

Department of Marketing & Logistics

College of Business
Florida International University

Modesto A. Maidique Campus
11200 S.W. 8th St, CBC 201
Miami, FL 33199

P: (305) 348-3898
E: lassarw@fiu.edu


  • PhD, Business Administration
    University of Southern California, Los Angeles, California
  • Master, Business Administration, Marketing and Entrepreneurship
    University of Southern California, Los Angeles, California
  • Diploma, Diplom-Ingenieur Industrial Engineering
    Technische Universitat Berlin, Berlin, Germany

Areas of Expertise

  • Hispanic Internet Usage
  • Marketing Channels
  • New Product Development and Management
  • Services Business

Professional Activities

Dr. Lassars research has been published in journals such as the Journal of Marketing, Strategic Management Journal, Journal of Business and Psychology, Journal of Retailing, and Journal of Business Research. Before joining FIU in 1998, he taught and conducted research at the Owen Graduate School of Management at Vanderbilt University, the Whittemore School of Business and Economics at the University of New Hampshire, and the University of Miami. He has served as a consultant for the United Research Company and held marketing management positions at Howell Computer Company and Procter and Gamble, GmbH, in Frankfurt, Germany.

Courses Taught

  • Channels of Distribution
  • Corporate Simulation
  • Creating Economic and Social Value
  • Doctoral Research in Business Administration
  • Doctoral Research in Marketing
  • International Marketing
  • Marketing Channels
  • Marketing Internship
  • Marketing Management in the Global Environment
  • Marketing Strategy
  • Professional Development Seminar I
  • Sales Management
  • Special Topics in Marketing

Refereed Journal Articles

Roy, S. K., Balaji, M. S., Soutar, G., Lassar, W. & Roy, R. (2018). Customer Engagement Behavior in Individualistic and Collectivistic Markets. Journal of Business Research. 86 (May), 281-290.

Balaji, M. S., Roy, S. K. & Lassar, W. M. (2017). Language divergence in service encounters: Revisiting its in fluence on word-of-mouth. Journal of Business Research. 72 (March), 210-213.


Roy, S. K., Lassar, W. & Shekhar, V. (2016). Convenience and satisfaction: mediation of fairness and quality. Service Industries Journal.

Sonnier, B., Lassar, W. & Lassar, S. (2015). The Influence of Source Credibility and Attribution of Blame in Juror Evaluations of Auditors' Liability. Journal of Forensic &; Investigative Accounting. 7 (1).

Roy, S., Lassar, W. & Butaney, G. (2014). (in press) THE MEDIATING IMPACT OF STICKINESS AND LOYALTY ON WORD-OF-MOUTH PROMOTION OF RETAIL WEBSITES: A CONSUMER PERSPECTIVE.  European Journal of Marketing. 48 (9-10), 1828-1849.

Sonnier, B. & Lassar, W. M. (2013). An empirical evaluation of Graham?s Model of principled organizational dissent in the Whistleblower context post-SOX.  Journal of Forensic &; Investigative Accounting. 5 (2), 134-174.

Dandapani, K., Gupta, S. K. & Lassar, W. M. (2013). Price Determination in Brick and Mortar and Online.  International Journal of Finance. 25 (2), 7739-7755.

Sonnier, B. M., Lassar, S. S. & Lassar, W. M. (2012). An examination of the influence of audit firm size and industry.  Journal of Forensic &; Investigative Accounting. 4 (1), 39.

Davies, M., Lassar, W. M., Manolis, C., Prince, M. & Winsor, R. D. (2011). A model of trust and compliance in franchise relationships.  Journal of Business Venturing. 26 (3), 321-340.

Mohammed, S., Chen, Y. & Lassar, W. M. (2011). Chrome furnishers Ltd. Business strategy for Trinidad and Tobago.  Online Journal of International Case Analysis. 2 (1).

Mohammed, S. M., Chen, Y. & Lassar, W. M. (2011). Chrome furnishers Ltd. Business strategy for Trinidad and Tobago.  Online Journal of International Case Analysis. 2 (1), 1-20.

Lassar, W. M., Haar, J., Montalvo, R. & Hulser, L. (2010). Determinants of strategic risk management in emerging markets supply chains: The case of Mexico.  Journal of Economics, Finance and Administrative Science. 15 (28), 125-140.

Tsalikis, J. & Lassar, W. M. (2009). Measuring consumer perceptions of business ethical behavior in two Muslim countries.  Journal of Business Ethics. 89 (1), 91-98.

Dickson, P. R., Lassar, W. M., Gary, H. & Samit, C. (2009). The pursuit of excellence in process thinking and customer relationship management.  Journal of Personal Selling &; Sales Management. 29 (2), 111-124.

Lassar, W. M., Lassar, S. S. & Rauseo, N. (2008). Developing a CRM strategy in your firm.  Journal of Accountancy. 206 (2), 68-73.

Lassar, W. M. & Kulkarni, S. (2008). McDonald’s ongoing marketing challenge: Social perception in India.  Online Journal of International Case Analysis. 1 (2).

Miyazaki, A. D., Lassar, W. M. & Taylor, K. A. (2007). Hispanic vs. Non-Hispanic response to online self-service tasks: Implications for perceived quality and patronage intentions.  Journal of Services Marketing. 21 (7), 520-529.

Lassar, W. M. & Manolis, C. (2005). Antecedents to Online Purchasing ? An Exploratory Comparison of Anglo versus Hispanic Consumers in the United States.  Journal of Internet Commerce. 4 (1), 27-61.

Dandapani, K., Lassar, W. M. & Lassar, S. (2005). Virtual Banking: Impetus and Impediments.  International Journal of Finance. 17 (2), 3512-3524.

Lassar, W. M. & Dandapani, K. (2003). Media Perceptions and Their Impact on Quality: An Exploratory Study Investigating Task-technology Fit for Online Banking.  International Journal of Bank Marketing. 21 (1), 38-47.

Kaufman, M., Dandapani, K. & Lassar, W. M. (2003). Life Asset Conversion, Inc..  Case Research Journal. 23 (1), 47-67.

Vermillion, L. J., Lassar, W. M. & Winsor, R. D. (2002). The Hunt-Vitrell General Theory of Marketing Ethics: Can It Enhance our Understanding of Principal-agent Relationships in the Channels of Distribution?.  Journal of Business Ethics. 41 (3), 267-285.

Lassar, W. M. (2001). Increasing the Persuasivenes of a Service Guarantee: The Role of Service Process Evidence.  Journal of Services Marketing. 15 (2), 147-159.

Mittal, B. & Lassar, W. M. (2000). Sexual Liberalism as a Determinant of Consumer Respond to Sex in Advertising.  Journal of Business and Psychology. 15 (1), 111-127.

Lassar, W. M. (2000). Service Quality Perspective and Satisfaction in Private Banking.  Journal of Services Marketing. 14 (2/3), 244-271.

Lassar, W. M. (1999). Consumer Responses to the Timing of Product Breakdowns in the Presence of Manufacturers? Warranties.  Journal of Business and Psychology. 14 (2), 355-371.

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