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Faculty Directory



Steve Strombeck, PhD

Professor of Marketing
Interim Dean
MBA Director

Office Phone: 951-343-4701
Office Location: School of Business, RM 215
Office Hours:

Degree Major Emphasis Institution Year
PhD Marketing The University of Mississippi 1999
MBA International Business Pepperdine University 1988
B.A. Business & Economics Westmont College 1986

Courses Taught

Graduate Courses (PhD): Marketing Theory, Consumer Behavior & Marketing Research

Graduate Courses (MBA): Marketing Strategy, Marketing Research, Qualitative Research, International Marketing Strategy, International Business Strategy, Competitive Strategies, Management of the Worldwide Organization and Current Issues in Business and Management.

Undergraduate Courses: Principles of Marketing, Consumer Behavior, International Marketing, Marketing Research, Marketing Management, Advertising, Professional Selling, Business Marketing, Services Marketing, Project Management, International Business & E-Commerce.


Academic Areas & Scholarly Interests

Services Marketing
Global Branding
Asian Business Practices


Teaching Experience

I-Shou University (Taiwan)
Handong Global University (South Korea)
Azusa Pacific University
National Kaohsiung First University of Science and Technology (Taiwan)
Union University
The University of Mississippi


Research, Presentations, & Publications

Journal Publications

Strombeck, S.D. and S.T. Shu, (2014) "Modeling Contextually Elicited Service Quality Expectations," Managing Service Quality, 24 (2), 160-183. (SSCI)

Shu, S.T., Strombeck, S.D. and C.L. Hsieh (2013) "Consumer Ethnocentrism, Self-Image Congruence and Local Brand Preference: A Cross-National Examination," Asia Pacific Management Review, 18(1), 43-62. (TSSCI)

Strombeck, S.D. and Kirk Wakefield, (2008) "Situational Influences on Service Quality Evaluations," Journal of Services Marketing, 22(5), 409-419 (SSCI)

Yao, Albert W.L,, S. C. Chi, and S. D. Strombeck (2005) "Development of a mobile manufacturing system with PDA and PLC", The International Journal of Advanced Manufacturing Technology, 25(7-8), 723-729. (SCI/EI)

Conference Presentations

Strombeck, S.D. (2013) "Foreign Direct Investment and Branding," (Key Note Speaker), International Conference on Foreign Direct Investment, Kaohsiung, Taiwan.

Shu, S.T., Strombeck, S.D. and C.L. Hsieh (2010) "The Influence of Consumer Ethnocentrism and Self-Image Congruence on Local Brand Preference," 2010 Global Marketing Conference (GMC), Tokyo, Japan.

Strombeck, S.D. (2008) "Manufacturing Brands Retreat! Assessing and Countering the Reverse Trojan-Horse Strategy of Retailers," The Society of Asia Retailing and Distribution (SARD), 6th Annual Workshop, Kaohsiung, Taiwan.

Strombeck, S.D. (2007) "Corporate Integrity and Communication Strategies," Christian Business Faculty Association, Seattle Pacific University, Washington.

Strombeck, S.D. (2006), "CFS Case Analysis," National Association of Industrial and Office Properties (NAIOP), La Jolla, San Diego.

Strombeck, S.D. (2006), "Selection Tools for Hiring New Sales Reps," Zee Medical Conference, Palm Springs, California.

Strombeck, S.D. and Ya-Ying Ling (2004), "Upward Mobility and the Social Drama: A Study of Conspicuous Consumption in the Leisure Club Industry," at the 2nd International Contemporary Marketing Academic Conference, Taiwan

Huang, Perng Fei and Strombeck, S.D. (2002), "An Empirical Study on the Development of Relationship Marketing in the Taiwanese Retail Industry: The Case for Warehouse Retailers," in The Asian Retail and Distribution Forum Proceedings, Kaohsiung, Taiwan.


Church Membership & Activities

Crossroads Church


Community Service & Involvement

Undergraduate Curriculum Committee (currently), CBU, Committee Member
Faculty Recruitment Committee (2012-2013), ISU, International College, Committee Member
Graduate Admissions Exceptions Committee (2006-2008), APU, Chair
Faculty Evaluation Council (2004-2007), APU, Council Member
Academic Integrity Hearing Committee (Fall 2005), APU, Committee Member
Globalization Task Force (Spring 2005), APU, Task Force Member
American International Mentoring Program (2004-05), APU, Participant
City Links 2004, APU, Participant
Globalization Committee (2000-2001), Union University, Committee Member
Diversity Committee (1999-2000), Union University, Committee Member


Interests & Hobbies

Designing, organizing, and leading study biannual abroad programs for business students which are based on experiential learning (corporate visits with business executives, interactive brand simulation software, and case analysis/discussion of sponsoring multinational corporations).


Personal Philosophy

"For we do not preach ourselves but Christ Jesus as Lord, and ourselves as your bond-servants for Jesus' sake." (2 Cor 4:5, NAS)